Buy Tesla slogan

When we meet people with different ambitions, we often say, "If I can't be provoked, can't I hide?" However, recently, the auto industry was forced to buy by Pinduoduo, and Tesla ran into Pinduoduo. Tesla was not to be taunted, so I really couldn't afford to hide. Tesla was caught in a storm of public opinion because it was unwilling to deliver it to the five car owners who passed the "Pinduoduo Tesla Killing Ten Thousand People" campaign.

However, in the end, Tesla chose to make some concessions. On August 16, a Pinduoduo owner got the Tesla model he ordered through the official delivery activity of Tesla. 3. We also enjoyed the Pinduoduo10 billion subsidy of 20,000 yuan.

At the same time, Tesla released the latest statement: support car owners to launch rights protection actions and protect the rights of rights defenders.

Let's play back the process of compulsory purchase in Pinduoduo:

29180,000 yuan original 20 19 Tesla models? 3 standard endurance rear-drive version, purchased in Pinduoduo "Easy Car Purchase", only needs 25 1.08 million yuan. This is the content of Pinduoduo Tesla's mass murder activity on July 22nd. The reason why the discount is tens of thousands of yuan is that Pinduoduo subsidizes consumers out of its own pocket.

Tesla responded at the first time: it said that it did not engage in any form of entrusted sales activities with Pinduoduo or Yi Kai, nor did it sell its vehicle products to Pinduoduo or Yi Kai for this activity.

Later, in the delivery process, Tesla's delivery staff said that due to doubts about its models? The order was placed by Pinduoduo or other merchants in the name of consumers, which violated the resale prohibition clause in Tesla's car purchase clause, canceled the order and refused to deliver it, which subsequently triggered many well-known disputes between people and consumers.

As far as Yueguan Auto Market knows, Tesla is not the only vehicle manufacturer that boycotts Pinduoduo, and some manufacturers are unwilling to make a fuss, dare to say and do it or don't care.

On May 5 this year, a senior executive of a luxury brand said in a circle of friends that the brand products sold in Pinduoduo were 55% off, not from the formal channels of the manufacturers. The executive even reminded consumers not to buy refurbished cars.

Why does Pinduoduo face siege when selling cars?

As an e-commerce, this should not happen in Pinduoduo itself. E-commerce should also be a channel for manufacturers. Although car e-commerce has not yet become the mainstream, most manufacturers will still use e-commerce as a sales channel or platform. Even if the sales volume is not reached, it is valuable to do marketing. However, with the exception of Pinduoduo, most mainstream automakers, especially luxury brands, are "staying at a respectful distance" and trying to keep their distance.

When Pinduoduo criticized Tesla for refusing to deliver, did he ever think about his own problems? Why don't vehicle manufacturers want to mix with Pinduoduo? Guan Yu automobile market analyzed the following reasons:

First of all, for some automakers, the direct sales model is adopted, such as Tesla. Pinduoduo is a platform, equivalent to an agent. Selling Tesla on the Pinduoduo platform violates Tesla's principles and is a blatant provocation. For example, Hoh Xil is a "forbidden area" forbidden by the state, but you must enter regardless of the ban.

Second, the core of Pinduoduo model is low price. "Buy together, it's cheap" is Pinduoduo's slogan on his website. Indeed, for some industries, if the platform only wants traffic, not profit, it is indeed possible to reduce the cost of intermediate links through the platform, but this is not the case in the automobile industry.

Even if Pinduoduo can be unprofitable as long as it has traffic, intermediate links in the automobile industry are inevitable. In the process of buying a car as a commodity, many services need personnel to participate, and insurance loans are licensed. Even Tesla direct sales has storefronts and service personnel, and the cost of intermediate links cannot be reduced. In other words, under the premise of fixed costs, it is impossible to reduce costs through Pinduoduo.

Facts have also proved that the so-called Tesla preferential price difference of tens of thousands of yuan is not a price reduction, but is subsidized by Pinduoduo itself. Pinduoduo only subsidizes five cars, but consumers will think that Tesla can be bought at a cheaper price, which actually disrupts the manufacturer's business rules.

Third, in the initial stage of Pinduoduo, the negative brand image brought by selling fake and shoddy products is hard to eliminate in the short term. Considering the reputation of their own product brands, automobile manufacturers are obviously reluctant to get involved in it to avoid unnecessary brand damage.

Fourthly, if we support the price war in Pinduoduo, it is very likely that the automobile manufacturers will play with themselves to death.

After decades of market competition, the automobile market has become a mature market, the profit level has been restored to a reasonable level, and the profit at the distribution end has been greatly reduced. As we all know, there is no profit in automobile sales (except for a few luxury brands). If we join a showstopper who is good at price war, it will only make the price of the automobile market more and more chaotic.

And Pinduoduo itself has no business innovation to save transaction costs. In the name of "Tesla killed ten thousand people", Pinduoduo actually provided only five cars, with a subsidy of about 200,000 yuan. Subsidies are just gimmicks to attract customers and lose customers. For car manufacturers, risking billions for these cars is tantamount to killing the goose that lays the golden egg. The potential risk is that manufacturers are likely to lose billions of dollars because of this small number of vehicles, and the whole price balance will be broken, so many employees in this industry will be affected. Therefore, Pinduoduo is a model that Tesla, including mainstream car manufacturers, don't want to play and can't afford.

Tesla: If you are forced to buy something, you can't afford to hide?

If a business model wants to succeed, it must first create value for itself, then it will affect your upstream and downstream, and then bring value to society. Is there one in Pinduoduo? Obviously, it is not a long-term business model for Pinduoduo to buy Tesla through subsidies in the automotive field, especially in the case of forced purchase of Tesla.

Of course, Pinduoduo also has certain value in some fields. For example, Pinduoduo makes profits through enterprises and platforms, so that some weak goods that usually have no funds to advertise and cannot reach formal channels have a market through this channel; Let some agricultural products and poverty alleviation products have channels. But in the final analysis, Pinduoduo's long-standing commodities and ideas were originally based on low prices, and the overall consumption was at the low end.

Guan Yu Auto Market believes that Pinduoduo's insistence on buying Tesla is also based on gimmicks, manufacturing concepts, rubbing traffic, sucking powder and getting customers, rather than actually selling Tesla.

Because first, although Pinduoduo claims to have 300 million traffic, there are not many people who can really afford Tesla; Second, if Pinduoduo really wants to sell cars, the financial pressure on dealers is very great. Traditional dealers have to knock on the stock, but Pinduoduo's "Tesla in Pinduoduo exceeds 10,000 people per second", though it sounds loud, actually only gives out subsidies of several hundred thousand yuan.

Although after Tesla refused to deliver the goods, some people "stood on the platform" for consumers who didn't understand, thinking that the competition between Pinduoduo and Tesla would eventually harm the interests of consumers, so many people began to complain for consumers and even asked lawyers to solve their doubts.

Although I don't like Tesla's arrogance, I still sympathize with Tesla in this matter. Because in the whole process, it was actually a farce directed and performed by Pinduoduo, and Pinduoduo had the last laugh.

Of course, in my opinion, although Pinduoduo made traffic, it was disgraceful to make traffic. Pinduoduo asked consumers to go to Tesla official website to place their own orders. In fact, it is also an act of exploiting loopholes. In fact, many international companies have principles. Although in a sense, exploiting loopholes is not illegal, it should not be encouraged.

For example, the above-mentioned no-man's land in Hoh Xil is forbidden to enter, but relevant personnel such as scientific research can enter. If someone is similar to Pinduoduo, should we encourage people to enter Hoh Xil, take photos and make them on the spot to attract fans? At least I won't agree.

As for consumers, I don't think Tesla has harmed the interests of consumers. If consumers can't get a car, the loss of consumers' interests is caused by Pinduoduo. Tesla made it clear from the beginning that it did not cooperate with Pinduoduo, and made it clear from the beginning. The reason why consumers still pay the deposit in Tesla official website is that they listened to Pinduoduo.

Some people say that Pinduoduo invited a guest to dinner. Did the hotel refuse? However, it should be pointed out that if the hotel stated at the beginning that my food was only sold to girls, not boys, and Pinduoduo, as a boy, was not qualified to buy it, so I found a girl to pay the bill and refused to sell it, then the hotel itself would be fine.

Besides, Pinduoduo is not as simple as a dinner party. If, like the above example, Pinduoduo is a boy, his purpose of inviting this girl to dinner is not pure. Pinduoduo spent several hundred thousand yuan to subsidize five customers to buy Tesla cheaply, and the activity itself brought tens of thousands of traffic. In fact, it's not Pinduoduo who pays the subsidy, but the trapped traffic. In other words, although these five car owners took advantage of tens of thousands of yuan each, it was because thousands of consumers didn't get any benefits, but fell into the trap of Pinduoduo and became his traffic.

Tesla is unwilling to deliver, which can be said to be a big bully, but there is nothing wrong with adhering to commercial principles. After all, Tesla is a powerful brand. Pinduoduo, instead of buying by force, might as well settle down and study how to be a more effective automobile e-commerce. For example, if you want to enter Hoh Xil, you should first cultivate yourself as a scientific researcher related to Hoh Xil.

So far, the automobile e-commerce in China has not been particularly successful. Automobile manufacturers hope to use the traffic of e-commerce platform to increase sales, but at the same time, they should consider protecting the interests of existing channels. As far as automobile manufacturers are concerned, e-commerce will ultimately rely on monopoly to make profits, and the most taboo for automobile manufacturers is that channels are monopolized and in a passive situation.

Therefore, although there are not a few capitals entering automobile e-commerce, most of them either make stock cars or make customized cars on the platform. E-commerce should use its own advantages to assist automobile factories and open up more markets to achieve a win-win situation, instead of realizing self-interest under the guise of selling cars or even destroying other people's business rules.

If Pinduoduo sells cars that manufacturers can't sell through traffic, so that a few surviving car companies die less, it may also make some contributions to the automobile industry.

Of course, in all fairness, from the beginning, I also thought that Tesla would choose a partial compromise on this matter. After all, it's a company in the same city, not a sight to see. However, I personally do not support Pinduoduo's compulsory purchase. Doing business pays attention to rules and needs credibility. Traffic has both positive and negative aspects. Personally, I don't think buying Tesla can attract much positive traffic. Cheap is not a virtue in itself. If Tesla gives in, it will dig a big hole for the whole industry. I don't know how many car companies will face such troubles in the future.

However, it is also undeniable that with the younger consumption, car e-commerce will be a trend in the future, and consumers will buy more and more cars through e-commerce. However, we should believe that channels are only channels, which cannot change the essence of commodities and will not become phoenix because of channel marketing. The first thing that automobile manufacturers and dealers should do is to establish their own product competitiveness in a down-to-earth way, and at least make themselves the benchmark of the industry like Tesla.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.