Whose wool did you pull?

This issue

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Li Geng

Chief Editor of "Car Intelligence"

"OnePlus 1", "Let's go Uncle Geng Vlog",

Founder of "Get in the car and eat"

Tesla has been "in trouble" again recently, but what I said It’s not the incident in Wenzhou where the Model? 3 suddenly failed to accelerate and brake and rushed into the parking lot, causing the car to crash and injure people. It seems that it is not uncommon for Teslas to lose control. There have been many incidents at home and abroad. I just don’t know what happened. How many car owners are still willing to serve as guinea pigs.

The thing I want to talk about today is about the recent “mutual strife” between Pinduoduo and Tesla. Before talking about it, let me first talk about my views on Tesla and Pinduoduo.

From the bottom of my heart, I really respect Tesla. After all, as a brand-new electric vehicle brand, it can become the benchmark in this market segment. It does have its advantages, and many of them are others. A marketing strategy that car companies cannot imitate, or even if they imitate, cannot achieve the same effect.

As for Pinduoduo, there are some mixed feelings. In my mind, the credibility of the quality of products on this platform is far lower than that of Taobao. At first, I felt that this was a collection and distribution platform for counterfeit and shoddy goods. It was undoubtedly providing products with brands like "Leibi" and "KFC" that appeared N years ago and some products that had no production qualifications, let alone quality. Became an accomplice. I remember there was a "joke" where a wine seller promised to "fake one and get five for five". As a result, the buyer received six bottles of wine at once, without any reason to complain. But such an e-commerce platform, which has only been around for five years, has a market value of more than 700 billion yuan, which is already on par with Alibaba and JD.com. Pinduoduo initially adopted the strategy of “surrounding cities from rural areas”, attracting consumers in third- and fourth-tier cities with ultra-low prices and large subsidies, so it has never gotten rid of its loss-making state. Recently, Pinduoduo has been trying to increase its brand influence by linking up with some high-end brands. For example, during the May 5th Consumer Festival, it launched half-price cars, including luxury brands like Cadillac, which made people think that Cadillac has officially cooperated with Pinduoduo. Later, after receiving an official document from SAIC-GM, I learned that it was just a cooperation with a dealer. But it is this "stealing concept" that has brought it enough traffic and attention. This also paved the way for the subsequent Tesla incident.

Briefly restore the matter between Pinduoduo and Tesla. On July 21st, the Yimaiche flagship store on Pinduoduo launched the "Tesla China Model 3? 2019 Standard Range Rear-Drive Upgraded Version for Ten Thousand People Group Purchase" event. The grab will start at 0:00 on July 26th. As long as you spend You can buy a Model 3 with a public price of 271,800 yuan for 251,800 yuan, but all 5 places disappeared instantly. But then Tesla issued a statement stating that it had not had any official cooperation with these two companies on group buying activities, nor had it sold any vehicles to these two companies for this event. A few days ago, I received a Tesla press release from Beijing DIS. It probably means that a "lucky" netizen in Wuhan "posed" with Pinduoduo for a photo of picking up the car, while talking to Tesla again. A dispute arose over car purchase and delivery. The target is also Pinduoduo. And today I saw news that a car owner in Shanghai had successfully picked up his car. I don’t know how it will develop in the future.

A brief analysis here, the whole thing can be understood as: a company annual meeting, the lottery prize is a Tesla car purchase gift of 20,000 yuan, the winner can only enjoy this subsidy if he purchases a Tesla designated model. And the winner needs to buy it by himself before giving the cash subsidy.

We know that Tesla’s sales channels are all self-operated, and they all use the official website to place orders for cars, which provides the best control over the price system. On the surface, Pinduoduo’s group buying activities will influence consumers not to buy cars through Tesla channels, but in fact, Tesla’s self-operated method means that anyone who wants to buy a car can only do it through its official website, so it is impossible for a certain car to appear. Regarding the cooperation between dealers and Pinduoduo, even Yimaiche and Pinduoduo cannot purchase cars for car owners. Looking at Pinduoduo on the other hand, on the one hand, this group buying activity hopes to increase traffic and exposure, which has been achieved. On the other hand, it also wants to "repeat the old tricks", thinking that by attracting a large number of potential customers, it will force Tesla to compete with it. Cooperation, this little plan is probably going to come to nothing. Tesla's price system is well protected, which is also a major advantage that allows consumers to buy cars with confidence.

Once "kidnapped" by a certain platform, it may lose its right to price protection. Tesla will not make this mistake. In fact, it is not difficult to see that Pinduoduo basically remained silent throughout the incident. It is estimated that they have realized that they chose the wrong target this time. However, using a "subsidy" of 100,000 yuan to earn this wave of traffic can be regarded as reaching the basic level. Purpose.

Song Haitao

"Haichuan Pinche"

"Roadside Parking Lot" Investor

Tesla and Pinduoduo, both parties They are all arguing with each other for their own interests and purposes. There is no right or wrong. From different standpoints, everyone can say that they are right, and everyone can say that the other party is wrong. As the saying goes, if a dog bites a dog, it is a traitor. If you want to This sentence is absolutely correct. However, as media, we should look at the problem from the perspective of consumers. As long as consumers get real benefits and spend less money to buy high-quality products, this is good. Spend less and do more. We have always advocated. From this perspective, I support Pinduoduo. Whenever Pinduoduo holds a group buying event, I may also participate.

Wang Gang

Publisher of "Demeanor"

I have never liked Tesla's products, and I really can't make any purchase for a car with this kind of workmanship. desire. But this time I support Tesla. Pinduoduo definitely wants to be as cheap as possible. The market has rules. Everyone should explain it clearly in advance and abide by it. Sometimes it is more effective than the law, but there are always some villains who fight against it. They used some pretense to break these rules, and then used various tricks to take advantage of the loopholes. They were taught various ways to pick up the car face-to-face. In addition, tens of thousands of people purchased in a group. If you really buy ten thousand cars, I think this matter can be discussed, and finally took out the 5 people, no matter how they are drawn out, isn’t this just advertising? Everyone says that consumers are innocent, but I don’t think it’s 100% true. It’s necessary to take advantage and be deceived.

Liu Hongcang

Author of "Auto Home·Che Jia Hao"

If it were placed with other brands, I would probably be very happy to get 5 orders and successfully deliver them. Car, take photos of hair ties. Since Tesla is self-operated, there is a possibility of non-cooperation, and the more uncooperative Tesla is, the more attention it will receive. For Tesla, this is tantamount to free large-scale coverage. Therefore, if I were Tesla, I would also make this "melon" bigger and attract the public's attention. The coverage value may be worth more than five cars, so why not do it. Moreover, when the car was finally delivered, the customer was not lost, what a great thing.

Xia Dong

Host and producer of "Kick the Car Gang"

This matter fully complies with the law of the jungle. It can also be said that shopping malls are like battlefields. Although business has rules, it has no ethics. The rules follow the principle of "the game" and it is the responsibility of the referee to maintain it, not the contestants. Then, the contestants will find ways to do "foul" actions that are beneficial to themselves. The offender this time is Pinduoduo. But just like a tackle, at a certain juncture, it is difficult for the referee to determine whether the tackle is aimed at a person or the ball. Pinduoduo is not violating the rules by subsidizing Tesla buyers. And it violates the rules when it buys cars on behalf of people who receive subsidies. However, in the operation of online direct sales, only the car buyer can place an order. In other words, Tesla's own online car purchase process itself will not constitute the purchase by others. So, Tesla has to deliver anyway. It has no right to interfere with where car buyers finance their purchases. In this way, Pinduoduo does not violate the business rules. Even if there are loopholes in the operation, the car purchase can be completed again after modification. Tesla must eventually deliver to car buyers. Morality cannot alone ensure that it restrains human behavior in human society. The reason is that morality is not conceptually clear and enforceable. This is the responsibility of the law. This round, Pinduoduo won. Of course, it costs money.

He Yi

Producer of "Super Horsepower"

Co-founder of Shiche Technology

I agree more with Mr. Xia's point of view. Overall Generally speaking, the more you fight, the more you win. Within the business rules, by subsidizing five car owners, Pinduoduo won widespread attention and traffic, and also moved the brand a lot closer to Tesla's "higher" strategy. This strategy of rural areas surrounding cities. This time we directly hit the city landmark. This time, there was actually a small "bug" on Tesla's sales side, and I believe it won't take long for it to be patched. Business jungle, survival of the fittest.

Yu Yingzhao

General Manager of the Automobile Division of "Fengdu" Magazine

I have never used Pinduoduo, but it is true that this platform has an extremely broad user base. . You will find that even some people who are "not short of money" are also keen on this. This is not surprising, after all, it is human nature to take advantage. The "group buying" that some vertical websites like to do is also very attractive to car buyers. Not long ago, Cadillac was snatched up by "Pinduoduo", and in the end they had to hold their noses and admit it. However, this time, in Tesla’s view, it just crossed its “bottom line.” I don’t think that just five Model 3s with a subsidy of RMB 20,000 will affect Tesla’s price system. Being branded as “Pinduoduo” is a big taboo for Tesla. I checked and found that Tesla’s current market value is US$380 billion, while Pinduoduo’s is exactly US$100 billion. In the face of capital, there is no distinction between business models, that’s all.

Zhang Liwei

Producer/Editor-in-Chief of "Famous Cars"

I don't have a good impression of this platform at all. When this platform was first launched, we edited The department bought a bunch of small appliances for testing. As you can imagine, the results are all substandard products. In addition to looking alike, there is no function at all and there is even a risk of leakage. As soon as the article came out, I was harassed and complained by Pinduoduo platform. Of course, everyone has also seen the subsequent development of the platform, with a market value as high as 100 billion US dollars. Maybe money can prove a lot and also launder a lot.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.