Editor? /? Zhang? south
Design? /? Du? Kay?
Tesla is not the first big name to deny Pinduoduo.
Time goes back to 20 18 double eleven. "The cumulative sales of the latest iPhone exceeded 200,000 units during the Double Eleven period, and the transaction volume was close to 654.38+05 billion yuan." It is the first shot for Pinduoduo to try to seize the "Five Rings" market. In order to improve the image of low-cost users, Pinduoduo launched a brand pavilion in August of that year, in which Apple, Bose and Armani were all included.
However, although there are many big names in the brand pavilion, both the brand and Pinduoduo keep a low profile and there is no large-scale communication.
Until the beginning of 20 19, Pinduoduo announced to launch cross-border e-commerce and international cross-border projects. The mystery of Blue Ocean and Dyson appears in the list of high-end brands with many products. Later, Pinduoduo even put an advertisement in the WeChat circle of friends and other channels: "Promise me, prepare a bottle of the Mystery of Sea Blue for yourself, buy it here, and pay 10 for one fake, and Pinduoduo will subsidize10 billion. Very delicious. "
Unexpectedly, only two days after the advertisement was published, the Blue Ocean Mystery immediately issued a statement, distancing itself from Pinduoduo. "We suggest that you buy from the official authorized sales channel of Blue Ocean Mystery." It lists nine officially authorized sales channels in Chinese mainland, but Pinduoduo is not one of them.
Dyson also said in his Weibo channel: "The platform of many products is not the official channel authorized by Dyson. If you need to buy, please look for Dyson's official authorized channel. " ?
2065438+April 2009, Apple officially stated that "Pinduoduo is not authorized, and there is no guarantee of authenticity", prohibiting authorized dealers from selling Apple products in Pinduoduo, and at the same time prohibiting authorized dealers from selling Apple products in Pinduoduo, and prohibiting them from selling products to merchants in Pinduoduo.
These official statements, like a blank sheet of paper, have not stopped Pinduoduo from continuing to sell Blue Ocean Mystery, Dyson and Apple mobile phones on its own platforms at below-market prices.
But now Pinduoduo has met a stronger Tesla, which is famous for its direct selling. auto business review believes that it seems difficult for Pinduoduo to have a second Botzla sales offensive after completing this vote, but that is no longer important.
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It seems that after Pinduo voted for this vote, it is difficult to have a second Botzla sales offensive, but that is no longer important. It kills three birds with one stone.
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Is this a trick?
The exposed Wuhan consumers were refused by Tesla and saw the upgraded version of 20 19 domestic models with a standard endurance rear drive of 2918,000 yuan. 3. After deducting the state subsidy, Pinduoduo's 20,000 yuan discount is 250,550 yuan, and he finally made a move.
He robbed the place where he bought Tesla in Pinduoduo, paid 250,550 yuan to Pinduoduo, and then waited to pick up the car.
"Before buying, I saw the disclaimer issued by Tesla. I feel that Pinduoduo is a listed company and a big platform. There will be no problem, and it will not eat my more than 200,000. " He said, "But I thought Pinduo bought a car first and then sold it to me. Later, after consulting Pinduo, I realized that I wanted to directly dock Tesla. They don't have a car, I knew it before I placed the order. "
Of course, it's not actually Pinduoduo. The real deal is Easy Car, which is a merchant on the Pinduoduo platform. Previously, the 5.5% discount on Cadillac launched in Pinduoduo during May Day was also carried out in the car. Easy to buy a car was founded on 20 15, headquartered in Xiamen, operating a national chain of new car supermarkets, but also a comprehensive domestic car service platform.
There is a conversation with customers on the Internet on July 20th. When answering the customer's question about whether there is a Tesla model, the customer service said, "Tesla only authorized us to sell this car."
On July 26th, Wuhan consumers placed an order in Pinduoduo, paid the money and got the purchase voucher, just like buying a dress on Taobao. Besides, there is no similar contract between him and Pinduoduo.
After paying for the car, Wuhan consumers actually contacted Pinduoduo to buy a car. After that, their communication was also completed orally, without any written contract. Easy to buy a car, ask him to go to Tesla to place an order. The deposit of 1000 yuan paid by Pinduoduo (Easy to buy a car) was told to pick up the car in 2-4 weeks. /kloc-in August of 0/4, when Tesla asked for the final payment, it was revealed that the final payment would be paid by a third party, and then Tesla refused to deliver it.
"Now I want to sue Tesla. They violated the car purchase contract because the contract did not say that it could not be paid by a third party. " The Wuhan consumer said the first time after the incident.
Shorloff of Pinduo's "second fight" business unit said: "Consumers took the initiative to inform Tesla and accepted subsidies from Pinduo. However, it is true that he signed an order contract with Tesla independently, and the consumer himself placed an order in Tesla official website, which will not be resold. Tesla explicitly refused to deliver it for personal use. "
Auto business review reporter tried to contact Bao Moulong, the legal representative of Yiya Automobile. The other party said on WeChat: "We won't say anything about this."
Touched Tesla. Which cake?
Pinduoduo subsidizes Tesla to sell cars, and users like to buy cars. This seems to be a win-win business. Why is Tesla angry?
On the surface, Tesla refused to deliver the goods because consumers violated its "no monopoly" clause. In essence, Tesla is maintaining its official direct business model.
In the past, users bought cars through traditional dealers or 4S stores. In this model, dealers buy cars from OEMs and then sell them to consumers. The host manufacturer gives an "official guide price", which is directly different from the final price. According to market conditions and consumers' wishes, the final selling price and guide price may be slightly different.
What Tesla has always been doing is to break the traditional dealer sales model and adopt direct sales to firmly hold the pricing power in its own hands. Cancel the dealer link in the middle, and users can only choose the way of official website reservation and offline purchase.
As an American company, Tesla's direct sales model was once opposed by the state government and the American Automobile Dealers Association NADA. For this reason, Tesla is riddled with lawsuits. Until last year, some state governments allowed Tesla to sell cars directly.
On Tesla official website, the direct selling mode was specifically explained: "Tesla's direct selling on the Internet is to ensure that all customers have the best experience of the whole chain from beginning to end. Investors want to sell higher prices in China. Many car manufacturers do this, but I don't think we can deceive consumers. "
"A lot of hard work is to maintain the uniqueness of the channel." In an interview with auto business review, Li Jinyong, chairman of Zhonghai Tongchuang Investment, a well-known Beijing-based electric vehicle sales company, said that it seems that Tesla didn't miss a penny, but Pinduoduo's use of subsidized group buying to attract users to bypass Tesla official website's purchase is actually a challenge to its pricing system. "If other e-commerce platforms follow the example of subsidizing users, Tesla's price system will be unstable. Who wants to book online?"
If the multi-platform can successfully sell Tesla at a low price this time, this is the last thing Tesla wants to see, which means that it will be subject to these platforms in the future, especially its frequent price adjustment. Tesla will not want its price dominance to be constrained by a traffic platform, and its profit margin will also be suppressed.
However, in view of the fact that Wuhan consumers independently signed an order contract with Tesla, and the car is also for consumers' own use, legally speaking, Tesla does not deliver the model? 3 It may not be tenable at the legal level. Auto business review believes that, in another sense, Tesla refused to deliver the goods because it felt that being associated with a platform like Pinduoduo would damage its brand image. This is also the reason why Wuhan owners finally succeeded in picking up the car on August 18.
On August 18, the owner of a group purchase in Pinduoduo was signing a bill to pick up the car. (Cheng Esheng? Photo)
For Tesla, this is a bit sad. What bothers it is not another evenly matched new car-making force, but an unexpected "barbarian". You don't want to contact others, but others try their best to contact you. This is the internet world.
What's Pinduoduo doing?
Up to now, it can almost be said that Pinduoduo and Yiyi have won the car, but this time they may win Tesla, but this may be enough.
As I said before, many big names are distancing themselves from Pinduoduo by issuing statements, but they are not. A person close to Pinduoduo told the auto business review reporter: "Behind these statements is the helplessness of the brand."
First of all, like cosmetics and electronic products, there are cases of dealers stringing goods; Secondly, in order to seize the user market, Tmall, JD.COM, Pinduoduo and other e-commerce platforms once had "two choices". Therefore, the previous brand statement is more like a cover to reach a tacit understanding with each other, and does not affect the sales of Pinduoduo brand goods.
Did Pinduo misjudge Tesla's tolerance this time? A lot of repeated operations "Toad wants to eat swan meat" is actually killing three birds with one stone.
First, low cost has attracted attention. Behind the incident or Pinduoduo's consideration of the layout of automobile e-commerce business. Although the user's order was cancelled after the first battle with Tesla, only 65,438+million yuan was spent after one game, and the news that "you can buy a car in Pinduoduo" has spread like wildfire. This is the effect that100000 yuan can't be bought at ordinary times. This time it's Tesla, and next time it can be other car brands. ?
Second, further realize the brand upward. In the eyes of many people, Pinduoduo is a platform with high cost performance. Although the cooperation with big brands has been frustrated repeatedly, Pinduoduo's ambition has not stopped at the "Five Rings". Apple, Blue Ocean Mystery and Dyson are all high-end brands in various categories. Tesla is also the same in the choice of electric vehicles.
Third, get clues about the potential consumption of electric vehicles. The activity page of Pinduoduo's preferential purchase of Tesla showed that 1 10,000 people bought it, but in fact only five cars were provided (during the activity, Pinduoduo publicly said that he had prepared enough new cars, at least misleading), so as to obtain a lot of potential real consumer information. Although it seems that Tesla almost ruined the business, Pinduo has almost won. This doesn't mean that it can't buy other car brands, such as Weilai, Ideality and Tucki. You can directly attack the vertical websites of cars such as car home and Easy Car through group buying. ?
Of course, although Pinduoduo and its platform have gained a lot of benefits, in essence, car sales belong to another field, and there are endless problems to be solved in internet car sales.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.