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Pinduo "pats" Tesla
Text | Li Yifan

On July 20th, Pinduoduo "patted" Tesla.

In the limited-time spike column of Pinduoduo's homepage, the flagship store of Easy Car launched "Tesla China Mode? 3? 20 19? Standard battery life rear drive upgraded version of the 10,000-person group purchase activity, and declared "10,000-person price?" " 25 1800"。

Not to mention that this price is better than the model? 3 The official guide price is 40,000 yuan cheaper, that is, the current model? 3 of the used car market, all want 250 thousand yuan. So, hot search, of course.

Unexpectedly, one day later, Tesla, who was "photographed", distanced himself from the relationship, saying that he had never had any cooperation or entrusted sales with Yiya Automobile or Pinduoduo in group purchase. Zhu Xiaotong, president of Tesla Greater China, also forwarded the statement and added, "Don't be cheated."

Although Pinduoduo only responded that the price reduction of 40,000 yuan was true and the car was absolutely brand new and genuine, the incident was more or less cast a shadow. ?

In fact, it is not difficult to understand the logic of Pinduoduo buying Tesla. Its partner is Yiyou Car, and the place to pick up or pick up the car is also Yiyou Car Shop. Yiyou Automobile itself is a national supermarket chain with a wide supply chain.

Although I don't know the mode of buying a car in Tesla's direct mode? Where did it come from, but the car, which is genuine, definitely didn't run. It's just a question of whether after-sales service can be put in place in the future.

Just like the previous group purchase of Switch in Pinduoduo, Tencent stated that it did not authorize the version of Switch in Pinduoduo. So what? Still light seconds.

(Netizen: Pinduoduo: I need your permission to subsidize users out of my own pocket? )

Have seen the world a lot, dare to put a model? Three, these consequences are of course expected, but they just want to rush to the death on the way to the car.

Pinduoduo aimed at the car.

Pinduoduo started selling cars last year.

On May 9, 2065438, Pinduoduo sold 400 Wuling Hong Guang at a price of 34,900 yuan. The result was only 18 seconds, and it was snapped up in an instant.

After the test water opened higher, Pinduoduo directly launched the "66 Carpool Festival" with independent brands such as Changan, Chery and BAIC, and announced that it would give consumers a minimum discount of 6.6%. Results Only 1 minute after the activity was launched, all 387 Chery cars were sold out, equivalent to the sales of a Chery 4S shop for half a year.

From the opening of Wuling Hong Guang to Chery's "water release", Pinduoduo's automobile management idea has been steadily upward from the beginning.

This year, they began to pay attention to joint venture brands.

During the May 1st period, the Shanghai Municipal Government launched the "May 5th Shopping Festival", and Pinduoduo directly participated in the shopping festival, investing 2.5 billion yuan as the largest subsidy in history, and even directly giving a 5.5% discount on automobile categories.

Cadillac XT5, Volkswagen Touran, Volkswagen Tiguan L, Buick Hideo, Chevrolet Knight, Roewe RX5, etc. , all listed in Pinduoduo at the lowest price of 5.5 discount. Moreover, it was snapped up in two rounds, and money is affectionate. 30 XT5, Tulang and Tiguan L are all counted in seconds, and the cumulative supply of Yinglang and Lang Wei exceeds 10. ...

During the May 5 Shopping Festival, on May 1-May 20, Pinduoduo1* * sold 3,600 cars. This is equivalent to the sales of a 4S store in Germany or Japan in the past three quarters.

On May 2 1 day, Pinduoduo sold 160 cars owned by Geely and Lectra within 12 minutes.

On the way to the auto market, Pinduoduo became more and more familiar.

So this time, they aimed at the original price of 29 1, 800 yuan's Tesla.

Pinduoduo, this automobile bureau is quite similar to the mobile phone bureau of that year. Pinduoduo gradually sold from Xiaomi, OPPO and VIVO to Samsung and iPhone. In 20 19, Pinduoduo's "One Billion Subsidy" Zone sold more than 2 million Apple phones, which has become one of the largest sales platforms for iPhone in China market.

Who dares to say that Pinduoduo automobile has been annexed and has no market share of 4S stores?

Why a car?

The reason why Pinduoduo always sells cars every second is easy to understand.

Just like when Costco first started selling cars, there was a lot of doubt. As a result, when it was actually operated, everyone found that the cars put in Costco were cheap and formal, and there was no need to bargain, and "Buy in buy" was written everywhere. Therefore, the car sales in Costco are very good.

The principle of more goods is the same. They help consumers negotiate with brands or dealers in advance, and transfer the store rent and labor costs that were originally passed on to offline to consumers. It reduces the original lengthy process and complicated variables, and greatly improves the purchasing efficiency and cost of consumers.

To put it bluntly: cheap and convenient.

This is a self-service car sales model. Every time Pinduo launches a new car, tens of thousands of users make an appointment in advance, which gives Pinduo a good drainage.

Take this Tesla as an example. To say the least, even if Pinduoduo subsidizes the price reduction, 20,000 of the 40,000 yuan is subsidized by the state, and a ***5 is 6,543,800 yuan. It is equivalent to Pinduoduo spending only 654.38 million+yuan to make a headline advertisement of "I am with Tesla" on the whole network. Don't make too much money.

6.5438+10,000 yuan per day, how to buy this kind of activity attention and brand image improvement?

Why is Pinduoduo so eager for cars?

The most direct reason is that the car is expensive, which can help Pinduoduo greatly increase the unit price of customers.

Customer unit price is the growth point that Pinduoduo has been striving for in recent two years, in other words, the brand is upward.

Pinduoduo was once called "Outside the Fifth Ring Road" APP because of its low price. However, after the market sank, Pinduoduo began to aspire to enter the middle and high-end target groups.

On the one hand, their consumption level is high, leaving Pinduoduo with more profit space; On the other hand, only by covering this part of the target population can Pinduoduo's e-commerce system be more complete and survive more vigorously.

Because consumption itself is constantly upgrading, you can see that the automobile market is sinking, but the luxury car market is rising instead of falling.

Therefore, just as Taobao won a strong cash flow for Ali and brought brand crises such as fakes, Ali began to seek to establish a mid-to high-end brand Tmall; Now, Pinduoduo has begun to look for the direction of upgrading through multiple channels.

It is the simplest and rudest way to increase the categories of high-priced products and the unit price of customers.

Since last year, Pinduoduo has been subsidizing high-end consumer goods to win users in first-and second-tier cities. During June 18, Pinduoduo focused on high-priced products such as iPhone. At the end of the year, they directly took out10 billion, giving priority to explosive products, such as iPhone, Maotai, SK-II fairy water, Dyson hair dryer, Switch, AJ, coconut and so on. All of them are unlimited subsidies, and consumers are guaranteed that 100% is genuine and worry-free after sale.

At the same time, it has also increased the categories of high-priced goods such as automobiles.

The result is also obvious. In 20 19, the average annual unit price in Pinduoduo was 5 1 yuan, and this figure was in 33 yuan and 42 yuan in 20 17 and 20 18 respectively.

In 20 19, the number of active users in Pinduoduo increased by 654.38+67 million, exceeding the sum of the net users of Ali and JD.COM platforms.

But this will not ease the pressure on Pinduoduo.

In 20 19, the per capita consumption in Pinduoduo increased by 53% year-on-year, reaching 1720. 1 yuan, which is quite good for itself, but it is still more than three times worse than the 5,760.77 yuan in JD.COM next door.

With the rise of Pinduoduo, Ali resumed the poly-cost-effective, and introduced a subsidy of10 billion yuan. JD.COM also launched the "Jingxi" anti-bidding, and launched the battle of the base camp in Pinduoduo.

Ali JD. The downward trend of COM makes the upward trend of Pinduoduo more "time waits for no man".

The passenger flow, customer unit price and customer quality that cars can bring are significantly higher than those of previous commodities.

Where did the car come from?

In this battle for high-end users, compared with Ali and JD.COM, Pinduoduo encountered the most questions, that is, the lack of official supply.

Not to mention expensive cars, even ordinary products, Pinduoduo has been repeatedly accused by brands of "touching porcelain". This is obviously very unfavorable for it to open the road to brand promotion.

Compared with price, consumers may be more concerned about formal channels and after-sales service for products of this price and category. This is not guaranteed. "Rashomon" with Tesla won't be the last time, and it's hard for Pinduoduo to gain a foothold in car sales.

Then how do you get the official supply?

Cooperation with car companies is naturally the best solution, bypassing various intermediate links and bringing double profits but quick turnover to enterprises and consumers.

But after all, the rising road of many products has not been finished. In the eyes of most car companies, Pinduoduo is still a sinking market. For fear of being dragged down, many car companies are reluctant to directly cooperate with Pinduoduo, such as Tesla, denying Sanlian: I am not, I am not, don't talk nonsense.

Besides, I think there are only two ways that are most suitable for Pinduoduo.

One is through the government.

The sales of several cars in Pinduoduo in May were, in the final analysis, the result of cooperation with the government.

SAIC series cars belong to the "Fifth Five-Year Shopping Festival" organized by the Shanghai Municipal Government. The Shanghai Economic and Information Committee personally stated that it would "promote the cooperation between Pinduoduo and local car companies and enhance the online and offline car buying experience".

Geely series vehicles are part of the series of activities of "Taizhou Manufacturing Quality Purchase" online industry live broadcast festival. In the same month, the Taizhou municipal government reached a strategic cooperation with Pinduoduo, and no less than 1 10,000 enterprises in Taizhou officially organized a delegation to land in Pinduoduo, and city leaders came to the platform of Pinduoduo live broadcast room to bring goods.

This kind of government brand endorsement, car companies are willing to cooperate, and consumers are also happy to see it.

Now, Pinduoduo has reached strategic cooperation with Ningbo, Qingdao, Dongguan, Quanzhou, Foshan, Yantai, Nanchang and other cities. If Beijing, Chongqing, Guangzhou and other automobile centers are captured in the future, will there be no official supply?

The second is cooperative dealers.

To use an inappropriate metaphor, Pinduoduo's group purchase of Tesla is actually a cooperative "dealer", but because Tesla is directly operated, this dealer is not orthodox and official enough.

However, buying a car properly has its own sources of supply. Last month, Pinduoduo killed 300 trucks sold by Wuling Glory, all of which were sold by buying cars properly.

Many products need suitable cars and orthodox dealers, because buying a car is different from other things, and its procedures are more complicated, such as test drive and inspection, regular maintenance and replacement after buying, all of which depend on 4S stores, and sales channels are far less important than service channels.

Orthodox 4S stores and dealers actually have the same demand for Pinduoduo. They need consumers, and Pinduoduo's important advantage is its huge source of tourists. It can help dealers find people, not people

Dealers have had a hard time recently. As the automobile market goes down, consumers buy more cars and shop around, and the competition among dealers itself is also intensifying. In the past two years, many e-commerce or manufacturers have bypassed dealers and directly contacted consumers by establishing a fan base, taking the group purchase price. Even some media and KOL have joined this group buying method.

Therefore, dealers need Pinduoduo to find the passenger flow and brush the sense of existence.

After all, you can get the "first bucket of gold" for users to buy a car without bargaining. Based on this, it is more likely to retain users in the more profitable after-sales link. Why not?

In particular, large dealer groups cooperate with Pinduoduo, and after consumers place orders online, the group can also choose the nearest dealer warehouse for distribution, which greatly saves logistics time and cost.

Brand officials can settle in Tmall, and dealers can join hands with Pinduoduo and put on their own armor. There is nothing unreasonable. Everything is for a better life.

So as far as the automobile market is concerned, Pinduoduo is not a price destroyer, but a rescuer who may redefine the market rules.

When the price in Pinduoduo moves towards the range of 300,000 yuan, the real fission of automobile e-commerce in China may just begin.

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