Send away the little girl, the food live broadcast will definitely not be cold, but it just needs to be repositioned, and the rest will be left to the team below to worry about themselves.

"Pinduoduo and Tesla are fighting?"

After listening to Li Nanjun's report, Shen Feng said curiously: "Why can't two eight-pole shots hit?"

"The main thing is that Tesla's refusal to deliver the Model 3 to Pinduoduo group purchase owners has caused heated discussions. Li Nanjun explained: "At the beginning of the month, Yimai launched a group purchase of Tesla Model 3 for 10,000 people in Pinduoduo, and finally subsidized 5 car owners with 20,000 yuan each, helping car owners to buy a standard range upgrade Model 3 priced at 271,000 yuan after the official subsidy at a price of 251,800 yuan." ”

But in the end, Tesla actually refused to deliver to the owner, and the official attitude was unprecedentedly firm, and the position was so tough that it was clearly not admitted. ”

Shen Feng frowned, why did Tesla so resolutely refuse to buy from Pinduoduo's group purchase owners?

This matter is so big, it is definitely not a simple matter at the consumer level, but a confrontation between business platforms about corporate values, business principles and models.

Even behind Tesla's refusal to Pinduoduo, you can get a glimpse of the attitude of big brands towards Pinduoduo!

Looking at the context of the things sorted out: At the beginning of the month, Yimai Car was launched on Pinduoduo, and a few days later Tesla issued an official statement saying that the event was not officially authorized......

But Pinduoduo said that the subsidy is real, and so is the car.

Then the group buying activity began, and the five car owners became the lucky winners. Subsequently, the staff of Yimai asked the owner for identity information, helped to register the account, place an order, and make payment.

As a result, a car owner will accept the delivery, but Tesla refuses to deliver the goods on the grounds of violating the policy because he informed the Tesla delivery commissioner that the balance payment was paid by Pinduoduo staff.

The order was cancelled outright, and at the same time, Tesla and Pinduoduo issued an official statement, with the former accusing Pinduoduo of malicious marketing and violating Tesla's no-resale policy.

The latter scolded Tesla for being too arrogant and ignoring consumers.

Now the two sides insist on their own words, and they are fried into a pot of porridge on the Internet!

"I specifically asked someone to check, and I feel that things are not simple, the so-called group buying is a disguise, to put it bluntly, it is a marketing campaign jointly operated by Yimaiche and Pinduoduo. ”

Shen Feng nodded, shopping malls are like battlefields, and any behavior is not pure.

As the hottest new energy vehicle in the world, Tesla has always been very forced and insists on adopting a self-operated direct sales model, which means that consumers who want to buy their cars must place orders on Tesla's official website.

Although the official flagship store is launched on Tmall, it does not sell vehicles, only sells vehicle test drives and peripheral products and services. At the same time, in addition to independent price reductions and new energy subsidies given by the government, there are no other preferential and price subsidies.

"Many people on the Internet think that Tesla is too arrogant in this matter and ignores the feelings of consumers, which of course makes some sense. But as a company, Tesla also has its own principles. ”

Li Nanjun reviewed: "If it is really delivered, the sales and pricing system, and even the brand, will be damaged. ”

"In particular, I look at the circle of friends just posted by Tao Lin, vice president of external affairs of Tesla, which also verifies my opinion to a certain extent, that is, Pinduoduo belongs to malicious marketing and porcelain!"

Shen Feng understood everything, from the eye-catching group purchase of Tesla by 10,000 people, to the well-trained customer service, to the ambiguous attitude of Pinduoduo......

It's easy to see that this is a well-planned marketing campaign.

For Pinduoduo, subsidizing 20,000 yuan each of the five car owners can use the cost of 100,000 yuan to gain brand exposure, huge traffic attention in a short period of time, and show their presence in the field of car sales to the outside world.

As the organizer of the event, Yimai also has its own demands. After the event's exposure increased rapidly due to Tesla's official statement, it seems that a new round of financing is being planned?202 eBook

A sales platform that has only been established for a few years, and its business model is very similar to Pinduoduo, both of which want to directly connect car manufacturers and consumers.

In particular, the market coverage is mainly in the third and fourth lines, through the development of a large number of auto brokers to carry out front-end customer acquisition and sales, and at the same time set up offline self-operated experience stores or cooperative experience stores to provide follow-up services.

This model is mainly for dealers and sales personnel, and it is completely contrary to the attributes of Tesla's direct sales, okay?

Besides, whether it is Pinduoduo or Yimai car, although it claims to be a 10,000-person group Tesla, there are actually only five places, and what it has is not an existing car.

"So the four sides of the matter are consumers, Tesla, Pinduoduo and Yimai. Consumers are the most hurt, and Tesla is also very uncomfortable, and the latter two are almost equivalent to empty gloves white wolves. ”

Li Nanjun said disdainfully: "I don't have a Tesla car in my hand, but I use other people's signboards to get what I want, which is simply the pinnacle of shamelessness!"

Shen Feng laughed, the last thing a capitalist wants is face.

In addition to recovering the face of malicious marketing, it is more important to see whether the brand's future sales model can be recognized, especially self-operated direct sales and pricing power.

If Pinduoduo's group purchase owners' orders are delivered, it will encourage more e-commerce platforms to follow up and carry out marketing activities in the name of Tesla's group purchase discounts, which is enough to undermine Tesla's price system and mislead consumers to change their perceptions.

Why do other platforms subsidize price reductions, but you Tesla doesn't subsidize discounts?

The sales system that has been painstakingly accumulated for many years collapsed overnight!

The other party is Pinduoduo, and at the brand level, this kind of toughness can also be desperately drawn a line, what are you?

Why play with Lao Tzu?

Even if the cheaper Model 3 is launched, Tesla still cares a lot about the image of the high-tech brand!

Shen Feng tasted tea, Tesla is not the first brand to be rubbed by Pinduoduo, and it will never be the last.

For example, last year, the official WeChat public account of LAMER, which has not moved for 4 consecutive months, pushed a company authorization notice.

List in detail the brand's authorized channels in the domestic market: department store official website, brand store, Tmall flagship store, China Merchants Bank online mall, etc......

Only there is no Pinduoduo!

But next month, Pinduoduo will put an advertisement on today's headlines, saying that La Mer will enter Pinduoduo's 10 billion subsidy from September 30, and it will be 50% off today.

What classic popular 5% off,

Don't get yourself a bottle of La Mer?

Buy a fake here and lose ten, and Pinduoduo's tens of billions of subsidies are really fragrant.

It has been emphasized several times that La Mer has entered the platform and attracted consumers with a low price of 5% off......

In May this year, the Cadillac XT5 luxury version and other brand models were launched at a 55% discount. The official direct subsidy for each vehicle is more than 100,000 yuan at a minimum and at a maximum of more than 150,000 yuan?

After the launch, 5 Cadillacs, 5 Volkswagen Tiguans, and 20 Volkswagen Touron were instantly sold.

The next day, Cadillac slapped directly in the face, saying that Cadillac only participated in the 55 shopping festival of the Magic Capital Auto Show, and never launched the "X 55% off event!"