Behind The Group Purchase Of Tesla With More Than 250000 Yuan: Real Subsidy Or Marketing Show?

Although the purpose of the "Oolong" campaign is not to get a glimpse of the "traffic" of the "Oolong" campaign, it is not to see the purpose of the promotion.

Pinduoduo's subsidy activities are once again in conflict with the car brand.

On July 21, the chain car sales platform yibuyou launched the Tesla Model 3 10000 person group purchase activity on pinduoduo platform. The group purchase price was 251800 yuan, while the official guidance price was 291800 yuan. Under this stimulation, pinduoduo's stock price rose nearly 4%.

As of 18:30 on the 22nd, the page showed that the number of participants had reached 37000. Another aspect of the user's unusual concern is Tesla's dissatisfaction with this activity. In a statement on its official microblog, the company said that it had not cooperated with yimaiche or pinduoduo in this group buying activity, nor had any entrusted sales service with yimaiche or pinduoduo, and had not sold any vehicles produced by the company to Yimai or pinduoduo in connection with the group purchase.

Although there is suspicion of "Oolong" in this activity, pinduoduo's purpose is not to sell cars, but its ambition to obtain traffic and upgrade platform by using subsidies. "All the cars sold on our platform are officially guaranteed. The number of cars in this event is five." Pinduoduo told the 21st century economic reporter.

Based on this calculation, pinduoduo's subsidy is not much. After being bundled with Tesla brand, it actually attracts the attention and attention of users. However, Tesla officials still claim that the matter will be dealt with by the legal department.

Pinduoduo's subsidy activities are once again in conflict with the car brand. IC photo

The helpless Tesla

"The right to pursue relevant legal liability is reserved." Tesla was very tough in the statement. Tesla, who was born in the direct mode, has always held the pricing power. I thought that my price system was firmly in my hand, but the low-cost group buying activities of pinduoduo disrupted its rhythm.

It is understood that Tesla adopts two channels of experience store and online direct marketing. The advantage of direct marketing mode is that the price is transparent, and users can enjoy the integrated service from test drive, car ordering, delivery to after-sales. In April this year, Tesla announced that it had officially settled in tmall and opened the world's first official Tesla flagship store. However, the first batch of high-end products such as high-end car accessories, such as the high-end mobile phone accessories, such as the high-end mobile phone accessories, are not included in the first batch of high-end products such as the high-performance car rack and the pedal safety in the flagship stores. Its more purpose is to encourage users to book a test drive in the store through online channel drainage.

Obviously, Tesla's channels are still in the offline market, and pinduoduo's subsidy behavior dissatisfied some users, especially when the epidemic situation led to a general decline in the performance of car companies. According to the Wall Street forecast, Tesla's second quarter revenue will drop 16.6% year-on-year, with a net profit loss of 280 million yuan. In May this year, Tesla Model 3 has already reduced its price by 10% in China, reducing the price to about 270000 yuan, causing dissatisfaction among some car owners.

Industry insiders believe that Tesla's embarrassment lies in the fact that there is no agent system in the self operated mode, so it is difficult to investigate the responsibility even if there are incidents that disrupt its own price system.

Tesla's experience is not an example. As early as this year, during the May 5 Shopping Festival in Shanghai, pinduoduo released 2.5 billion yuan in cash and consumption coupons to sell 55 SAIC Group's new Cadillac xt5 with a 50% discount. Xt5, which has a guiding price of 349700 yuan, will be sold at 19633500 yuan after price reduction.

In this regard, Cadillac's director of marketing first sent a circle of friends, saying that pinduoduo's activities of selling cars at low prices are to turn over new cars and fake goods. Dealers and consumers should pay attention to cracking down on counterfeit goods. But surprisingly, Cadillac officials said in a statement: "during the May 5 Shopping Festival, pinduoduo, together with Bailian Group, a Cadillac authorized dealer, directly subsidized consumers by pinduoduo platform, and launched a" 50% discount "discount for Cadillac xt5. Consumers in Shanghai can buy and use it at ease."

On the one hand, traditional car companies hope to expand sales through Internet channels, on the other hand, they have to face the game between various distribution channels. In order to get more than 5% discount for the company's employees to buy a car, it does not mean that the company's activities of buying a car for the sake of getting a five percent discount on the real estate company's behalf do not mean that the company's activities to buy a car are not the same

Close combat of pinduoduo

This is not the first time Pinto has been questioned. Before that, Nintendo's domestic agent Tencent Nintendo switch had declared that the related products sold on pinduoduo platform were not authorized. Lamer also issued a statement denouncing pinduoduo for its unilateral propaganda of the mystery of navy blue and its participation in the 10 billion subsidy program. The repeated statements of the brand side make the reliability of products sold on the platform questionable.

Large subsidies not only enable the platform to harvest traffic, but also make the relationship between pinduoduo and the brand more subtle. Although the Cadillac official clarification, but also inevitable consumer trust in the product wavering. More than 300 million users have questioned in more than one year.

Previously, Chen Qiu, vice president of pinduoduo, said that in the first quarter of this year, in the special period of epidemic prevention and control, the direct subsidy amount of the platform exceeded 5 billion yuan. At the same time, pinduoduo promises that pinduoduo will continue to adhere to the policy of "0 Commission" and "0 platform service annual fee", which is expected to save more than 80 billion yuan of operating capital cost for businesses throughout the year. During the period of June 18 last year, pinduoduo's 10 billion subsidies were mostly concentrated on mobile phones. 350000 Apple series products were sold, with a total order of 1.1 billion yuan, and Gmv increased by 300%.

Pinduoduo has 10 billion subsidies, Taobao has restarted juhuasuan, and the overlapping users of Taobao and pinduoduo are rising. Everbright data shows that among the 10 Taobao users, 4 are already using pinduoduo, and both sides are carrying out close combat. Zhao Zhancheng, a lawyer with Beijing Zhilin law firm, told reporters of the 21st century economic report that the reverse group buying mode of pinduoduo's joint businesses is a normal purchase behavior and does not involve violations of Tesla's trademark infringement. "Indeed, on the e-commerce platform, we can often see some businesses doing some second-hand promotional activities, and the agent system is the first to be affected. Therefore, most of the time, it is short-term marketing activities, which can not form a normal. "

Zhao also believes that according to the regulations on the liability for repair, replacement and return of household automotive products, that is, the "Three Guarantees" law, the seller should be responsible for the three guarantees according to the law, and users can directly look for suitable cars when problems arise. According to public information, the company was established in 2015 and headquartered in Xiamen. It has successively obtained tens of millions of Yuan a-round financing invested by Xianfeng Changqing and Xianfeng Qiyun, and 150 million yuan a + round financing jointly led by LanChi venture capital and GGV Jiyuan capital.