There is friction between the two enterprises, and the smell of gunpowder is getting stronger and stronger. In July this year, a new car e-commerce platform and pinduoduo launched a “ten thousand people group campaign” for the domestic model 3 standard extended rear drive model. The price was as low as 251800, which was nearly 40000 yuan cheaper than the price on Tesla’s official website. But when the consumer group successfully prepared to pick up the car, they found that Tesla refused to deliver. Tesla claims that the activity is not in line with Tesla’s delivery policy, and the two companies have their own opinions. After the incident, Tesla said through official channels that it had not cooperated with the new car e-commerce platform or pinduoduo in this group purchase activity, nor had any entrusted sales service with the merchant or pinduoduo, nor sold any of the company’s production vehicles to this platform or pinduoduo. Tesla shall not be liable for any dispute or damage to the rights and interests of consumers arising from the above group buying activities. < / P > < p > I thought that after Tesla’s tough stance, the activity could finally be changed into a game acceptable to all three parties. However, pinduoduo finally managed to carry out the activity. As a result, it has become the current situation. < p > < p > now in retrospect, pinduoduo, without the consent of Tesla, uses such gimmicks as “group buying Tesla” to attract consumers to expand the brand’s popularity. It is indeed suspected that pinduoduo is “touching porcelain”. < / P > < p > moreover, as car companies have always been extremely sensitive in terms of price, the direct sales model Tesla has always adopted is to increase the pricing power and firmly hold it in its own hands. In addition to being angry, the more important thing is to worry about affecting the consumption experience of other Tesla car owners. < p > < p > in addition, pinduoduo put up the slogan of “ten thousand people group price” in the activity copy, but in fact, it only provides five special cars for the activity, which means that it exaggerates the publicity. < / P > < p > < p > “touch porcelain” Tesla launched promotion activities, and still forced to promote the implementation of the activities even though the other party has stated that “no cooperation, no entrustment, and no responsibility”, why pinduoduo has this confidence is actually because it has operated similar cases before. < p > < p > last October, pinduoduo advertised on several platforms, saying that the high-end cosmetics brand “mystery of sea blue” officially settled in pinduoduo, creating momentum for its “10 billion subsidy” activity.
but soon after, the company was hit by the official face. La Mer suddenly pushed a “company authorization notice” on its long public official account, which listed La Mer’s authorized sales channels in mainland China, which did not contain much spice. In the cooperation with automobile enterprises, pinduoduo has also experienced being “slapped in the face” by other automobile brands. In May this year, pinduoduo launched the “online discount, second new car” activity, which included Cadillac xt5 model. Then, Feng Dan, director of Cadillac’s marketing department, wrote in his circle of friends: “turn over new cars, fake goods. Please pay attention to cracking down on counterfeit goods. ” However, compared with today’s tough Tesla, pinduoduo’s previous friction with Cadillac has been satisfactorily resolved. Cadillac later issued a statement explaining that the event was participated by Cadillac’s dealers and pinduoduo gave subsidies, which was a decent reason for both sides. < / P > < p > but what’s interesting is that whether it’s the mystery of high-end makeup brand, Cadillac, or Tesla, the high-end new energy automobile brand, their consumer groups are not the same as those in the traditional impression. < / P > < p > pinduoduo’s painstaking efforts to connect with these brands also reflects another anxiety of pinduoduo in user growth. After capturing consumers in the third and fourth tier cities, pinduoduo’s next step is still close to the market within the Fifth Ring Road. < / P > < p > since last year, the growth rate of pinduoduo’s users began to slow down, and Q2 in 2019 dropped to the lowest point in history. The reason behind this is not only because the development speed of pinduoduo was too fast before, but also reflected to a certain extent that the demographic dividend of users outside the Fifth Ring Road has been basically harvested by pinduoduo. < / P > < p > how to increase in the five rings? Pinduoduo has come up with a set of very effective strategies, that is to launch the “10 billion subsidy” activity, through the official promise of authentic products, with low-cost big brand products as the starting point, and gradually establish a new user awareness. < / P > < p > iPhone series mobile phones should be the first popular product born in pinduoduo’s “ten billion subsidy” campaign. It may also be the first product that many new users buy on pinduoduo, because it is too cheap. In the face of absolute low price and genuine product protection, all the heroic words that do not bow to life can not escape the law of Zhenxiang. < / P > < p > the topic of “shangpinduoduo to buy iPhone” was even overheated at the top of the search. Many new users within the Fifth Ring Road began to put down their stereotype of “fake and shoddy” products of pinduoduo, and the “10 billion subsidy” zone became a large-scale “Zhenxiang” scene for a time. < / P > < p > and the special price Tesla, which caused a storm, is actually the product of pinduoduo’s “ten billion subsidy” strategy. With the help of these high customer price commodities, pinduoduo is not only completing the brand upgrading and category expansion, but also deepening its influence on consumers within the fifth ring road. < / P > < p > in fact, pinduoduo had just started selling iPhones in the past, and it was not an official cooperation with apple. Similarly, pinduoduo also sold iPhones with dealers at subsidized prices. In this way, pinduoduo also “borrowed” many big brands in the industry. < / P > < p > from the whole set of subsidized car purchase processes designed by pinduoduo and new car e-commerce platforms, they did not directly purchase and sell Tesla models. Unlike the traditional distribution mode, they did not buy the relevant vehicles at all, but were purchased by consumers themselves. < / P > < p > according to many analysts, Tesla cannot prevent five users from buying and delivering their cars in their own names, nor can they prevent pinduoduo and the new car electricity commodity counter from transferring subsidies totaling about 100000 yuan to five consumers: consumers can place their own orders, transfer their own money, pinduoduo and the e-commerce platform will be able to subsidize again – unless both parties disagree with this scheme, and Consumers terminate the contract and no longer provide subsidies of 100000 yuan. < / P > < p > Tesla has no strong confidence that the order involved is resale. In the communication between the delivery specialist and the consumer, the word used is “suspected” that the order was placed by pinduoduo or other businesses in the name of the consumer. That is to say, there is no obvious evidence to prove that the actual person under the order is pinduoduo or other businesses, so it can not be proved that it is resale. < / P > < p > in fact, it is very common that the so-called “order on behalf of others” or the person placing the order is not the same person as the payer. A person familiar with Tesla’s sales process said that it was legally a private gift for parents to buy a car for their children, which could be sold completely. However, pinduoduo and Yiyi bought a car with great publicity and sales at that time, which essentially constituted resale, which was equivalent to destroying Tesla’s original direct marketing mode and pricing power, so they refused to deliver. < / P > < p > obviously, Tesla’s direct marketing model has been exploited. Although on the surface, consumers still buy cars through official channels, in fact, the third-party platform is an important channel. Some analysts said that although there are only five special cars in the event, if it is successful, it may lead to more potential consumers not to buy cars directly, but to wait to participate in the next round of similar activities, which will undoubtedly have a profound impact on Tesla. < / P > < p > on the other hand, even if the event didn’t succeed, Tesla was really hit by a wave of traffic. According to an analysis earlier, pinduoduo and platform merchants do not aim to sell cars, but use subsidies to further obtain traffic and upgrade the platform. In this group buying activity, subsidies are not much, but after being bundled with Tesla brand, they actually attract the attention and attention of users. Tesla China claims that it has the right to unilaterally terminate the agreement for any order involving resale, but payment of the balance payment cannot be regarded as “resale”. After the establishment of the contract, Tesla’s unilateral cancellation of the order is a breach of contract. Article 49 of the e-commerce law stipulates that the e-commerce operator shall not stipulate that the contract shall not be established after the consumer pays the price by means of standard terms; if the standard terms contain such contents, the contents shall be invalid. The relationship between pinduoduo and consumers is not a sales relationship of Tesla electric vehicles. Both parties are entrusted to pay the price, and pinduoduo is entrusted by consumers to pay the price. Tesla should pay attention to fair competition and fully protect the rights and interests of consumers while adopting the direct selling mode of manufacturers. Article 22 of China’s e-commerce law also clearly stipulates that if the platform operator or e-commerce operator adopts the exclusion and restriction of competition, it shall be regulated by China’s anti-monopoly law and other laws and regulations. Tesla should investigate whether it violates the regulations. In order to protect their legitimate rights and interests, consumers can negotiate with Tesla, complain to consumer protection organizations, market supervision and management departments, or file a lawsuit to the court. The essence of the dispute between pinduoduo and Tesla is the dispute over channels. For such brand automobile enterprises as Tesla, offline channel is very important for brand cultivation and sales. Tesla adheres to direct sales because of the protection of its brand and channel. Pinduoduo “rubbed” Tesla’s brand influence and flow through group activities, which not only impacted Tesla’s terminal price, but also impacted Tesla’s channels and brands, and even robbed potential customers of Tesla’s self operated channels. That’s why Tesla cancelled its order when it learned that Wuhan would-be car owners and followers would like to make a lot of efforts. < / P > < p > pinduoduo did not negotiate or establish formal cooperation with Tesla. Instead, pinduoduo took the form of playing rules and regulations, and only paid 100000 yuan to subsidize five Tesla cars, which made a lot of attention. It can be said that it is a very cost-effective advertising cost. But in the long run, this way will disturb the existing distribution channels and price system of the brand, which may cause more brands to be alert to such incidents. Pinduoduo has always wanted to open the door to high-end consumers. In the long run, this approach is not a wise choice to cooperate with medium and high-end brands.