Yellow? Official response: refuse to deliver! 250000 group buying model 3 dream broken, can Tesla really be so strong? In the cable month of legal personage, pinduoduo launched a special offer for the Tesla Model 3 at a store called “suitable to buy a car”. The price of the model is only 251800 yuan, which is 20000 yuan cheaper than the official subsidy. Today, it was reported in the media that Tesla has refused to deliver vehicles to pinduoduo group purchase owners for the promotion. The delivery specialist from Tesla claimed that the event was not in line with Tesla’s delivery policy. < / P > < p > the Tesla delivery specialist claims that pinduoduo Heyi’s purchase of the car violates the prohibition of resale clause clearly stipulated in the Tesla auto order terms, and Tesla will cancel the order according to the buyer’s breach of contract provisions. After consulting Tesla’s car purchase contract, the reporter found that there was a “no resale” rule, which stated that Tesla sold cars directly to end customers. The rules state that company has the right to unilaterally terminate this Agreement for any order that Tesla believes is for resale or for any other non bona fide purpose. However, some lawyers have said that Tesla’s prohibition on resale is not necessarily legal. First, the essence of this business model is that pinduoduo provides subsidies to users. Tesla cannot prove that this is called resale. Second, the law of the people’s Republic of China on the protection of consumers’ rights and interests stipulates that business operators shall not exclude or restrict consumers’ rights, reduce or exempt operators’ responsibilities, and increase consumers’ responsibilities by means of standard terms, notices, statements, shop notices, etc., and shall not make use of standard terms and technical means to force payment Easy. In fact, restricting users from reselling their own goods with real right belongs to restricted transaction. < p > < p > in July this year, the group purchase of Tesla by pinduoduo attracted attention. In a flagship store called yibuyai, the price of “Tesla China model 3 2019 standard extended rear drive upgrade” is only 251800 yuan, which is 20000 yuan cheaper than the official subsidy of Tesla. < p > < p > pinduoduo later responded that it verified with the merchants that the model was genuine and the subsidy was true. However, yibuyer said that only five black teslas participated in the second kill on that day, and could only pay the naked car price online in full, and it did not support installment purchase. < / P > < p > the event is more like a marketing campaign. In fact, the car is a lot of businesses to buy the original price, and then sell it at a low price. In this way, pinduoduo can get on with Tesla for only 100000 yuan. Using Tesla’s brand effect, pinduoduo not only brings attention to itself, but also improves its image invisibly. < / P > < p > for Tesla, adopting direct sales mode to receive orders can effectively reduce product inventory and capital occupation, and the deposit received can be used for production organization. Through direct stores, we can reduce the estrangement between consumers and obtain the most direct and effective information feedback, so as to improve the adaptability and rapid response ability of products, and then enhance the market competitiveness of products. In addition, Tesla provides consumers with online financial services, including car loan and financial leasing scheme, which is also the profit contribution point for Tesla to achieve breakthrough in the future. Of course, there are also views that Tesla is forced to choose the direct sales model because it can not provide the expected profit model for dealers in the short term. Tesla’s products are pure electric vehicles, and the market is in the cultivation period. Most consumers still have problems such as safety concerns, mileage anxiety, and differences in car use habits, so the sales volume is limited. Tesla’s existing products take the high-end route with high price and small market capacity. Traditional automobile dealers not only make profits when selling new cars, but also can make huge profits by providing services, selling parts and accessories. However, Tesla, as an attribute of electric vehicles, makes less profit in the maintenance service side, and only makes profits by selling new cars, thus reducing the source of profits. In addition, Tesla’s high-rise decoration and the requirements of building stores in densely populated areas determine that the one-time investment in building a store is large and the daily operating costs are high. Large investment, low profit, poor short-term return and great uncertainty in the market determine that even if Tesla chooses 4S agent mode, it is difficult to recruit dealers. < / P > < p > in 2019, pinduoduo and iPhone launched the “subsidy program”. After the subsidy, the price of the new machine was 4999 yuan, 500 yuan lower than that of other platforms, attracting a large number of consumers. Since then, the “price butcher” became famous in the first battle. < p > < p > online shopping malls and so on, but there is no pinduoduo. During the May Day holiday in 2020, pinduoduo launched many cars with a discount of 5.5%, including 15 Cadillac xt5 28T models. However, pinduoduo just released the news, Cadillac brand marketing department minister released information that the car is fake, dealers and consumers pay attention to crack down on counterfeit. But then Cadillac issued an official statement to confirm that pinduoduo’s 50% discount is jointly launched by Bailian Group, the authorized dealer of Cadillac. Cadillac’s attitude is quite different from that of Cadillac, but at least we can see that there is friction between pinduoduo and the brand. Zhang Bin of dianbaobao E-Commerce Research Institute said that pinduoduo has always used low price as a platform for publicity, especially for big brand products, low price is very attractive to consumers, but this will undoubtedly harm the interests of the brand side and disrupt the pricing system of brand companies. < / P > < p > according to the financial report, the number of active buyers of pinduoduo has reached 628 million in the first 12 months as of March 31, 2020. According to CNNIC data, as of March 2020, the number of online shopping users in China has reached 710 million. It can be predicted that the growth of pinduoduo’s users will gradually slow down in the future, and how to transform becomes a top priority. From pinduoduo’s recent launch of high-value goods, we can see that pinduoduo is trying to “attack”, but the low price strategy is not a long-term plan after all. How to maintain a good cooperative relationship with the brand still needs to be considered.