This is probably the “suggestion” that many people will hear before online shopping. After “getting off the bus successfully”, friends around you recommend authentic products with low price and “incredible” pinduoduo. Theoretically speaking, it is a good thing that consumers can buy “original genuine products” at a lower price. Today’s pinduoduo also relies on “low price” to achieve “breaking circle”. It uses various “subsidies” to attract a large amount of traffic, and thus has been recognized by the capital circle. < p > < p > on July 21, pinduoduo launched the “10000 people group purchase Tesla” activity, and announced that it can buy a Tesla “model 3 2019 standard extended afterdrive upgrade version” with an official price of more than 270000 for only 250000. In response, Tesla issued a statement on the same day, saying: “our company has not cooperated with yibuyao or pinduoduo on the group purchase, nor have we provided any entrusted sales services, nor have we sold any of our production vehicles to them in this activity.” However, consumers did not seem to care about Tesla’s official statement. At 0:00 on July 26, the group buying activity officially started. Finally, five users scrambled to place an order, and then they paid more than 250000 car purchase fees to pinduoduo’s group buying organization “yibuyao”. < / P > < p > on August 15, Tesla refused to deliver the vehicle to Tesla because he mentioned to Tesla staff that “the vehicle payment should be placed by the staff who are suitable to buy the car”, which violates the “no resale” clause in the Tesla order agreement, so Tesla chooses to refuse to deliver the vehicle to the user. < / P > < p > subsequently, pinduoduo played a “emotional card”, believing that pinduoduo subsidized users with 20000 yuan to buy cars, and its purchase process was carried out on Tesla’s official website and did not violate the “no resale” clause. At last, he mocked Tesla’s “big store bully” and should actively treat consumers and support consumers’ rights protection. < / P > < p > put together a lot of “voice”, let the matter ferment to the wave of public opinion. Netizens’ focus suddenly shifted from “the event itself” to the “bad luck of consumers”, and thus expressed their confusion about Tesla’s “ruthlessness”. It even broke out that “lucky people” planned to sue Tesla for the delivery of the vehicle. < / P > < p > on August 17, Tesla issued an official statement on the matter, saying that “if consumers are willing to re order through Tesla’s regular channels, we will compensate consumers for the loss of time and energy < / P > < p > Tesla supports consumers who are misled by group buying activities and can’t deliver their cars to protect their rights. We will try our best to provide consumers with legal aid. We also hope and sincerely welcome consumers to continue to choose Tesla as our car owners. < / P > < p > if consumers are willing to place an order again through Tesla’s regular channels, we will provide corresponding compensation for the loss of time and energy of consumers. < / P > < p > Tesla has always adhered to the direct marketing mode, because we believe that the direct marketing mode is really in line with the best interests of consumers. Under the direct marketing mode, no matter which store you enter, you will get the same price. A consumer who first purchases a car will not be killed because of asymmetric information, and will not buy products of unknown origin because of complex sales channels You don’t have to cross province to pick up the car in order to get a “lowest price”. < / P > < p > along the way, we have encountered countless queries, challenges and resistance, but we still choose to stick to the concept and build our direct marketing system, hoping to let consumers enjoy this more fair, transparent and convenient purchase experience. < / P > < p > pinduoduo combined with the group buying operation of “suitable to buy a car”. First of all, Tesla did not give authorization and entrustment. Secondly, in fact, only five users of the whole group purchase could place an order, so Tesla could pursue pinduoduo for “trademark infringement” and “false publicity”. < / P > < p > however, the problem is that the genuine Tesla vehicles are purchased by pinduoduo (to be enough), so “trademark infringement” can not be mentioned; in addition, cooperation with Tesla is not mentioned in the poster leaflet, so it is difficult to identify “false publicity”. < / P > < p > however, on the surface, this group purchase is “when users purchase Tesla vehicles, pinduoduo will give a subsidy of 20000 yuan to” buy a car “, but in fact, it is” pinduoduo and “yibuya” purchase Tesla vehicles at a positive price, and reduce 20000 sales to consumers. ” From the perspective of rules and operation, pinduoduo’s group purchase does not touch the “resale” clause. However, in the actual results, pinduoduo does not produce the vehicle; second, it sells Tesla vehicles without authorization or commission from Tesla; third, Tesla adopts the direct marketing mode, and in essence, pinduoduo’s “250000 purchase Tesla Model” “3” is a real “resale” behavior. < / P > < p > the whole group buying activity can be summarized as follows: pinduoduo combined with “yimaiche” spent 100000 (5 vehicles, 20000 subsidies per vehicle) cost, used Tesla’s “name” to obtain numerous traffic and numerous consumer information; the “suitable car” company was known by the market, and appeared in the public view with the attitude of “selling vehicles below the market price”; consumers As a waste of time and energy, Tesla may even be unable to obtain a subsidy of 20000 yuan from pinduoduo. Tesla is unjustifiably condemned by “gourd eaters” and will eventually “wipe the bottom” for pinduoduo to give users certain compensation. < / P > < p > therefore, it is not difficult to explain why in the whole incident, pinduoduo and “suitable to buy a car” have been in a “leisurely” attitude, and hold high the banner of “consumer interests” and “justice”, and “touch the porcelain” with various means, without any panic; on the contrary, Tesla has been in a passive state, violated interests, and was reviled by public opinion. < / P > < p > secondly, the reason why Tesla first “reminds” consumers, then “refuses to deliver” and finally “compensates consumers” is precisely because once pinduoduo’s “playing method” is recognized by the market, Tesla will suffer great damage, rather than the logic of “why not make money” in netizens’ mouth. The direct marketing model adopted by Tesla can be regarded as one of Tesla’s “business value”. Although this mode can be adopted by any enterprise, Tesla’s construction of this complete system and the resulting market impact are the results of Tesla’s persistence and operation for many years. Especially in the field of automobile, the system constructed over the past decades is the sales mode of 4S stores and dealers. The cost Tesla has paid to break this model is not low. < / P > < p > the biggest advantage of this model is to put “consumer interests first” and Tesla’s idea of “never invest in commercial marketing advertising”. < / P > < p > most of the people who have bought a car have such an experience. First, they query all kinds of information on the Internet, and then go to several 4S stores to ask about prices and discounts. Finally, among all kinds of “entrapment” consumption packages, they choose the one with the least cost-effective reputation. Everyone knows the truth that “the wool comes from the sheep”. In the traditional automobile sales mode, it is well known that the middlemen earn the price difference, and the “entrapment” in the after-sales part is also obvious to all. However, most consumers finally choose “Stockholm syndrome”. As long as the pit is small, they will make money. < / P > < p > in Tesla’s direct marketing system, the biggest advantage is “subtracting the price difference of all middlemen, saving a lot of time and cost when consumers buy a car”. It can let consumers experience the car in any store, and then complete the purchase operation online at an absolutely uniform price. < / P > < p > for example, why was Tesla’s sales hardly affected during the epidemic period? It was precisely because at that time, consumers were more reluctant to go out and go to several 4S stores to ask for prices. But Tesla, in any store in the country, has a uniform price, so it’s not a loss to buy it. < / P > < p > finally, consumers are “trapped” by Tesla, which is a kind of public opinion. In fact, although consumers have indeed suffered from the loss of time and energy, the problem with the whole thing is that pinduoduo and “suitable to buy a car” side. Consumers can sue them for compensation instead of Tesla. < / P > < p > of course, some people still think that consumers should sue Tesla to ensure their rights. So let’s look at it from a different angle. < / P > < p > first of all, as a tool of state rule, law is made by man, and there must be some shortcomings. Therefore, the law will be constantly revised and changed with the changes of the times. But there is a certain core, that is, the ultimate goal of law is to “regulate social and economic behavior and promote the healthy development of the whole society”. Under this result, it is judged that pinduoduo’s behavior is “reasonable”, that is to say, pinduoduo can “bump into porcelain” of major brands “without fear”. Pinduoduo has previously taken similar actions on many famous brands such as “La Mer sea blue puzzle”, “Dyson”, “apple”, etc., but it did not enter the wave of public opinion like Tesla in the end, leading to the end of the matter. < / P > < p > now, if pinduoduo gets the support of the court in the case of “touching porcelain” Tesla, then pinduoduo will be able to “disturb” the “distribution mode” and “sacred pricing power” of major brands in the future. < / P > < p > that is to say, pinduoduo can “borrow” the influence of major brands in exchange for its own traffic and interests. Pinduoduo itself is a mode of “subsidizing (losing money) for flow and flow for capital”. That is to say, it does not produce much value. Instead, it “sells” value in the capital market through the method of “planting 10 yuan, turning over”, and thus reaps huge capital.