It’s not that complicated – pinduoduo wants to be fast, but Tesla wants to keep her tonality. They are all for one thing: force. < / P > < p > pinduoduo, in a 10 billion subsidy campaign, selected five lucky people from 10000 users who wanted to buy Tesla, and gave each person 20000 yuan of car purchase subsidies. < / P > < p > a courier who graduated from a technical secondary school and worked in Wuhan for 10 years was lucky to be selected. Tesla refused to deliver the car when it applied to Tesla to collect the car after full payment. < / P > < p > you come and go and show no weakness, but the attitude of both sides is extremely consistent: there is no cooperation between us, and we also support consumer rights protection, but the fault is the other party, not me. < / P > < p > in the end, this Tesla “prospective owner” not only did not get support from anyone, but also found himself in Tesla’s “blacklist” and could not buy a car again. < / P > < p > What’s more dramatic is that when the prospective owner disclosed to the media that he had successfully collected the car with the help of pinduoduo and yibuyi, Tesla immediately publicly “refuted the rumors” on social media. < / P > < p > the two superstar enterprises wrestled with each other, some reversed, and some paid for their dreams. Their public relations war evolves into the routine of marketing events, just like in the hustle and bustle of children’s house. < / P > < p > people who support pinduoduo will ask, even if the money is in place, pinduoduo users are not worthy to buy Tesla? With more users, can Tesla sell more cars? Those who support Tesla will say that adhering to direct business is Tesla’s consistent business style. It is called “touching porcelain”. < / P > < p > on the one hand, it is an app that has been used by nearly 600 million people, and on the other is Tesla, which has almost become a belief. People’s attitude has been obviously torn. It is clear that a happy event for consumers to collect wool suddenly turns into a dispute. It is not so much a battle of consumer rights and interests as a contest between brands and platforms. Tesla is just a fledgling young man in the automobile enterprise. But as a brand, Tesla has never sold a car that can drive on the road, nor how gorgeous the technology content of the electric car it makes. < / P > < p > to say that Tesla can achieve its status in the world today is absolutely a miracle. It relies on “storytelling”, which is the cultural soft power we love to talk about now. < p > < p > < p > compared with traditional automobile companies such as cost performance and luxury, geek, extreme, rocket making, Mars immigration and subversion are the words that have been arranged and combined for a long time in this “Iron Man” walking in the world. < / P > < p > unlike other CEOs who show off the bright side of the enterprise, “hell” is Musk’s favorite vocabulary, which is also a special term that accompanies Tesla’s growth. < / P > < p > he loves to talk about Tesla’s difficulties: just a few weeks before bankruptcy, “production hell” and “delivery logistics hell.”. < / P > < p > when the red Tesla, listening to David Bowie’s song, floated in the universe, all science fiction fans were shouting and crazy about it. Musk finally opened the private space age because of his curiosity and power of change. < p > < p > from then on, musk, who left the world behind and turned the Arabian Nights into reality, has become Tesla’s destiny and the core competitiveness of Tesla. < / P > < p > what others do is to make the brand technology-based, only Tesla is a technology brand. The difference between the two allows Tesla to quickly gain a foothold in the camp of a hundred year old auto companies, and also makes its followers naturally become technology smart guys. Like musk, they preach their own religion in different fields, making believers have five mysteries and three ways. No matter what is sacred, once taught, consumer behavior will deviate from traditional economics, and preaching enterprises will benefit greatly. There is no doubt that Mr. musk, who has engraved the word “forced grid” into his bones, can never have anything to do with “falling shares”, just as the entertainment industry says that “people’s facilities” can’t collapse – collapse is irreparable. < / P > < p > brand force is the basis of building public brand awareness. For Tesla, this incident is not a matter of whether it can sell several more cars. It is a heavy blow to the high power personnel. < / P > < p > for many years, this e-commerce platform has been fighting its way with the image of low price, sinking, outside the Fifth Ring Road and small town youth, but the low-end Shanzhai shell of 9 yuan, 9 parcels has always covered it. < p > < p > as a result, many people who want to rush into the Fifth Ring Road and enter the high-end consumption circle of friends. The left hand and Gome are allied by marriage, and the right hand costs 10 billion subsidies. All of these are to attract brands, especially high-end brands. < / P > < p > subsidizing brands and ushering in drainage is equivalent to pinduoduo’s “tmall”. Its ideal state is to reach a cooperation with the brand, share the subsidy, I get traffic, you have to brand promotion and sales. However, the reality is bone like, and many big brands are far away from each other. Pinduoduo didn’t give up. One person took all the subsidies and directly put 20000 yuan on the table of consumers. < / P > < p > no matter whether pinduoduo is sold or not, every association with an influential brand is a reshaping of consumers’ cognition of pinduoduo – you can not only buy big brands here, but also buy them at a low price. < / P > < p > through the gimmick of the lowest price of famous brand products in the whole network, pinduoduo hopes to attract high consumer groups, so as to establish its authentic image, and achieve the purpose of fast possession and image upgrading. < / P > < p > even though some big brands are always interested in bringing pinduoduo into the circle of friends, the effect of pinduoduo is really obvious. According to the data, half a year after the “10 billion subsidy” was launched in the middle of 2019, the number of daily living users of the import exceeded 100 million, and more than 2800 domestic and foreign brands participated in the program. What’s more, its user structure tends to be diversified. According to the data released by questmobile, the contribution of users in pinduoduo’s first and second tier cities to Gmv has reached 48%, and is on the rise. Among the new users, nearly half of the new users are from cities above the second tier, with Beijing, Chengdu, Tianjin, Shanghai and Hangzhou ranking the top five. < / P > < p > the confidence of pinduoduo to challenge big brands is that once your brand falls into the logic of pinduoduo, your price system and sales channels will be changed. < / P > < p > in order to ensure the consistency of sales policy and price system, Tesla has adopted the direct marketing mode all over the world, avoiding distributors, which means firmly holding the pricing power in its own hands. < / P > < p > the senior management of Tesla China has long publicly said that most potential buyers of Tesla are elites in the investment industry and it industry. In order to conform to the compulsion of this consumer group, according to incomplete media statistics, Tesla has adjusted its price more than 10 times in the past two or three years. < / P > < p > not to mention that Tesla can’t explain to the owners who have already bought the car. What’s more, it undoubtedly gives potential users of Tesla a a price reduction expectation. In the future, consumers of Tesla may first consider whether there are subsidies and other preferential activities on the e-commerce platform during this period. < / P > < p > furthermore, once entering the logic of e-commerce platform, more or less product sales in the future will depend on when the e-commerce platform gives discount activities and whether the activities are strong enough. < / P > < p > Training consumers to be addicted to promotion has become the core part of the platform, which is difficult to break. Think about it, are many people buying mobile phones, furniture and other goods, as long as they are not in a hurry, they have to wait until 618, double 11? < / P > < p > Tesla refused to cooperate, and it was accused that Tesla despised the town youth. Pinduoduo is full of ambition. Some people accuse pinduoduo of breaking market rules. In fact, the challenge to the e-commerce system is the rejection of the delivery system. The so-called spiritual or cultural values of identity, status and assets are the so-called “added value” of high-end brands. However, in today’s digital economy era, there is not much room for discussion. As long as the quality is the same and there are cheap channels, who is willing to spend high prices. < / P > < p > obviously, the brands that need to be looked up to have not overcome their doubts about e-commerce platforms. They are still trying to slow down the era of digital economy and even try to restore the business order before the rise of the Internet. When the scale of a platform grows, the scale is its natural barrier, and the winner takes all and monopoly is the natural result. This is what brands are most worried about – platforms are more likely to take predatory pricing and disguised price discrimination to grab consumer surplus. < / P > < p > it is like double 11, especially in recent years. After a very complicated preferential operation, the actual discount is almost no, but the consumers are glad to place an order.