According to the Q2 financial report of pinduoduo in 2020 released on August 21, pinduoduo’s revenue in the second quarter reached 12.193 billion yuan, a year-on-year increase of 67%; and the cost of sales and promotion was 9.114 billion yuan, up 49% year-on-year. The dispute between pinduoduo and Tesla has been going on for a month. In this dispute, some of pinduoduo’s actions are just the most vivid footnotes for the substantial growth of both revenue and sales promotion costs. < / P > < p > the core event leading to the dispute is: on July 20, yibuyao launched a “Tesla Model3 group buying activity with limited time and seconds” in its official flagship store of pinduoduo. The second killing started six days later, and the group purchase price was 20000 yuan cheaper. Although there were only five “winning” places, it eventually attracted more than 100000 people to participate, but Tesla finally refused to deliver the car to pinduoduo group buying consumers identified by Tesla. < / P > < p > according to reason, it is suitable to buy a car, but pinduoduo just provides a platform. After seeing Tesla’s statement, it should investigate the car that is suitable to buy, and cancel the activity on its own platform from the perspective of protecting consumers’ interests before getting the authorization of Tesla to buy the car, so as to prevent consumers from being unable to collect the car at last. However, pinduoduo directly responded that the group purchase of vehicles and subsidies were real and effective, and the activity continued. In the end, there was a farce of offering to help Tesla sell cars, but Tesla was not only ungrateful, but also unwilling to admit the deal. During the period of < / P > < p > during this period, pinduoduo and Tesla released a lot of news on whether the car owners of group purchase could pick up the car smoothly, which caused widespread concern. The core of the summary is that pinduoduo first released the news that the owner had successfully collected the car, which was called “false news” by Tesla. After that, yimaiduo announced in the official microblog that it had paid for the car in the name of others in Tesla’s Changsha store on August 18, and delivered it to Wuhan for the owner’s hand. < / P > < p > at present, it is still unclear whether Wuhan car owners and other successful group buying consumers can get Tesla as they wish. However, sorting out a large amount of information can confirm the following basic facts: < / P > < p > Second, knowing that it is not authorized to buy a car, that Tesla opposes the activity, and that consumers may not be able to pick up their cars after they buy them. Instead, they have not stopped the activity of buying cars, they have spared no effort to support them, making a series of actions that make Tesla, the brand side, disgusted To the declaration of legal action. < / P > < p > Third, Tesla didn’t offer preferential prices for cars that were suitable for purchase or for pinduoduo, but consumers did enjoy subsidies when placing orders. If the final consumer mentions a car, the so-called discount is just that it’s better to buy a car or to make up for the difference. < / P > < p > in conclusion, although Tesla does not have authorization, and although it is appropriate to buy a car and compete with Duoduo, Tesla still has to collect all the money for the car, and there is no loss. Moreover, it has sold more cars as a result. < / P > < p > since we didn’t sell less cars and sold more cars, why didn’t Tesla buy them so much? Do you have to publicly disdain and cut off suitable cars and pinduoduo? Instead of just closing your eyes like some brands, things are over. < / P > < p > the answer is that Tesla understands the importance of a brand better than those brands, values its own brand more, and knows how to maintain its brand value. And appropriate to buy cars and pinduoduo such initiatives, is to kill its brand poison. < / P > < p > Tesla has become the synonym of geek, innovation and exploration, the first stock of new energy vehicles and the first stock of global automobile industry. Its brand reputation is very high and Tesla cherishes it. < p > < p > at the beginning of Tesla’s entry into China, its direct selling mode was not mature, and it did not rely on the 4S store channel of traditional manufacturers. Although Tesla opened the first direct experience store in mainland China in the second half of 2013, in the second half of 2013, the delivery capacity of Tesla was limited and the delivery cycle was very long. On the one hand, they speculate that Tesla will sell cars at a high price. On the other hand, they will discount or cancel orders when the market is stagnant, resulting in an increase in inventory. < / P > < p > channel confusion and price confusion have seriously affected Tesla’s high-end image on the one hand, and led to the dismal sales volume of Tesla on the other hand. In 2014, the import volume of Tesla Customs was 4800 vehicles, and the actual licensed quantity was only 2499 vehicles. In 2015, Tesla only sold about 4000 vehicles in mainland China, while 2221 model s vehicles were sold in Hong Kong in the same period. < / P > < p > this made musk extremely dissatisfied, and the head of Tesla China was even replaced frequently. Until the second half of 2015, the direct sales mode of “online sales + offline experience and service” gradually stabilized. Tesla also issued a statement on its official website in September 2015, “don’t trust scalpers, Tesla has no dealers”, Amway’s own direct sales model. The direct sales mode ensures the steady improvement of Tesla’s sales volume and brand image, and will not hurt Tesla’s brand construction due to uncontrollable service and marketing of 4S stores. Of course, Tesla lost its self-confidence in the price adjustment system of Tesla because it didn’t want to buy the car once again. < / P > < p > the price reduction will affect the expectation, even if the price reduction comes from unofficial channels, there are only 5 places. And this will affect more potential consumers. They will continue to wait and see if Tesla will lower its price again? Should you buy a car and pinduoduo be subsidized? < / P > < p > and such activities are widely spread, and more consumers who don’t know what to do will think that this is an activity launched by Tesla and pinduoduo. They even think that as long as they can buy Tesla’s special cars through pinduoduo. < / P > < p > it should be noted that this year, because the market learned in advance that the domestic Tesla Model 3 price cut in May, the sales volume of Tesla Model 3 in China in April was only 3635, down 64% month on month. < / P > < p > in the past few years, pinduoduo has paid enough attention to binding big brands. It is not the first time for China to touch famous brands. That’s why it knows Tesla doesn’t have a license to buy a car, and it’s doing everything it can to promote group buying: it’s an old hand in the big brands that don’t have the license to pay. < p > < p > once upon a time, pinduoduo was full of “Weimeng helpers” rubbing against “Mr. Weimeng”, the “blue moon shell” of “blue moon”, the “Liri” of “Libai”, the “red noon” of “Red Bull”, and the “Skyworth 4K” and “Xiaomi new product” TV of Skyworth and Xiaomi According to the data of < p > < p > in 2016, the proportion of complaints from pinduoduo reached 13.12%, ranking first in the industry. Pinduoduo is expanding rapidly with counterfeiting and tail products, but it also becomes the target of public criticism. < / P > < p > on the one hand, pinduoduo has gradually blocked low-end products. Xiaomi new products, blue moon shell and other Shanzhai commodities have disappeared from pinduoduo. Even big brands such as blue moon and Nongfu Shanquan have opened official flagship stores on pinduoduo. < / P > < p > on the other hand, pinduoduo launched the “10 billion subsidy” program in 618, 2019. The subsidy brands include apple, Dyson, Bose, Sony, SK-II, La Mer mystery of the sea blue and other high-end brands. Even if some products are not authorized by the brand, pinduoduo will not hesitate to make huge subsidies to get rid of the low-end market image of “outside the five ring road”. < / P > < p > in October 2019, pinduoduo launched an advertisement in the wechat circle of friends that can buy the mystery of sea blue at 50% discount of pinduoduo, “promise me to prepare a bottle of sea blue puzzle for myself. If you buy it here, you will pay 10% for the fake one, and the subsidy of pinduoduo will be 10 billion yuan.
, a few days later, La Mer issued a statement on micro-blog, the official website, listing 9 official authorized sales channels in Chinese mainland. It said that it had not been authorized by many officials. “You are advised to buy from La Mer’s official authorized sales channel.” < / P > < p > during the same period, pinduoduo also launched an advertisement for SK-II in wechat circle of friends: “pinduoduo’s subsidy of 10 billion yuan is as low as 50% discount for SK-II. The official promise is to pay 10% for the fake. < / P > < p > for the SK-II on pinduoduo, a netizen inquired about the advertisement of pinduoduo on Weibo @ SK-II. Soon, the official microblog of SK-II replied two items in succession, and did not recognize the unofficial authorized channels such as pinduoduo. < / P > < p > for Dyson products sold on pinduoduo platform, Dyson also said in the official microblog that “pinduoduo platform is not an official channel authorized by Dyson. If you need to purchase, please identify the official authorized channel of Dyson”. < / P > < p > Cadillac, which has the same high-end positioning as Tesla, has also been scratched by pinduoduo. During the May 5 Shopping Festival in Shanghai in May this year, the minimum direct subsidy for the hot selling Cadillac xt5 exceeded 100000 yuan, which caused Feng Dan, director of Cadillac’s marketing department, to denounce it as “turning over new cars and fake goods” in the circle of friends. The reason for getting rid of the low-end brand is that it has become the best way to get rid of the low-end brand and to leave the impression of low-end brands. It can even make consumers think that these big international brands have entered pinduoduo, and that pinduoduo has the ability to negotiate higher discounts with big brands. < / P > < p > is pinduoduo afraid of being scolded even if it is exposed that he is not authorized by the brand? On the contrary, the brand needs to worry. When the price of the brand goods on pinduoduo is low enough, can consumers still be loyal to the official channel of the brand? < / P > < p > the traffic of pinduoduo is huge. If Tesla allows pinduoduo to infringe on its pricing power, it will not only affect its own brand tonality, but also make Tesla lose control of the channel. This is the life and death line Tesla must defend. < / P > < p > it seems that Tesla’s direct sales channel has more than 10000 sales per month. Pinduoduo is only subsidizing 5 vehicles, which is only 5 out of 10000. What will be the impact? < / P > < p > but the traffic of the platform can be leveraged. In the competition with the brand, pinduoduo only subsidizes 5 cars, which can leverage the potential users of Tesla’s official level of 10 times and 100 times. Of course, you think it’s very small to win 5 to 10 thousand, but what about 50, 500 or even 5000 to 10000? < / P > < p > Tesla can’t stand this kind of activity repeatedly, leaving his life and death line under the control of others. But pinduoduo is clearly profitable: not only does it get new traffic, it also gets the impression that it is equal to Tesla, and even gets the image of a big shot who can get the lowest price of Tesla. It’s a pity that Tesla is too strong to slap people in the face, which makes more people realize that the so-called discount is not that the manufacturer pays a high price and gives a special price, but pinduoduo pays his own money to rub the cold buttocks of others. According to the Q2 financial report of pinduoduo, the multi-year Gmv of pinduoduo was 1268.7 billion yuan in the second quarter, up 79% year-on-year, lower than the 108% growth rate in the first quarter; the Gmv in a single quarter only increased by 48% year-on-year, far lower than 70-85% of the market expectation; the average order amount of active buyers in the second quarter was 1857 yuan, almost no increase compared with 1842 yuan in the previous quarter. These data mean that the user purchase stickiness is insufficient, the order amount and customer unit price have not been raised, and the penetration of high-end users is hindered. I’m afraid this is also due to the shopping experience.