The “ten thousand people’s group” gathering traffic has become the fuse of the two disputes. On August 19, the dispute between Tesla and pinduoduo escalated again. In response to the news that Wuhan car owners were refused to deliver their cars successfully, Tesla’s responsible person told Beijing Commercial Daily: “the delivery completed by the owner belongs to” non Tesla normal delivery “. After inquiry, the vehicle was placed on July 28, not the order previously cancelled.” This means that although the Wuhan car owners who were refused to deliver the car finally succeeded in picking up the car, Tesla did not give the “door to refuse delivery” a beating. In fact, this time, Tesla is not only to grasp the pricing power, but also to be alert to pinduoduo, a “new” low-cost channel. < / P > < p > from pinduoduo’s group buying to the owner’s refusal to pick up the car, and then to “playing ball”, which has lasted for nearly a month, the plot has reversed again. < p > < p > on the evening of August 18, it was reported that, with the assistance of yibuyao and pinduoduo, the group purchase owners who had previously been rejected by Tesla and cancelled their orders successfully picked up their cars and insured their vehicles. Later, Tesla employees issued a statement on the microblog to refute the rumor that, “from 9:15 to 9:30 on August 18, we were still communicating with Wuhan customers in the PDD incident about his car purchase, but at more than 8:00, the whole network was reporting the news of his car mention, naked false news!” However, when netizens were watching the “fake news” and eating melons, in the early morning of August 19, the owner of Wuhan pinduoduo group purchase said that he had picked up the car and put on insurance in the evening of August 18, but his family account was used, because his name had been hacked by Tesla and he could not buy a car. This means that Wuhan car owners have successfully “won” Tesla Model3 through pinduoduo group purchase. < / P > < p > on August 19, Tesla immediately issued a statement saying: “it has never blacklisted or blacklisted any car owners. It has been communicating with car owners and providing various solutions, but they have been rejected by the other party.” The responsible person of Tesla said that the trailer, signature documents and delivery operation process shown on the so-called “Wuhan vehicle owner delivery” report did not conform to Tesla delivery specification and were not normal process of Tesla. < / P > < p > a person close to Tesla told the Beijing Business Daily that the delivery order was not cancelled before, but that the owner placed an order again on July 28 through the name of others, which was equivalent to that the owner had already placed two orders before the delivery was refused. < / P > < p > with the release of Tesla’s statement, the rejection of group purchase between Tesla and pinduoduo has been further fermented. At the end of July this year, the chain car sales platform should buy a car and launched a group buying activity of 10000 people for Tesla Model 3 on pinduoduo. But on the same day, Tesla issued a statement on the event, saying: “this group buying activity has not sold any of the company’s production vehicles to yibuyao or pinduoduo.” And pinduoduo and the car buyers also insist that the subsidy is true. < / P > < p > subsequently, the “tearing” of both sides began to spread to consumers. On August 14, a Wuhan car owner who successfully snatched up the group buying quota said that after placing an order from Tesla’s official website and paying for it, Tesla refused to deliver the car and cancelled the consumer’s order “in violation of the prohibition of resale clause clearly stipulated in the order terms”. Tesla said, such as from the formal channel to re order, will provide consumers with corresponding compensation. However, Wuhan car owners refused Tesla’s compensation, asked Tesla to deliver the previously ordered vehicles, and said they would sue Tesla. < / P > < p > in fact, what makes Tesla choose to be uncompromising is not only that pinduoduo and car owners “don’t play according to common sense”, but also that this group purchase has impacted Tesla’s pricing power. It is reported that Zhu Xiaotong, the global vice president of Tesla and the person in charge of Greater China, once gave an internal instruction: “this matter is getting worse and worse, which has destroyed Tesla’s direct marketing mode and price system.” It is understood that after entering the Chinese market, as the target consumer groups of Tesla products are consumers in the first and second tier cities, and the market is relatively concentrated, for Tesla, copying the direct marketing mode can have control over the product price system. < p > < p > the Beijing Business Daily reporter learned that the process for pinduoduo group buying owners to buy Tesla is: after the consumers get the subsidy from pinduoduo, they place an order on Tesla’s official website with their personal information and sign a car purchase agreement with Tesla. Then, the consumers will pay the subsidy price of 251800 yuan to yibuyuo, and then pay Tesla according to the official guidance price of the model Designated account. Tesla believes that this has constituted an order resale, and the party that fails to fulfill its promise is not Tesla, but pinduoduo. In this regard, Qiu Baochang, an expert of the expert committee of China Consumer Association, said that article 49 of the e-commerce law stipulates that e-commerce operators shall not stipulate that the contract shall not be established after the consumer pays the price in the form of standard terms. Therefore, it is a breach of contract for Tesla to unilaterally cancel the order after the contract is established. “The relationship between consumers and pinduoduo is the act of entrusting to pay the price, and pinduoduo is entrusted by the consumer to pay the car price, so there is no” resale “relationship.” He said. < / P > < p > “Tesla’s refusal to deliver to the owner is a breach of contract and has touched the red line of the law.” Yan Jinghui, an expert in the automobile industry, said that Tesla’s insistence on uncompromising attitude in the face of default is also related to the channel confusion encountered by Tesla at the beginning of its entry into China. It is understood that Tesla’s order volume was once manipulated by “scalpers” because Tesla’s direct marketing model did not take shape in China and its sales strategy relationship. As Tesla was directly operated, the so-called “scalper” was the parallel import vehicle manufacturer at that time. < / P > < p > a person in charge of a parallel import vehicle dealer told the Beijing Business Daily: “when Tesla announced its entry into China, the enthusiasm of car dealers was really high. Just like speculation before the launch of the iPhone, they all wanted to increase the price and take advantage of the opportunity to make a profit. However, the market heat soon passed, and the car dealers began to cancel orders.” < / P > < p > the Tesla market disturbed by “yellow cattle” not only caused consumer complaints, but also the price system collapsed for a time. Due to poor management, some vehicles in stock are even sold by car dealers in a “spot” way, with a discount rate of 15% – 20% for each vehicle. Such a phenomenon also led to the extreme dissatisfaction of Tesla CEO Elon Musk, and the head of Tesla China region changed one after another. When they first entered the Chinese market, speculators and “scalpers” created the illusion that market demand was “extremely high.”. This chaos did not gradually stabilize until the middle and late 2015, and Tesla completely hated “reselling” and selling cars by third parties. < / P > < p > in addition to protecting channels, Tesla, which sticks to its pricing power and refuses to sell cars by a third party, also aims to maintain the value of its models. Data show that the one-year value preservation rate of Tesla models is about 70%, while that of self-made brand models is basically 40%. In the view of Luo Lei, Deputy Secretary General of China Automobile Circulation Association, in addition to brand power, the high value preservation rate of Tesla models is also one of the reasons. < p > < p > the Beijing Business Daily reporter learned that the number of Tesla vehicles involved in the pinduoduo subsidy was not large. The group purchase subsidy for five models attracted the attention of more than 30000 users. < p > < p > a person in the industry calculated the account for the reporter of Beijing business daily, and the subsidy for one car was 20000 yuan, and the total amount of five vehicles was 100000 yuan. “It’s equivalent to a wave of advertising for businesses spending 100000 yuan for themselves, but for Tesla, it’s not only getting hot, but there’s no real increase.” He said. < / P > < p > at the same time, group buying activities also let pinduoduo win the trust of users. A consumer told the Beijing Business Daily that if cars worth hundreds of thousands of yuan can be sold, the quality of other products with low prices on the platform should also be guaranteed. < p > < p > Yan Jinghui said that for Tesla, whether the group purchase can bring increment is not important. If pinduoduo is allowed to open 5 cars this time, there may be more platforms to challenge Tesla’s direct marketing mode. It is understood that Tesla China tried to participate in the promotion of tmall’s “double 11” campaign in 2014, and the activity was stopped by Tesla. At present, Tesla’s official flagship store in tmall mall only sells accessories, not vehicle sales. At the same time, Yan Jinghui believes that as a high-end brand, Tesla has established its current stable direct marketing mode after years of brand promotion, and the intervention of the third-party platform will affect its high-end brand image, and now Tesla’s brand influence does not need to rely on the strength of other brands.