On July 21, yibuyao launched a 10000 person group purchase activity of “Tesla China model 3 2019 standard extended rear drive version” on pinduoduo platform. The group purchase activity price was 251800 yuan, which was nearly 20000 yuan cheaper than the subsidized car price. Later, Tesla responded that there was no cooperation and no responsibility. The two sides had a game about this. < / P > < p > the “automobile sales management measures” updated by the Ministry of Commerce in April 2017 clearly stipulates that dealers who sell vehicles not authorized by suppliers shall remind and explain in writing to consumers, otherwise they shall not engage in business activities in the name authorized by suppliers. It is impossible for a large supermarket to buy a car. However, on pinduoduo platform, not only did it not remind and explain consumers, but also in the customer service’s response to users, such words as “manufacturer authorization” and “regular channel” appeared, which are suspected of knowingly committing crimes. < / P > < p > for violations, the “automobile sales management measures” also gives corresponding punishment measures, “order to correct, warning, fine less than 30000 yuan”. The low-cost punishment measures seem to be irrelevant to pinduoduo and Yiyi. After all, the subsidy for users is only 100000 yuan (the activity involves five vehicles, with a subsidy of about 20000 yuan per vehicle). < / P > < p > in this activity, pinduoduo and Yiyi didn’t recognize their “resale” behavior. After all, they didn’t buy the car and then sell it to consumers. Instead, they guided consumers to place an order on Tesla’s official website. < / P > < p > therefore, pinduoduo’s “charge” of unauthorized sales of vehicles is difficult to establish. Five consumers bought the vehicle in their own name and delivered it. Tesla refused to deliver the vehicle on the ground of “suspected resale”, but fell into a disadvantageous position. < / P > < p > as far as Tesla is concerned, the five model 3 units sold by the group are only a drop in the bucket compared with the monthly sales volume of tens of thousands in China. On the contrary, it has seriously damaged Tesla’s direct marketing channels and price system. It will not only cause consumers who originally planned to purchase model 3 to wait and see, but also may damage Tesla’s brand, reputation and long-term sales volume. < / P > < p > as far as consumers are concerned, although five consumers have won a total subsidy of 100000 yuan, the interests of more potential Tesla consumers and Tesla’s direct marketing channels are “at the same time at the same time.”. < / P > < p > as an enterprise determined to promote renewable energy, Tesla is determined to “lay down” the price of electric vehicles, establish direct marketing channels, and unify the price of automobiles, which is the basis of substantial price reduction in the future. “Group model 3” breaks Tesla’s control over channel and product price with unreasonable price, and weakens Tesla’s ability to continuously, actively and control price reduction. In other words, the short-term interests of a small number of consumers are “burying holes” for the long-term interests of more consumers. < / P > < p > the wild growth of pinduoduo has risen from the sinking market with the idea of low price. Because of the problem of “fake and shoddy”, it has been criticized by people, and even called “the evening of peace” by netizens. After the rise of pinduoduo, it is determined to “reform the past”. Through “10 billion subsidies” for many times, it has made consumers buy authentic products and big brands at low prices, trying to improve the corporate image. < / P > < p > take Tesla as an example. As a multinational luxury electric vehicle brand, Tesla may not need or even hate the traffic from pinduoduo. On the one hand, Tesla is a brand with its own traffic; on the other hand, pinduoduo’s “fake and shoddy” label is extremely inconsistent with Tesla’s luxury brand. E-commerce platforms and brand merchants should have mutually beneficial coexistence, but the aggressive subsidies and prices of pinduoduo really put brand businesses in a dilemma. The latest news is that Tesla has decided to be tough. Zhu Xiaotong, Tesla’s global vice president and head of Greater China, gave instructions on the matter on the evening of August 17, according to the Financial Association: “all staff of Tesla should take action, forward the circle of friends, participate in the message and report false information.” < / P > < p > in a fight, the outcome is unknown, but most consumers may still choose to “embrace low prices”, even if everyone knows that “wool comes from sheep”.