Pinduo VS Tesla, probably the annual marketing event of the automobile circle, has now entered a new stage.
On August 16, the owner of one product and many products said that they had successfully picked up the car and had been insured.
Just the night before the Shanghai owner picked up the car, Tesla made it clear that he refused to deliver the model to the owner of Wuhan, Hubei. The owner's order has been cancelled. Tesla also left consumers with two choices: either reorder in Tesla official website or sue Tesla.
So in August 19, the owner of Wuhan claimed that "the car was successfully picked up". In response to this matter, Tesla urgently issued a statement saying that it expressed strong indignation at this self-directed and self-directed practice of creating news and maliciously misleading public opinion, and advised relevant parties to abide by the basic business ethics bottom line.
Shanghai's name is justified, and Wuhan's is also accused of "no bottom line".
From Wuhan to Shanghai, the two ends of the same Yangtze River have such different fates.
But in any case, the car was mentioned, and Tesla seemed to be "slapping" himself, which was embarrassing.
However, the funny thing is that Tesla's "spiritual shareholders" will stand up and defend Tesla's rights and interests, claiming that "canceling the qualification for car purchase" is right to protect their own price system; But on the side of Pinduoduo or consumers, people will think that Tesla has breached the contract this time, and should be punished not only by re-providing vehicles.
No matter which side we stand on, everyone is the fate of Tesla consumers, Hubei car owners and Shanghai car owners.
China people have believed in a saying since ancient times: "Do not suffer from widowhood, suffer from inequality".
Don't quarrel about this.
And your uncle totoro always likes to look at things from another angle. Because the logic behind this incident is that there are two "honest people" in the whole Pinduoduo VS Tesla incident.
Honest car owners
The reason why Wuhan car owners and Shanghai car owners are at the crossroads of fate with Tesla is probably a sentence.
The dialogue circulated by Wuhan car owners is like this:
And we look back at the dialogue interviewed by Shanghai car owners, which is like this:
Both of them completed the group purchase on Pinduoduo, submitted the same materials, made the purchase in the same personal name, and used the same "subsidy" from Pinduoduo. The only difference is-"I missed the routine conversation before delivery. Tesla asked me who paid the second payment, and I said it was the staff in Pinduoduo. ".
No matter what you think about the interview of Shanghai car owners, car owners are careful not to mention the relationship between their purchase behavior and Pinduoduo, even though the car owners and cars are coded and hidden in the relevant videos and photos of car pickup.
You see, Wuhan car owners are just too honest.
If the car owners in Shanghai explain the ins and outs of car purchase funds like the car owners in Wuhan, I am afraid they will be stuck by Tesla. After all, Tesla clearly expressed his negative and exclusive attitude after refusing to pay Wuhan car owners or at the beginning of the "group purchase" activity in Pinduoduo.
So, it's still Wan Hu's famous saying in Let the Bullets Fly:
In fact, the whole thing may be that consumers or Pinduoduo are too confident. If Pinduoduo had told these five customers in advance at the beginning, "For some reason, when we pick up the car and deliver it, we don't have to go through the channel of Pinduoduo, but said that it would save a lot of trouble to buy the car in full", there would certainly not be so much trouble.
When all five car owners successfully picked up their cars and collectively handed in a "car-picking assignment" in Pinduoduo, apart from "disgusting" a Tesla, it was perfect.
The following car owners who bought in Pinduoduo are estimated to have taken a warning from the experience of Wuhan car owners and applauded the operation of Shanghai car owners.
"Get rich by focusing", remember, this is the truth.
So it's no wonder that when the "whole world" is staring at your customers in Wuhan, you have to jump out and "dislike" Tesla, which is a bit "deserved" called the moral bottom line.
If nothing else, what will happen to the magical country of Tesla owners in the future?
Honest Tesla
Tesla refused Wuhan car owners for a reason:
According to Tesla's purchase agreement, Tesla has the right to unilaterally terminate the car purchase agreement for any order that it considers to be resold or used for other non-goodwill purposes.
This is the basis for Tesla to control pricing power and protect the direct selling model.
"If it is delivered, the sales and pricing system and even the brand will be destroyed." A person familiar with Tesla said in an interview.
It's actually quite understandable. In recent years, Tesla has grown into a luxury brand that can keep pace with luxury brands such as Mercedes-Benz, BMW and Audi in the China market. Even in the pure electric new energy market, basically we can think that Tesla is the only one.
This is especially true after Tesla entered China as an independent foreign investor and took almost complete control of his own destiny.
So Tesla can't allow others to attack his sense of control, not Pinduoduo, not anyone. I don't need to elaborate on this point. The semi-Buddha immortal has made it very thorough.
But I find that Americans are straight-tempered and have a headache.
On the one hand, the owner of Wuhan refused with a "tough attitude" and looked like "dare to sue me". On the other hand, they insist on their "uncompromising" positive response on social networks.
Unfortunately, these were successfully delivered by Shanghai car owners in one second.
What does the consumer market fear most? Treat them differently.
Seriously, in this wave of operation, Tesla, like an "honest man", "refused to hand over the car", indicating that he would not hand over the car. Even if Tesla chose the mitigation method of "delayed delivery-the company is studying-whether compliance needs to be agreed later-no comment until the final result comes out", it did not deliver it to Wuhan car owners in time. Then, after being exposed to the Shanghai car owner incident, there is still room for manoeuvre in tone. This operation is obviously better than the current "hard state".
Americans say "no", and China people never refuse others directly. The American way of thinking is not suitable for the China market.
Tesla, who used to "go up if you want, and go down if you want", is gone forever, and "China market rules" are teaching Tesla to be a man.
Now Tesla is facing great "passivity" on social networks, and all unfavorable factors lead the whole incident to develop in a direction that Tesla does not want to see.
"Honest people" still suffer.
develop
Tesla recently responded that if consumers are willing to reorder through Tesla's formal channels, Tesla will provide corresponding compensation for the time and energy losses caused by consumers.
At the same time, for Wuhan car owners, Tesla issued a statement saying that it expressed strong indignation at this practice of self-directing and self-acting news and maliciously misleading public opinion, and advised relevant parties to abide by the basic business ethics bottom line.
It is difficult to ride a tiger.
At present, the trend of the whole incident is due to Tesla's previous vague regulations. At present, both the Electricity Savers Association, well-known lawyers and consumer associations have expressed their support for consumers to think that Tesla is in breach of contract.
Not surprisingly, Tesla will lose.
The whole thing reminds me that once big brands, luxury goods and luxury brands all said "no!" A lot of respect. And then have to finally accept the reality that some of them are sold in Pinduoduo.
In the future, if Tesla continues to adhere to the direct selling model and maintain its own pricing system, the best thing it can do is to hack the company accounts of Easy Car and Pinduoduo, strengthen the "qualification examination" of car buyers and introduce new relevant regulations.
However, as long as Pinduoduo wants to "dislike" Tesla again, he should organize such a "group buying activity" again, and then make a "confidentiality" agreement for all "winning customers". Then, in the future, consumers will place their own orders first, and after delivery, the group purchase channel of many products will be "approved" to get subsidies. Consumers can still enjoy the purchase subsidies of many products and avoid the troubles of Tesla, while many products can continue to "touch porcelain".
Of course, there are more ways. I only have one. China's consumer market has its own hidden rules of the game. Tesla was too tactful before, and didn't understand China people's "policy from above, countermeasures from below".
Tesla can't escape a lot of talons.
In fact, Tesla should understand the truth-as powerful as Apple, and offline channels are all over the country. Basically, the prices on Taobao and JD.COM are lower than their own prices in official website, and Pinduoduo has directly hit the price of 2000 airpods below 1500. However, this did not destroy Apple's own tonality, and customers in Apple's own official website and direct stores are still in an endless stream.
Fans, people who need to enjoy the discount, are your consumers.
Therefore, Tesla has let go of its mind, to understand that these consumers who place orders in Pinduoduo will not interfere with and reduce your brand value. On the contrary, once these people are accepted by you and pulled into Tesla's fan base, Tesla's supporters will multiply. But it didn't hurt those "trenches" who placed orders directly in your official website. The real Tesla fans are all for S and X.
Tesla, I suggest you relax.
Otherwise, ACW next door will start subsidizing fans to buy Tesla Soybeans 3.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.