Tesla vs has a lot of products. What is Musk afraid of?

Tesla was threatened for the first time since entering China.

However, this threat does not come from local car companies such as Dongfeng, Geely and Weilai, but from a controversial e-commerce company-Pinduoduo.

On August 14, some media reported that Tesla refused to deliver the car models to the owners in Pinduoduo. 3. The reason is that this activity does not conform to Tesla's delivery policy. Pinduoduo said that he will support consumers to protect their rights according to law and will actively implement vehicle delivery.

In the face of the statement that many products are full of gunpowder, Tesla made a strong response. Tesla said that if the owner places an order through official channels, Tesla will provide some remedial measures, and if the owner decides to sue Pinduoduo, Tesla will provide legal aid.

"Special warfare" is imminent.

Invincible Tesla

In fact, before meeting Pinduoduo, Tesla was invincible in both the global market and the capital market.

In the first half of this year, despite the global epidemic, Tesla delivered 654.38+079 million vehicles, an increase of 654.38+07%. The confident Tesla said that the annual delivery target of 500,000 vehicles remains unchanged.

In the China market, Tesla rode the dust, which made local car companies shudder. In the first half of this year, the cumulative sales volume of new energy passenger cars in China was 3,654,338+0.3 million, down 44% year-on-year. In the same period, Tesla Model? 3 A total of 56,800 vehicles were delivered, and the market share of bicycles exceeded 14%. In June this year, in Beijing, Shanghai and Shenzhen, models? It has surpassed many gasoline cars and become the best-selling model.

While the China market is in full swing, Tesla has also caused an exclamation on Wall Street. From the beginning of the year to now, Tesla's share price rose from $443 to 165 1 USD, an increase of 273%, and its total market value rose from $82 billion to $307.63 billion, making it a US stock 17 enterprise. At present, only technology companies such as Facebook, Alibaba, Google, Microsoft and Apple rank ahead of Tesla.

Among the car companies listed in the world, Tesla is in an absolute leading position, with a market value equal to the sum of the second, third and fourth places, and the last three are Toyota, Volkswagen and Honda.

In the face of Tesla's strong performance, Volkswagen CEO Diss even said that Musk gave many people impossible results. Tesla will become the most valuable company in the world in the next five to ten years.

Tesla vs pinduoduo

On July 2 1 or so, Pinduoduo launched the Tesla model? 3? 20 19 Standard Endurance Rear Drive Upgrade Edition "10,000-person group purchase activity, and released a group purchase price of 2,565,438+0.8 million yuan. This price is nearly 20,000 yuan cheaper than that in official website.

In the face of this newcomer, Tesla changed his previous indifference and responded quickly. Tesla said that it did not cooperate with Yima Automobile or Pinduoduo on this group purchase activity, nor did it carry out any form of entrusted sales service with Yima Automobile or Pinduoduo, nor did it sell any vehicles produced by our company to Yima Automobile or Pinduoduo in this group purchase activity.

"No cooperation, no entrustment, no sale", through this statement, Tesla completely cleared the relationship with Pinduoduo. However, behind this harsh statement and refusal to hand over the car, it reflects its deep anxiety and fear. Although Pinduoduo released only five cars this time, the subsidy amount was only 654.38 million yuan, but it caused a great shock to Tesla.

Tesla can't tolerate Pinduoduo, not really for the sake of consumers, but because Pinduoduo's subsidy behavior has violated its core competitiveness. In my opinion, Tesla has two core competitiveness, one is the ultimate vertical integration capability, and the other is the super brand added value.

From self-built factory to direct operation mode, from vehicle development to software design, from independent research and development of chips to independent research and development of batteries, Tesla has completely opened up R&D, production and sales of intelligent electric vehicles and built a complete closed system. Within this system, Tesla has gained unprecedented innovation ability, at the same time, it has greatly reduced transaction costs and seriously weakened the bargaining power of suppliers and customers. ?

If Pinduoduo strongly intervenes in Tesla and consumers, it will certainly seize Tesla's pricing power. By then, the direct selling model that has been painstakingly operated for many years will be eroded, and changing the terminal price at will will become history, which is unacceptable to Tesla.

On the other hand, Pinduoduo's intervention will also weaken Tesla's brand added value. In fact, in the current competitive environment, whether in terms of price, performance, endurance or autonomous driving ability, which models? No product is more competitive than Weilai, Ideality and Tucki, but its delivery volume is the sum of the latter three, which is inseparable from the added value of Tesla's super brand.

The so-called brand added value is the intangible value that the brand adds to the tangible value of the product in various ways. Through space? X and personal Twitter, Musk successfully linked the Tesla brand with the craziest stories of human society, such as rocket technology, space exploration and moving to Mars.

A typical example is, February 7, 20 18, crossing space? X Falcon 9 rocket, a Tesla sports car was sent into space. On the same day, Musk posted a detailed photo on Twitter. The photo is Roadster's circuit board, which is engraved with "Made? Open? Earth? By who? Humans.

Through Musk's years of operation, Tesla has gained added value that other car brands do not have. When Tesla comes into contact with Pinduoduo, the added value of its brand will be greatly reduced. At that time, when people mentioned Tesla, the first thing that came to mind was no longer the geek spirit and space exploration, but the group purchase price of 10,000 people, which was reduced by 40,000 yuan. For Tesla, it is tantamount to disaster.

Faced with the high-profile provocation of "barbarian" Pinduoduo, "Gao Fushuai" Sla was forced to provoke a battle. In fact, in this "special struggle", there is no distinction between justice and evil. Both sides make the most favorable decisions and behaviors from their own perspectives. In the game and tug-of-war, consumers will reap the benefits of fishermen.

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