Recently, the popular model Tesla Model 3 has also been “lying gun”. According to the pictures from the Internet, a pinduoduo business named “suitable to buy a car” launched a group of domestic model 3 standard rear drive upgraded models on the platform, with the price as low as 251800.
compared with the subsidized price of Tesla China on its official website, the price on pinduoduo is nearly 20000 less. However, Tesla does not have an official agent in China, and all models are from direct stores. The domestic model 3 currently on sale has no discount except subsidy. The 250000 model 3 on pinduoduo is also unknown.
in this case, there is no connection between this promotion and Tesla official, but both the merchants and pinduoduo said that the car source was genuine. Most netizens speculated that the car source might be the car purchased by the business, subsidized by the platform itself, and created a marketing campaign by rubbing against the popularity of model 3. However, this activity is limited to five model 3 vehicles, which means that the final cost of the business is no more than 100000, and they will reap an extremely successful promotion and marketing activity. More netizens said frankly, if this promotion activity is directed and performed by the merchants themselves, and all the places that they finally grab are their own people, it’s really blood earned…
at least from the current point of view, this activity is a win-win for manufacturers and platform businesses. Will Tesla fight their own face and find more cooperation in the future? Xiao Lei thinks it will be a big probability. After all, the “cooperation after the event” between pinduoduo and Cadillac is a precedent.
for the automobile e-commerce platform, many people’s cognition of it still stays at the level of “paying deposit”. In the past, many vertical media, such as auto home, e-Car, and even a few we media numbers that appeared later, launched their own car selling platforms. In essence, they guided consumers to buy cars in offline stores by paying a deposit. However, the role of the platform was just “middleman” to earn Commission.
offline car purchase is basically the business of 4S shop dealers. There is no difference between the purchase procedures and the traditional mode. The possible difference is that the payment of the balance should be connected with the car purchase platform, such as the verification of tmall’s electronic deposit code, and the final payment is also completed offline.
this mode has been affected by the “online shopping tide” in China and has gained a lot. In 2010, with a 7.7% discount of Mercedes Benz smart, 200 smart cars were sold in 3.5 hours. In 2019, the model Levante of Maserati tmall flagship store will be sold out in only 18 seconds. In addition to stimulating consumers’ impulse to buy cars online, it also enhances the exposure of niche brands, which is more advantageous than the traditional offline mode.
with the rise of Internet platforms, a number of highly branded auto e-commerce platforms have emerged in China, including used car platforms such as melon seeds, Renren car, Youxin, etc., as well as bullet cars and Maodou, which introduce foreign rental consumption patterns. The large-scale development of auto e-commerce has made offline platforms no longer limited to 4S stores, and consumers can better play on the Internet The rights and interests of independent choice of the platform.
and pinduoduo’s “hard fight” Tesla is also a breakthrough for auto e-commerce. In May this year, pinduoduo launched the “May 5 car purchase Festival”, and the Shanghai government jointly organized a promotion activity with pinduoduo and dealers, which also helped car companies usher in a wave of sales. It is worth mentioning that this activity was planned on the basis of subsidies and cooperation between manufacturers. This model is likely to pave the way for the future model 3 group event.
from the perspective of dealers, the interest relationship of consumers introduced from another channel will become more complex, and the dealers hope that users can accept the models they recommend and buy, so as to maximize profits. The final result is that users place orders on online platforms, and dealers induce users to “cut orders” offline. This kind of adverse cycle is not conducive to the development of automobile e-commerce.
from the user’s point of view, online platforms have a great right to choose their own cars, but when they are offline, they are basically lost. Due to the inconsistency of channel interests, the price referred by users online may be different from that of offline terminals, and the bundling service of sales may also affect the whole car purchase experience.
1. Pre sales link: even if the product information on the Internet is rich enough, offline experience will be an important part for such valuable products as automobiles. At least, the e-commerce platform has not yet provided door-to-door test drive service.
2. In the process of sales: the purchase of a car involves financial loans, insurance, licensing and other services. Consumers need guidance in the whole purchase process. The old users can solve the problem by themselves, but Xiaobai may not be aware of these processes.
3. After sales: the after-sales maintenance and repair of automobiles still need the support of dealers and stores, especially the model recall initiated by the manufacturer, and the online repair mode can not be achieved.
at present, automobile e-commerce needs to rely on offline sales. The only advantage that can be achieved is online price comparison. In other aspects, there is still a lot of room for online car purchase.
of course, Xiaolei is more optimistic about the development of used car industry in e-commerce platform. Similar to the traditional “auction” mode of online shopping, second-hand cars need to be searched online for their favorite models due to their small volume and large difference, and the final order and delivery are similar to online shopping.
with the increasing standardization of used car e-commerce platforms for vehicle type detection, many offline second-hand car dealers have also begun to join the online sales mode, which is very similar to that of the online shopping platform. If the transfer procedures of second-hand cars are simplified in the future, I believe the online sales model will shine brilliantly in this industry.