On April 1, 218, Musk wrote an April Fool's Day tweet on Twitter, telling the world that he had drunk tequila and was too drunk.

This tweet obviously doesn't conform to Musk's personality. It is said that Musk has to pinch his watch to pee and squeeze his time. There is no reason to spend time writing trivial things that have nothing to do with Tesla, and it is also very meaningless.

musk's shrewdness is definitely beyond a glass of tequila.

Sure enough, six months later, Musk applied for Tesla's tequila trademark Teslaquila and began to prepare to sell tequila.

Tesla certainly won't run a winery of its own. For two years, Tesla contacted many wineries, and later found Destiladora, a famous Mexican tequila producer. del? Valle, help Tesla OEM production.

At this point, Tesla has completed the first link in its marketing plan.

in early November, 22, Tesla launched a tequila in its official store, called Tesla? Tequila costs $25 per bottle (about RMB 1652).

Tesla officially "sells wine" and the "plan" is officially launched. Once launched, the price of Tesla Tequila is comparable to that of Maotai in China.

But it's nothing. There are not a few wines in the world that are more expensive than Maotai. Remy Martin, Martell, BACARDI, SMIRNOFF, and so on. Tesla can sell any wine.

But the question worth asking is, some car companies sell co-branded T-shirts, and some car-related products, even perfume. Why does Tesla sell wine?

There is no shortage of a kind of wine and a tequila seller. Besides, there is nothing innovative in Tesla's wine sales, and all e-commerce companies are doing the same thing.

Is it possible to join an "old people's club" for human beings to immigrate to Musk on Mars? Absolutely impossible! It can't be a bartender, nor can it be an e-commerce and the next Ma Yun.

if he just sold wine, he couldn't have planned to bury the burden on April Fool's Day two years ago.

it is not difficult to find out what tricks Musk is playing. We can analyze the connection between Tesla and wine, and the logic behind it is clear at a glance.

The connection between car and wine is very simple. One of the most important things is that people often say that you don't drink when driving, and you don't drive when drinking. This is a rule that almost all modern earthlings must follow, and it is also a legal boundary.

Actually, what Musk wants to say is that I'm afraid it won't be long before this rule will be rewritten. That is, in the era of fully automatic driving, this rule will be completely abolished and cars will completely replace human driving.

So, Musk's selling wine is fake, and the hype about fully automatic driving is true.

According to the way designed by Musk, there is a lot of room for Tesla to speculate on fully automatic driving, such as buying Tesla to give tequila, or drinking tequila while driving Tesla. Use a strong contrast to highlight the power of autonomous driving.

Moreover, these will be topics that will ignite public opinion. It has the characteristics of unconventional and breaking pain points, conforms to the law of communication and is easy to ferment.

We have always believed that Musk's greatest ability is not Iron Man, but a hype master. At least, in Tesla's growing journey, Musk's people set this up.

Tesla's product design, marketing measures, Wall Street's long-short confrontation, and Musk's voice using social media all run through a core thinking, which is considered in all decisions.

it's not the product thinking that we always think, but the hype thinking, or the detonation thinking.

If we look at Tesla in this way, it is not difficult to understand why its products have some anti-human designs, but they are cool. Why many marketing measures are not so stable, including frequent price adjustments. Even though it attracted a lot of complaints, Tesla remained unrepentant and went its own way.

So, when you see that Tesla's behavior doesn't seem to conform to the usual thinking logic, and you can't understand what it is playing, there is no doubt that it must be playing marketing.

under this set of gameplay, although Tesla sometimes looks unreliable or even absurd, it has not stopped it from becoming more and more famous. Even some people are more curious about Tesla and want to give it a try.

The human psychology is accurately grasped by Musk. Therefore, Musk is more like a master of psychology. In ancient China, there was a similar occupation. We called it a magic stick.

Tesla still sells alcohol by order, just like Tesla. In other words, pay first and then pick up the goods. In the FMCG market, it is generally difficult to work.

but someone created a very tight atmosphere. By last Friday, this wine showed that it had been snapped up, and the Tesla official website was marked "Sold out".

no one cares if tequila is really sold out. It is impossible for the outside world to know how many bottles of wine Tesla bought.

However, Tesla's magical operation has triggered follow-up reports from global media. In China, I also got a hot search.

Musk knows only too well that the definition of news is unconventional. "Dog bites is not news, and man bites dog is news". The media chasing Tesla reports is not natural, but planned.

This trick, Musk has been familiar with his chest, and he is playing smoothly and calmly.

if someone thinks that it's over, it only shows that he hasn't understood Tesla yet.

By the end of the week, the media began to chase after Tesla. The reason is that on eBay, someone started selling Tesla? Tequila's empty wine bottles have about 9 shelves.

soon, the eBay platform sold more than 4 empty Tesla? Tequila bottles, the price is basically between 5 and 8 dollars (about 3315 to 533 yuan).

What's even more outrageous is that a wine bottle even sold for $1,42.69 (about RMB 9,418). The price of all empty wine bottles is higher than the price of wine, even six times the price of wine.

no one can explain its logic. Some people say it is collectible. Tesla tequila is unlimited and not scarce, which is not enough for collection; Some people say that there are too many rich people in the world, and they are bored and stupid. This is a bit credible, because in front of Tesla, the whole world is a fool.

as long as it is abnormal, there must be a demon behind it. We can sell wine, see the purpose behind it, and how to benefit. In fact, a whole set of gameplay will be clearer.

Because of selling a wine, Tesla has reported several rounds in the world-class media such as Lute News Agency and CCTV in China, and its communication value is no longer comparable to selling a few bottles of wine.

Moreover, Musk knows very well that the greater the fame of wine, the better the effect of shaking the baggage will be for his real purpose of promoting fully automatic driving or driverless driving.

So, tequila is just a prop of Musk, and there is nothing strange about it. Next, let's take a good look at how Musk finished this song.

This article comes from the author of Chejia, car home, and does not represent car home's standpoint.