What would you do if you were forcibly "touched"? Should he swallow his anger or fight hard?

For many people, they may choose to swallow their anger. But if the strength is strong enough, it may also be a fight to the end.

Just like the "special fight incident" that has been making a lot of noise recently. Pinduoduo, as a "porcelain maker", just happened to "encounter" a "hard fight" like Tesla, which is stubbornly fighting to the end.

In fact, looking at Pinduoduo’s “little black book”, there are many brands that Pinduoduo has “collateralized”, including well-known brands such as Apple, La Mer, and Dyson. But in the end, most brands chose to settle the matter and issue a statement.

But Tesla’s attitude is very tough. Because of the 100,000 yuan subsidy, two large companies with a market value of 100 billion US dollars have been going back and forth for several rounds, and they are tearing apart from each other. Forced to fight, the "melon-eating masses" shouted "Fight between gods" and quickly took sides.

Among them, some people can't stand Pinduoduo's ugly "look-eating" group, and hope that Tesla can extinguish Pinduoduo's arrogance and reshape the rules of the game. However, many people believe that Tesla's "double standards" mean that owners of cars that have been delivered in Shanghai are treated differently from buyers in Wuhan who fail to take delivery of their cars.

So, what is right and wrong in this farce?

Tesla vs. Pinduoduo

All of this started a month ago - on July 21, the Yimaiche flagship store was launched on the Pinduoduo platform. Tesla China-Model 3 2019 Standard Range Rear-Drive Upgraded Version” group buying event for tens of thousands of people. The event allows a group of 5 people to form a group. The original price of the Tesla Model 3 is 291,800 yuan, and the group price of 10,000 people is 251,800 yuan. It will be sold for a limited time on July 26. It also stated that the event was officially authorized by Tesla.

Compared with the official website price, the group purchase price is 40,000 yuan cheaper, but in fact, after deducting the current new energy vehicle subsidy amount of 20,000 yuan, Yibuya will give each group purchase user a subsidy of 20,000 yuan. . As a well-known new energy brand in the automotive industry, Tesla's "joint hands" with Pinduoduo's group buying event naturally attracted widespread attention from consumers.

However, on the same day the event went online, Tesla issued an official statement via Weibo, saying, “Our company has not had any cooperation with Yimaiche or Pinduoduo regarding this group buying event, nor has it cooperated with Yimai. "Che or Pinduoduo has had any form of entrusted sales service, and has not sold any company-made vehicles to Yimaiche or Pinduoduo for this group buying activity." The company does not assume any responsibility for any damage. ”

Pinduoduo, who had seen the “world” several times, ignored it and the activities continued as usual. On the 26th, the so-called grand event of tens of thousands of people did not appear, and only 5 lucky people got the chance to buy a car. Quota, this is really "Pinduoduo"

It is understood that after consumers "flash sale" to buy Tesla in a group, they will authorize Yimaiche to use the consumer's own email address and personal identity information. When placing an order and completing payment on Tesla's official website, consumers can log in to their account to see the order details at any time, just like the process of purchasing an item on Taobao. In addition, there is no relevant contract signed between the consumer and Pinduoduo. text and informed consumers that it would take 2-4 weeks to pick up the car.

On August 14, when Tesla asked for the final payment, the Wuhan consumer revealed that it was paid by Pinduoduo’s staff. This attracted the attention of Tesla, which ultimately refused to deliver and closed Model 3 orders for Wuhan consumers on the evening of August 15.

According to the official reason given by Tesla. , the car owner was suspected of violating Tesla's "no resale" regulations and unilaterally canceled the order based on the contract breach clause. Tesla's relevant staff said that if the car owner wanted to re-deliver, he could either go to Tesla's official website and re-deliver. Place an order; or sue Tesla to require Tesla to deliver according to the contract.

In this regard, Pinduoduo’s “Miaopin” business group’s assistant Le Fu said that he regretted Tesla’s refusal to fulfill the contract with consumers and would support consumers in safeguarding their rights in accordance with the law and actively implement vehicle regulations. Delivery work, and believes that Tesla is a "big store cheating customers" and should "treat consumers well."

Then a dramatic scene happened on August 16. Shanghai consumers who also participated in the group buying event completed the delivery on this day. It is reported that for Shanghai consumers, Pinduoduo staff used customer information to place orders on their behalf throughout the entire process. It avoided Tesla's supervision and took advantage of the loopholes.

On the afternoon of August 17, Tesla issued another statement saying that if consumers are willing to place orders again through Tesla’s formal channels, Tesla will compensate consumers for the loss of time and energy caused by this. Provide corresponding compensation. In addition, Tesla will also provide legal assistance if the car owner decides to sue Pinduoduo.

At 1 a.m. on August 19, it was confirmed by a Wuhan consumer that with the help of Yimaiche and Pinduoduo on the evening of August 18, he had successfully picked up the car and got car insurance, and the price was the same as before. consistent. However, he was using a family account because his name was blocked by Tesla and he was unable to purchase a car.

But then, Tesla issued an official statement stating that it had never blacklisted any car owners and had never had a blacklist. And they have been actively communicating with the car owner from beginning to end, and proactively offered various solutions, but they were all rejected by the car owner's "family members" on site.

It can be said that "the public is right when he says it, and the mother-in-law says she is right." Suddenly, it seems that I understand why many brands did not pursue the case before.

What is right and what is wrong?

Through the whole story of the incident, it is obvious that Pinduoduo’s approach and logic are very rogue. They used a subsidy of 100,000 yuan to forcibly kidnap Tesla’s brand for endorsement, and carried out false propaganda to gain traffic and Using gimmicks to improve the brand image of its own platform as "genuine and low-priced", this is "porcelain marketing" and a rogue style.

Pinduoduo and the event organizer Yibuya violated the "No Resale" provision in Tesla's order terms. Tesla adheres to its principles and strictly abides by the terms. This is the basic integrity of the company, especially What was wrong with Silla?

Although on the surface, Pinduoduo "helps" Tesla sell cars and gives users discounts on cars, it looks like a win-win business. But in essence, Pinduoduo has damaged Tesla’s official direct business model. As Liu Zhe, Tesla's senior manager of business solutions, said, even if this incident eventually caused Tesla's reputation to be damaged, they still believe that the importance of maintaining this model far outweighs being criticized in public opinion. of harm.

For Tesla, because its brand power is strong enough, it dares to stand up and say to Pinduoduo: No! If all brands swallow their anger, it will encourage Pinduoduo’s arrogance. Then, Pinduoduo will use this model to infinitely "collapse" with any brand that has no cooperation, use other people's brand effects to attract traffic to itself, and destroy other people's business operations without a bottom line. It is the same for any brand. So a disaster.

In fact, it seems that Pinduoduo’s “tens of billions of subsidies” are benefits from the perspective of consumers, and have been recognized by the majority of benefiting consumers. But what Pinduoduo consumes is the brand power of uncooperative companies. It involves many aspects such as the brand's image, tone, target groups, etc. Over time, the brand power that companies have spent years building will be seriously affected. This is also the reason why many well-known brands do not want to have too much involvement with Pinduoduo, which has labels such as "cheap, copycat, and fake".

On the other hand, Tesla’s problem is that the responsibility should not be passed on to consumers. Tesla has wronged the wrong person. It should not be embarrassing the God who paid the money, but Pinduoduo, the culprit. Tesla can use legal means to safeguard its own interests and sue Pinduoduo, instead of supporting consumers to help after suing Pinduoduo. Consumers are not "weapons" in your hands.

Every consumer who is willing to buy Tesla at a low price is a follower of the Tesla brand. For such supporters, Tesla should serve users with user thinking. .

However, this is just nonsense for the domineering Tesla, and it is reasonable to turn an opportunity to better display its service image into a "spurned" party. After all, in recent years, Tesla has been exposed to frequent incidents due to its arrogant service attitude and consumer rights protection.

For example: 8 price adjustments in one year have made the phrase "buy early and enjoy early, buy late and enjoy discounts" the biggest irony of Tesla.

In March last year, a consumer bought a Model? However, during subsequent use, the owner discovered that the Model She went to Tesla stores for repairs five times in two months, but there were still many defects that could not be solved. The car owner requested to return the car, but Tesla staff rejected the request on the grounds that it "did not comply with the process" and used various means to shirk the situation. In the end, they were unable to give a satisfactory answer.

In March this year, during the "discounting scandal", many Tesla owners revealed that the control hardware installed on the domestic Model 3 they purchased was not the "HW3.0" on the list. But "HW2.5". Tesla officials responded that if the FSD (fully autonomous driving) function is not optional, there is basically no difference in driving experience and safety between Model 3 models using HW2.5 and HW3.0. This kind of irresponsible answer will only make Tesla owners feel chilled and dissatisfied.

In addition, the domestic Tesla Model 3 battery "mixed" incident, as well as last year's Tesla Model S fire in an underground garage in Shanghai, etc., Tesla has repeatedly And San's "careless" behavior and shirking of responsibilities, constantly challenging consumers' bottom line, are all Tesla's bad deeds.

Conclusion

It can be said that Pinduoduo made the first mistake in the ongoing "Special Pin Incident", while Tesla has long been lacking in customer demands and service awareness. It also aroused the indignation of netizens, so it is not an exaggeration to give each of them 300 yuan.

I hope that this incident can restrain Pinduoduo’s frivolous behavior, increase customer awareness of Tesla, and help the masses to join the battle.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.