[Autohome?New Energy]?Super broadcast, with information every week. A series of hot topics this week have separated from the car products themselves and focused on the car purchase model that is closely related to consumers. The Tesla and Pinduoduo incident continues to ferment, and behind it is the debate over the direct sales model of cars. NIO launched "Battery as a Service (BaaS)" this week, which is a new model that completely separates "vehicles and batteries" in the sales contract. As automotive technology continues to innovate and iterate, can the corresponding innovation in sales models be recognized by consumers? What do you think of the pros and cons of these models? "Patching joints" and "Taier Ye" are proverbs in Beijing. They describe that in the early years, due to the shortage of materials, some people became middlemen between sellers and buyers, and obtained middle interests through buying and selling. As time has passed, the supply and demand relationship in society has undergone great changes, but the intermediate interests between buyers and sellers have always existed. Nowadays, the profession of Daoer Ye also has a new name: scalper. The Tesla-Pinduoduo incident is getting more intense. Is it a battle between brands and scalpers? Last week, we sorted out the quarrel between Tesla and Pinduoduo, but we never expected that this week would be the climax of this incident that has been brewing for a month. In response to the issue of "Tesla refusing to deliver cars to Wuhan owners," the two sides continued to change their tactics, and the topic spread to the entire Internet. Public opinion was nothing more than arguing about who was really defending the rights and interests of consumers. The trigger for the Tesla-Pinduoduo incident to break out again this week was on the evening of August 18. Pinduoduo Yi bought a car and announced that the owner of the Wuhan car had successfully picked up the car. However, early the next day, Tesla issued an official statement stating that the so-called It is better to buy a car and direct it yourself, maliciously misleading public opinion. Twelve hours after Tesla issued its statement, Yimaiche hit back again: The Wuhan car owner did pick up the car, but the pick-up location was not in Wuhan. It was triggered by a group purchase, but after a lot of back and forth, it was finally upgraded to social news. The subsidy for an e-commerce group purchase was only 100,000 yuan, involving 5 consumers. But why did the dispute between Pinduoduo and Tesla cause such a big fluctuation in public opinion? As of August 19th, after the final statement issued by Yimaike, Tesla has not yet responded. Let us calmly analyze why everyone is so concerned about this matter? In this debate, there are different opinions on both sides of Pinduoduo and Tesla. On the side supporting Pinduoduo, most believe that consumers are innocent in this incident and Tesla should not use "vehicle rejection" "Pay" as the reason to attack Pinduoduo. From the perspective of Tesla, it is more from the perspective of business model and consumer rights protection. It is believed that Pinduoduo deliberately touches Tesla and only provides a meager "subsidy" to interfere with the direct relationship that the other party has cultivated for a long time. Camp mode.
●?The core of the hot discussion: Who is really defending the rights and interests of consumers? Pinduoduo Yifang believes that the group purchase subsidy method allows consumers to enjoy benefits, but why are they being attacked? Tesla believes that e-commerce directly infringes on its own direct sales model through this so-called subsidy bonus method. The subsidy is small, but the disruption is big. Concessions are tantamount to taking away the direct sales system and other consumers purchased through formal channels. at the expense of the investor’s rights and interests. Since ancient times, friendly business exchanges have been based on "you are willing to buy and I am willing to sell." Some people think: Tesla is not making less money, so why do you have to be serious? But in fact, if the stakes of the business model are raised, when Tesla believes that the subsidy action has infringed on its direct sales model, the voluntary principle of transactions is broken. This also has the perspective of the other side of the balance: you are willing to buy it, but I am not willing to sell it.
●?What does the direct sales model bring to consumers? As the name suggests, the direct sales model means that the brand sells products directly to consumers through official platforms or experience stores. There are no consignment dealers or agents. Precisely because of the existence of direct sales, the brand saves a lot of sellers. The cost of each link (stores, transportation, etc.), and these costs are either directly fed back to the price, allowing consumers to enjoy lower product prices, or fed back to the R&D and manufacturing end to consolidate product value. In the direct operation model, the brand controls the entire set of actions from manufacturing, sales, and after-sales. Reducing the number of dealers not only facilitates cost control, but also ensures quality control and solves the risk of inconsistent prices and inconsistent quality of products at the sales end. The brand The quality of products can be uniformly controlled.
There are comments that Pinduoduo’s group purchase of subsidizing Model 3 is an act of “cross-selling”. As a non-brand authorized dealer, this behavior has an impact not only on direct sales, but also on all existing sales models, ranging from In the short term, it will affect the brand's pricing strategy, but in the long term, it will directly destroy the brand's own sales system. Consumers may also have an impact on after-sales service due to violation of the brand's car purchase terms. In the automobile industry, Tesla should be the first brand to strictly implement direct sales. Of course, it has been criticized by public opinion for this reason. For Chinese consumers, the 4S car purchase model has been used for many years. When buying a car, you can bargain with the dealer. As a result, most people still fail to understand the value of the direct sales model, or they do not intuitively feel the benefits that brand direct sales bring to them. Tesla frequently encountered public controversy over price adjustments in the first half of this year. This is simply because the prices of the direct sales model are fully transparent, which makes it easier to arouse consumers' price sensitivity. In May of this year, in response to the Tesla Model 3 price adjustment controversy, Autohome conducted an exclusive interview with Tao Lin Tesla, Vice President of Tesla China's External Affairs. The core part of the interview was about the current consumer sentiment towards Tesla Misunderstanding of the camp model. This time, behind the incident between Tesla and Pinduoduo is still the debate over the direct sales model. The results can also show that the current direct sales logic of car sales has still not touched consumers, so there is public opinion that Tesla cars are also sold. Now, they are making less money, so there is controversy over why they should compete. So no matter what the outcome is, it reveals that Tesla has yet to prove the value of direct sales to the market.
Super Broadcast Comments: Laymen watch the excitement, insiders watch the door. The conflict between Tesla and Pinduoduo has developed so far. We should focus on the essential issues. The incident continues to ferment. According to Automobile Zhijia exclusively understands that both parties are currently ready to go to court. If it really rises to the legal level, as we are talking about today, who is actually defending the interests of consumers? This week, another important news is also aimed at innovation in the way consumers buy cars. NIO has launched a service that separates vehicles and batteries. Like direct sales of cars, what is the relationship between the new model and consumers? How to benefit from it? This week, NIO and Nezha Auto both announced the latest "battery leasing plan", which means to separate the sale of vehicles and batteries. Consumers will use the batteries in the form of leasing. In NIO's car-battery separation model, The battery is the value of the service to the vehicle, and the official also calls it "Battery as a Service (Battery as a Service)", or BaaS for short. So, if the battery is no longer included in the purchase of the vehicle in the future, can consumers really solve the problems of battery decay, depreciation and warranty loss? NIO officially announced the specific plan for the battery rental service BaaS this week. Users who choose the BaaS model to purchase NIO cars do not need to purchase a battery pack when purchasing a car. The price of the battery pack is not included in the motor vehicle sales invoice price, and the user's financial loan The down payment and monthly repayments are also calculated without the battery pack. BaaS users can choose to rent battery packs of different capacities based on actual usage needs and pay monthly service fees. Therefore, if the battery is just an "accessory" that serves the vehicle, will the future second-hand car value of pure electric vehicles be the same as that of fuel vehicles? In order to convey the concept of "battery rental" more clearly to consumers, when a vehicle is sold, the vehicle and the battery are completely independent parts. On the car purchase invoice, what the user pays is the vehicle sales contract, and the invoice does not include the price of the battery. After users choose to rent a battery, they choose battery packs of different capacities according to their needs, and then sign a rental contract. Therefore, complete separation of vehicle and electricity has been achieved at the vehicle purchase level. NIO's battery asset company, Wuhan Weineng Battery Asset Co., Ltd., was registered and established. There are four shareholders: NIO, CATL, Hubei Science and Technology Investment and Guotai Junan International. Next, NIO will only be responsible for the vehicle part, while the management of battery rental will be handed over to the joint venture. NIO's battery rental service is based on NIO's innovative battery swap technology, nationwide battery swap network and battery swap services. Since its establishment, NIO has adhered to the continuous research and development of battery swap technology and the construction of battery swap networks. As of August 20, NIO has obtained more than 1,200 patents related to battery swapping, has built 143 battery swapping stations across the country, and has completed more than 800,000 battery swapping services for users.
Super Broadcast Comments Some people have said that whoever solves the fundamental pain points of pure electric vehicles first will be the first winners in this new market. At present, the fundamental pain points of electric vehicles are locked in the two aspects of "cruising range" and "energy supply." Li Xiang, founder of Li Auto, once gave an example of NIO's approach: "It's the same as Tesla's global supercharging network. Now, after Weilai has established battery swap stations, door-to-door charging and mobile charging vehicles under the NIO Power system, these methods have also essentially solved the problem of users' charging difficulties. "And now, when the concept of "battery as a service" is integrated. After incorporating battery swapping technology, this means that Weilai is betting on the ultimate form of pure electric vehicles. (Text/Autohome? Yao Jia)