[YesAuto New Energy] Super broadcast, every week. A series of hot topics this week have divorced the auto products themselves and focused on the car buying model that is closely related to consumers. The Tesla and Pinduoduo incidents continue to ferment, behind which is the dispute over the auto direct sales model. And Weilai Automobile launched “Battery as a Service (BaaS)” this week, which is a new model that completely separates the “vehicle and battery” in the sales contract. When automotive technology is constantly innovating and iterating, can the innovation of the corresponding sales model be recognized by consumers? And what do you think of the pros and cons of these models?
“Pierce” and “Daoerye” are Beijing proverbs. In the early years, because of the shortage of materials, some people became middlemen between sellers and buyers, and obtained intermediate benefits by buying and reselling. With the passage of time, the supply-demand relationship in society has undergone tremendous changes, but the intermediate interests of buyers and sellers have always existed. Now, Daoerye has a new title: scalper. The Tesla and Pinduoduo incidents have intensified. Is it a struggle between the brand and the scalper?
Last week, we sorted out the history of Tesla and Pinduoduo, but we never expected that this week will be the most climactic stage of this event that has been fermenting for a month. Regarding the issue of “Tesla refused to deliver to Wuhan car owners”, the two sides continued to change their tactics, and the topic spread to the entire Internet, and public opinion was nothing more than a debate: who is really defending the rights and interests of consumers.
The fuse for the Tesla and Pinduoduo incidents that broke out again this week was on the evening of August 18th. Pinduoduoyi bought a car and announced that the owner of Wuhan had successfully picked up the car. But the next morning, Tesla issued an official statement stating the so-called It is advisable to mention a car to buy a car, self-directed and acted, maliciously misleads public opinion. And 12 hours after Tesla issued a statement, Yibuy car hit back again: The owner of Wuhan did pick up the car, but the place to pick up the car was not in Wuhan. It was triggered by a group purchase, but after you came and I returned, it was finally upgraded to social news.
An e-commerce group purchase received a subsidy of only 100,000 yuan and involved 5 consumers, but why did this ripping between Pinduoduo and Tesla cause such a large fluctuation in public opinion? As of the final statement issued by Yibuy on the evening of August 19, Tesla has not yet responded. Let us calmly analyze why everyone is so concerned about this matter.
In this controversy, different opinions stand at both ends of Pinduoduo and Tesla, and the side that supports Pinduoduo. Most believe that consumers are innocent in this incident, and Tesla should not say that “vehicles are rejected”. “Hand over” is the reason to move to Pinduoduo. From the point of view of Tesla, it is more from the perspective of business model and consumer rights protection that Pinduoduo deliberately touched Tesla, but the meager “subsidies” interfered with the other party’s long-standing direct training. Camp mode.
● The core of the hot discussion: who is really defending the rights and interests of consumers?
Pinduoduo believes that the method of group purchase subsidies allows consumers to enjoy the benefits but why they are under attack. Tesla believes that through this so-called subsidy bonus method, e-commerce directly infringes on its own direct operation model. The subsidy is small, the spoiler is big, and the concession is equivalent to taking the direct operation system and other consumption purchased through formal channels. The price of the rights of the people.
Since ancient times, friendly business exchanges have been based on “you are willing to buy and I am willing to sell.” Some people think that: Your Tesla does not make less money, why do you have to be more authentic? But in fact, if it rises to the stakes of the business model, when Tesla believes that the subsidy action has violated its direct sales model, the voluntary principle of the transaction will be broken. This also has the view of the other side of the balance: you are willing to buy it, but I don't want to sell it.
● What does the direct sales model bring to consumers?
Literally, the direct marketing model means that the brand directly sells products to consumers through official platforms or experience stores. There are no consignment dealers and agents. It is also because of the existence of direct marketing that the brand saves a lot of sellers. The cost of the link (shops, transportation, etc.), and this part of the cost either directly feeds back to the price, allowing consumers to enjoy lower product prices, or feeds back to the R&D and manufacturing end to consolidate product value.
In the direct marketing model, the brand controls the entire set of actions from manufacturing, sales, and after-sales. In addition to reducing the dealer’s links, it is easy to control costs and also ensure the control of quality. It solves the risk of inconsistent prices and inconsistent quality of products at the sales end. The quality of the product can be uniformly controlled.
There are comments that Pinduoduo’s group purchase of Model 3 subsidies is a “swimming of goods” behavior. As a non-brand authorized dealer, this behavior not only affects direct sales, but also affects all existing sales models, ranging from short-term. The pricing strategy that affects the brand internally will directly destroy the brand’s own sales system in the long run. Consumers may also have an impact on the after-sales service because they violated the brand's car purchase terms.
In the automotive industry, Tesla should be the first brand to strictly implement direct marketing. Of course, it has always been criticized by public opinion. For Chinese consumers, the 4S model of car purchase has been for many years. Undertaking the after-sales service, so far most people have not understood the value of the direct marketing model, or have not intuitively felt the rights and interests brought to them by brand direct marketing.
Tesla’s frequent price adjustments in the first half of this year were caused by the fact that the price of the direct sales model is fully transparent, which is more likely to arouse consumers’ sensitivity to prices. In May of this year, in response to the price adjustment of Tesla Model 3, Autohome conducted an exclusive interview with Tao Lin Tesla, vice president of external affairs of Tesla China. Misunderstanding of the model.
This time, behind the Tesla and Pinduoduo incident is still the dispute over the direct sales model, and the results can also show that the direct sales logic of the current car sales still has not touched consumers, and there will be public opinion that Tesla cars are also sold. Now, there is no less money to make, why there is a controversy. So no matter what the result is, it reveals that Tesla has not yet proven the value of direct sales to the market.
Super broadcast comment:
The layman sees the excitement and the insider sees the doorway. The incident between Tesla and Pinduoduo has developed so far. We should focus on the essential issue. The incident continues to ferment. According to the exclusive knowledge of Autohome, both parties have done a good job. If the preparations for court proceedings really rise to the legal level, as we are talking about today, who is defending the interests of consumers.
And this week, another important news is the innovation in the way consumers buy cars. NIO has launched a separate service for vehicles and batteries. Just like direct sales of cars, what kind of relationship does the new model have to consumers? How to benefit from it?
This week, Weilai Automobile and Nezha Automobile both announced the latest “battery leasing plan”, that is, to separate the sale of vehicles and batteries. Consumers use batteries in the form of lease. In Weilai’s car-electric separation model, Batteries are the value of services for vehicles. Officials also call them “Battery as a Service (Battery as a Service)”, or BaaS for short. So, if the battery is not included in the vehicle purchase in the future, can consumers really solve the problems of battery degradation, depreciation and out of warranty?
Weilai officially announced the specific plan for the battery rental service BaaS this week. Users who choose the BaaS model to buy Weilai cars do not need to purchase battery packs when buying cars. The price of battery packs and users’ financial loans are not included in the motor vehicle sales invoice price. The down payment and monthly repayment are also calculated at the price without the battery pack. BaaS users can choose to rent battery packs of different capacities according to actual usage needs, and pay a monthly service fee.
Therefore, if the battery is only an “accessory” serving the vehicle, will the future value of the second-hand car of the pure electric vehicle be consistent with that of the fuel vehicle? In order to convey the concept of “battery rental” to consumers more clearly, when the vehicle is sold, the vehicle and the battery are completely separate parts. On the vehicle purchase invoice, the user pays the vehicle sales contract, and the invoice does not include the price of the battery. After the user chooses to rent the battery, he chooses battery packs of different capacities according to his needs, and then signs the lease contract. Therefore, complete separation of vehicle and electricity has been achieved at the level of vehicle purchase.
NIO's battery asset company, Wuhan Nineng Battery Assets Co., Ltd. was registered and established. There are four shareholders, namely NIO, Ningde Times, Hubei Science and Technology Investment, and Guotai Junan International. Next, Weilai Automobile is only responsible for the part of the vehicle, and the management of battery rental is handed over to this joint venture.
The basis of NIO’s battery rental service is NIO’s innovative battery swap technology, a nationwide battery swap network, and battery swap services. Since its establishment, NIO has insisted on the continuous research and development of power swap technology and the construction of power swap network. As of August 20, NIO has obtained more than 1,200 power swap-related patents, has built 143 power swap stations nationwide, and has completed more than 800,000 power swap services for users in total.
Super broadcast review
Someone has said that who first solves the fundamental pain points of pure electric vehicles will be the first batch of winners in this new market. At present, the fundamental pain points of electric vehicles are locked in the two aspects of “endurance” and “energy supply.” Li Xiangzeng, founder of Ideal Auto, gave an example of Weilai's approach: “It is the same as Tesla's establishment of a global overcharge network. Now, after NIO Power has established substation swap, door-to-door charging and mobile charging vehicles under the NIO Power system, these methods also essentially solve the problem of users’ difficulty in charging.” And now, when the concept of “battery as a service” is integrated into After the battery replacement technology, this means that Weilai is betting on the ultimate form of pure electric vehicles.