Tesla doesn’t love 10 billion subsidies

In my impression, the last time the company responded to the concerns of netizens was half a month ago. Although the electric vehicles of friends are very hot recently, they still choose one of the most important things to explain: < / P > < p > in the extensive and profound Chinese system, this may be the least way to give the other side a step. When Lao Ganma first met Tencent, she did not dare to complete these three sentences. < / P > < p > in the whole cargo circle, the last one who was slapped in the face by others was still “beef brother”. He called “beat down the price of XX” in the live broadcasting room every day. Half a year ago, he announced publicly in his circle of friends that “cooperate with Luo Yonghao and defeat Li Jiaqi”. Finally, he liked to mention the nine word maxim of the former: < / P > < p > under the exposure of the whole network, the low-cost business of beef brothers is good As it becomes more and more difficult, many people begin to know that the so-called six bottles of red wine with 99 yuan are sold for only 1 euro on the shelves of local supermarkets in Europe. < / P > < p > this brother really thinks highly of the bargaining power of wanghong. I looked over the so-called “ten billion subsidy” and only dared to give Maotai a symbolic subsidy of about 100 yuan on the basis of the highest price of the whole network. < / P > < p > there are also many e-commerce companies following suit. Suning has 10 billion subsidies, Jingdong has 10 billion subsidies, juhuasuan has 10 billion subsidies, and Lianqu store has set up an e-commerce platform to sell luxury goods, and also has 10 billion subsidies. So, what does this 10 billion subsidy really mean? In modern commercial society, price war is not uncommon. As early as 150 years ago in the United States, railway companies could fight to death for a few dollars. < / P > < p > in the era of e-commerce, the price war has become an important means for the emerging platforms to grab the original traffic in the face of the information gap quickly erased by the network. Those who like it believe that cheap is king’s way, and praise its behavior of inciting people’s will to challenge price authority; those who don’t like it think that its simple and inferior logic is bringing the industry back to the “barbaric era” of the past. In contrast, the “10 billion subsidy” is more intuitive in exchange for sales. This competition mode has no threshold, and it often buries “hidden pain” for the interests of upstream and downstream. < / P > < p > Cadillac’s attitude towards car companies that are also dissatisfied with the 10 billion yuan subsidy is even more radical. At the 50% discount car purchase activity not long ago, the head of its marketing department directly said that the low-cost car sales activities on the platform were “renovating new cars and fakes”. < / P > < p > in order to bridge the adverse effects, Cadillac pulled out its distributor Bailian Group to endorse the event, but the tension between the ups and downs of the e-commerce platform and the brand side has become apparent. < / P > < p > there is no love or hatred for no reason. Behind the negative sentiment of enterprises towards 10 billion subsidy, the low price subsidy without bottom line of this platform is destroying the price system painstakingly constructed by many high-end brands. < / P > < p > that’s why, when the news of “10 billion subsidy” was announced again recently, apple, Dyson, Sony, Huawei and other brands began to jump with it. Anyone who has studied economics knows that there is an old saying in the industry: “a stick can’t break the law of the market.” This is to say that economic law has its objectivity and is not subject to human will. < / P > < p > on the link between production and consumption, consumers and manufacturers belong to two ends of the process. The relationship between the two sides is not just a simple zero sum game, but a win-win situation and a loss. < / P > < p > although every consumer wants to get a lower price, from a macro point of view, businesses still need to ensure objective profits to maintain daily operation. < / P > < p > on the other hand, for the same price, consumers hold different attitudes at different stages of consumption. For the same commodity, those who have not bought want the price to fall so as to start with a lower cost, while those who have already bought hope that the price will rise to maintain the depreciation value of their goods. < / P > < p > it’s easy to understand that no one will buy a car whose price has been falling. Relatively speaking, it is always the car brands whose prices remain in a stable range that are more popular. However, different from the small margin of interest concession offered by e-commerce platforms in the past, the appearance of “10 billion subsidy” at the end of the day has destroyed the price base on which the brand relies to maintain to a certain extent. < / P > < p > looking at the list of “ten billion subsidies”, it is not difficult to find that among the more than 30000 subsidized products, the subsidy rate of each commodity is about 15%, and most of the target objects are high-end or light luxury brands with a price of nearly 1000 yuan, which has a relatively stable price normality. < / P > < p > at the same time, these brands often have considerable sales volume offline. The appearance of “10 billion subsidy” also threatens the reasonable profit space of dealers at all levels in the brand value chain to a certain extent, making it difficult for the business to continue. < / P > < p > long before Tesla’s public outcry, the mysteries of aquamarine in 2019 and brands including AMD, Tencent switch and other brands have issued statements one after another, saying that they have not authorized stores operating on specific platforms. At least, this shows that compared with the short-term sales promotion brought by price reduction, brands tend to have more independent control over the price system. As to what kind of price changes will be brought about by this control ability, it is still impossible to generalize. < / P > < p > in fact, although Huang Zheng has repeatedly stated in public that “Costco + Disneyland” is the way to go in the development of the evening rush, Costco’s membership sales model and Disney’s cultural construction hidden under the social symbols are more or less contrary to the original intention of “service five ring Market”. < / P > < p > as has been said before, the core target of 10 billion yuan subsidies is concentrated on high-end and light luxury brands. This means that even in the most cost-effective daily necessities field, the survival space of “naked swimming” small and medium-sized businesses is still difficult to be guaranteed. < / P > < p > this is true in reality. For quite a long time, 9.09 paper towel was once an important element in social media and public opinion field, and white brand products directly sold by factories contributed a lot to the original accumulation of traffic. < / P > < p > but now, when we search the tissue pages on some platforms, the white brand manufacturers everywhere in the past have retreated to a corner, and replaced by high-end tissue brands with layers of subsidies. Huang Zheng finally chose the latter for manufacturers outside the Fifth Ring Road and consumers outside the Fifth Ring Road, while those hurt by “betrayal” sought to express their inner dissatisfaction by running away. < / P > < p > in addition, although the “ten billion subsidy” in the past has brought traffic sweetness to websites and platforms, this extensive competition mode has also restricted the space for Chinese e-commerce business innovation to a certain extent. < / P > < p > the traffic that is too easy to obtain will not only be difficult to retain, but also further hinder the high-end process of the platform once the stereotype of low price is formed. < / P > < p > in the case of Tesla and swich, in the case of Tesla and swich, the competition has been forced to maintain by buying out the production capacity and selling at a low price.

, once the first mock exam has been rolled out in a long time, the collapse of brand profits will definitely bring China back to the bottom of the “cheap” market. For consumers who are attracted by the “10 billion subsidy” gimmick, the price depends on whether they pay when they buy the goods or when they receive them. Huawei has finally made a choice! Xiaomi and ov have also followed up. Have you ever thought about today?