Text|Lee Ying
Picture|Web Network
On April 1, 2018, Musk wrote an April Fool's Day tweet on Twitter, telling the world that he had drunk tequila and had a high drink.
this tweet obviously does not fit Musk's personality. It is said that Musk has to pinch his watch to urinate and squeeze his time. There is no reason to spend time writing about life trivia that has nothing to do with Tesla, and it's not making sense.
Musk's shrewdness is definitely not summed up by a cup of agave.
Sure enough, 6 months later, Musk applied for the Tesla tequila trademark Teslaquila, and began to prepare to sell tequila.
Tesla certainly does not run a winery by itself. In two years, Tesla contacted many wineries, and later found Destiladora del Valle, a famous Mexican tequila maker, to help Tesla OEM production.
At this point, Tesla has completed the first ring of its marketing plan.
In early November 2020, Tesla launched a tequila in its official store, called Tesla Tequila, at a price of US$250 (about RMB 1652) per bottle.
Tesla officially "sells alcohol" and the "plan" is officially launched. Once launched, the price of Tesla Tequila is comparable to China's Moutai.
But this is nothing. There are also many more expensive wines in the world than Moutai. Remy Martin, Martell, BACARDI, SMIRNOFF, countless. Tesla can sell any alcohol.
But the question worth asking is that some auto companies sell co-branded T-shirts, some auto-related boutiques, and even perfumes. Why does Tesla sell alcohol?
Mankind does not lack a kind of wine, nor does it lack a tequila seller. Moreover, Tesla has no innovation in selling alcohol, and all e-commerce companies are doing the same thing.
Is it possible for Musk, who wants humans to immigrate to Mars, to join an "old people's club"? Absolutely impossible! It cannot be a bartender, nor can it be an e-commerce company and the next Jack Ma. If
is only selling alcohol, he cannot plan to bury the burden on April Fool's Day two years ago.
It is not difficult to figure out what 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 alcohol is very simple. One of the most important is that people often say that you don’t drink when you drive and you don’t drive when you drink. This is a rule that almost all modern people on earth must follow, and it is also a legal boundary.
Actually, what Musk wants to say is, I am afraid that this rule will be rewritten soon. In the era when fully autonomous driving is popular, this rule will be completely abolished, and cars will completely replace human driving.
Therefore, Musk selling alcohol is fake, and hyping fully automatic driving is true.
According to the way Musk designed, Tesla has a lot of room to hype fully automatic driving, such as buying a Tesla to get tequila, or driving a Tesla while drinking tequila. Use a strong contrast to highlight the power of autonomous driving.
Moreover, these are all topics that will ignite public opinion. It has the characteristics of anti-conventional and pain points, conforms to the law of transmission, and is extremely easy to ferment.
We have always believed that Musk's greatest ability is not Iron Man, but a master of hype. At least, in Tesla's growth journey, Musk's people set this way. From product design, marketing measures, to long-short battles on Wall Street, to Musk's use of social media to speak out, and so on, there is a core thinking behind Tesla, which is considered in all decisions.
It is not the product thinking we usually think, but the hype thinking, or detonating thinking.
If you look at Tesla in this way, it is not difficult to understand why its products have some anti-human designs, but they are very cool; why many marketing measures are not so stable, including frequent price adjustments. Even with many complaints, Tesla still did not repent and went his own way.
Therefore, when you see Tesla's behavior, it doesn't seem to conform to the usual thinking and logic, and you don't understand what it is playing, don't doubt, it must be playing marketing.
in this set of gameplay, although Tesla sometimes seems unreliable, evenAbsurd, but it did not stop it from growing in popularity. Some people are even more curious about Tesla and want to give it a try.
The human psychology was accurately grasped by Musk. Therefore, Musk is more like a psychologist. In ancient China, there was a similar profession, we called the god stick.
Tesla sells alcohol, but still uses the subscription model, just like Tesla Motors. In other words, pay first and pick up the goods. In the fast-moving consumer goods market, it is generally difficult to work.
But someone created a very tight atmosphere. By last Friday, this wine showed that it had been sold out, and Tesla's official website 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 god operation triggered follow-up reports in the global media. In China, it is also on hot search.
Musk is too clear, but the definition of news is unconventional, "dog biting people is not news, people biting dogs is news." The media chased Tesla to report, not natural, but planned. With
this trick, Musk is already very familiar with it, playing smoothly and calmly.
If someone thinks that this is the end of the game, it can only mean that he has not understood Tesla.
At the weekend, the media began to report on Tesla again. The reason is that on eBay, someone started selling empty bottles of Tesla Tequila, about 90 of them were on the shelves.
Soon, the eBay platform sold more than 40 empty Tesla Tequila bottles, the price is basically between 500 to 800 US dollars (about 3315 to 5303 yuan). What's even more outrageous is that
even sells a wine bottle for US$1420.69 (about RMB 9,418). The price of all empty wine bottles is higher than the price of wine, even 6 times the price of wine.
No one can explain its logic. Some people say it has collection value. Tesla tequila is not limited, not scarce, and not enough for collection; some people say that there are too many rich people in the world, boring and stupid. This is a bit credible, because in front of Tesla, the whole world is a fool. As long as
is abnormal, there must be a demon behind it. We can look at the purpose behind and how to benefit by selling wine. In fact, the whole gameplay will be clearer.
Because of the sale of wine, Tesla has reported several rounds in world-class media such as Root News Agency and China's CCTV. The value of its communication 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 his real purpose, to promote fully automatic driving or driverless driving, the better the effect of shaking the burden.
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 one.
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