Author: Financial Times Li Zhuoling Editor: Zhang Ze
Recently, news that a lot of fight on a platform called "car Tuohai official flagship store" shops started selling Rolls-Royce Phantom , configuration price of 10.68 million Yuan, a straight drop of 1.22 million yuan, and the subsidy price is about 9.46 million yuan.
On December 17th, Times Finance saw on the Pinduoduo platform that the car is indeed on sale. The merchandise order is a deposit order. An online deposit of 9,999 yuan can be used to initiate a consolidation order, and the final payment is about 9.36 million yuan. In addition, taxes, insurance, licensing and other expenses need to be borne by the purchaser.
According to platform data, there are currently 100,000+ people wanting to fight. As of the publication of Times Finance, the payment page showed that there were only two items left. Image source of
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for copyright infringement. Rolls-Royce responded very quickly, saying that it has paid attention to the news. The behavior is a personal act of Pinduoduo platform and merchants, and Rolls-Royce The car brand has nothing to do. "On the premise of not harming the interests of consumers and the brand image of Rolls-Royce, we are willing to see different attempts by e-commerce platforms and merchants to sell and promote products."
immediately, "Rolls-Royce responded to Pinduoduo 1.22 million "Yuan subsidy" was rushed into the hot search list, and the number of reading even exceeded 73 million. Netizens’ comments even exploded and started ridiculing modes: “Don’t give me discounts, am I missing more than 1 million? I am missing more than 10 million!” “Can be cut into free with a single cut Is it right?" "Don't say that there is no shortage of money, just say that 10w+ people started to fight the order and found that I live at the bottom of the society." "Actually I can also fight, and my problem is that I can't pay 9,999 yuan."
Image source: Pinduoduo platform screenshot
At the same time, many netizens praised Rolls-Royce's response with great enthusiasm, ridiculing "worthy of the world's ultra-luxury brand, and its vision and heart are so broad." More netizens will Rolls. Rice's response was compared with Tesla, which had previously been involved in a group purchase dispute with Pinduoduo, and called Tesla to learn from Rolls-Royce.
In fact, this is not the first time that Pinduoduo has started selling luxury cars, and Pinduoduo had previously been involved in disputes over the sale of Cadillac and Tesla cars.
In May of this year, Pinduoduo sold Cadillac at a discount of 55%, which attracted the head of the brand's marketing department to "fight against counterfeiting" and make some noise. However, in the end, Cadillac issued an official statement on the incident, stating that during the "Five-five Shopping Festival", Pinduoduo jointly authorized dealers Bailian Group , and the Pinduoduo platform directly compensated consumers for high subsidies and launched a "50-50% discount". "Preferential snap-up activities, this matter has only come to an end.
On July 21 this year, some merchants launched 5 Tesla Model 3s on Pinduoduo to participate in the "Ten Thousand People Group" event. The group purchase price was 251,800 yuan, while the official guide price was 271,800 yuan, which is equivalent to each car. The car subsidy was 20,000 yuan, which caused dissatisfaction with Tesla, which insisted on direct operation. Tesla also refused to deliver the car on the grounds of "prohibition of resale."
both sides held their own words, and the incident immediately triggered "Rashomon", which has been on the hot search list several times. However, due to Tesla's unilateral cancellation of orders for group buyers in Wuhan at that time, it has repeatedly fallen into the wind in this public opinion war. Some people in the industry believe that Rolls-Royce’s response this time has lessons for the industry, and manufacturers should be good at opening up and turning disadvantages into advantages. In fact, according to Rolls-Royce's response, it quickly dismissed its relationship with Pinduoduo and said it had nothing to do with itself.
In this regard, Times Finance also contacted Pinduoduo to interview, relevant people were noncommittal, "We have nothing to say." It is worth noting that last year was known as the highest sales performance of Rolls-Royce in 116 years, but In the whole year, only 5152 cars were sold. In other words, it is 20 times the annual sales volume of Rolls-Royce that wants to fight for orders.
According to 2019 data, the North American market is still the largest single market for Rolls-Royce Motor Cars, accounting for approximately one-third of global sales. The second is the Chinese market and the European market, while Russia, Singapore, Japan, Australia, Qatar, South Korea and other places also created a record high last year.
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