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A drop of 1.22 million yuan, a lot of sales of Rolls Royce, pure marketing or real sales?

via:CnBeta     time:2020/12/18 17:02:08     readed:83

After the Tesla storm, pinduoduo once again extended its hand to Rolls Royce, a luxury car brand, and launched a car purchase activity with a subsidy of 1.22 million yuan on its platform.This time, Rolls Royce is sold by a shop named "official flagship store of ToHai automobile" on pinduoduo platform. The specific model is Rolls Royce phantom. The Rolls Royce phantom with a configuration price of 10.68 million yuan drops by 1.22 million yuan, and after subsidy, it needs 9.46 million yuan (including consumption tax).

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According to the product link of pinduoduo, Rolls Royce's order is a deposit order. A deposit of 99999 yuan can initiate a collage. The online deposit can be used to offset the car payment. The expenses of tax, insurance and registration should be borne by the car buyer. The product interface shows that more than 100000 people want to make a single order.

After the event of "selling Rolls Royce with a subsidy of 1.2 million yuan" attracted attention, some media soon contacted the customer service on the official website of Rolls Royce and asked about the purchase of Rolls Royce by pinduoduo. Rolls Royce replied that at present, its only official car purchase channel is offline 4S shop, and it has not cooperated with pinduoduo in any purchase channels, but it does not rule out the possibility of cooperation between dealers and the store.

According to the Red Star news report, on December 17, Rolls Royce automobile responded to pinduoduo's subsidy of 1.22 million yuan to sell phantom, saying that it had paid attention to the news, and said that the behavior was the personal behavior of pinduoduo platform and businesses, and had nothing to do with Rolls Royce automobile brand.

Rolls Royce also said: "without harming the interests of consumers and the brand image of Rolls Royce, we are willing to see different attempts by e-commerce platforms and businesses for product sales and publicity." According to the information on Rolls Royce's official website, there are only two dealers in Shanghai, which are located in Luwan District and Pudong New Area respectively.

In fact, this is not the first time pinduoduo has launched a campaign similar to that of heavily subsidizing the sale of cars. Last time, pinduoduo also sold Tesla with a large subsidy of 40000 yuan. But different from Rolls Royce's calmer response this time, Tesla launched a fierce response to pinduoduo's similar behavior.

In July 2020, a Tesla Model 3 "ten thousand people group" activity was put on the "flagship store of car suitable to buy" on pinduoduo. The price of the group was 251800 yuan, which was 40000 yuan cheaper than the official starting price of 291800 yuan. However, in the end, only five people have the right to purchase. When the consumer paid for the car to pick up the car, a Wuhan car owner was rejected by Tesla.

In response, Tesla's response is that such consumer behavior on pinduoduo is suspected of violating Tesla's "no resale" clause, so Tesla cancelled the order according to the terms. Tesla also said that as long as the owner changes to an official channel to place an order, Tesla will provide remedial measures, and will provide legal aid if the owner decides to sue pinduoduo.

For a long time, most of the strong automobile brands have closed and fixed sales channels in order to control the sales price of all channels and stabilize the sales network. And pinduoduo's behavior undoubtedly has an impact on the original car sales model, and pinduoduo's subsidy sales of vehicles each time are extremely limited, more for brand marketing rather than for sales.

Pinduoduo page

On December 18, when titanium media app again logged into pinduoduo page to search for Rolls Royce sales stores, it was found that the car sales page had disappeared.

In this way, pinduoduo's "Rolls Royce price reduction sales" disappeared quietly after being put on the Internet topic. Pinduoduo and Rolls Royce have won a wave of attention, the specific vehicle sales situation is unknown.

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