The plot of Pinduoduo’s “war” against Tesla, which has been going on for nearly a month, has attracted a lot of attention in recent times. , let’s first sort out the whole story of this matter.
At the beginning, Pinduoduo and the Yimai car platform launched a “ten thousand people group buying” activity to buy a Tesla. In the end, five people were selected to buy a Tesla that was priced at NT$2 below the market price. He purchased a Tesla electric car at a price of 10,000 yuan, but Tesla denied it and said that he had not participated in this event. Later, Pinduoduo said that it would use its own money to subsidize 20,000 yuan to the winning consumers, but Tesla said it refused to pick up cars for group booking users.
Eating melons as a hobby The editor of , naturally paid attention to this matter. After a brief analysis, the editor found that the dispute between Tesla and Pinduoduo, on the surface, is that Pinduoduo lowered Tesla’s style while advertising, but on the other hand, Pinduoduo also wanted to do this. Let yourself gradually develop in the direction of channel providers.
“No The temptation of middlemen to earn the price difference”
When attending an exhibition, customers entered the booth of a textile company. In addition to asking some general questions such as product technology and price, there were Not having a factory is also a huge concern for customers. Under the same conditions, customers trust enterprises integrating industry and trade more.
In addition to the fact that industry and trade integrated enterprises are generally stronger than similar trading enterprises, making it more secure to do business with them, another point is that they directly connect with factories, which can “avoid middlemen.” Earn the difference.”
Today’s textile industry is already on the road to overcapacity, and competition has even reached a stage of intensification. When everyone’s quality is similar, the cost has naturally become a A very important question. At this time, the few cents a meter of gray fabric earned by the middleman may be the reason that determines the customer’s final choice.
This is also the reality. Nowadays, clothing brands, especially some big brands, are starting to Establishing your own direct fabric supplier is to be able to directly connect with fabric companies, reduce intermediate links, and make product quality more controllable.
Back to the matter between Pinduoduo and Tesla. Tesla was doing a good job in direct sales, and it had no worries about selling its high-quality cars. , order a car with cash online, and you don’t need to go through a 4S dealer once (anyone who has bought a car knows that 4S stores have some pitfalls), and the profit channels are all in your own hands. However, Pinduoduo’s approach not only lowered Tesla’s image, but more importantly, it added a channel between manufacturers and consumers, turning it into a “middleman making the difference.” Although Pinduoduo is now subsidizing Yes, but who knows in the future.
Directly connecting brands is not a panacea
Although I have said so much, since intermediary channel merchants have existed for so long, there is a reason why they cannot be replaced, and not all textile companies want to directly connect with clothing companies.
Mr. Xu is a down jacket lining manufacturer. Since its establishment, it has focused on high-quality products, so it has business dealings with some big brands. Mr. Xu said that although the price is He will suffer a little loss, but he still likes to sell the goods to traders, who will sell them to clothing brands. It can be said that the operation of clothing companies to pay for goods is commonplace. It has nothing to do with the size of the brand. It is a routine operation in the industry. Clothing companies that do better in terms of payment can settle the payment within a few months, while those who are worse can wait for a year or two. Time is not uncommon either. Because the goods are good and the price is reasonable, you can receive cash when doing business with traders, but if you directly connect with the brand, you will not have this kind of treatment, and the risk will be even greater.
In addition, the energy of enterprises is limited, and how to produce high-quality products has become a problem. The company is exhausted. If it puts a lot of effort into developing customers, it may not be worthwhile in terms of cost in the end. It is better to let professional people do professional things.
Tesla dares to do this because, firstly, it has a high-end image, and secondly, because it is wealthy and an emerging brand, it does not have the burden of old 4S stores. For some traditional car companies, it is difficult to do this, and 4S stores are sometimes criticized, but when people want to buy a car, they will still go to the 4S store to view the car immediately.
Editor’s note: In the textile industry, as the information in the market becomes increasingly transparent With the trend of change, there are more and more direct connections between clothing brands and textile companies; but it is reasonable. The profit of gray fabrics is thinner, and the payment cycle is also lower than that of clothing. Not all textile companies have the energy to develop their own channels. Therefore, intermediary traders are still indispensable in the market.
For textile companies, what suits them is the best!
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