Last May, Pinduoduo launched the vehicle sales business for the first time. At that time, the protagonist was 400 "National God Car" Wuling Hong Guang. The subsidy is 6 million yuan, with a minimum of "Wuling Hong Guang 34,900 yuan". Pinduoduo sold out this national car within 18 seconds.

In the past May Day holiday, with the opening of the "May 5 Shopping Festival" launched in Shanghai, Pinduoduo invested 2.5 billion yuan as the largest subsidy in history, which once again set off an upsurge of selling cars online. Unexpectedly, the protagonist of this spotlight is Cadillac, which is positioned as a luxury brand.

Unexpectedly, when the news came out, Cadillac executives were the first to jump out and slap themselves.

"Refurbished cars, fakes. Dealers and consumers are requested to pay attention to counterfeiting. "

Executives personally appeared to smash Pinduoduo's signboard and stepped on their own feet. What is the farce of Cadillac?

Cadillac: I'll hit myself when I get tough.

After Feng Dan's voice ignited public opinion, Cadillac officials quickly issued a statement.

Key points: "Pinduoduo Platform will give consumers a high subsidy and launch a" 5.5% discount "snap-up activity for Cadillac XT5".

In an interview with Interface News, Feng Dan also made it clear: "The 15 Cadillac XT5s sold on the platform are from the official authorized dealer An Baili Group, so you can buy it with confidence. Any model with authentic pedigree can enjoy Cadillac's service. "

At the same time, I also expressed my deep gratitude to Pinduoduo: "As an e-commerce company in Shanghai, Pinduoduo has made great contributions to promoting local consumption."

Consumers are dumbfounded.

For this embarrassing operation, some insiders said: this is sent to 4S stores, mainly to stabilize and appease dealers, fearing that such a large discount will affect the existing price system of dealers and have an impact on offline sales during the May Day period.

Activities are real activities, and cars are real cars. It's just that the hand-sliding operation forgot to set the grouping to be visible so quickly that colleagues in the public relations department were surprised into a cold sweat.

Can Katie still laugh at a 50% discount?

Hand skating doesn't matter, but this hand skating once again fulfilled the brand setting of "50% off Kay"

Cadillac's preferential information was reported by the media during the inventory clearance period of CNR 5 last year. At that time, Cadillac tried every means to clean up the inventory. The original price of ATS-L "Beggar Edition" is 270,000, with a discount of 654.38+025,000, and the bare car price is only 654.38+048,800. Although it turned out to be only the eye-catching operation of individual dealers, according to the real buyers, it is nothing new for ATS-L to be 17 and180,000 in the later bare car price.

Although ATS-L has won the favor of many young people with its excellent power level and good control. But if you want to compete with BBA in the field of luxury brands, Cadillac is still far from it.

If you can't do it, you can only go back to GM's old craft-discount.

It can't be positive, and it can't be positive in this life. You can only make a discount to maintain this life.

With this wave of discounts, Cadillac sales soared, and at the end of inventory clearance, ATS-L even sold out.

It is precisely because of this customary operation of exchanging prices for the market that there is also a saying in the industry that "the tiger is 20% off, the leopard is 30% off, the old man is looking for someone to get 60% off, and Katie is 50% off ..." As for who the old man is, everyone should understand.

For consumers who find cheap goods, it is full of happiness to buy Chinese collocation at low-end prices.

Although automobile consumption is such a non-value-preserving product, for consumers who bought it at the original price, the psychological gap brought by such a large discount will inevitably produce some feelings of being pitted.

Pinduoduo has given such great help to the official endorsement of the May 5th Shopping Festival, so that many ordinary users can feel at ease and enjoy the happiness of luxury configuration. However, the self-doubt of internal executives makes the essence of "50% off Kay" even more confusing.

The "May 5th Shopping Festival" will last until mid-June, but a few days after the controversy, XT5 fell from Pinduoduo.

I wonder if today's "50% off Kay" can still laugh?

Don't cry, Pinduoduo is laughing.

Is this farce of Cadillac thankless? Not exactly.

At least, it let Pinduoduo go out of the circle and break the user barrier again.

In order to divert customers from Taobao and JD.COM, Pinduoduo brought the luxury brand Cadillac platform, and the strong subsidy of 1.57 million yuan per platform must have attracted many high-end users for the platform.

People used to call it "Pinxi", but now it may be changed to "Pindad"

The farce that happened to Cadillac seems to be that the internal information was not conveyed in time, or that the dating skills were not up to standard. The actual reflection may be that the management has different opinions on the decision to exchange such a large discount rate for sales.

The reason why Feng Dan is so outspoken is nothing more than to maintain Cadillac's price pride as a luxury brand.

It is true that under the background of the sluggish automobile sales market, "exchanging price for quantity" is a last resort for most automobile companies, and it is really effective in the short term.

But for luxury brands, intermittent price drops, especially such a large discount, not only encroach on the living space of ordinary brands, but also have some hidden concerns about the positioning of their own luxury brands.

Thanks to Pinduoduo's vigorous promotion, "50% discount" is no longer the code word of the media in the industry, but has become a well-known "bargain". Pinduo's $2.5 billion is indeed a huge expense, but it also adds a lot of blood to Cadillac's own luxury car value.

After this battle, everyone may have to ponder before buying in the future: "Will it only be worth 50% off?" Will it be a refurbished car or a fake? "

Fighting with Pinduoduo, luxury brands may not last long.

How many people will be willing to buy the original Cadillac after the Fifth Five-Year Plan?

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.