Recently, Tesla launched a peripheral product - "Don't Mess with Tesla" belt buckle. Is this coming to harvest the IQ tax again?
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Tesla is double-clicking out of the perimeter!
This time, it was a belt buckle worth $150 (a total of 1500), which was sold out as soon as it was launched, and was once again hung up on the Internet by netizens and speculated into a "sky-high price".
According to the official website, this belt buckle has a delicate design, and a striking T-shaped logo is embedded in the "Texas Lone Star". Each belt buckle is made from die-cast zinc and is engraved with an antique silver finish. In addition, I would like to suggest that I can wear up to 2-inch belts.
So why did Tesla come out with this belt buckle?
Officials explained that this was to celebrate the imminent completion of the Texas ("Texas") Gigafactory, so "Don't Mess With (Tesla)" was engraved around the Tesla logo and "Texas Lone Star".
At the same time, it is also a tribute to the local terrier who likes to say "Don't Mess With Texas" because of the tough folk.
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In fact, in addition to the belt buckle, Tesla has also launched a lot of novel "sky-high peripherals".
For example, the price of $69 red satin shorts, within 30 minutes after the sale, all the shorts have been sold out, Tesla's official website also because of a short period of time a large number of users to enter, the server briefly collapsed.
The $250 tequila, packaged in a lightning-shaped bottle, is sold only in the United States. As a result, the wine sold out within hours of being on the shelves.
Supposedly "more practical than apple polishing cloth" for $50 whistle, scalpers have raised their price to $25,000.
There is also a Cyberquad kids' version of pure electric off-road motorcycles that cost up to $1900, which are still sold out quickly as soon as they go online.
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Marketing guru Kotler said: "In an era of scarcity of attention and fragmentation of information, brands need to create Wow moments for consumers. ”
There is no doubt that Musk is very good at making Wow moments for Tesla.
These bizarre peripherals can not only attract the attention of consumers, but also add points to the brand image, but also add additional profits to the brand.
Combined with Musk's occasional tweets of "gibberish", Tesla has always attracted attention and traffic.
The reason is actually very simple, because Tesla is short of money.
In the marketing style of conventional products, bombing advertising is conducive to the increase of sales, which is also the route that most brands will choose. Tesla, an extremely money-burning brand, can't afford bomb ads and covets the high growth brought about by the high sales of conventional products.
At this time, Tesla will use peripheral products with brand premiums to achieve new growth.
Brands that lack money may wish to imitate Tesla's marketing routines, let the founders from time to time engage in some moths out of the circle, and then produce some strange items to pull the eye-catching effect full!