Trendy items are more difficult to grab than Maotai.
The author | Seaman
The source | Packed Lunch Finance (ID:daxiongfan)
The 1201st in-depth article | 15 minutes to read
"My uncle took Tesla's hat and tried to cut off the standard, so I even asked tesla's cyber whistle for 350 yuan, so I dispelled his idea, today is also a day of environmental protection." A netizen on Weibo ridiculed a "trendy item" that Tesla had just launched.
On January 3, Tesla China official website listed a Cyberwhistle limited edition whistle, priced at 350 yuan, because of its appearance like Cyberruck, it was snatched up as soon as it was on the shelves.
In fact, the whistle was available in the U.S. as early as last month, when it sold for $50, which is cheaper than it is now. When introducing this product, Musk also sneered at Apple by the way: "Don't pay IQ tax on Apple's wipes, come and buy our whistles!" ”
The first batch of netizens who got their hands on the major social platforms posted pictures and commented, "The only drawback is that if you are in the northeast, you can't blow at this time, not only frozen mouth but also sticky mouth."
Some people also joked that "Tesla Cyber whistle sells for 350 yuan in China, is the penetration of the sound blown out stronger?" "Musk, do you see me like I'm in arrears with iq?" Even how to use it together, "buy an apple polishing cloth to wipe Tesla's whistle."
Netizens who chopped their hands late even ran to the second-hand website ebay to buy at a higher price. The author found that the price of this cyberwhistle was speculated by scalpers to 1500 yuan to hundreds of thousands. The highest price on eBay has reached $42,069, or about 267,000 yuan, a premium of 80 times. There are also sellers on idle fish who have opened prepaid channels, "shipped at the end of December, now the deposit is 50, the scheduled tail payment is 250, and the full amount is 390 after the big goods."
On marketing, on carrying goods, or Tesla insiders.
This is not the first time Tesla has sold peripheral products. In the past month alone, Tesla has launched three products in a row: a portable wireless charger 2.0 for $70, a baseball cap for 189 yuan and a belt buckle for $150, and now the official website shows that it is sold out.
Earlier, Apple had played with mobile phone cases, wine bottles, scarves, leather gloves, strollers, surfboards, spitfire guns, etc., all of which were among Musk's cargo range. According to the author's rough statistics, as of now, Tesla's peripheral products have covered many categories such as automotive supplies, clothing, and daily necessities.
A serious company that sells electric vehicles, why not do the right business to engage in a side business? How much revenue did these trendy items bring to Tesla? Why are the fans so crazy? Are they buying products, or faith?
Musk's grocery store
Musk has a grocery store in his heart, and the grocery store can fill the entire living room of the "special fans".
This year, a Tesla rider on the occasion of Children's Day, once posted his collection of Tesla peripheral products, this picture, from Tesla car models, T-shirt sweatshirts, to children's toy cars, and now has become a collection of tequila bottles, almost bought most of the Tesla store displayed goods.
According to the incomplete statistics of Box Lunch Finance, since Musk began to sell the first hat, Tesla has launched more than 100 peripheral products so far, there are currently nearly 60 models on sale in the Tesla store, Tesla Tmall flagship store, more than 80 models on sale, the price ranges from $30 T-shirt to $1900 children's version of Cyberquad. From a key chain and a hook to a children's toy car and panoramic sun blinds, everything is everything.
The category covers more than 20 men's and women's jackets, down jackets, hoodies, T-shirts, sweatpants, hats, socks; 4 car models, namely roadsters, Model 3, Model X, pickup trucks and Model S; 3 children's cars, Cyberquad, Model Y (children's walkers) and Model S strollers; 4 drinking utensils, which are tequila, mugs and stainless steel water bottles; 5 technology products, including belt buckles, wireless chargers, whistles, Tabletop supercharger and umbrella.
Among the best-selling are belt buckles, shorts, lightning bottles, children's version of Cyberquad and so on. Because the premium must bring something other than practical value to the owner, in addition to the limited number of reasons, there is often a "story" bonus behind this commodity premium.
Let's first take a look at what this belt buckle looks like.
In the introduction of Tesla's official website, it is like this: 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. Note: Wear with up to 2 inches of waistband.
This shape, this sense of design, this eye-catching big LOGO, is indeed very Tesla's Feel. Of course, the story is strong enough.
It turned out that this was a product launched by Tesla to celebrate the imminent completion of the Texas Gigafactory, and the inscription "Don't Mess with Tesla" on the belt buckle also meant to pay tribute to Texas. (Texas is known for its folk spirits, and "Don't Mess With Texas" is the state's proudest manifesto.) ）
According to the report of foreign media Tesmanian, "Don't Mess With Tesla" not only pays tribute to Texas, but also secretly "connotates" a Tesla's original headquarters, California. Because during the epidemic, Tesla's factory in California was forcibly closed, and Musk and the state government have also fiercely opened up online, coupled with the strict tax policy, which eventually caused Tesla to "flee".
Tesmanian believes that from a financial point of view, this is very beneficial to Tesla and some of its employees, and moving away from California has caused significant damage to the latter's economy, which has previously received billions of dollars in tax revenue from Tesla. So California has learned a valuable lesson: Don't annoy Tesla.
In Musk's grocery store, there is also a striking peripheral, which is more ironic than the belt buckle.
Special mention is made here of this out-of-stock red "Short Shorts", in Which the word "short" and "shorts" are the same English word.
As you know, Tesla was once one of the most shorted stocks, and Musk's feud with the bears has a long history. As early as 2018, after Tesla announced the second quarter financial report, Musk promised to send short shorts to Tesla's bears, ridiculing them for shorting Tesla. David Einhorn, founder of Tesla's big bears and Greenlight Capital, also posted the 1.0 version of short shorts that Musk sent him on social media.
In 2020, Musk redesigned this short shorts, the color changed to red, more eye-catching, the fabric was upgraded from pure cotton to silk, inlaid with gold edges, printed with Tesla LOGO and four models abbreviation "S3XY", on the store shelves.
Now this shorts are also on sale at Tesla's Tmall flagship store, and the introduction reads: After putting on the pants, you can "laugh at the daily closing bell"... These shorts are limited edition and will not be replenished when sold out.
Among these peripheral products, there is also a joke that Originated from Musk on April Fool's Day.
On April Fool's Day 2018, Musk suddenly tweeted a photo of him with a scruffy beard, leaning against a Model 3, holding a scrap cardboard with the words "Bankrupt" written on it, and "Teslaquilla" (Tesla Tequila) bottles all around him. In the same year, Tesla filed a trademark application for "Teslaquila" with the U.S. Patent and Trademark Office, and now this tequila is a collectible.
In addition, the unprofessional Musk has sold limited-edition custom surfboards, flamethrowers, Peruvian scarves made of 100% alpaca fiber, Tesla-branded golf towels, and leather driving gloves that support the operation of touch screens. Even for $45, you can buy a leather iPhone 6 or iPhone 6 Plus case made by Tesla.
Some netizens joked that Musk's grocery store can almost meet the daily needs of special fans.
Imagine this scene, wearing a baseball cap, a hoodie, a down jacket, jeans, a newly purchased belt buckle belt, a thermos, charger, whistle, and drive out to enjoy the snow.
The first rays of the morning sun sprinkle, and the good life of the "special fans" of the day slowly unfolds.
Trendy items are more difficult to grab than Maotai
When Li Jiaqi has not yet shouted out the slogan of "OMG, all girls, buy it" to attract thousands of girls to place crazy orders, musk's sales of the surroundings have made Tesla's believers Krypton's liver tremble.
On Christmas Eve 2017, Musk tweeted that his "boring company" will sell a "boring card" hat for $20, limited to 50,000, and these hats were sold out in just 3 weeks.
In this way, although the tunnel has not yet opened to traffic, the hot sales of hats have brought nearly $1 million to the startup. After that, Musk, who tasted the sweetness, began to exert his super ability to carry goods.
A month after the hat sold out, Musk launched a trendy item, a flamethrower, priced at $600, limited to 20,000 pieces, and sold out in 4 days.
In 2018, Tesla launched a limited edition custom surfboard on its official website. Although its price is $1500, which is twice the average price of surfboards of the famous surf brand Ost Surfboards, it still can't stop fans from chopping their hands, and 200 surfboards are sold out in one day. A heavy metal uncle who grabbed the flamethrower even proudly said when picking up the goods in the SpaceX parking lot, "I bought a flamethrower to improve traffic in Los Angeles." ”
People lining up to buy flamethrowers
It was also from this time that when Musk launched the trendy items, he began to consciously label them as Tesla.
Even if it's just a pair of shorts, it must be printed with Tesla's logo and the four model abbreviations "S3XY". And this short, also broke Tesla's fastest sales record, sold out in a few minutes.
The most brain-opening is this "Tesla tequila". Tesla's official website describes it as an exclusive, small-volume premium wine, 100% made from agave, aged for 15 months in French oak barrels, poured into hand-blown glass bottles, with dried fruit and a faint vanilla flavour, and just the right amount of cinnamon pepper. Its exterior is a lightning-shaped glass wine bottle with a capacity of 750 ml and an alcohol content of 40%. The tequila, which costs $250 and is higher than a bottle of Feitian Moutai, also sold out within hours of being on the shelves.
In this year's Double Eleven pre-sale event, Tesla hung this empty wine bottle on Tmall, priced at 779 yuan, limited to 1500 pieces, and "sold out without replenishment", and declared that it "has collection value". At present, this product has been sold out of the shelves.
According to rough statistics, just selling hats, jets and surfboards, Musk has brought his company $113 million in revenue, equivalent to 730 million yuan.
These scrambled peripheral products have become everyone's financial artifacts.
For example, the price of this belt buckle on ebay has been speculated to $512, a premium of more than 4 times; the price of the children's version of Cyberquad on ebay has been raised by more than 3 times to $7,000; tequila bottles, At one point, it was speculated to $14,999.99, about 99,000 yuan; the craziest thing is the recently launched $50 Cyberwhistle whistle, the price on ebay has been speculated to $42,000, about 267,000 yuan, a premium of 80 times, on Taobao, there are also most merchants selling, the price ranges from 170 yuan to 1388 yuan.
Looking back, perhaps the initial limited edition sale was just a preliminary attempt by Musk to turn his whims into reality. But the Tesla brand trend items launched later are deliberately operated after he actually made money.
Foreign media technology columnist Elizabeth Lopatto once pointed out that Musk's selling hats, surfboards and flamethrowers has a threefold meaning: one is to give fans the opportunity to show loyalty, like the band commemorative shirt sold at concerts, which can further consolidate the fan community; the second is to prove his magic and can effortlessly turn his wonderful ideas into reality; third, these products make The Boring Company seem more interesting, and let people see the company in addition to income , and other goodwill.
"It's time to recharge your faith"
"Because I received too many messages from people, I had a whim and set up a Tesla Whistle Club. Tesla Cyberwhistle Community, referred to as Tesla CC. The group welcomes the exchange of various Tesla whistle games, and various Tesla peripherals will also be shared here in the future. Everybody hurry in. When the cyber whistle was delivered to the hands of the first users, some netizens launched a discussion on Weibo.
"It's time to recharge for faith, I didn't buy a lightning bottle last time, and this time I finally missed the cyber whistle," some netizens commented below.
When car companies also play the fan circle, expensive but best-selling peripherals, it is the test of user loyalty and recognition of the brand.
In fact, Tesla is not the only player in peripheral products. Among luxury car companies, Lamborghini has launched Chanel bags, Ferrari has launched Puma co-branded sneakers, Rolls-Royce has launched 100,000 yuan / umbrella, FAW-Volkswagen Audi Jingdong flagship store is still selling watches worth 5,000 yuan, in addition to BMW has more than 20,000 down jackets, more than 10,000 trench coats and 6300 briefcases, Mercedes-Benz 26,000 yuan watches, 3,600 yuan Maybach belts and 200 yuan of fragrance candle holders and so on. Without exception, there are expensive peripherals and attract many fans to place orders.
In the new forces of car-making, Weilai is a more high-end player, in its APP, set up 8 categories, including food research institutes, micro-drunk clubs, clothing accessories, home daily use, sports outdoors, travel bags, technology digital, car model toys, from raw and clever, nut blind boxes, cookies and other delicacies, to the price of 188 yuan ~ 10888 yuan ranging from a variety of red wine, as well as tableware, astronomical telescopes, etc., peripheral products up to thousands of models. According to data, NIO Life has more than 500 designers of more than 30 nationalities worldwide, and in three years, it has developed 813 products and shipped 2.8 million shipments, covering 340 cities around the world.
In order to encourage car owners to chop their hands, NIO established the NIO Life Golden Centipede Award in 2019 to reward car owners with the highest number of hands every year, and has held the third edition this year. In the official commentary of Weilai, this is a group of big households (local tycoons) who are crazy in NIO Life. They jokingly call themselves "centipedes in, earthworms out".
For example, in 2019, the consumption amount of the top three Golden Centipede Awards reached 156,400 yuan, 107,000 yuan and 106,000 yuan respectively. The top three spending amounts in 2020 were 185,000 yuan, 177,400 yuan and 170,600 yuan, respectively. The 2021 Golden Centipede Awards were just announced on January 4, but this edition does not list the amount spent.
Whether it is Tesla or BMW Mercedes-Benz, cross-border peripherals, in the final analysis, the way and meaning of marketing have changed a lot. This means that car companies need to directly contact consumers, need to know what consumers pay attention to and like, so as to market themselves, expand their influence, and ultimately drive sales growth through the fan economy.
According to the CITIC Securities Research Report, the decision-making of automobile consumption in urban areas is changing from family group decision-making to individual decision-making; the proportion of family vehicle users in the structure of women and young people has increased. In this context, automobile consumption has changed from "just needed for travel" to "personalized".
In the past, cars were more of a means of transportation for users. And now, automotive products are given tone and spirit. Just like Xiaomi, which represents the geek spirit, Huawei, which has the level of hardware technology in China. Therefore, now car companies are more trying to convey brand tone through social networking and circles, and improve user stickiness and word of mouth.
What is personality? In Luo Zhenyu's words, the profit of selling standard products produced by industry is bound to be very low, so it is necessary to tie up a certain label or brand to obtain additional profits or exposure, that is, the so-called "personality". This brand can be a kind of "charismatic body".
For example, in a survey conducted by Global Consumer Research Platform Pipsay, more than 30,000 U.S. adults responded in a survey that 37 percent used Musk's Twitter tweets as an investment reference. Many of the investors who bet on Tesla are influenced by Musk's personal charm, and they have not even carefully analyzed Tesla's financial statements. Some American netizens even set up the Elon Stocks website to collect posts showing Musk and Tesla stock and notify their registered members.
After all, he's the man who just let Wall Street shout "It's terrible"!
Resources:
"Thousand yuan "belt buckle" is sold out! Tesla "peripheral" into the carmate financial artifact,Magnesium Ke.com
"Internet celebrity Musk and his Tesla tide brand "business economy"", Che Yun
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