Investor Author | Liu Xiaoyue
Poverty limits my imagination!
A few days ago, Tesla launched a whistle on the Official Website of China, called "Cyber Whistle", which is priced at 350 yuan in China.
It was so expensive that it was sold out in less than 2 hours. On a second-hand platform such as a fish, its price has been speculated to more than 1,000 yuan. On ebay, it is even more exaggerated, and the highest price has reached $42,069, which is about 267,000 yuan.
This is indeed a mountain higher than a mountain. Recall that when Apple put on the shelves of 145 yuan of polishing cloth before, it caused a hot discussion on the whole network, and many netizens thought that Apple sold a "rag" to a sky-high price, which was simply the "peak of IQ tax".
However, although this sky-high price "rag" was madly complained about, the sales were very hot, and it was directly sold out on the day of sale. Musk also tweeted at the time: "Don't waste money on stupid Apple polishing cloth"!
Of course, Musk also has the second half of the sentence - "Come and buy a Tesla whistle"!
Netizens followed up with various god comments, "Is it difficult to imply that this whistle is blown?" "Don't always pay the IQ tax on the apple polishing cloth, and give us a whistle" "Buy an apple polishing cloth to wipe Tesla's whistle"
"Crazy man" Musk, not only has the pursuit of building rockets and going to space, but also has a dream - "bring goods to the Internet celebrity".
In the past two years, tesla's peripheral products can be described as endless. There are peripheral products such as car pet mats, but more are products that cannot be hit by eight rods, such as mobile phone cases, wine bottles, scarves, leather gloves and other daily necessities, and even strange things such as flamethrowers.
Netizens commented on it is "expensive and impractical", admittedly, compared to the average price of nine pieces of nine packs of mail on a treasure, Tesla can sell for $70 a charging treasure, a cushion can sell for $135, and a belt buckle can sell for $150.
So, what strange goods has Musk brought with him? Let's find out.
One
"With goods net red" Musk, big red underwear 500 yuan
As the saying goes, "Drive without drinking, drink without driving"!
But who would have thought that Tesla, which did not take the usual path, launched its own brand tequila on its official website in the United States at the end of 2020. The tequila, called Teslaquila, is packed in a lightning-shaped golden yellow bottle, limited to two bottles per person, and the price of a single bottle is $250, equivalent to about 1595 yuan, which is much more expensive than Feitian Maotai.
Of course, due to the regulatory policies of the liquor, this tequila Tesla Tequila is inconvenient to sell in many regions. Later, Tesla did not sell alcohol, but directly sold tequila Tesla Tequila on its official website... Glass wine bottle.
Just such an empty wine bottle, priced at 779 yuan. Later, the empty bottle of this wine was directly fried to more than $1,000, which was more expensive than the wine contained.
There is even more exaggeration, in July 2020, Tesla's official website listed a pair of large red pants, priced at $69.42, about 500 yuan.
The shorts are red, the front is printed with the Tesla LOGO, and the back is printed with the gold words "S3XY", representing the four Tesla models such as Model S and Model 3.
Both men's and women's models are available, and they are sold out in 30 minutes.
There is also a story behind these shorts, which Musk used to fight back against the bears. During that time, Tesla can be described as experiencing twists and turns, from the lowest intraday stock price of only $35.4 on June 28, 2019, to the highest stock price of $500.14 on August 31, 2020, during which Tesla was constantly shorted, but eventually the bears ended in failure.
As a result, Musk launched this shorts named "short", the color is the red color representing the decline in the US stock market, and advertised in the profile, after wearing the pants, you can "laugh at the daily closing bell".
In addition, Musk also took the initiative to send this shorts to many investors who short Tesla. As if to schadenfreude: "Tesla haters", Musk's name for Tesla bears, "is about to lose to the point where there are no underwear left."
In addition, there is also a story behind the belt buckle that Musk launched in the design style of the Austin Gigafactory in Texas.
This belt buckle, which costs up to $150, is also sold out on the line. It is to celebrate the completion and commissioning of the latest Austin, Texas, GI plant, made by die-casting zinc engraving. There's a Tesla sign in the stars, and around it's a passage —
"DON'T MESS WITH"
It is said that Musk's meaning of this sentence is to connote Tesla's original headquarters - California.
Due to the forced closure of Tesla's factory in California during the epidemic, coupled with the strict tax policy, Tesla simply left California after Musk had a big fight with the state government.
According to foreign media Tesmanian, from a financial point of view, the decision is very favorable 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. This has taught California a valuable lesson: Don't annoy Tesla.
If these products still have a brand story, then some products are purely the whim of Lao Ma personally.
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, a hat brought nearly $1 million to the startup. Musk, who tasted the sweetness, officially started his career of "internet celebrity with goods". A month after the hat sold out, Musk launched a trendy item, a flamethrower, for $600.
This eggless thing, not limited to 20,000 pieces, sold out in 4 days, and the follow-up has been speculated to a price of more than $3,000, and even the manual can sell for $250 on the second-hand platform, which is not at all reasonable.
A heavy metal uncle who grabbed the flamethrower proudly said when picking up the goods in the SpaceX parking lot, "I bought a flamethrower to improve traffic in Los Angeles." ”
Two
Around Tesla, why are so many users willing to be cut?
In fact, Tesla's surroundings, compared with similar items, the price is really outrageous, the same kind of products mentioned here is not a treasure product, but with professional big-name products. For example, Tesla surfboards cost $1,500 (about 10,200 yuan), which is twice the average price of surfboards of Ost Surfboards, a famous surfing brand of foundry and industry.
In addition, there is "the first children's walker in life" at 699 yuan; Model S stroller, 5999 yuan; car pet mat, 879 yuan; business multi-functional backpack, 759 yuan; golf umbrella, 269 yuan.
According to incomplete statistics, musk only sells hats, flamethrowers and surfboards, bringing $113 million in revenue to his company, equivalent to 730 million yuan.
So many people will be curious, musk in the end what charm, why on the one hand is scolded "IQ tax", while there are still a large number of users to pay for it?
Behind this is actually Tesla's increasingly powerful industry influence.
According to the data, Tesla's cumulative global deliveries in 2021 exceeded 936,000 vehicles, an increase of 87% over 499,600 vehicles in 2020, which not only exceeded the previous analysts' expectations, but even higher than Musk's expectations.
Pretty delivery data drove Tesla's stock price soaring. On the first trading day of the US stock market in 2022, Tesla's stock price rose by 13.53%, with a total market value of $1.2 trillion and a market value increase of $143.6 billion (about 912 billion yuan).
You know, globally, there are very few companies that enter the trillion-dollar club. It took Microsoft 44 years to reach a trillion dollars, Apple 42 years, Amazon 24 years, but Tesla only took 18 years.
Although Tesla's market value exceeds the market value of the top ten fuel vehicles, its annual shipments are far less than many fuel vehicle companies. The capital market is so optimistic about Tesla, in addition to the general trend of the new energy industry, it is also the head influence of Tesla itself.
And this influence is precisely an important basis for supporting the value transformation of peripheral products. It is not so much that users buy these products, but rather that they buy Tesla's brand culture, imagination, personality, and cybercrime.
To quote the previous netizen's evaluation of Tesla: "At this moment I am here to answer questions about Tesla, tomorrow I am driving a Tesla between urban and rural areas, and there is a Tesla soaring in the distant space, which is very cyberpunk." ”
This charm comes not only from Tesla Motors, but also from boss Musk. The name "Iron Man of Silicon Valley" is by no means a waste of time, not only in the voice of doubt to make the unpromissed Tesla bigger and stronger, but also set up the world's cheapest rocket launch company SpaceX, but also founded the tunneling company The Boring Company.
Coupled with Musk's extremely flamboyant and self-styled style. It can be said that he is born a "hot manufacturing machine", only one person can be worth a whole marketing team; it has also gained a large group of loyal fans.
No matter what earth-shattering thing Musk did, there will always be more than 40 million die-hard fans who follow and support.
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.
Three
epilogue
Seeing that Musk's goods business is so prosperous, in view of the painful experience of many Internet celebrities before, we also want to remind you that although it is good to bring goods, you can't forget to pay taxes.
In December 2021, Musk himself said on social media that "I will pay more than $11 billion in taxes this year."
What is this concept?
According to wind statistics, of the 4,665 A-share stocks, 4,436 companies (more than 95%) have a market value of less than 70.2 billion yuan. In other words, 95% of the market capitalization of A-share companies is not worth Musk's one-year tax. According to the Nandu Big Data Research Institute, the annual salary of the US president is about 400,000 US dollars, which can at least pay the US president 2750 years of salary.
Anyway, if Musk's promises are kept, the Internal Revenue Service (IRS) will receive its largest tax payment to date. However, in addition to contributing to the US government, Musk also has to give back real money to the users who support him!
Resources:
Box Lunch Finance "Musk Opened a Grocery Store"
Shell Finance "Car Enterprise Circle Powder Technique: "Tesla Wine" Expensive Maotai, Weilai Car Owner 180,000 Buy Around"
Bad review "Who is the father of 40 million netizens in the United States?" 》
Che Yun "Net Red Musk and His Tesla Tide Brand "Business Economy""