车企为了让你买车，连订单数都开始瞎编了

Core Viewpoint - The article critiques the marketing strategies of car manufacturers, highlighting how order numbers, which should reflect market performance, have become manipulated marketing tools, losing their reference value [5][10][12]. Group 1: Marketing Manipulation - Car manufacturers are increasingly using deceptive marketing tactics to inflate order numbers, which are often predetermined before a vehicle's launch [6][10]. - The practice of "small deposits" (2,000 to 5,000 yuan) has become a way for companies to showcase impressive order figures without actual sales [8][21]. - The trend of manipulating order data has historical roots, with manufacturers previously incentivizing dealerships to meet sales targets, leading to inflated sales figures [12][13]. Group 2: Impact of Subsidy Changes - The cessation of subsidies for new energy vehicles in 2023 has pressured manufacturers to find alternative ways to maintain sales figures, leading some to resort to unethical practices [13][14]. - Some companies have been accused of pre-registering vehicles under employee or supplier names to falsely boost sales numbers before the subsidy cut [15][16]. Group 3: Consequences of Inflated Data - The inflation of order numbers creates a cycle where future models must exceed previous inflated figures, leading to increasingly unrealistic expectations [23]. - Genuine market successes may be overshadowed by competitors' manipulated data, potentially misguiding consumers and affecting sales [24]. Group 4: Identifying Manipulation - Companies that disclose their order cancellation rates and the conversion rates of orders to actual sales demonstrate transparency, which can help identify inflated figures [25]. - A discrepancy between high order numbers and low delivery rates can indicate manipulation, especially if production capacity is not a limiting factor [26]. Group 5: Product Value and Marketing - Ultimately, the article argues that effective marketing should complement a product's inherent value, as a truly desirable product will attract customers regardless of marketing tactics [29][31]. - The reliance on inflated order numbers may backfire, as consumers may question the credibility of products that cannot confidently disclose their order statistics [32].