Do you know that more and more new car brands are setting up experience stores in shopping centers to get closer to customers? In fact, traditional car dealerships are also undergoing changes without realizing it. Today, when I walked into the Jiangyang South Road Automobile City in Baoshan, Shanghai, I was surprised to find that the new players in the automobile industry have taken up the largest and most prominent position.
One of them is the newly opened Shanghai Baoshan User Center of NIO Automotives, located at 1685 Jiangyang South Road in Baoshan District, covering a total area of 1700 square meters. In the future, it will undertake the landing of NIO Automotive’s vehicle sales, supply of parts, after-sales services, and user feedback.
At the opening ceremony, Mr. Chen Hao, the assistant president of NIO Automotive’s marketing company, made a speech, stating that the NIO Automotive User Center has officially appeared in Baoshan and Pudong, which is another effort to enhance user services. Here, we will provide “one-stop service for car purchase, test drive, and after-sales service,” demonstrating the warm and joyful lifestyle that NIO can offer.
Mr. Ni Jun, the deputy director of the charging business department of NIO Automotive, also attended the event and gave us a detailed introduction to NIO charging. NIO provides the only comprehensive charging solution for various travel scenarios such as “home, travel, destination, and busy hours” in the same level.
According to the official website, as of now, NIO has built 1,525 smart charge stations in 100 cities across the country, with 14,399 fast charge piles. In addition, there are 50 charging stations with 668 fast charging piles in Shanghai. It should be noted that this number includes third-party cooperative charging equipment.
At the opening ceremony, the first car owner of NIO Automotive’s Baoshan User Center, Ms. Sun Qian, was also invited to share her thoughts. She said that she was deeply attracted to NIO U Pro for its high recognition front face, LED through-style headlight design, and the convenience of three years of free charging services. NIO U Pro owners without a pole can enjoy 24 times of proxy charging service, and those with a pole can enjoy six times per year.
Maybe you’re not very familiar with the NIO brand, but it quietly won the second place in the delivery in October. This is also the first time that NIO has sat on the throne of monthly delivery volume runner-up among China’s new forces of car-making since its establishment in 2014. In October 2021, NIO delivered 8107 vehicles, an increase of 294% year-on-year, breaking the delivery record for 9 consecutive months. The cumulative delivery volume from January to October 2021 was 49534 vehicles, an increase of 398% year-on-year. Moreover, the cumulative delivery volume of NIO has approached the ideal and reached 75837 vehicles.
In 2020, NIO launched multiple models, such as NIO U, NIO V, NIO U Pro, etc. Currently, there are four models for sale, with prices ranging from 60,000 to 180,000 RMB. Different from NIO, XPENG, LI, and WM, which focus on first-tier cities and emphasize low prices and high cost performance, NIO mainly focuses on the mid-end market in small cities of the third and fourth tier. The reason why we rarely see it on the streets of first-tier cities is also due to its sales mainly from the B-end.
Perhaps the opening of the Shanghai Baoshan delivery center also reveals NIO’s intention to expand in first-tier cities. After completing the most primitive user accumulation in third and fourth-tier cities, only by facing the more fierce competition of other stronger competitors in the most intense battlefield can NIO complete the journey it must go through. Whether in China or overseas, the sales of new energy vehicles are still growing rapidly, but it has entered an era of giant battles from vigorous competition. Only enterprises with strength after rebirth can survive in the second half of new energy vehicle manufacturing and further expansion of China’s new energy vehicle brands overseas.
🔗Source: Name
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.