NIO co-founder and president, Mr. Qin Lihong said: “NIO House is neither a 4S store, nor a brand exhibition hall, or a sales center. It is, first and foremost, a place for car owners to gather.”
“With Children’s Day approaching, you can share your children’s artworks here.”
“It’s the World Cup season, so make sure to stock up on beer and popcorn for football fans.”
“This store was supposed to open in September last year, but during the final inspection, myself and Li Bin felt that it didn’t meet our expected standards. We scrapped everything and started over, spending over four million on this section alone. A brand that holds itself to high standards must be willing to pay the price in the start-up phase.”
“Within this year, we will open 20 more NIO centers in 10 cities. A large number of these centers will be opened in the first half of the year.”
The display cars in NIO House only take up 20% of the total space. For a more lifestyle-oriented setting, NIO aims at connecting its online community with offline actions. Above the reservation of cars, customers can directly scan the QR code and access the second floor through the APP.
The entire second floor gives me a feeling of light luxury and simplicity. Order a cup of “NIO Blue” and you can stay here for a long time on a lazy afternoon…
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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.