Recently, First Financial and CBNData jointly launched the “2021 China New Consumer Brands Annual Potential List” based on the CBNData new consumer brand growth evaluation system, after four months of research, analysis and evaluation. NIO Life, as the main place for NIO car owners to consume points, has been integrating independent designers and design institutions from various regions around the world since its inception, with products spanning eight categories, including food, clothing, household goods, and electronics.
Of course, the purpose of doing this is to create boutique products with attitude, stories, and designs for car owners, and to further extend the brand touchpoints outside of the car, defining a unique user experience that belongs to the NIO brand.
Interestingly, unlike other consumer brands, NIO Life never has to worry about customer sources, because the monthly delivery volume of NIO cars is the most stable source of customers for NIO Life. And it does not bear gross profit pressure, because for NIO, the core of NIO Life is to help communities achieve better user operations.
Due to its positioning as a car owner group, the original product design of NIO Life is relatively niche. As Liu Jie, the person in charge of NIO Life, mentioned in an interview at last year’s Beijing Auto Show, “We don’t need to conquer 1 billion people in China, nor do we need to make things for 300 million people or get 100 million people to pay attention to us. We only focus on the tens of thousands of people, the millions of people in the NIO community.”
_🔗Source: Official NIO
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.