Cognitive Phase:
Why does Xiao Jia feel captivated as soon as he steps into a NIO experience store?
Because every aspect of NIO's design strikes at the weaknesses of traditional fuel-powered vehicles.
Besides top luxury cars, do you ever encounter fuel vehicle showrooms in city centers?
It's rare! Most fuel vehicle brands follow the traditional 4S dealership model, which requires large spaces and incurs high costs. Dealers generally hesitate to invest in city center locations.
This leads to a poor experience for consumers.
What's worse, traditional fuel vehicle brands often have opaque pricing, complex procedures, and numerous hidden fees.
On the other hand, NIO showrooms are located in city center commercial districts, and test drives can be conveniently conducted within the city.
Prices are standardized, and all procedures can be completed easily and transparently via the app.
This user experience is nothing short of a disruptive innovation!
Interactive Phase:
During the waiting period after placing an order with a traditional fuel vehicle brand, there’s virtually no interaction between the brand and the customer.
NIO, however, has designed numerous ways to gradually deepen the relationship between users and the brand.
By building a community of car owners and showcasing NIO owner-themed events in the app, NIO fosters a sense of belonging.
Additionally, NIO uses a dual points system to encourage users to actively participate in various activities within the app.
Throughout this process, NIO doesn’t just act as a car manufacturer selling you a car; it plays the role of a catalyst, bringing together a group of passionate people and enabling them to engage in community interactions.
NIO wants to tell its owners, “You can be more than just a buyer; you can be a participant and a creator.”
The contrast is stark! After enjoying NIO’s services, who would want to go back to a fuel vehicle brand’s 4S dealership, where endless haggling, worries about being deceived, and neglect after placing an order are the norms?
Purchase Phase:
Unlike fuel vehicle brands, which are eager for you to place an order, NIO even offers a one-week cooling-off period before the order is locked in.
During this time, you can visit NIO House and start enjoying owner services in advance.
If the delivery is delayed, NIO compensates with red envelopes. The longer the delay, the more red envelopes you receive.
Throughout the process, you’ll feel the trust from others' genuine experiences, the joy of aesthetic appreciation, the sense of equality in direct communication, the recognition of your identity as a valued owner, and an ongoing experience of a pleasant lifestyle.
Usage Phase:
Owners of fuel vehicles might feel that once they’ve taken delivery of their car, the brand has little to do with them. Even for repairs and maintenance, it’s the 4S dealership that provides the service, and there’s always the risk of being overcharged.
However, when you choose NIO, beyond the worry-free battery service, NIO also offers worry-free services and insurance coverage, aiming to cover all scenarios during the car usage process.
Any issues you encounter while using the car are backed by NIO, making your driving experience much more reassuring.
Lifestyle Phase:
More importantly, unlike traditional car companies that operate peripheral products through a “procurement + branding” model, NIO runs its “lifestyle” offerings with a dedicated in-house team.
NIO is committed to combining “the best designers + the best materials + the best suppliers.”
NIO hopes that “customers buy products because of their inherent appeal, not just because they bear the NIO brand.”
Through its thoughtful management, NIO Life products are not only of excellent quality but also aesthetically pleasing. Even without the logo, they are worth buying.
