China's electric starter company, Nio, strives to be a tower of China. To achieve this, its founder and Chief Executive Officer, William Li, wants his clients to feel as part of an exclusive club.
While reporting the thriving Chinese electric vehicle industry forCorrespondent Holly Williams found that Lee was using a particularly unique approach to branding his company. He wants customers to know that Nio is a luxury car ̵
"It's kind of like a cliché," Williams said for 60 minutes in the video. who are selling things today, I want to tell you that they are a lifestyle company. But I think Nio has an element of truth. "
Li's target audience is the new, growing group of upper middle class Chinese people who have had enough time to buy the things they want and are According to Willi, Li believes Nio can be a part of this transformation, offering exclusive access to a social community
] For starters, Nio offers its customers the Nio application actively helping Nio drivers, such as sending a mobile station for charging to recharge the dead battery, the application also connects customers to the entire social network of other Nio owners
Li has built several private social networks. clubs called Nio Houses Located in large Chinese cities, Nio Houses have a first-floor car showroom and a private club on the second floor which is open only to Nio owners. Nio Houses offer numerous benefits, including courses on topics such as flower arrangement and espresso, as well as private rooms where Nio owners can hold business meetings.
Lee hopes that entering Nio Houses becomes a symbol of status.
"This is a place to communicate," Williams said. "And the idea is that Nio helps them offer them a way of life for the middle class."
Williams admitted that he was initially skeptical of Nio Haus's But when she talked with some of the clients in the Beijing House, she began to understand the temptation.
Williams met with Ben Kuwi, a middle-aged Chinese man who had just bought a Nio Jeep, and Tsui told Williams that is eager to attend events in Nio's house – he wanted to learn how to make coffee and his wife was eager to see he also said that he saw Nio's community as a way to make friends in. In fact, Cui said the social aspect was what ultimately convinced him to buy Nio, not a car produced abroad
Chinese government stimulates citizens Michael Dan, former General Motors CEO and Asian Automotive Consultant, told Williams that the Chinese government is giving up the license to buy a car if that car is electric. This license usually costs up to $ 13,000 The government also subsidizes the purchase of electric vehicles with up to $ 10,000 discounts to keep prices more in line with gas-powered cars.
Since local cars do not have import charges, nio costs about $ 60,000 – roughly half the price of a customer in China will pay for Tesla.
Does he hope that attracting electric vehicles – along with Nio's exclusive social networking – will be enough to entice the new Chinese upper-middle class to buy Nio.
"If you're buying a car, you're not just buying a vehicle," Lee said to Williams, "and you're buying a new way of life."
To watch Holly Williams report 60 minutes for the Chinese industry electric vehicles,
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