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After watching NIO Day, you can really feel how much the car circle is rolled.
Walking down from the stage of NIO Day, Li Bin entered a state of combat readiness, 24 hours a day to accept round after round of media "torture"; the media with video shooting plans began to queue up to enter the Suzhou "Cow House" from the end of the activity on the evening of the 18th, and many people witnessed Suzhou at 3 a.m.
This is the first time I have observed NIO Day on the spot, and the deepest impression is not the "exploded" ET5, but the enthusiasm of Weilai users. For Weilai, the positioning of NIO Day has always been a feast for users, and this time is no exception, the landing city is selected in Suzhou, which is decided by the 50,000 users in the Weilai APP.
Li Bin said that this time NIO DAY has 490 NIO users participating in the co-creation, there are 450 NIO volunteer car owners running around the country, every corner of the scene has the shadow of Weilai car owners.
Inside the large and small stalls outside the venue, there are car owner volunteers from all over the country busy. Before the warm-up before the event began, there were also users from all walks of life who expressed their message to Weilai without hesitation in front of the camera.
Talented car owners can get the opportunity to show their talents in the center of the stage, for example, these two piano/cello performance artists became the guests of the opening performance of 2021 NIO Day, the protagonists of the 4 user MVs disclosed in the event, three of them are the true colors of the owners of Weilai, and the performers of the final theme song of the event ,Hello, World" are also NIO Band composed of NIO owners.
Nowadays, many brands will intersperse user stories in the middle of the conference, but there is always a feeling of being too late, and people always want to ask "Where did you find a special actor?" after watching it? But Weilai's group of car owners and friends is very real, and no one will doubt their identity.
Statistics show that the current average price of bicycles of the Weilai brand is 413,800, ranking 4th among all brands, and the top three are Porsche, Land Rover and Mercedes-Benz. In the first 11 months of this year, the cumulative sales volume of the NIO brand has also exceeded 80,000, which has highlighted the success of NIO.
In the Weilai APP, you can see the owner of the Weilai family barrel. For them, the choice of Weilai is not because of the product, but only out of support for Weilai. Li Bin himself once said that most of the users who buy WEIlai have more than one car at home, and most of them are users of luxury brands.
This is NIO's greatest wealth and also hides future growth potential.
System strength is the core competitiveness
Paying for faith is a seemingly "brainless" thing, and of course, the outside world is not short of irony for The owners of Weilai, believing that they have been "brainwashed" by Weilai.
A Weilai car owner in Beijing has publicly responded to this question, he said, "The outside world questions whether buying Weilai cars is to buy services and communities, in fact, it is 'to buy a house depends on the type of apartment or the difference between the property'." ”
When the level of consumption rises to a certain height, the purpose of consumption will also change. In "Thirty Only", Gu Jia desperately wants to move into the Bund, not for the type of apartment or the property, but for the added value that this house can bring.
Of course, Weilai's car is not as good as a suite on the Bund, but the principle is the same. After buying a car, the owner not only gains the car and service, but also "shares" the owner resources of Weilai.
At first, it was only the spontaneous behavior of car owners, some Weilai car owners will provide discounts for car owners and partners in their own restaurants, according to Li Bin, the discount is not low, and after the operation of Weilai, it has become a platform project created by users and shared resources in the Weilai community.
Car owners who participate in the project can use their own resources to share benefits with users. Of course, as a reward, NIO will also invest resources in the project of the owner welfare partner. In 2022, NIO will invest 80 million points in the Car Owner Welfare Partner Project. It is reported that Weilai will organize offline car owners' activities every week, and these points can be used to participate in parties and can also be exchanged for gifts in the online mall.
At the beginning of the month, on the system force compass released by Weilai, Qin Lihong planned the WEILAI community interaction and NIO Day in the lifestyle part, and was truly classified into the service system of Weilai Energy, BaaS, power exchange and so on. In the past year, Weilai has not had a new car, also because it has focused on infrastructure construction.
According to Li Bin, as of the day of NIO DAY, NIO has built 733 substations, providing more than 5.5 million power exchange services; 94,000 charging piles and 3,348 public charging piles nationwide; and by 2022, NIO will also build more than 1,300 substations in China, open 30 destination network construction, and build 10,000 charging piles.
Making electric vehicles as convenient to use as fuel vehicles is Li Bin's vision and the foundation of Weilai's layout service system.
Far from the "decisive moment"
Speaking of cars, the annual NIO Day is a carnival for car owners, and a new car launch for the media. Compared with last year's ET7, ET5 is obviously more lethal.
In the past week, the order to the APP server downtime, all car critics directly called the real incense, Li Bin and Qin Lihong in an interview with the media have also vaguely expressed that "ET5 is the highest booking order on the first day of the car", and the order may not be digested by 2022.
These have already made the popularity of this car clear.
In terms of appearance, ET5 continues the design style of ET7, but it is younger, the posture of the coupe is flamboyant, and the duckling tail at the tail is sexy enough. The color matching is also a must, the official 9 colors of the cloud first yellow and clear space pink are exclusive colors, and the annual color aerospace blue is the same as the scarce color, want to choose to add money, but the other 6 color numbers also look fresh and vibrant enough.
Stacking is NIO's strength, and ET5 also continues this tradition. In terms of intelligence, 33 high-performance sensing hardware, the final force reached 1016 TOPS, 4 NVIDIA Orin chips, standard with 19 auxiliary driving functions, while having a supersensitive system Aquila, supercomputing platform Adam, ET7 some intelligent configuration ET5 have.
Even in order to cater to the expectations of young people to a greater extent, ET5 has also innovatively added AR/VR experiences. NIO and innovative AR equipment company NREAL have jointly developed exclusive AR glasses that can project a large screen with a visual distance of 6 meters and equivalent to 201 inches; and have also cooperated with NOLO to develop NIO VR Glasses, equipped with ultra-thin Pancake optical lenses, which can achieve binocular 4K display.
In addition, the 10.2-inch digital meter uses HDR high dynamic range image technology, and the audio also uses the 7.1.4 Dolby Atmos sound system. In the panoramic digital cockpit PanoCinema, an all-sensory immersion experience is possible.
In terms of performance, the ET5 is also the same as the ET7, with a dual motor layout, a maximum power of 360kW, a maximum torque of 700N·m, an acceleration of 4.3s from 000 km/h, a braking distance of 33.9 m from 100 km/h, and a drag coefficient of 0.24.
The battery life is the same, also provides 75 degrees, 100 degrees and 150 degrees three kinds of battery pack options, the maximum cruising range can reach 1000 kilometers. At present, only two versions are available for booking, 75 degrees and 100 degrees.
In terms of pricing, the starting price of 75-degree battery packs before subsidies is 328,000 yuan, and the price before 100-degree battery packs is 386,000 yuan, respectively, after the use of BaaS vehicle-electric separation scheme, the starting price before subsidies is 258,000 yuan. Such a price refreshes the history of Weilai, and will also bring very objective income to Weilai.
According to Li Bin, "Many of the users who poured in on the 18th were people who had never purchased Weilai products, and many of them had been diving in the Weilai App until the release of ET5. ”
But to challenge the entire market, ET5 is not enough. Again, the people who choose Weilai first recognize the brand of Weilai, and then buy Weilai's car, but not most people can make car purchase decisions purely from the perspective of the brand.
For most young users who want to buy an electric car, the price determines the upper limit of the choice. Today's ET5, BAAS after the price of 258,000, and the current best-selling Model 3 standard endurance version of the price is almost the same, but ET5 needs to pay no less than 980 yuan per month, which is a problem that consumers have to weigh.
With the release of ET5, the price of Weilai's car has sunk to 250,000-300,000, so will there be a lower price product? Li Bin said that the current sub-brand work is progressing smoothly, with a team of hundreds of people working on research and development, which will be released before the E5 delivery next year. The ET5 will be delivered in September 2022.
That is to say, before September next year, we will see a more "people-friendly" Weilai.
epilogue
In addition to products, Weilai's blockbuster drama in 2022 also has overseas markets. After opening the Norwegian market this year, NIO's products and system-wide services will be officially landed in Germany, the Netherlands, Sweden and Denmark in 2022, and in 2025, it will enter more than 25 countries and regions.
In fact, since 2015, NIO has built R&D centers in the United States, Germany and the United Kingdom, and in 2016 obtained a license to do road autonomous driving tests in California. However, due to various changes in 2019, the globalization strategy was forced to be suspended.
But this year, NIO has restarted its global work, adding 3,000 R&D teams in the United States and recruiting teams in Berlin, Germany, to build NIO's European R&D center. After completion, WEILAI will have three intelligent R&D centers in China, Europe and the United States.
And this is probably the meaning of this year's NIO Day theme positioning "Hello World".