In order to continue to increase the number of orders, NIO (NIO Automobile) is accelerating the layout of its sales network in China. Recently, NIO held a channel strategy communication meeting. Wei Jian, Vice President of User Operations of NIO, shared the latest results and future plans of the channel layout. As of now, NIO has established 22 NIO Houses and 55 NIO Spaces in 57 cities, and plans to expand the total number from the existing 77 to about 200 by the end of 2020.
Wei Jian also specifically responded to the different positioning of NIO NIO House and NIO Space: NIO House is a flagship brand space wholly-owned by NIO, the original intention is to enhance NIO’s brand influence and let people experience NIO, understanding the user experience of NIO, it has seven core functions; and NIO Space began construction in mid-2019, some of them are solely built and operated by NIO, the other are built by NIO partners with rich experience in the automotive industry, mainly as a space for brand sales. In this way, users who are interested in the product do not have to go to the NIO House in the core city, and can experience NIO products in a more convenient location. NIO Space is usually less than 200 square meters, with an average cost of less than 1 million. It can be quickly rolled out and has higher cost-effectiveness and service scope.
However, although NIO Space is more efficient, less rents, and requires fewer service staff, NIO still values the layout of NIO House, because it will have a great impact on the overall brand, model and user satisfaction, NIO House and NIO Space will also develop synchronously in the future.
Li Bin, chairman, founder and CEO of NIO, said in the company’s third quarter financial report (2019): “In the second half of 2019, we will further expand our sales network by opening up more efficient NIO Space. The measures will help us to effectively increase the number of sales outlets in a more efficient manner, and continue to increase the number of orders. “In other words, NIO Space, which has been built in more cities and faster, has already played a positive role in promoting NIO’s sales. To this end, NIO Space will be invested at a faster speed. It is reported that on January 18, 7 NIO Spaces will also be opened at the same time.