Although NIO and Tesla are the two leading brands of smart/new energy vehicles, they have completely different growth logics. As the founder Li Bin said, NIO pursues "emotional enhancement brought about by technological change" .
Li Bin believes that NIO is a user-cultivation enterprise. Compared with other traditional auto companies and Tesla, it is an Auto 3.0 company. It is an enterprise that builds products based on user logic and whose product experience exceeds user expectations.
The fanaticism and "protection of the calf" by users like Weilai has been questioned since birth: some say "brainwashing" marketing, some say "selling faith", some say "fan circle", some say Some say that "pulling people into the high-end circle", and some even say it is "pyramid marketing", comparing them to "religious organizations".
But in the eyes of NIO users, NIO is building a new community that connects, empowers and achieves each other.
"Nio can't do it. It's probably the consensus of the world. Only people who really bought Weilai cars don't see it that way";
"Being a Weilai car owner is really not easy. It has cost more than 400,000 yuan, and you have to be the enemy of the whole world";
"I thought everyone should be panicking recently, but I didn't expect that everyone was cheering each other up";
"The owner of the Weilai car in Suzhou who was hit has already planned to buy another Weilai."
——"Li Bin of Weilai, the most miserable person in 2019"
These NIO car owners have changed from users to brand advocates. They have found a sense of belonging in the new community and integrated into the community connections with the same values. They actively participate in and even organize various activities, and continue to provide Friends and relatives around me recommend this ecology.
This extremely subversive growth logic in the telemarketing list automotive industry, and even the entire business world, is interpreted by "user experience" and "new community", and everything will suddenly become clear.
How is Weilai's "new community" constructed?
Brand Ape disassembles from five angles:
The cognitive depth of the founder determines the development boundary of the enterprise.
The rise of "super users", mandala-style "inner circle" or "IQ tax"?
The "new connection", tool or sense of belonging or "new community" template of NIO APP?
Users and users' "new fields", from online to offline.
The big killer "NIO Value", an upgrade system that grows together.
1. The cognitive depth of the founder determines the development boundary of the enterprise
Various business ecosystems show that the founder's cognitive boundary determines the development boundary of the enterprise: Jobs' ultimate product, Wang Xing's infinite game, Zhang Yiming's information flow, Elon Musk's physics, Masuda Zongzhao's life proposal …
Zhang Yiming once said, "The depth of your telemarketing list understanding of this matter is your core competitiveness in this matter."
Cognition 1: Li Bin believes that "user experience" is the first principle of NIO
Li Bin publicly stated in the early days: "No company's values can cover the three links of R&D, manufacturing and service. NIO chose to abandon the manufacturing link and focus on the "user service" link. Doing this well, NIO survive."