21st Century Business Herald reporter Zuo Maoxuan Beijing report Li Bin, who once said that he would rewrite the luxury car pattern from "BBA" to "NBA", brought NIO to the hometown of "BBA".

21st Century Business Herald reporter Zuo Maoxuan Beijing report

once said that he would rewrite the luxury car pattern from "BBA" to "NBA" Li Bin , and brought NIO to the hometown of "BBA".

On the evening of October 7, Germany local time (0:00 on October 8, Beijing time), Li Bin, founder, chairman and CEO of NIO, announced at the NIO Berlin 2022 event that NIO has begun to provide services in the four countries of Germany, Netherlands , Denmark, and Sweden .

After entering the Norwegian market last year, NIO has further expanded its territory in Europe.

It is worth mentioning that NIO will no longer adopt the form of direct sales when entering the above four European markets, but will use a subscription model similar to leasing.

At the same time, NIO will also build a complete power-up system in the four countries market. At present, NIO has connected 380,000 charging piles in Europe and can be accessed directly using NIO NFC cards. The NIO European version of the charging map has also been put into use. By the end of 2022, NIO plans to build 20 battery swap stations in Europe; by the end of 2023, this number is expected to reach 120.

In addition, NIO will establish a complete operation system composed of products and services in these four national markets to create a user community starting from cars.

"At the moment when the world is increasingly fragmented and full of uncertainty, NIO has chosen a difficult road. The front is definitely full of bumps and mud, but looking further away, we can see hope and light." After the press conference, Li Bin posted such a circle of friends at 5:49 am on October 8, Beijing time.

Of course, for NIO, which has not long since left the " intensive care unit ", its domestic market share still needs to be developed. At this moment, it is destined to be full of difficulties to make the most high-profile and systematic European layout in history of Chinese independent brands.

Li Bin admitted in an interview with domestic media, including 21st Century Business Herald reporter on the afternoon of October 8 that NIO faces a series of challenges such as local doubts about Chinese background companies, cultural differences, and market competition in entering Europe. But overall, I am full of confidence in NIO's prospects in Europe.

He emphasized that NIO's entry into Europe is not a whim. Since its first day of its establishment, NIO has been preparing to be a brand that serves the world.

talk about subscription: "Don't have a middleman"

NIO provides two short-term and long-term subscription services in the German, Sweden, Denmark and the Netherlands markets.

short-term subscription can be cancelled at any time two weeks in advance, and the vehicle can be replaced at will. As the vehicle age increases, the monthly fee will be reduced accordingly.

long-term subscription, you can only choose one model, but you can enjoy a lower fixed subscription price, with a subscription period ranging from 12-60 months. After the subscription expires, users will not terminate their subscription and will automatically renew according to the flexible subscription terms.

The reason why

adopts different car selling strategies in the above countries was that Li Bin responded that it was mainly because of the different policies of each country. In Germany's high-end automobile market, the leasing model is very common, mainly due to differences in the tax system. NIO's decision to adopt the subscription model is based on taxes and fees and user habits.

"Li Bin said that from the essence of the smart electric car , the car itself will eventually become a 'service'. The subscription model is more cost-effective than buying a car by yourself." Li Bin said.

However, he also pointed out that there are some differences between NIO's subscription model and the leasing model of many European companies.

"We are doing this as a car company, reducing middlemen and directly serving users." Li Bin said.

This is similar to NIO's idea of ​​adopting the direct sales model in China to sell cars. This model allows enterprises to directly connect with users to improve experience and services, but it also means they will bear heavier assets and inventory.

talks about pricing: "It is the same as the price of Mercedes-Benz and Porsche ." The monthly subscription fees for ET7, EL7, ET5 of the

75-degree battery pack in Germany are 1549, 1669 and 1249 euros (equivalent to RMB 10734, 11565 and 8655 yuan respectively).

long-term subscription method, the monthly subscription fees for ET7, EL7, ET5 with 75-degree battery packs in Germany are 1199, 1299 and 999 euros respectively. (Equivalent to RMB about RMB 8308, 9000, 6922).

It is understood that in addition to using vehicles, subscribers can also get the service experience of worry-free , including user activities, use of NIO Center, etc. All insurance, maintenance, battery swap services, and flexible battery upgrade services that will be provided in the future.

versus the prices of other European competitors in the leasing mode, NIO's pricing is relatively high. For example, the price of the Tesla Model Y is about the same price as the NIO ET5 in the domestic market, and the price of the slightly lower Mercedes-Benz EQB is less than 500 euros. The price of NIO is almost the same as that of the Porsche Taycan, which sells for more than one million yuan in China.

This is related to the added value of the services provided by NIO's subscription model.

"Our prices are actually reasonable, just like Mercedes-Benz and Porsche. We need to return the product to the essence of the price. We are all inclusive, others are just simple car prices, and many prices need to be calculated separately." Li Bin said.

In fact, in China, NIO's main premium is due to user services, which is also one of the core competitiveness of NIO that the outside world values. It is unknown whether European users will pay for additional services like Chinese consumers.

talks about competition: "Compared with our opponents, we are elementary school students"

Li Bin has repeatedly said in interviews on different occasions that NIO's competitors are not Tesla , but BMW , Mercedes-Benz and Audi ; in the high-end automobile market in China, NIO's goal is to "one of the three parts of the world" in the competition with "BBA".

Entering Germany, the hometown of Mercedes-Benz, BMW, Audi, and NIO's competition with them is a topic of concern to many Chinese media.

Li Bin admitted that the European market is cruel and is the home court of competitors. Compared with their understanding and accumulation of the market, NIO is far from their understanding and accumulation. "We are still elementary school students and need to learn and catch up," said Li Bin.

NIO President Qin Lihong also said that NIO has no idea of ​​"conquering Germany" or "entering the base of competitors". Germany is a market that NIO cannot avoid when entering Europe.

"Compared with other European countries, Germany's high-end cars are larger in scale. Entering Germany is a rational business choice, not because competitors are here. This is not an emotional decision." Qin Lihong said.

It is worth mentioning that among the models entering the four European countries, EL7 is the ES7 sold in China. Due to the "trademark infringement" dispute initiated by Audi, the name of NIO's SUV series "ES" was renamed "EL" when it was introduced to Europe.

Speaking of local manufacturers’ lawsuit against NIO, Li Bin responded that he would respect intellectual property rights and the final judgment of the court.

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