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市場調查報告書

商品編碼

1070369

新興汽車製造商策略分析 (2022年):NIO

Emerging Automakers Strategy Research Report, 2022--NIO

出版日期: 2022年03月28日 | 出版商:

ResearchInChina | 英文 87 Pages | 商品交期: 最快1-2個工作天內

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簡介目錄

NIO的2021年的銷售台數是9萬805台，與前一年同期比較劇增到108％。可是，新興汽車廠商的銷售台數排行榜，從2020年的第1名下降到第3名。主要受到3個要素影響，一是由於產線重組升級以及新產品上市準備，交貨量大幅下降。其次是現有車型受到其他競爭公司壓迫，三是新車主要在一線城市銷售。大多數傳統汽車製造商都以交付訂單為最終目標，一旦交易完成，就會終止行銷活動。

本報告以中國的新興汽車廠商NIO為焦點，該公司的概要和近來的業績趨勢，基本的技術、銷售策略，銷售、服務體制，近來的技術開發的概要與成果 (應用程式開發，電氣化，自動駕駛及其他)，今後的技術開發的方向性等彙整資訊，為您概述為以下內容。

提供分析
- 各地區的銷售額分析
行銷模式
- 行銷模式的著陸系統
- 銷售管道:整體情形
- 銷售管道:離線銷售服務商店的分佈
- 銷售管道:NIO House核心功能
- 銷售管道:NIO House的活化
國內售後服務
海外售後服務的設計和今後的計劃
二手車服務與計劃
汽車貸款服務

第3章 NIO App的用戶操作

APP版本的反復流程
APP主頁分析
APP核心功能 - 檢測部分:主頁
APP核心功能 - 檢測部分:搜尋箱
APP核心功能 - 檢測部分:推薦事項
APP核心功能 - 檢測部分:現在地資訊
APP核心功能 - 檢測部分:資訊
APP核心功能 - 檢測部分:專題資訊
APP核心功能 - 朋友部分
APP核心功能 - 車的部分:主頁
APP核心功能 - 車的部分:車的控制功能
APP核心功能 - 車的部分:車輛商場
APP核心功能 - Surprise部分:NIO生命發展歷史與消費者狀況
APP核心功能 - Surprise部分:商品範疇
APP核心功能 - Surprise部分:品牌種類與合作、銷售管道
APP核心功能 - 我的部分
APP用戶服務系統的運用方式與策略
APP用戶成長系統-點獲得方法
APP用戶成長系統-點消費方式
APP用戶成長系統-點的特性、功能、行動方式
APP用戶成長系統-NIO Value 獲得
APP用戶成長系統-NIO Value 特徵與機能
APP用戶成長系統-NIO Value 操作方式
APP用戶成長系統-EPclub的加入方式
APP用戶成長系統-EPclub的成員數和分佈
APP登記和DAU

第4章 NIO的電氣化技術

模式的概要
電池/馬達/電控技術及供應商
替換服務
充電服務
國內的充電、交換站的設計與未來的計劃
海外的充電站的設計與未來計劃
BaaS模式與合作動態
電氣化的發展趨勢

第5章 NIO的智慧型駕駛技術

駕駛輔助系統的功能的演進
NOP功能:概要
第1代:NIO的先導功能
第2代:NIO的NAD功能
NIO的飛行員、NAD系統的比較
NIO的飛行員、NAD系統的安裝
L4自動駕駛開發
自動駕駛硬體設備的結構與其供應商
自動駕駛的相關趨勢

第6章智慧型駕駛座和NIO的IoV技術

智慧型駕駛座:研究開發 (R&D) 的策略與方向性
NOMI函數的反復
IoV和即服務雲端
IoV的安全保護對策
OTA的開發過程
OTA的運用流程
OTA的歷史和頻率
OTA的功能更新:分類和特性
OTA的更新:主要的變更
OTA的障礙處理系統
OTA的更新計劃
OTA的充電模式
IoV的生態服務
IoV的生態服務和充電生態服務
IoV
應用模式的案例:ET7

簡介目錄

Product Code: JXM008

Research on emerging carmaking strategies: no new cars in 2021, 3 new cars in 2022, can NIO make its renaissance?

The delivery of ET7 is imminent, and the sluggish sales situation is expected to fade out in 2022

In 2021, NIO sold 90,805 cars, a year-on-year surge of 108%. However, its ranking among emerging automakers by sales volume dropped from the first in 2020 to the third. This is mainly affected by three factors.

First, the delivery plunged in October 2021 due to the reorganization and upgrade of the production line as well as the preparation for the launch of new products.

Second, the upcoming ET7, ET5 and ES7 will all be delivered in 2022, which led to a gap throughout 2021 when the existing models ES6 and EC6 were squeezed by new stronger rivals such as Model Y and BMW iX3.

Third, new cars were mainly sold in first-tier cities. In 2021, NIO saw the highest sales volume in the economically developed coastal provinces and cities, especially Shanghai, Beijing and Hangzhou contributed the overwhelming 33%.

In 2022, NIO will deliver three new models one after another, and its sluggish sales status is expected to fade out. ET7 delivered on March 28th is the first model based on the NT2.0 platform. It is equipped with NIO Autonomous Driving (NAD). Compared with NIO Pilot, it adds emergency active Parking Assist (EAS), emergency lane keeping (ELK), Advanced Driver Monitoring System (ADMS), Power Station Parking Assist (PSAP), autonomous driving functions on some urban roads, etc.

ET7 is equipped with four NVIDIA DRIVE Orin chips with a computing power of 1016TOPS. Two Orin SoCs are used as master chips to realize NAD full-stack computing. The third Orin SoC acts as a redundant backup; if any main chip fails, NAD can ensure safety. The fourth Orin SoC implements local training, and can personalize training as per user habits to speed up NAD evolution.

In terms of hardware configuration, ET7 is equipped with radar, ultrasonic radar, 1,550nm LiDAR and CVIS perception controls in preparation for software upgrades for higher-level autonomous driving in the future. It is worth mentioning that the solid-state LiDAR provided by Innovusion has a horizontal viewing angle of 120°, a maximum detection distance of 500 meters, and a maximum resolution of 0.06°x0.06°. In addition, the watchtower-like layout reduces the blind spots of the sensor.

Relying on Internet operation, community marketing has become a role model in the industry

Most traditional automakers take delivering orders as the ultimate goal, and they terminate marketing campaigns as soon as deals are completed. NIO regards the purchase of products by users as the beginning of its marketing, and makes experience and marketing penetrate into the entire life cycle of products.

In NIO's ripple model, core car owners are in the kernel, accounting for about 10% of the total car owners. Core car owners play an exemplary role to attract followers closer to them, and continuously expand their influence. Similarly, this model is also vividly reflected in the operation of APP community. For community operation, NIO has established a set of user service system, with the following operation methods and strategies:

1. Recruitment strategy: the Internet operation method is adopted, with reward points for old users who invite new users successfully. The points earned by users can be exchanged for gifts at NIO Life (NIO's mall), or for coffee coupons, event tickets and some other rewards at NIO House (NIO's offline user center).

2. User growth system: three evaluation criteria - points, coupons and NIO Value.
- Points: exchange for gifts and other benefits.
- Cards and coupons: including drink coupons, one-click recharge coupons, destination mobility coupons, etc.
- NIO Value: It is an accumulated value that records each user's activities in NIO community and his/her contribution to the community. Its unit is N.

3. A community was established to create a social circle for ordinary users: The community of NIO APP makes it easier for users to find like-minded people according to hobbies, regions and industries.

4. A membership system was erected to forge a high-end social circle.

The update frequency of NIO APP is very high. From its launch in November 2016 to February 2022, NIO APP experienced four versions - 1.0, 2.0, 3.0, and 4.0, with a total of 44 updates and an update every two months averagely. The functions of the APP are continuously optimized and adjusted, so that users can always feel refreshed.

Under such operational measures, NIO APP has become the cornerstone for establishing deep connections with users. So far, there have been over 2 million registered users, of whom about 200,000 are daily active users and nearly 50% of them are NIO fans who have not bought a car. In 2021, more than 11.6 million interactions happened among community users, and each EPclub member recommend 25 NIO cars for sale averagely, equivalent to RMB10 million as per the unit selling price of RMB400,000.

NIO lays out the operation ecology of the Internet of Vehicles in advance by manufacturing mobile phones

In terms of intelligent connectivity, NIO's smart cockpit is equipped with the NOMI in-vehicle artificial intelligence system, so that NIO car owners can communicate with other people and vehicles through NOMI. NIO also continuously upgrades and optimizes the functions of NOMI via OTA. For example, NIO has improved the recognition capability and wake-up rate (especially the response to children's wake-up) of NOMI in the Aspen 3.0 unveiled in September 2021; at the same time, it has ramped up NOMI's control over cars, such as memory of seat positions, adjustment of ambient light brightness, switching of sound field modes and other car control commands. In the Aspen 3.1 launched in January 2022, wake-up words + continuous instructions are added, without calling NOMI before giving a command. NIO plans to optimize the understanding, hearing, and understanding of NOMI in the future.

Besides, NIO has maintained a high frequency of OTA updates for the Internet of Vehicles. As of February 2022, NIO had launched three major versions, 1.0, 2.0, and 3.0, with a total of 24 OTA updates and about once every two months. Specifically, three updates occurred in 2018, nine in 2019, five in 2020, six in 2021, and one in January-February 2022.

Features of OTA updates for the Internet of Vehicles:

All models support OTA updates.

A major system upgrade is carried out almost every year, such as NIO OS 2.0 (Jun 2019), Aspen 3.0 (Sep 2021).

As of February 2022, there had been 351 OTA updates, 56.1% of which were reflected in IVI, ADAS and autonomous driving.

In its future planning, NIO expects to form a closed "people-vehicles-mobile phones" loop through interconnection between mobile phones and IVI, realize data sharing, and provide users with more intelligent interactive life experience. It is reported that NIO is preparing for dabbling in the mobile phone industry. Yin Shuijun, the former president of Meitu, has joined NIO and leads the mobile phone business.

Top 10 Emerging Automakers by Sales Volume, 2021

Chapter 1 Introduction of NIO

1.1 Basic information
1.2 Revenue
1.3 Car-making Process and Planning
1.4 Financing History
1.5 Investment
1.6 R & D Layout
1.7 Production Layout

Chapter 2 Sales Chanel and Terminal Service

2.1 Delivery Analysis
- 2.1.1 Sales Analysis by Region
2.2 Marketing Model
- 2.2.1 Marketing model Landing System
- 2.2.2 Sales Chanel-Overall Situation
- 2.2.3 Sales Chanel-Distribution of Offline Sales Service Outlets
- 2.2.4 Sales Chanel-NIO House Core Functions
- 2.2.5 Sales Chanel -NIO House Activation
2.3 Domestic After-Sales Services
2.4 Overseas After-Sales Services Layout and Future Planning
2.5 Used Car Service and Planning
2.6 Auto Finance Services

Chapter 3 NIO APP User Operation

3.1 APP Version Iteration Process
3.2 APP Homepage Analysis
3.3 APP Core Functions-Discovery Section: Homepage
3.3 APP core function-Discovery Section: Search Box
3.3 APP core function-Discovery Section: Recommendation
3.3 APP Core Function-Discovery Section: Now and Here
3.3 APP core function-discovery Section: information
3.3 APP Core Function-Discovery Section: Topic Information
3.4 APP core functions-friends Section
3.5 APP core functions-Car Section: Homepage
3.5 APP core function-Car Section: Car Control Function
3.5 APP core function-Car Section: Car Mall
3.6 APP Core Functions-Surprise Section: NIO Life Development History and Consumer Situation
3.6 APP core function-Surprise Section: Commodity Category
3.6 APP core function - Surprise Section: Brand Type and Cooperation and Sales Chanel
3.7 APP Core Functions-My Section
3.8 Operation Mode and Strategy of APP User Service System
3.9 APP User Growth System-How to Obtain Points
3.9 APP User Growth System-Points Consumption Mode
3.9 APP User Growth System-Points Characteristics, Functions and Operation Mode
3.9 APP User Growth System-Acquisition of NIO Value
3.9 APP User Growth System-Features and Functions of NIO Value
3.9 APP User Growth System-Operation Mode of NIO Value
3.9 APP User Growth System-EPclub Membership Method
3.9 APP User Growth System-Number and Distribution of EPclub Members
3.10 APP Registration and DAU