#Automobile #BrandOperation

Fandom-Driven User Acquisition - NIO

🎢 The traditional funnel model of brand user operation aims at transforming a brand's 'bystanders' into 'fans'. It usually takes a certain scale of investment to screen out a sufficient number of loyal users

🔮 NIO, an automobile brand from China, focuses on satisfying its fan users (core car owners) and nudging them to play an exemplary role to attract followers. Like a ripple, the brand effect is continuously extended through the hands of the users. The advantages of doing so are:
▪️ Resources such as massive marketing can be reduced
▪️ New users introduced come from the same social class and obtain a high net worth
▪️ The halo effect of the referrer makes new users build a good impression of the brand
▪️ Successful referrals make fan users fulfilled, which further strengthens their brand loyalty

🔍 The Ripple Model adopts an oral spreading mechanism for decision-making. It is tiring and uncertain to think over every decision by oneself, a more cost-effective way is to trust a looking-good community. And NIO just utilizes their high net worth users (the middle class and working elite) to build the garden

☝️ In a Nutshell: Leverage the insiders for outsiders 用圈层思维做圈外生意