New Year, NIO's legal department is making its first move!
On January 7th, the official WeChat account of NIO's legal department announced that a large number of merchants have recently been found selling products on various e-commerce platforms that are almost identical to NIO's "Dragon Dragon Dragon" design products (hereinafter referred to as "pirated products"). Some merchants even directly use NIO's official promotional images on their product introduction pages to promote and advertise their pirated products. The above actions have seriously infringed upon NIO's intellectual property rights.
NIO stated that the company has established relevant evidence of infringement and will take all necessary legal actions to protect its rights. NIO warns relevant parties to immediately cease the production, sale, and promotion of pirated "Dragon Dragon" design products and any infringement of NIO's intellectual property rights.
NIO: Immediately stop production, sales, and promotion
According to the official WeChat account of NIO's legal department, in order to welcome the Lunar New Year of the Dragon, NIO's internal design team has created an original work "2024 Dragon Soars the Four Seas", which includes the original IP image "Dragon Soars the Four Seas" and the original IP image "Little Dragon Bag", and was released in early December 2023. NIO holds the copyright for the design of the original IP image "Dragon Ball" and the original IP image "Little Dragon Bag". Subsequently, the NIO App and official mini programs launched a series of NIO original design products, such as like pillows and dolls, designed and produced based on the IP image of "Dragon Dragon Dragon" (hereinafter referred to as "Dragon Dragon" design products). Recently, the company has discovered that a large number of merchants are selling related pirated products on various e-commerce platforms. Some merchants even directly use NIO's official promotional images on product introduction pages to promote and advertise their pirated products.
The legal department of NIO stated that the above-mentioned actions have seriously infringed on NIO's intellectual property rights. As a technology and design driven enterprise, NIO has always maintained its intellectual property rights with a firm attitude.
NIO's legal department hereby warns the relevant parties to immediately cease the production, sale, and promotion of pirated "Dragon Dragon" design products and any infringement of NIO's intellectual property rights. The company has established relevant evidence of infringement and will take all necessary legal actions to protect its rights.
NIO, who specializes in "side jobs"
At the same time as warning the relevant actors, NIO also reminds users that the genuine "Dragon's Eye" design products are only available for sale on NIO's official app and WeChat mini program. Welcome to download NIO's app or search for NIO on WeChat mini program to enter the surprise mall to purchase genuine products.
In fact, NIO is very serious about surrounding sales.
Flipping through the NIO Life Surprise Mall, the NIO App offers products ranging from mobile phones to food, clothing, shoes and bags, kitchenware, alcohol, outdoor products, and sports toys, almost including all the products needed for daily life.
The person in charge of NIO Life once gave an answer in a media interview about why they want to create such a rich range of products, "Although many products in NIO Life are not related to the car itself, their purpose is to better operate existing users. NIO is thinking about how to get along with users happily and bring them some value, happiness, and emotion."
On September 21, 2023, at NIO IN 2023 NIO Innovation Technology Day, NIO Phone officially made its debut, positioning itself as the flagship phone. Li Bin, founder, chairman, and CEO of NIO, stated that it is not because the mobile phone companies are all making cars, nor is it because NIO is not making money by using mobile phones to make profits, but rather because NIO users need a mobile phone seamlessly connected to NIO cars. Previously, he also stated in a media interview, "When we make phones, we don't want to compete with Xiaomi and Huawei (in Chinese), and the logic is different. You can understand it as NIO Life from NIO. We don't want to be a clothing or food company, but around user needs and based on our connection with users, we meet their usage scenarios."
Previously, when Li Bin challenged the "1000 kilometer range" live broadcast, he also talked about various products of NIO Mall multiple times during the live broadcast, and even started eating beef jerky on site.
According to Blue Whale Finance, an automotive industry insider previously revealed that NIO hopes to not only sell cars, but also make profits from the mall.
So what are the achievements of NIO Mall?
According to NIO Life's 2023 Annual Report, NIO Life has developed a total of 827 new products and delivered over 15 million surprises in 2023.
According to NIO's 2022 annual report, since its launch in December 2016 until December 31, 2022, over 8 million NIO Life products have been delivered to users through online and offline channels.
As of now, NIO Life has not publicly disclosed its sales data. According to Blue Whale Finance, sources close to NIO have revealed to the public that the gross profit margin in this area is very high.
However, for NIO Life's sales data, the "Golden Centipede" award released by NIO at the end of 2020 may provide a glimpse of mediocrity. In 2020, NIO awarded the "Golden Centipede" award to users who ranked high on the NIO Surprise Mall. According to NIO data, the top three users of the 2020 Pension Centipede Award spent 185000 yuan, 177000 yuan, and 170600 yuan respectively.
Delivery of over 160000 new cars in 2023 increased by 30.7% year-on-year
In December 2023, NIO delivered 18012 new cars, a year-on-year increase of 13.9%; In the fourth quarter of 2023, NIO delivered a total of 50045 new cars, a year-on-year increase of 25.0%, and the quarterly delivery volume exceeded the delivery guidelines.
In 2023, NIO delivered a total of 160038 new cars, a year-on-year increase of 30.7%; As of December 31, 2023, NIO has delivered a total of 449594 new cars, continuously leading the high-end pure electric market.
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