Many people know NIO as an electric car company targeting the high-end market, but few know that the company also has big ambitions in lifestyle products.NIO's lifestyle brand, NIO Life, announced Friday that it has opened a flagship store on Alibaba's Tmall platform in order to "share its joyful lifestyle to more people."
Nio Life was launched in 2018 and it has a network with over 500 designers around the world. It has so far developed 813 new products and delivered over 2.8 million Nio Life merchandise items to users.
Tmall.com is Alibaba's business-to-consumer e-commerce platform where local Chinese and international companies sell branded products to consumers in the Greater China area.
Nio Life's presence on Tmall will ensure that its lifestyle products have greater reach.
NIO Life has helped NIO increase user loyalty and enhance users' identification with the brand. For example, in the Blue Sky Lab project, NIO Life recruited 10 user designers from jewelry, clothing, architecture, products and other fields.
Nio's store is likely to be restricted to sales of its lifestyle brand, although it is likely the company could use its presence to push products related to its cars in the future.