NIO Car’s Fall Behind

At first glance, it looks a lot like a social commerce model:

What you’re paying for the product is just a cover—it’s really the gate fee to get into the community.

The problem lies right there. For tech products, what matters most is the actual user experience, which demands real investment in technology and a strong focus on delivering a solid product. Community matters, but it’s not that important relative to the product itself.

You can build a good reputation through service and attract users through that reputation, but you can’t expect users to abandon the original purpose of the product just to pay for a community.

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If NIO’s community were spun off and could be turned into a low-cost community service product, there would definitely be demand and people willing to pay for it.

But when it comes to actually delivering a product, the product itself is what matters most, not the community service. You need to make a product that meets users’ original needs. Constantly skirting the hard parts will only push users away.

First published on 2022-06-30 07:19:01