"I happen to take this opportunity to talk to everyone about something. Last week, I did a live broadcast. As it was my first time in business and I was not familiar with the business, I opened the tipping function." On March 21st, Li Bin, founder, chairman, and CEO of NIO, posted a video on social media.
On March 14th, Li Bin made his live debut on social media, with executives such as Qin Lihong, co-founder of NIO, and Shen Fei, Senior Vice President of NIO Energy, all appearing on screen. The above live streaming has over 100000 online viewers and a total of over 10 million views. The high popularity of the live broadcast has made the outside world quite curious about the reward income of Li Bin's live broadcast. It is rumored online that Li Bin's first live broadcast revenue exceeded one million yuan.
"I also want to have a little more income, but it's not that much. The final income is 33088.5 yuan, which is quite auspicious." Li Bin explained, "I have decided to donate all this money to the Formula One race for college students. This race was initiated by me and President Fu Wu of the China Association of Automobile Engineers. So far, more than 200 universities and nearly 300 teams have participated in the race. There are over 30000 graduating students who have contributed a lot of professional automotive talents with both theoretical knowledge and practical skills to the Chinese automotive industry. I hope everyone will support this race in the future. I will still accept rewards because they support this race."
A reporter from China Business Daily noticed that from March 14th to 23rd, Li Bin released a total of 9 works on the social media platform of the aforementioned live broadcast. As of 23:13 on March 23, Li Bin's social media platform has 258000 fans and 432000 likes.
In fact, this is only Li Bin's first time using his own authenticated account for live streaming. Prior to this, Li Bin also drove the ET7 and tested a 150 degree ultra long endurance battery pack. It took 14 hours to drive from Shanghai to Xiamen, with a mileage of 1044 kilometers.
Executive live streaming seems to have become a new way for executives of new power car companies to recommend their own products. In addition to Li Bin, in January this year, Xia Yiping, CEO of Jidu and CEO of Jiyue Automobile, used pure visual navigation assistance to drive all the way from Shanghai to Hangzhou, and the entire process was live streamed.
It is worth mentioning that the new car making force, Gaohe Automobile, which is currently in trouble, also carries out self rescue through live streaming sales. Not long ago, Yang Yueqing, the project director of HiPhi Engineering at Gaohe, explained food in Gaohe's car as a live broadcast, selling goods to subsidize after-sales service.
The reporter noticed that in the video released on March 21st, Li Bin not only shared the revenue from live streaming tips, but also leaked some information about the first car of the second brand. In the video, Li Bin said, "I am taking a test drive on our first car from the Ledo brand."
On March 14th, at the NIO Long Life Battery Strategy Communication Meeting, Li Bin confirmed that NIO's second brand was named "Ledo". Regarding the meaning of brand naming, Li Bin explained that the new brand naming originates from "family joy, family management, and enthusiastic discussion.".
The Le Dao brand will be officially launched in mid to early May. In the video on March 21st, Li Bin showcased the rear space of the first car of the Ledo brand. He said that even with someone sitting in the front row of the car, he still has sufficient legroom to move at a height of 1.8 meters.
In the current era of extreme competition in the domestic automotive market, the Ledo brand is highly expected by NIO. At the financial report conference held on March 5th, Li Bin stated that the second brand will not focus on gross profit margin in the early stages, and sales will have a higher priority.