Nio bags 5000 test drives and 320 pre-orders in 40 minutes · TechNode

On Sunday night, Nio founder and CEO, William Li, appeared on the livestream of Wang Han, a famous TV personality, in front of 20 million people. As part of the sponsored appearance, Li introduced Wang to Nio’s ES6 SUV during his 40 minutes. Over 5,000 people signed up for a test drive and 320 made car orders with non-refundable deposits, the company said Monday.

Why it matters: One of the first Chinese automakers to embrace livestreaming during the epidemic, Nio is ramping up efforts with the help of Wang Han, known for being a veteran host at Day Day Up (one of China’s most-viewed talk shows) just days after Tesla made its debut on Chinese livestreaming platforms.

  • With a focus to promote China-made products only, the Sunday livestream was the first-ever one for Wang, a well-liked variety show host known as a key talent at satellite television broadcaster Hunan TV.
  • A major promotion during Wang’s first e-commerce livestream could cost at least RMB 2 million ($281,400), persons familiar with the knowledge told TechNode.
  • Nio declined to comment when contacted by TechNode on Monday.

Details: More than 20 million viewers watched a webcast on Taobao as of Sunday during a 40-minute period session where Nio founder and CEO William Li made his debut as a salesperson for the company’s five-seater electric crossover ES6.

Jill Shen is Shanghai-based technology reporter. She covers Chinese mobility, autonomous vehicles, and electric vehicles. Connect with her via e-mail:
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