Chang Sha Wan Bao·2025-09-25 09:48Core Viewpoint - NIO's new ES8 model has generated significant consumer interest and high order volumes shortly after its launch, but it has also led to issues with order reselling on social media platforms [1][3]. Group 1: Product Launch and Market Response - NIO has positioned the new ES8 as a competitive offering with strong product features and a lower price point compared to its predecessor, leading to a surge in pre-orders [3]. - The overwhelming demand for the new ES8 caused NIO's official app to crash shortly after the vehicle was made available for pre-order [3]. Group 2: Order Reselling Phenomenon - Instances of paid order transfers for the new ES8 have been observed on platforms like Douyin and Xiaohongshu, where individuals claim to have secured orders and offer them for a fee [3][5]. - This practice of reselling orders is not new and has been seen with other vehicle launches, such as the Xiaomi SU7 and YU7, which also faced public criticism [5]. Group 3: Industry Implications and Consumer Advice - The trend of order reselling resembles ticket scalping for popular events, where individuals aim to profit from high-demand products without genuine intent to purchase [5]. - NIO's regional representative emphasized that all new ES8 deliveries will follow the order sequence, ensuring fairness in the allocation process [5].