萤火虫：客户看中蔚来招牌下单，一半以上选择BaaS

Market Overview - The recent customer traffic in stores has increased, with approximately 10 groups visiting daily, and 6 of those specifically coming to see the "Firefly" model [2] - The main buyers are young individuals who appreciate the car's flexibility and low electricity costs, contributing to its popularity [3] Sales Insights - The best-selling variant is the top-spec "Firefly" model, particularly in white and gray colors, while the entry-level "Zizai" version is less popular due to its less appealing interior [4] - The overall delivery time for the vehicle is relatively quick, around one month, with some stock available [4] - More than half of the customers are opting for battery leasing options, which helps in reducing the overall vehicle price [4] Financing Options - The primary financial policy promotes a 2-year interest-free loan, easing the financial burden on customers, although it requires a 5-year commitment with a 4% interest rate for the last three years [6] Competitive Landscape - The target demographic includes a significant proportion of female users, primarily white-collar workers and recent graduates, who use the vehicle for commuting [8] - Competing models include the Mini, Smart, Xingyuan, ID.3, and Dolphin, focusing on small electric vehicles [8] Customer Experience - Some customers express concerns about the vehicle's design and features, comparing it to competitors like BYD Dolphin, which offers better specifications at a lower price [10][13] - Positive experiences are noted, with customers attracted to the NIO brand and its service, leading to successful sales [15][19] Customer Feedback - Common complaints include minor experiential issues such as software bugs and Bluetooth connectivity problems, but these are not seen as significant obstacles [19]