提供敏锐、独到的商业信息与参考，重点关注TMT、出海、新消费、新能源。 以下文章来源于知危 ，作者知危编辑部 知危 . 来源丨知危（ID： BusinessAlert ） 作者丨 锦鲤 编辑丨 大饼 图源丨Midjourney "现在买这车还能送什么东西？" 身着商务休闲装的中年男子，一边摸着理想i6，一边问着身边的销 售。他老婆牵着小朋友，站在不远处等他。 在向男子介绍完最新购车策略后，销售忍不住打趣道，" 大哥你怎么天天来啊。" 另一名销售告诉知危，这位中年男子经常在上海龙之梦城市生活中心（ 下称 " 龙之梦商场 " ）吃 饭，吃完饭就下楼看新款理想i6。" 有不少这种消费者，本身在网络上就种草了这款车。他们来商场 逛街吃饭，顺便就看看车，合适的话就定下了。" 只不过，这个看着很美好的模式，现在并不稳固了，不少品牌选择了撤退。 直营模式兴起，带来商超模式盛行 在过 去的几年间，以"蔚小理"为代表的造车新势力迅速崛起，这批具有互联网思维的企业开始效仿 特斯拉，将直营模式带入到汽车领域，与传统经销商模式形成分庭抗礼之势。 过去消费者如果想要买一辆车，往往需要到较为偏远的郊区或者汽车城现场体验。而如今，随便散步 ...

Core Insights - The closure of NIO's store in Shanghai's Baoshan District reflects a broader trend of shrinking automotive experience stores, which were once popular in the electric vehicle sector [1][3][4] - The shift from high-profile shopping mall locations to suburban direct sales stores or authorized dealer models indicates a reevaluation of the cost-effectiveness of the automotive retail strategy [4][6][14] Group 1: Store Closures and Market Trends - NIO's store in Baoshan has closed for operational adjustments, with nearby stores still available for customer experiences [1] - Similar closures have been observed with other brands like Zhiji, indicating a trend of reducing presence in high-rent shopping areas [3][4] - The initial success of the shopping mall model, pioneered by Tesla, is now being reconsidered as competition intensifies and profit margins decrease [4][6] Group 2: Cost Structure and Financial Implications - High operational costs, including rent and labor, are significant factors driving the closure of experience stores, with annual costs estimated around 5 million RMB [9][11][14] - NIO reported a decrease in sales, general, and administrative expenses by 9.9% in Q2 2023, attributed to cost optimization measures [8] - Li Auto also reported a 9.4% reduction in similar expenses, indicating a trend among new energy vehicle manufacturers to streamline operations [8][6] Group 3: Changing Business Models - The automotive retail landscape is shifting towards a combination of direct sales and authorized dealer models, allowing for cost savings and operational efficiency [14][19] - Experience stores are still valued for brand exposure and customer engagement, but their role is evolving to complement traditional 4S dealerships [16][17] - The future of automotive experience stores may involve a more strategic approach to location and service offerings, balancing cost control with customer experience [19][20]