BYD has become the latest car company to offer lifestyle products on its app, including T-shirts, electric toothbrushes, and jewelry.
Users can use credits to purchase these items through the BYD App, and the latest to hit the shelves include 925 silver-plated 18k gold jewelry.
The China Han sterling silver earrings cost 6,750 credits, about the same as Xiaomi’s electric toothbrush. A jewelry set costs about 12,000 credits.
Some users said that the conditions for earning credits are too vague and the fastest way is to buy a car.
BYD’s official rules show that after a user refers a new user to buy a car, both parties can get bonus credits, so some owners are getting credits by selling their referral qualifications.
Nio was one of the first car companies to offer a shopping mall in the app, allowing users to buy goods through cash or credits. Version 1.0 of the Nio App was launched in November 2016, and the gift center feature was offered at that time.
Founded in 2018, Nio Life is an important means for Nio to build relationships with users outside of cars, and as of the end of April has sent out more than 3 million items in categories such as apparel and accessories, travel luggage, technology products, home products, car toys, hotel trials, and food.
Liu Jie, head and senior director of Nio Life, had said in October last year that Nio Life’s consumers are both car owners and non-car owners, with a ratio of 1:1. “Our core audience group is the new middle class in first and second-tier cities, mostly male car owners.”
