JB and ZJMY Holding Co (JBZY)

[Tengri]

Marketing Strategy of JBZY vs NIO?

A few potential reasons why NIO has a far better website than JBZY…

1. BUSINESS MODEL

NIO is a pure-play provider of EVs. It has partnered up with state-owed JAC Motors to manufacture EV products. JAC provides its OEM capabilities to manufacture high-end EV products that are branded and marketed by NIO (Source)

JBZY is more of a multi-play provider of batteries and EVs. As a provider of batteries, it has partnered up with state-owed Chery to manufacture SUV products. JBZY supplies batteries for EV products that are manufactured, branded and marketed by Chery (Source).

2. TARGET MARKET

NIO targets fast-speed SUV product to high-end markets. It is penetrating the market from the top, and thus considered more of a competitor to TSLA (News)

As a provider of ZJMY-branded EVs (through its partnership with Long Star), JBZY targets its low-speed EV products to low-end markets. It is penetrating the market from the bottom, thereby reaching out to a different audience


3. MARKET AUDIENCE

NIO has mid to high income customers who are less price sensitive and put more value on branding. Generally speaking, they have to better access to internet and tend to spend more time online.

As a provider of EVs, JBZY has mid to low income customers who are more price sensitive and put less value on branding. Hence it might make more strategic sense to prioritize alternative marketing strategies, such as rebranding a train that carries commuters up and down China (Source)


4. R&D CULTURE

NIO had a more market-based R&D evolution, founded by internet entrepreneurs with online businesses focused on the automotive markets. It’s core DNA is Internet technology. (Source)

JBZY had a more government-based R&D evolution, founded by academics and researchers of state-owned universities and local governments. It’s core DNA is EV battery technology. (Source)


5. INVESTOR RELATIONS

NIO is backed by established brands (such as Tencent, Temasek, Baidu) which have strong market relationships that provide for more “front-door” access to customers

JBZY is backed by discrete brands (such as Jinbo Group, Long Star) which have strong government relationships that provide for more of a “back-door” access to customers