BYD Self-Governed Owners' Guild
Execution Plan
Connecting every owner with warmth, and defining the new-energy lifestyle through co-creation
Why an Owners' Guild?
For a traditional dealership, service ends at vehicle delivery. For an owner community, that is where it begins.
Pain Points
Owner isolation:No sense of belonging after purchase; owners don't know one another
Ownership confusion:Questions about charging, maintenance and modifications go unanswered, leaving owners to figure things out alone
Thin experience:The car is merely transport, not part of a lifestyle
Market Opportunity
Community economy:Gen Z embraces tribe culture and is willing to pay to belong to interest-based communities
Word of mouth:Owner referrals deliver 3–5x the ROI of paid advertising
Ecosystem extension:Significant headroom for adjacent services such as modifications, insurance and travel
Vision
Emotional resonance:Make "driving a BYD" a lifestyle statement
User self-governance:Owners are not recipients of service but co-builders
Closed business loop:Community operations that deliver both brand growth and user value
Guild Structure & Operating Model
Three-tier structure: HQ → Chapter Leads → Owners, with clear responsibilities and bottom-up momentum
Official Headquarters (BYD Brand)
Responsibilities:
- Set guild rules, the benefits system and event guidelines
- Provide funding, the technology platform and brand resources
- Oversee chapter lead performance and handle complaints and disputes
- Organize major national events (e.g., the annual Owners' Carnival)
Resources:
- Guild module embedded in the in-car app (event sign-up, points redemption, NFT badge display)
- Annual budget of ¥5M (¥2M in the first 90 days)
- Dedicated team of 5 (2 operations, 2 technical, 1 content)
City Chapters (Led by Chapter Leads)
Selection criteria:
- BYD ownership of ≥1 year and ≥15,000 km driven annually
- Strong social skills and experience organizing offline events (e.g., corporate HR, club leaders)
- Well-connected locally (e.g., restaurants, campsites, modification shops)
- Pass a two-step review: official interview plus owner vote
Rights & obligations:
- Host ≥2 offline events per month (road trips, dinners, charity events, etc.)
- Manage local owner groups (WeChat/QQ) and respond to questions promptly
- Gather owner feedback and propose improvements to HQ
- Official incentives: ¥2,000 monthly stipend + event budget + exclusive NFT identity
Owner Members (Participants)
Membership requirements:
- Own a BYD EV model (including pure electric or plug-in hybrid)
- Complete identity verification (upload driver's license and ID)
- Sign the Owner's Club Charter (agree to community standards and activity liability waiver)
Core benefits:
- Participate in city chapter activities (road trips, camping, dining experiences)
- Points system: earn points through check-ins, activities, and sharing → redeem for parts, service vouchers, branded merchandize
- NFT badge system: earn digital collectibles like 'Mileage Badges' and 'Charity Badges' through activities
- Priority access: test drives of new models, limited-edition vehicles, brand collaborations
- Exclusive discounts: insurance, charging station installation, group pricing on parts
90-day launch plan
Move fast, validate quickly, prove the model works in three months
Days 1–30: Foundation and launch
Objectives:Complete tech platform, select inaugural chapter leaders, establish operational guidelines
Key actions:
- Launch Owner's Club module in the in-vehicle app (activity registration, points system, badge showcase)
- Publish chapter leader recruitment announcement across all channels (website, app, owner groups, social media)
- Select 30 pilot cities (prioritize cities with 5,000+ BYD vehicles in use)
- Recruit 50 chapter leaders (1–2 per city), complete online training
- Finalize Owner's Club Charter, Activity Safety Guidelines, and Points Rules
Deliverables:
- Owner's Club app module v1.0 live
- 50 chapter leaders in place, agreements signed
- 30 city owner groups established (≥100 members each)
Days 31–60: Activation and operational refinement
Objectives:Complete ≥3 activities per city, activate 5,000+ owners, gather feedback for improvements
Key actions:
- Launch 'icebreaker activities': city owner meetups (official subsidy covers 50% of meal costs)
- Organize first road trips (weekend getaways, e.g., Beijing → Chicheng, Shanghai → Qiandao Lake)
- Pilot charity initiatives: tree-planting on Arbor Day, beach cleanups
- Launch points redemption marketplace (initial inventory: parts, service vouchers, branded goods)
- Issue first NFT badges (e.g., 'Founding Member,' 'First Road Trip,' 'Charity Champion')
Success metrics:
- Activity participation ≥3,000 instances (average 1.5 per owner)
- Points redemption rate ≥30% (at least 30% of owners redeem points)
- NPS ≥70
Days 61–90: Impact validation and scaling preparation
Objectives:Verify ROI, document best practices, plan next-phase expansion
Key actions:
- Data analysis: owner activity, referral-driven sales, chapter leader performance
- Case studies: produce 3 videos featuring outstanding chapter leaders (for promotion and training)
- Commercial exploration: pilot group purchasing of parts (launch partnerships with 3 aftermarket brands)
- Host online '90-day retrospective summit': recognize outstanding chapter leaders, showcase activity results
- Plan Year 1 strategy: expand to 100 cities, recruit 200 chapter leaders, reach 100,000 owners
Success criteria:
- Activate ≥5,000 owners, with ≥2,000 active participants (attended at least one activity)
- Referral-driven sales ≥50 vehicles
- ROI ≥2 (every 1 yuan invested generates 2 yuan in brand value or sales growth)
- Chapter leader retention ≥80%
Four core activity formats
From casual to curated, from social to charitable—meet owners' diverse interests
Road trips (high-frequency core)
Activity formats:
- Weekend getaways (150–300 km): local attractions, Instagram-worthy destinations
- Holiday road trips (500–1,000 km): multi-province journeys, camping experiences
- Themed routes: culinary tours, heritage villages, coastal drives
Value:
- Ease 'range anxiety' among EV owners (group travel builds confidence)
- Share charging station recommendations and road updates (experienced drivers mentor newcomers)
- Capture vlog content, edited into owner stories post-event
Official support:
- Provide 'official route library' (pre-mapped charging stations, attractions, restaurants)
- Purchase group travel insurance
- Subsidize tolls and meals (50–100 RMB per person)
Technical workshops (skill development)
Activity formats:
- In-person seminars: modification best practices, driving techniques, battery maintenance
- Owner Q&A sessions: engineers on-site (topics like 'winter range optimization' or 'fast charging vs. slow charging')
- DIY activities: interior ambient lighting mods, exterior vinyl wraps
Value:
- Lower the barrier to entry for EV ownership and address 'how do I use this' pain points
- Develop 'expert owners' (future chapter leader candidates)
- Gather product improvement suggestions for the R&D team
Green impact (social value)
Activity formats:
- Tree-planting initiatives: organize owners to plant trees in arid regions
- Beach cleanups: coastal cities rally owners to remove ocean waste
- Rural education support: donate supplies and teach in underserved communities
- Range challenges: compete for 'longest distance on single charge' (promote eco-driving)
Value:
- Reinforce the identity 'I drive an EV and champion sustainability'
- Generate shareable impact stories (media coverage, social amplification)
- Earn 'Charity Badge' NFTs, boosting owner pride
Social events (emotional connection)
Activity formats:
- City meetups: coffee shops, restaurant gatherings (official subsidy covers 50% of costs)
- Family outings: family camping, kids' tech workshops
- Brand crossovers: collaborate with outdoor brands (e.g., The North Face) or coffee brands
Value:
- Break down 'stranger socialization' barriers, transforming 'fellow travelers' into close friends
- Stronger family unit loyalty, lower churn
- Cross-brand partnerships create monetization opportunities (sponsorships, co-branded products)
90-day budget allocation (5 million RMB)
Spend every yuan wisely
| Category | Item | Amount (10K RMB) | Share |
|---|---|---|---|
| Platform & Technology | In-vehicle app community module development | 80 | 16% |
| NFT system development (blockchain, minting, display) | 50 | 10% | |
| Points mall development | 30 | 6% | |
| Server & operations | 20 | 4% | |
| Subtotal | 180 | 36% | |
| Event Subsidies | Road trip subsidies (60 events × 8K) | 48 | 9.6% |
| Meetup catering subsidies (30 events × 5K) | 15 | 3% | |
| Public welfare event costs (10 events × 15K) | 15 | 3% | |
| Insurance costs (group accident coverage) | 12 | 2.4% | |
| Subtotal | 90 | 18% | |
| Incentives & Rewards | Chapter president monthly stipend (50 people × 3 months × 2K) | 30 | 6% |
| Points mall inventory (merchandize, modification parts) | 40 | 8% | |
| NFT design & minting costs | 30 | 6% | |
| Subtotal | 100 | 20% | |
| Marketing & Communications | Brand marketing materials (posters, videos, H5) | 40 | 8% |
| KOL partnerships & content production | 30 | 6% | |
| Subtotal | 100 | 20% | |
| Operating Costs | Technical development (in-vehicle app/NFT system) | 50 | 10% |
| Team personnel (operations/content/technical) | 30 | 6% | |
| Subtotal | 100 | 20% | |
| Total (90-Day Initial Phase) | 500 | 100% | |
Budget Management Strategy
Event Subsidy Model: The brand covers 50–70% of each event’s costs; the remainder is shared by owners or funded through sponsorships secured by chapter leads.
Economies of Scale: As the owner community grows, operating costs per owner gradually decrease.
Closed business loop: Offset costs through group purchases of vehicle accessories, insurance partnerships and referral commissions on camping gear.
ROI Tracking: Track monthly sales revenue generated by referrals to maintain an ROI of at least 3.
Risks & Mitigation
Comprehensive management of safety, reputational and compliance risks
| Risk Category | Specific Risk | Likelihood | Impact | Mitigation Strategy |
|---|---|---|---|---|
| Safety Risks | Traffic accidents | Medium | Critical | • Mandatory insurance coverage • Professional lead and sweep vehicles • Cancel activities in severe weather • Emergency rescue protocol |
| Personal injury (camping/outdoor) | Low | High | • Pre-event safety training • First-aid kits and emergency supplies • Signed liability waivers • Emergency contact protocol in place |
|
| Vehicle damage | Medium | Medium | • Pre-event vehicle inspections • Recommended routes that avoid extreme road conditions • Insurance coverage for vehicle damage • Official roadside assistance channel |
|
| Reputation risk | Amplification of negative incidents | Medium | High | • 24/7 social listening • Rapid response protocol (within 4 hours) • Official statement templates and messaging guidelines • Ongoing KOL and media relations |
| Inappropriate remarks by owners | Medium | Medium | • Community management guidelines • Clear red lines on sensitive topics • Oversight and guidance from chapter leads • Removal of serious violators from the community |
|
| Compliance risk | Road safety regulations | Low | High | • All activities comply with traffic laws • Closed-road events filed with authorities in advance • All necessary permits obtained • Event plans reviewed by legal counsel |
| Environmental approvals | Low | Medium | • Forestry authority permits for charity tree-planting • Camping only at licensed campsites • Transparent public disclosure for environmental initiatives |
|
| Personal data protection | Low | High | • Compliant with China's Personal Information Protection Law (PIPL) • Encrypted storage of user data • Clear, upfront privacy policy • User data can be deleted or exported on request |
Emergency Response SOP
In the Event of an Accident:
- Stop the activity immediately and secure the scene
- Call 120 for medical assistance, 110 for police or 122 for traffic police
- Have the chapter lead notify the brand team immediately
- Initiate the insurance claims process
- Document the scene with photos and videos
In a Reputational Crisis:
- Within 1 hour: The monitoring team identifies and reports the issue
- Within 4 hours: The PR team assesses the situation and develops a response strategy
- Within 24 hours: Publish an official statement if needed
- Ongoing: Monitor public sentiment and issue follow-up responses
Long-Term Vision
A strategic roadmap from a 90-day MVP to a thriving ecosystem in three years
Our Ultimate Vision
Make “EV Owner Guild” a badge of pride for every owner
Create shared social and business value through owner-led governance and environmental initiatives
Redefining the Owner Relationship—from Transactions to Co-creation, from Individuals to Communities
