User Community Program
BYD Self-Governed Owners' Guild
Execution Plan
Connecting every owner with warmth, and defining the new-energy lifestyle through co-creation
Core Philosophy
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:After purchase, owners lack a sense of belonging and connections with one another.
- Ownership confusion:Owners lack efficient peer support for charging and maintenance.
- Thin experience:The car remains a means of transport, with little connection to owners’ wider lives.
Market Opportunity
- Community economy:Gen Z is willing to spend on communities built around shared interests.
- Word of mouth:Referral ROI is 3–5 times that of paid advertising.
- Ecosystem extension:Customization, travel and related services offer significant growth potential.
Vision
- Emotional resonance:Make driving a BYD an expression of how you live.
- User self-governance:Give owners an active role in building the community.
- Closed business loop:Create shared value for the brand and its owners through community engagement.
Core Structure
Guild Structure & Operating Model
Three-tier structure: HQ → Chapter Leads → Owners, with clear responsibilities and bottom-up momentum
Official Central Guild
- Responsibilities:Set rules, provide funding, technology and brand resources, and oversee performance.
- Resources:An in-car app module, a ¥5 million budget and a dedicated team of five.
City Chapters
- Selection Criteria:Experienced owners with strong social skills and extensive networks.
- Responsibilities:Organize monthly events, manage the community and gather feedback.
- Incentives:A ¥2,000 monthly stipend, an event budget and an NFT membership credential.
Owner Members
- Eligibility:Verified EV owners who agree to the guild charter.
- Benefits:Event access, points redemption, NFT badges and exclusive discounts.
90-day minimum viable model
90-day launch plan
Move fast, validate quickly, prove the model works in three months
Days 1–30: Foundation and launch
Objectives:Complete the technology platform, select the first chapter leaders and establish operating guidelines.
- Launch the Owner Guild module in the in-car app.
- Select 30 pilot cities and recruit 50 chapter leaders.
- Deliverables: App V1.0, chapter leader agreements and 30 city community groups.
Days 31–60: Activation and operational refinement
Objectives:Run at least 3 events per city and engage 5,000+ owners.
- Launch icebreaker events, the first road trips and community tree-planting activities.
- Launch the rewards store and the first NFT badges.
- Targets: At least 3,000 event participations and an NPS of at least 70.
Days 61–90: Impact validation and scaling preparation
Objectives:Validate ROI, document standard operating procedures and plan expansion.
- Analyze engagement and referral conversion rates.
- Film stories featuring outstanding chapter leaders and launch commercial group-buying offers.
- Success Criteria: 5,000 engaged owners, 50 vehicle sales through referrals and ROI of at least 2.
Activity types
Four core activity formats
From casual to curated, from social to charitable—meet owners' diverse interests
Road Trips (Core Recurring Activity)
Format:Weekend getaways, longer holiday trips and themed routes.
Value:Reduce range anxiety, connect experienced and new owners, and generate vlog content.
Support:Official route guides, group personal accident insurance, and travel and meal subsidies.
Technical Exchange (Skills Development)
Format:Customization workshops, engineer Q&A sessions and hands-on DIY experiences.
Value:Make ownership easier, develop owner expertise and gather feedback.
Environmental Volunteering (Social Impact)
Format:Tree planting, beach cleanups, educational support in rural communities and energy-saving challenges.
Value:Build a shared environmental identity, create stories of social impact and recognize contributions with achievement badges.
Social Events (Personal Connections)
Format:City meetups, family days and cross-brand collaborations.
Value:Help owners connect, strengthen engagement among families and generate revenue opportunities.
Rewards
Points & NFT Rewards
Make every contribution count, with digital identities that build a sense of belonging.
Earn Points
- Daily Engagement:Check in (+10), post (+50) and invite a new owner (+200).
- Events:Attend events (+100–300), volunteer (+200) and join social impact initiatives (+500).
- Purchases:Refer a buyer (+2,000) and purchase customization parts through group buys (+50–500).
Redeem Points
- Products:Branded merchandize, customization parts and high-value products such as dashcams.
- Services:Maintenance vouchers, charging vouchers and priority access to new vehicle test drives.
- Privileges:Access to limited editions, factory tours and VIP seating at the annual gathering.
NFT Digital Badge System
Founding Member
First 1,000 Owners
Lifetime Priority Access
Mileage Pioneer
30,000+ km driven annually
Complimentary service voucher
Community Champion
Join 3+ community initiatives
Priority access to brand-led initiatives
Customization Expert
Share an in-depth customization project
Extra 10% off in the store
Business Model & Budget
Business model and budget allocation
Business Model
- Referral sales:Customer acquisition costs just one-fifth of advertising; activating 5,000 owners could generate 100 vehicle sales.
- Customization parts group buys:Group purchasing reduces costs, with a 10–15% platform commission.
- Insurance partnerships:Earn a ¥200–500 commission on each dedicated insurance policy.
- Brand collaborations:Sponsorship fees or revenue sharing with outdoor and coffee brands.
- Membership subscriptions:Introduce a ¥365/year paid membership with double points.
Core principle:In the short term, word of mouth lowers acquisition costs; over time, ancillary services generate revenue. Year 1 target: ROI ≥ 3.
90-Day Budget (¥5 million)
| Item | Amount (CNY 10K) | Share |
|---|---|---|
| Platform / NFT development | 180 | 36% |
| Event Subsidies | 90 | 18% |
| User incentives | 100 | 20% |
| Marketing & communications | 100 | 20% |
| Operations staffing | 30 | 6% |
| Total | 500 | 100% |
Risk Management
Risks & Mitigation
Comprehensive management of safety, reputational and compliance risks
| Risk Category | Specific Risk | Mitigation Strategy |
|---|---|---|
| Safety Risks | Accidents / personal injury | Mandatory insurance, professional ride leaders, signed liability waivers and first-aid supplies. |
| Reputation risk | Negative amplification / inappropriate remarks | 24/7 monitoring, a 4-hour response protocol and community red-line management. |
| Compliance risk | Regulatory / environmental / privacy | Event filings, public environmental disclosures and encrypted data storage. |
Emergency Response SOP
- In the event of an accident:Stop the activity immediately → call 120/110 → notify the authorities → initiate the insurance claim → document the scene.
- Reputation crisis:Report within 1 hour → develop a response within 4 hours → issue an official statement within 24 hours → monitor developments.
Our Vision for the Future
Long-Term Vision & Strategic Expansion
A strategic roadmap from a 90-day MVP to a thriving ecosystem in three years
Years 2–3: Strategic Expansion
- International expansion:Expand into Southeast Asia, Europe, and Latin America, recruiting local chapter leaders.
- Deeper monetization:Launch paid membership and build an in-house customization supply chain.
- Open ecosystem:Open the API to third parties and invite other brands into the community impact alliance.
- IP development:Create the EV Lifestyle entertainment series and nurture owner KOLs.
Our Ultimate Vision
Become the world’s most welcoming lifestyle community for electric vehicle owners.
Make “EV Owner Guild” a badge of pride for every owner.
Redefine the owner relationship: from transaction to co-creation, from individuals to community.
