CATL Accelerates Consumer Market Strategy with the Launch of its First Global Offline Showroom

On August 10, the New Energy Living Plaza, operated by CATL, opened its doors in Chengdu, Sichuan. Li Ping, the vice chairman of CATL, clarified that while CATL does not manufacture or sell cars, their new plaza aims to connect various parties in the new energy vehicle sector.

The plaza, situated in the IMC International Plaza in the Chinese city of Chengdu, spans 13,800 square meters and serves as CATL’s inaugural offline brand exhibition store. It currently hosts over 70 new energy vehicle models from 41 brands, including Li Auto, Avita, and NIO. By the end of 2024, the plaza is expected to house over 100 models.

The New Energy Living Plaza not only showcases vehicles equipped with CATL batteries, but also provides consultation services for car selection and maintenance. In addition, it plans to conduct regular classes to educate the public about new energy technologies.

Staff at the plaza will offer detailed explanations about cars and batteries to visitors, and test drive services are also available. Once customers decide on their preferred model, their details will be forwarded to the relevant car company’s 4S shop for direct follow-up.

The plaza also features an in-house live broadcast area, which will host daily live streams on Douyin. The broadcasts will primarily focus on educating viewers about battery technology and resolving common issues related to car selection and usage.

According to Chinese Passenger Car Association, the domestic new energy vehicle market saw a 36.9% year-on-year increase in July, with a retail penetration rate of 51.1%. A representative from CATL expressed their hope that the New Energy Living Plaza would help accelerate the adoption of new energy vehicles.

CATL, a global leader in the power battery field for seven consecutive years, reported a revenue of 166.7 billion yuan and a net profit of 22.8 billion yuan in the first half of this year. Despite the increasing competition in the battery market, CATL plans to enhance its brand recognition and product competitiveness through promotional activities and leveraging both online and offline communication channels.

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