Nio to open first multi-brand store integrating its three brands Nio, Onvo and Firefly

On February 10, Nio Inc’s first “Nio–Onvo–Firefly” integrated store debuted in Jiangmen, Guangdong province, with the location named the Sky Store, becoming one of the first nationwide outlets to integrate pre-sales, after-sales and vehicle delivery functions into a single comprehensive store 

Nio's Sky Store

On February 10, Nio Inc’s first “Nio–Onvo–Firefly” integrated store debuted in Jiangmen, Guangdong province, with the location named the Sky Store. According to the company, the Nio Jiangmen Delivery and Service Center officially open for business today, becoming one of the first nationwide outlets to integrate pre-sales, after-sales and vehicle delivery functions into a single comprehensive store. 

The so-called integrated store refers to a unified channel model that brings together sub-brand Nio, Onvo, and Firefly under one operating system. This model is a key part of Nio’s channel strategy ahead of 2026. On one hand, it is intended to increase brand visibility for Onvo and Firefly in lower-tier markets. On the other hand, it aims to drive overall sales growth by accelerating channel development in these regions. 

Onvo L60 in Nio's Sky Store

Last month, upon celebrating the production of its one millionth vehicle, Nio said it planned to roll out the first batch of these stores across China ahead of the Spring Festival in February — also known as the Chinese New Year Holiday. By then, co-founder and president Qin Lihong stated that Nio‘s business plan for 2026 is to “sell cars well, provide good service, and build infrastructure well.” 

At the event Qin Lihong stated that the company plans to promote the integrated store model in lower-tier markets with proven sales potential, covering about 210 prefecture-level cities. Compared with operating standalone single-brand stores, this integrated approach helps consolidate manpower, site and service resources, improving overall channel efficiency. 

According to the plan, the first batch of such stores will be rolled out around the Lunar New Year period. From an operational perspective, the channel adjustment is supported by delivery performance. Official data show that Nio delivered 326,000 vehicles in 2025, up 46.9% year-on-year. Of that total, the Nio sub-brand accounted for 178,800 units, Onvo delivered 107,800 units, and Firefly delivered 39,400 units, with the main Nio brand remaining the backbone of overall sales. 

In an internal letter addressed to employees on Monday, founder, chairman, and CEO of Nio William Li wrote that “Firefly serves as our pioneering brand for global market entry.” “In China, our lineup is ‘Nio, Onvo, Firefly,’ while globally it is ‘Firefly, Onvo, Nio,'” he added. 

Firefly in Nio's Sky Store

“Firefly stands as one of the few models in recent years that has seen steadily increasing sales since its launch. There's a phenomenon called the "new car death valley effect" in today's market — sales peak immediately upon launch, and once the initial buzz fades, sustaining momentum becomes challenging. Even the hottest models face this hurdle, yet Firefly defied expectations by selling more as it entered its stable phase” William Li said. 

Entering early 2026, Nio’s delivery momentum has continued. In January, the company delivered 27,182 vehicles, representing a 96% year-on-year increase. The ES8 alone accounted for 17,646 units, or 65% of the total, underscoring the continued dominance of Nio’s premium models.