William Li, the founder, chairman, and CEO of Nio (NYSE: NIO), recently extended a warm welcome to “TikTok refugees” on RedNote, a popular Chinese social media platform also known as Xiaohongshu. This gesture comes amidst a surge of foreign users flocking to the app in light of the impending US ban on TikTok, which has led to approximately 1 million new users joining RedNote in just a few days.
In a post shared on RedNote, William Li greeted the overseas users in English, introducing them to a new term that has gained popularity in China in recent years – “Jiadian.” He explained the meaning of Jiadian, stating that while in the past, the Chinese would use the term Jiayou (meaning “add oil”) to express encouragement and support, the rise of smart electric vehicles has led to the emergence of Jiadian (meaning “add electricity”) as a new term.
Li elaborated on Nio’s innovative “Chargeable, Swappable, Upgradable” power solution for smart EVs, highlighting the unique battery swap technology offered by the company. With Nio’s Power Swap Stations, users can quickly charge their vehicles in just 3 minutes, emphasizing the convenience and efficiency of this approach.
The influx of foreign users to RedNote has provided a unique opportunity for Chinese and foreigners to interact directly on various topics, ranging from healthcare and education to lifestyle, especially at a time when mainstream overseas social media platforms are inaccessible in China. This cross-cultural exchange has been well-received, with users from different countries engaging in discussions and sharing insights on a wide range of subjects.
Prior to William Li, Nio’s vice president of power business, Shen Fei, had also extended a warm welcome to the new overseas users joining RedNote. The platform, which focuses on lifestyle advice covering beauty, food, travel, and more, has seen a significant increase in its user base, showcasing the growing interest in Chinese social media platforms among international users.
Overall, the welcoming atmosphere on RedNote, coupled with the opportunity for cultural exchange and dialogue between Chinese and foreign users, highlights the platform’s growing appeal and the potential for meaningful interactions in the digital space. As more users from around the world join RedNote, the platform continues to evolve as a vibrant hub for global engagement and sharing of diverse perspectives.
