NIO House Shenzhen at the Pingan Finance Centre (PAFC) Mall; VIP lounge clubhouse for NIO car owners

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Imagine an Apple Store with a coffee shop open only for people who own an iPhone. Behind that, there's a day care center you can rent for children's birthday parties and a small stage for performances. And, of course, there are the company's products on display.

This is how Chinese electric vehicle startup Nio hopes to engage with its customers, through carefully designed areas in branded stores. It's all part of an ambitious plan by founder William Li to reshape what it means to be a lifestyle brand.

The company's app lets fans collect virtual currency that can be spent in Nio Houses on drinks or Nio-branded clothing.

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