案例库 · 市场与品牌 · 市场决策 · 2024–2025
这条还没译成中文，下面是英文原文。
VinFast sold a car like a phone - e-commerce and livestreams - and took 27,649 pre-orders.
Vietnam's VinFast launched the tiny VF3 EV on Shopee and influencer livestreams at a price anyone could finance, notching 27,649 pre-orders in 66 hours.
VinFast
那一手
VinFast, a young Vietnamese EV maker, had to prove it could move cars in a market where EV adoption and showroom trust were both low.
The VF3 was a tiny, boxy, affordable SUV, and VinFast priced it like a consumer product - a small deposit, about $9,248 with a battery subscription, and monthly payments from roughly 2 million VND (about $78) over eight years.
For the first time it treated the car as an e-commerce item: listed on Shopee and VinID, with orders taken during livestreams run by fifteen influencers, so buying felt like ordering a gadget rather than completing a car purchase.
Within 66 hours it took 27,649 pre-orders, an industry record, with over half of all orders placed online.
为什么管用
- Pricing it as an impulse purchase removed the big-ticket friction of a car purchase.
- E-commerce and livestreams put it where a young, mobile-first buyer already shops.
- The tiny, distinctive design was instantly recognisable, so it needed no showroom explanation.
可以搬走什么
Match the distribution to the price point: if the product is cheap and instantly understandable, sell it where people already click instead of where they reluctantly walk into a showroom.
后来呢
The VF3 launch became the case behind VinFast's record six wins - including Vietnam's first Effie gold and the Marketing Disruptor award - at the 2025 APAC Effie Awards, and a template for selling EVs through retail-style channels rather than showrooms only.
资料来源
- VinFast breaks records with 27,649 pre-orders for VF3 electric SUV in Vietnam
- VinFast receives 27,649 pre-orders for mini-SUV VF3 in Vietnam after 66 hours of accepting deposits
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