Wen | Zhang Shule (Columnist of People's Daily And People's Post and Telegraph, Observer of Internet and Game Industry)
"Thanks to my rice, I have personally experienced the power of the millet model in two years, and I have also met a group of young friends who like products and love products. Sincerely wish me a boundless rice, the sea of stars. This is a testimonial left on Weibo after Chang Cheng, former vice president of Xiaomi Group and general manager of the mobile phone product department, left on Weibo.
On the day he joined Xiaomi on January 2, 2020, Chang Cheng was full of excitement and confidence and wanted to make a new achievement in Xiaomi.
However, at the moment when he announced his departure on January 28, 2022, Changcheng could only leave the outside world with a regretful back, after all, he did not make the expected results in Xiaomi.
It is worth noting that Xiaomi has also been "crazy" in the past year, as many as 35 organizational structure or personnel adjustments, making people feel dizzy, why?
In this regard, Shen Sihan, a reporter from the "Business School", and Shule had an exchange with Him, and poor Dao thought:
Although Changcheng is quite controversial in public opinion, during Xiaomi's tenure, it is indeed in the product line such as youth version, which brings a new attack possibility to Xiaomi.
However, this attack itself has the meaning of strong trial and error, as a trial and error person, it is likely to bear the fate of failure, and Chang Cheng has become the role of horse racing failure in this wave of external executive trial and error group that has been introduced.
Obviously, Changcheng, as a trial-and-error person, is incompatible with Xiaomi.
In April 2020, Changcheng also rolled over because of the Xiaomi 10 Youth Edition marketing, which wrote on Weibo "I saw your crotch cracked" and "opposite the girls' dormitory" and other bad taste marketing, causing public disgust and criticism, and finally Changcheng himself and Xiaomi Company had to apologize and respond.
The marketing mistake is just a small episode, but the vertical segment that Xiaomi wants to obtain is difficult to be opened by Changcheng.
Foreign monks good at chanting? It seems to have become an obsession and defeat of Xiaomi.
But in fact, xiaomi has found some possibilities to unlock its own ceiling in the drastic structural and personnel adjustments.
Xiaomi is essentially through the wide introduction of various types of relevant manufacturers have considerable experience of executives, to open up its own low-end touch the ceiling after the high-end, vertical field and other new battlefields.
Therefore, it is enough for three or five "constants" to fail and one "constant" to succeed.
And Chang Cheng on the other side of the mirror is Lu Weibing.
Since its listing in 2018, Xiaomi has been on the road to recruiting executives, first recruiting Lu Weibing, former president of Gionee Group, followed by former Nubian executive Miao Lei, former Meizu executive Yang Zhao, former Xiaoli Mobile co-founder Wang Xiaoyan, former Tianyu mobile phone executive Wang Lingming and former ZTE mobile phone CEO Zeng Xuezhong.
In particular, Lu Weibing, who joined Xiaomi in early 2019, took on the responsibilities of President of Xiaomi China and General Manager of Redmi Redmi Brand after joining the company, led Redmi mobile phone to attack the city strategically, and brilliantly completed the two core goals of "implementing cost performance" and "benchmarking glory".
In addition, there is Zeng Xuezhong: after only eight months of assuming his duties, he was promoted from vice president of Xiaomi Group to senior vice president.
Of course, there are many people who hang up the seal like the usual course.
In June 2020, Yang Zhe joined Xiaomi with a high profile as vice president of the group and chief marketing officer (CMO) in China, but only in the past five months, Yang Zhe quietly chose to leave.
In September of the same year, Peng Zhibin, former vice president of Country Garden, joined Xiaomi as vice president and chief talent officer (CHO) of Xiaomi Group, but also left after five months.
Frequent personnel changes are not a good thing for a company, but they are not necessarily a bad thing for Internet companies.
What Xiaomi wants to achieve is executive trial and error, through rapid iteration, let executives use their past success or failure experience to try and mistake their own development possibilities, the winner is compatible, the loser retreats quickly, and so on.
Xiaomi's use of Internet thinking to play, from the product line to the executive field, is also a methodology for introducing the external brain to stimulate its own explosive power.
According to data from canalys, in the fourth quarter of 2021, Xiaomi mobile phones shipped 13.5 million units in the Chinese market, an increase of 10% year-on-year and a market share of 16%. At the same time, in the fourth quarter of 2021, Xiaomi is also the only mobile phone manufacturer other than Apple to increase shipments month-on-month.
A constant course left, Xiaomi may be more prosperous, this is Lei Jun's own methodology to verify the effective bureau.