Peers are like opponents, and friends are like enemies.
Recently, Lei Jun's friend Yu Chengdong used a non-named way to yin and yang Xiaomi SU7 in a speech, saying that he didn't understand why some manufacturers would set up a mobile phone holder in the car, and later figured it out, because their navigation was not good.
The hatefulness of "friendly businessmen" lies not in the fact that Sang scolds you from time to time, but that his words to you are often to the point.
Now, Lei Jun, the "pig on the tuyere", has flown to the height of a two-story building, to the height of writing books and speaking, and purifying all sentient beings, in the book "Xiaomi Entrepreneurial Thinking", which is known as Lei Jun's first work, there are many interesting contents.
Lei Jun divides the development process of Xiaomi into two peaks before and after (2010-2014; 2017-2021), plus a small trough in the middle (2015-2016), for the two peaks before and after, Lei Jun is very booked in the book, wonderful pen and flowers, there is a tendency of twin peaks to insert clouds, read it with admiration, but for the trough of 2015-2016, Lei Jun is a little vague, just vaguely attributed to the mobile phone market at that time was too "volume", which made people foggy.
Although the Sprinkle family admires Mr. Lei Jun's proud "twin peaks", he is more interested in the "unspeakable" trough, after all, with history as a mirror, we can know the rise and fall, and the "history of difficulties" of the enterprise is more valuable than the scenery of success.
To this end, I flipped through seven or eight books, including "Chip Wars", and finally figured out why Xiaomi entered a trough around 2015.
At that time, Apple's A7 processor won the world, known as the world's first 64-bit dual-core processor, and its chip performance was twice that of the previous generation A6 processor, thus opening a new era of smartphone CPU.
Then there is an American version of the story of "friends are like enemies".
Qualcomm looked at Apple's eyes and roared to launch the Snapdragon 810 chip, which is also aimed at 64-bit processors, with extremely powerful performance, and many brands in the Android camp are vying to apply Qualcomm's chip on their most high-end flagship mobile phones, including Xiaomi.
Unexpectedly, the Snapdragon 810 chip soon had the hot problem of excessive heating, which was ridiculed by consumers as a "fire dragon", and those Android mobile phone brands that relied on Qualcomm chips were dragged down, Sony, LG, and Motorola have been slumped since then, and OPPO and vivo have completely embarked on the "low configuration and high application" route. Xiaomi Mi 5 was forced to postpone its release for nearly a year, and its sales were surpassed by "friend" Huawei and entered the "trough" that Lei Jun said in the book.
That year, the only survivor in the Android camp was Samsung, because Samsung mobile phones had self-developed chips.
That year, Huawei Mate7 shined, also because of its self-developed chips, Huawei mobile phones that insisted on taking the route of independent research and development began to rise.
Lei Jun did not mention anything about this heart-piercing history in the book, and lightly brought it over, but it was a move to promote strengths and avoid weaknesses, and instead talked about feelings and marketing.
One of the 100 dream sponsors of the first version of Xiaomi MIUI boot screen, one of Lei Jun's marketing masterpieces
"Pig on the tuyere" is, of course, a self-humble statement, Lei Jun is not a pig, Lei Jun is better than a monkey, but he is not a creative genius like Jobs, he is a genius in some kind of business model and marketing.
As for this "certain business model", it is to keep up with the world trend, aim at the boss or upstart in the industry, and make the product to the extreme.
We don't need to be presumptuous, underestimate the power of this "cottage", Ma Huateng is a cottage starter, and he is still happy to do it, life is endless, the cottage is not stopped, and even the top ten in the global market capitalization, for this reason, Xiao Ma's English name Pony should be changed to "copy".
Lei Jun is the same as Ma Huateng, he is also good at this, known as Rebus, before making mobile phones, he selected the "copy" object - Apple, Lei Jun makes mobile phones, and even the screws are used by Apple suppliers, Lei Jun has formulated a "golden line" - non-Apple supply chain is not used, even if it is a partner of Samsung, it is not considered.
The quality of the fruit chain, coupled with emotional marketing and high cost performance, how can pigs not fly?
Xiaomi SU7 has become a hit, still thanks to the cottage gameplay, and further, it is a double copycat, Xiaomi car shape copycat Porsche, but at the press conference, Lei Jun said that he must be called Tesla, which made Musk sneeze on the other side of the ocean, and had to tweet in response, to the effect that it is a fart compared with peers, and Lao Tzu is compared with physical limits.
Musk's words can be seen that there is still a huge gap between Lei Jun's realm and the "world's first-rate".
But Musk ignored a problem, touching porcelain "the world's first-rate", is Lei Jun's "world's first-rate marketing" where the mystery lies, although in the Sprinkle family's view, the ingenuity is not working, the sword is not sharp, Musk's "non-marketing" is the "world's first-rate marketing".
Other Internet cars in China who have learned Lei Jun's marketing fur are vying to find Musk to touch porcelain, such as Comrade Li Bin, who owes more than 100 billion yuan, once said loudly that I have Tesla, I will have it, and I will not have Tesla.
In the distant past, there was one thing that was more of warning value to Lei Jun.
That year, Lenovo's arrogant soldier Yang Yuanqing was lying on the sofa in a show and talking to Musk, only to see Yang Yuanqing pouting at the host, you ask him, how many customers does he have, how many customers do I have?
Musk honestly said that Tesla has built 20,000 or 30,000 vehicles at present.
Yang Yuanqing snorted lightly, with disdain on his face, saying that Lenovo sold 115 million units in this fiscal year, 5 devices per second.
Musk replied, I really don't like the concept of marketing, sometimes marketing is to trick people into buying bad products.
Ten years later, Lenovo doesn't know where to go, and the old horse is still smiling.
Lei Jun's biggest weakness is his biggest advantage - he is good at marketing.
Without strong technology, the good life of marketing gurus will not last long.