Welcome to the 23rd issue of Daily News, today, we want to introduce - Lei Xue.
In the past period, Lei Jun has become a newly created "god" of the Internet. "Lei Xue", which takes him as the object of creation, has also quickly become a must-read textbook for successful people - including but not limited to practitioners in the automotive circle, marketing circle, parenting track and hegemony literature, have taken a magnifying glass to interpret Lei Jun's live video and past materials frame by frame, and become a "thunder scientist" - all in order to share a scoop of "sky-pouring traffic".
On April 18th, Lei Jun, who was "so hot" that he was scared, specially walked into the live broadcast room and spent two hours responding to almost all popular Internet memes: not the top student in the college entrance examination, he didn't score 700 points, and there was no cold 4 billion in the card during the trough of his life, "Please help me refute the rumors." Near the end of the live broadcast, Lei Jun also said: "I'm actually a social phobia, some people on the Internet say that I really know how to market, and I have nothing to say." ”
But his statement obviously couldn't suppress the enthusiasm of the crowd, and the cumulative 190 million likes and nearly one million fans have become new evidence for everyone to confirm Lei Jun's popularity.
Text | Rao Tong language
Edit | Shinno
Operations | orange
Lesson 1
What do writers learn?
The craze for the study of "thunderology" can be traced back to a photograph.
It was in November last year, at the scene of the 130th anniversary celebration of Wuhan University, Lei Jun was stilted on Erlang's legs, his hands were on his cheeks, and his figure was slender. At that time, the focus of most news fell on the well-known Wuhan University alumnus who donated 1.3 billion to his alma mater, but sporadically some netizens suddenly found that Lei Jun's figure seemed to be good, "the side face line is superb" and "the boss has a picture".
▲ Picture / Xiaohongshu user @ Dabu Slip Lovers
After that, the trend of sneering Lei Jun's appearance was out of control, and the most out-of-the-circle statement was to call him "Walking Xiao Nai".
As the protagonist of "A Smile is Alluring", Xiao Nai is the No. 1 "White Moonlight" in the minds of many readers. He is tall and handsome, and he is also the first generation of self-made computer gods, relying on his own intelligence and diligence, from a poor student who is not favored to a real president.
The novel shines into reality, and the lovers of the boss suddenly discovered that Lei Jun's life trajectory and Xiao Nai's setting overlap very much, "a proper cool literary hero"-
Chapter 1: 700 points in the college entrance examination, not going to Tsinghua University and Wuhan University;
Chapter 2: Complete all credits in two years and graduate early;
Chapter 3: Joined Kingsoft at the age of 22 and served as general manager at the age of 28;
Chapter 4: Wealth is free but his heart is confused, and he runs away from Jinshan to found Xiaomi
……
The latest chapter, which was written more than half a month ago, "Xiaomi SU7 once came out, and the dream of building a car is about to succeed".
accepted this setting, more and more netizens participated in the co-creation of Mr. Bawen, and all the skill points on Lei Jun were clearly revealed: science and engineering man, self-made, eight-pack abs, can write code, can sing (masterpiece "Areyou OK?"), and has a humorous personality...... The most important thing is that the height is a real 1.81 meters - data from Lei Jun himself stamped and certified at the press conference.
Some people couldn't help but ask: Can you still find Lei Jun's shortcomings? The reply with the first hot comment revealed flattery in seriousness: "There are dimples, which is not majestic enough." ”
This wave of fancy touting made the main owners dizzy. In the live broadcast on April 18, Lei Jun said that when he learned that he had become the male protagonist of Shuangwen, "his whole body was uncomfortable". He called on everyone to refute the rumors for him, and when necessary, the Xiaomi public relations department will also be dispatched, "I am not the top student in the college entrance examination, I have not scored 700 points, and when my life is at a low point, I don't have a cold 4 billion in my card."
▲Lei Jun's Weibo refutes rumors. Picture/Screenshot
Lesson 2
What do middle-aged men learn? Learn to dress
Although Lei Jun himself personally drew a line with the male protagonist of Shuangwen, it did not prevent him from impressing a group of middle-aged men.
Compared with the arrogant Musk and the paranoid Jobs, Lei Jun, who looks low-key, steady, and "bureaucratic", seems to be a spiritual idol more suitable for Chinese men to study hard, fashionable and practical.
Junior "thunder scientists" learn to dress. A while ago, they were imitating Huang Jenxun, the head of Nvidia, wearing a shiny black leather jacket; now, Lei Jun's same Xiaomi factory jacket priced at 299 yuan and limited to 800 pieces has become a top-notch item that cannot be grabbed.
▲ Lei Jun's jacket of the same style. Diagram / Network
Even with Lei Jun's suit and jeans that were once ridiculed as "earthy", they were also rehabilitated in word-of-mouth, "mature with light business, and with a scientific and technological attitude to life".
Intermediate "thunder scientists" learn about lifestyle. In this dimension, Lei Jun coincides with Zeng Guofan, another spiritual idol of a middle-aged man. Lei Jun previously mentioned how he reads, "If you don't understand, you have to read hard", and the "Lei scholars" found that Zeng Guofan also expounded the almost same way of reading, "Where there is a problem in reading, there is no need to seek a solution".
As for the senior "Lei Scholar", if you don't grab a Xiaomi SU7 at the first time and be the most staunch follower of Lei Jun, you are simply sorry for this title.
A netizen said that she came across a Xiaomi SU7 on the highway and hurriedly caught up with it to record a video. In the camera, the middle-aged man driving the car not only did not get angry, but showed a simple smile of Lei Jun's style, rolled down the window, and waved to the girl quite affinity.
Lesson 3
What do rim bosses learn? Learn live broadcast
If most netizens are still in the stage of studying "Lei Xue", then the bigwigs in the automobile circle have fully entered the actual combat - they rushed into the live broadcast room one after another, trying to attract some attention for their own products under the overwhelming popularity of Xiaomi.
In the live broadcast on April 18, Lei Jun deliberately contacted Wei Jianjun, chairman of Great Wall Motors, and jointly staged the first "microphone PK" of the car circle boss. It is said that it is PK, which is more like a commercial blow. Lei Jun praised the off-road vehicles of the Great Wall vigorously, and Wei Jianjun also exchanged courtesies: "We have been 30 years, and you have only been 3 years, so it is very good to achieve this level." ”
This back-and-forth dialogue is very similar to a middle-aged man's wine game of pushing a glass and changing a glass, and the ultimate purpose of praising the other party is to show himself, and the words highlight a win-win situation. After all, the Great Wall's off-road vehicle and Xiaomi SU7 are not competitors at all. Lei Jun said, "We and the Great Wall are handsome on different paths", and his emotional intelligence is full.
▲Lei Jun connected with Wei Jianjun, chairman of Great Wall Motors. Picture / Screenshot
Prior to this, the rim bigwigs also spared no effort in marketing. Especially the CEOs of the new forces, there is never a shortage of traffic. Li Xiang, the ideal CEO, has become active as a self-media on Weibo, exposing new products, choking KOLs, and bombarding opponents, but none of them have been left behind. Li Bin, CEO of Weilai, has always been the "godfather of travel", and he also started a live broadcast not long ago, and he earned more than 30,000 yuan just by giving a reward.
But only Lei Jun, who is well versed in the way of communication, has lived into a new media matrix, Douyin, Weibo, Xiaohongshu, and all platforms have settled. According to the statistics of the new list, in the past month, Lei Jun first took netizens to visit the Xiaomi factory, and then opened the door for the owner of the Xiaomi SU7, and sent 60 Douyin and 207 Weibo in full swing - more than dozens of friends and CEOs combined.
These operations, seeing that Zhou Hongyi, the founder of 360 and an investor of Nezha Automobile, couldn't sit still, and quickly pulled Daniel Zhang, CEO of Nezha Automobile, and started the live broadcast of visiting the Tongxiang factory.
In the camera, Daniel Zhang was a little restrained, Zhou Hongyi came up and criticized him, from the naming of the model to the marketing methods, again and again asked Daniel Zhang to benchmark "Lei Xue" - "What is there to look at here? What do you want to see now? You look at the ...... demonstrated by Xiaomi"
If a "Lei Xue" course is opened, Zhou Hongyi will definitely be able to be rated as a special teacher. Judging from the final result, the strict teaching successfully brought the traffic of Nezha's live broadcast room away. Even Daniel Zhang didn't expect this kind of heat, and a few days later, putting aside the bridge section of "spraying me half to death", he couldn't help but pull Zhou Hongyi to continue the live broadcast, "knowing the good intentions of President Zhou".
There are a lot of fans who don't think it's a big deal to watch the excitement. While praising Zhou Hongyi's "Lei Xue" achievements and describing him as "the president of the China Lei Jun Behavior Research Association," they encouraged him to take Daniel Zhang to continue his studies: "Red-clothed cannon, continue to fire!"
Those who fully practice "Lei Xue" also have many heavyweight bosses who are not moved by their own brand public relations. In a few days, Yin Tongyue, chairman of Chery, brought in Luo Zhenyu, Li Shufu, chairman of Geely, found Yu Minhong, and Xia Yiping, CEO of Jiyue, moved to rescue Robin Li to catch the live broadcast.
Compared with Zhou Hongyi, a super-grade "Lei Xue" teacher, these bigwigs who rarely show up are obviously a lot more unfamiliar with the manipulation of traffic. For example, Yin Tongyue only opens the conversation when introducing products, and at other times in the face of the host's excitement and praise, he can only keep smiling, nodding frequently, and looking humble: "We all do as much as we do, and say as much as we want." ”
In the end, Yin Tongyue said that he worked so hard, "all of them are learning from Lei Jun". He sighed, "I, an old man in his sixties, have been forced to come out."
In fact, Yin Tongyue was born in 1962, only seven years older than Lei Jun, who was born in 1969. It's just that without the blessing of the label of "boss", the personalities of the two post-60s generations have become completely different - 54-year-old Lei Jun is still a "heavenly vegetable in the uncle circle", and 61-year-old Yin Tongyue has already called himself an "old man".
▲Yin Tongyue pulled up the founder Luo Zhenyu on the live broadcast. Diagram / Network
The more obvious difference is that compared to Lei Jun, other bigwigs don't seem to be ready to open themselves up and embrace the Internet.
In the live broadcast on April 18, Lei Jun spent a lot of time responding to many netizens' personal curiosity about him in every detail - the clothes are matched at will, and he did not learn from Musk and Jobs, "If I imitate, I can imitate it more likely, this is not in vain"; a black hair is original, and he strives not to dye his hair until he retires; billionaires do not exist, and he has not calculated his net worth.
Some netizens commented that Lei Jun's live broadcast was mainly powerful, so that the people who eat melons came with great interest and left satisfied. Compared with the AI "Liu Qiangdong" who has gained a bunch of question marks for bringing goods, the success of "Lei Xue" is partly due to Lei Jun's determination to embrace traffic, and the real life gossip is still better.
Lesson 4
What does the king of the workplace learn to report?
Among the netizens who study "Lei Xue", the people in the marketing circle must be the ones who rush to the front line.
After all, at the Xiaomi car press conference, Lei Jun sold 50,000 cars in 27 minutes, and this ROI is enough to make Lei Jun's sales skills the essence of "Lei Xue" - some students summarized: ordinary people say that cooking noodles is cooking noodles, but Lei Jun will say that cooking is "3000 engineers spent 300 days and nights to develop noodles that make people feel full by 73%".
March and April are the promotion defense season, and under the description of some workplace bloggers, mastering the "thunder-style" reporting skills is the only shortcut to the promotion and salary increase of workers in large factories. Among them, Lei Jun's frequent "I'll report to you" is very practical, which looks quite low-key, but in fact has a very high emotional intelligence.
Of course, there are also people who think that this is just a well-designed expression, Lei Jun avoids making consumers feel overlooked, but at the same time he is a step ahead - "I want to report to you, and you will listen to me." ”
As a result, he directly ushered in a light rebuttal: "Billionaires deliberately curry favor with me, what else do I want?"
In order to get caught up in the popularity of "Lei Xue", more people no longer care whether the logic is smooth and whether the information is true or not.
A health blogger who promotes anti-aging, posted a photo of Lei Jun smiling proudly as an advertisement - 54 years old, no myopia, no hair loss, no greasy, and relies on running 10 kilometers every morning. does not mention the comparison of suspected "cliff-like aging" before the success of car building.
▲ In the anti-aging blogger, Lei Jun has become a typical character. Picture/Screenshot of Xiaohongshu
The education blogger of the parenting track was also not convinced, saying that Lei Jun's most worthy of learning was actually the concept of parenting, and praised Lei Jun's concept of cultivating his daughter "subverting 90% of parents in China". Of course, if learning Lei Jun has no effect, it is recommended to learn from Lei Jun's parents directly, and the next tech giant can be cultivated.
There is also a Go coach who is busy recruiting students, and found a high-profile photo of Lei Jun playing Go from the vast Internet, which proves that "only by learning Go investment can you overcome obstacles in the business world". This time, the vivid case is Lei Jun's departure - Lei Jun learned Go, so he was able to decisively leave Jinshan Company in 2007, showing the "overall situation in Go", ...... "Lei Xue" at this moment, after all, it has become a look that we don't know.
After the persuasion, the bloggers can't wait to bring the goods. For example, a blogger in the dental track made a tirade: "Why does a dental consultant have to learn from Lei Jun?" The answer is - "Learn his attitude towards users." At first glance, it sounds a little reasonable, but when I clicked on it, at the end of the article was a link to the blogger's little yellow car selling books.
There is also a blogger who opens stewed chicken soup: "Even if you don't belong to any industry, just an ordinary person who wants to counterattack, you can learn from Lei Jun to do things." But before I had time to taste the positive energy, I saw the link at the end of the article - an electronic wooden fish worth 23.3 yuan. Tsk, a bit expensive.
As for Lei Jun himself, he may never have thought that in addition to Xiaomi employees, his success would be able to feed so many strangers on the Internet. In a broad sense, Lei Jun has become a new generation of Internet "brothers".
Lesson 5
What do "poor ghosts" learn? Learn to make wishes
There are also a group of people who call themselves "poor ghosts", and the ultimate purpose of spreading "Lei Xue" is to "use" Lei Xue-if nothing else, just to urge Lei Jun and let him bring down the prices of all major products.
After the release of Xiaomi SU7, Lei Jun also unlocked an identity - "the ancient Greek god in charge of cost performance". At the beginning, everyone just called on Xiaomi to come down and bring down the prices of DSLR cameras, Polaroids, massage chairs, game consoles and other electronic products.
Later, the style of wishing became more and more strange. "Mi Mouth" allows young people to have the freedom of orthodontics, and "Mi Home" allows young people to live in cheap houses. The highest praise in the comment area, suggesting that Xiaomi transform into a friend of women and develop a "Xiaomi sanitary napkin".
There are also people who don't want to be cost-effective, but only want to realize some simple life wishes-
I hope that Lei Jun will break into the postgraduate examination world and knock down the postgraduate examination scores;
It is hoped that Lei Jun will be included in the holiday office and completely abolish the compensatory leave system;
I hope that Lei Jun will enter the barber shop, mainly to train Mr. Tony to understand human speech, and not to cut customers' hair blindly......
At this moment, "Lei Xue" has reached the next level, and Lei Jun has become what some students call "the lamp god of Aladdin's magic lamp". However, Lei Jun himself was very sober, and thanked the invitation and declined the one-stop during the live broadcast, reiterating that Xiaomi Auto will definitely be his last venture.
If you don't do it yourself, you can still take a look at high-quality projects. In order not to disappoint the people who eat melons, Lei Jun specially introduced the email address of Xiaomi to receive the entrepreneurial project book: "If there are entrepreneurs in the live broadcast group at this moment, this is the voice of the people." ”
▲Lei Jun's comment area. Figure / Screenshot of Douyin
One more thing
What do Xiaomi employees learn?
The whole network is learning "Lei Xue", and Xiaomi employees have to learn even more.
Marketing skills are bound to be the first lesson. Lei Jun is surfing the Internet 5G, and Xiaomi's executives have also opened their own social media accounts to introduce Xiaomi products in an all-round way.
Among them is Lu Weibing, a partner of Xiaomi Group. In February this year, he entered Douyin, and his followers soon exceeded 500,000. In addition to the short video that appeared in cooperation with Lei Jun, the most popular is a "President's Diary of Picking Up the Car", which is of course the Xiaomi SU7 Founding Edition.
In this video, you can see the traces of Lu Weibing's efforts to learn "Lei Xue". At the beginning of the video, he asked the staff, "This is my olive green, right?" and replied, "This one belongs to Mr. Zhang Songwen." As soon as the camera turned, Lu Weibing picked up Xiaomi's watch and mobile phone, not missing any opportunity to bring the goods to light.
▲ Lu Weibing appeared in the short video. Figure / Screenshot of Douyin
Executives learn "thunder", and employees will also output "thunder" when reporting.
At a speech event with the theme of Xiaomi's values, employees from the Xiaomi canteen spoke passionately: In 2023, Xiaomi will produce a total of 625,000 fritters and 4.32 million eggs throughout the year, and the fritters can circle the science and technology park 16 times together. When introducing the popular yogurt hemp flower in the canteen, he even borrowed the same speech idea as Lei Jun - "It takes 5 hours and 10 processes to make this twist flower, so our initial production capacity is insufficient, and it can only be sold in limited quantities on Friday." ”
Yes, twist also has to learn to climb production capacity.
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