Produced by | Tiger Sniff Youth Culture Group
Author | Cucumber soda
Title Picture | Visual China
This article was first published on the Tiger Sniff Youth Content public account "That NG" (ID: huxiu4youth). Here, we present the faces, stories and attitudes of today's young people.
There is only one person in the recent big male protagonist.
In the Douyin live broadcast on April 18, Lei Jun, whose eyes were already full of wrinkles, was no longer as high-spirited as when he was young, but gently clarified a series of labels and ridicules of him on the Internet:
I'm not, I don't, don't talk nonsense.
But even so, Lei Jun still couldn't stop the Internet from targeting him in this god-making campaign.
Unexpectedly, Lei Jun now has a "super-burning mixed cut" on Douyin, and I don't know which male idol he just debuted.
As a technology company, Xiaomi's traffic has never been low. In the past 14 years, many people must have witnessed the combat effectiveness of "rice noodles".
With the launch of Xiaomi SU7, the traffic of the sky is even more spilled on Lei Jun.
Now his most famous character is the real boss Shuangwen male protagonist, aka Beijing cash king, billionaire, walking "Xiao Nai" (referring to the male protagonist of the romance novel "A Smile is Alluring", is a big school grass, a computer god, the president of a technology company, and the first master of online games).
Several screenshots went viral among marketing accounts and netizens, and an almost unified sentence recorded Lei Jun's life like this-
The wife is in love for the first time, her hair is lush, her height is one meter eighty-one, and she has no beer belly.
The top student in the college entrance examination with a full score of 710 and 700 points, the first pot of gold earned was 1 million, and the program written in the freshman year was compiled into the textbook of Wuhan University.
At the age of 28, he served as the CEO of Jinshan, and at the age of 40, his financial freedom was still worried about Cary's cold 4 billion.
In eight years, Xiaomi has become the youngest Fortune 500 company in the world, and a car-making PPT has made friends reduce their prices.
The most classic is this sentence: Lei Jun opened the cool text and looked at it, pouted and said, this is not cool.
Before the release of SU7, Lei Jun was just "the man who made Xiaomi mobile phones", and after the release of SU7, Lei Jun completely became the king in the eyes of young people.
Previously, rice fans had been shouting the price of "190,009", and Lei Jun lowered the psychological expectations of users several times, warning that the price would be "a little expensive".
As a result, as soon as the price of 215,900 yuan came out, plus the high value of 16,000 yuan was sent before April 30, and the two numbers were reduced, and the price was really 190,009.
As soon as this incident came out, Lei Jun became a god again, and even had an exclusive entry "He still secretly agreed".
How fanatical are Lei Jun, SU7 and the fans?
A netizen posted a screenshot of the group chat on Douyin. He saw a Xiaomi SU7 in the basement of the community, and directly called for the big brother to appear in the owner group, just to have a precious photo with SU7.
When some netizens were looking at the car in the exhibition hall, they sat directly in the cockpit and asked Xiao Ai to play a song by Lei Jun's famous song Are you OK and played it in the Xiaomi sales center. The people in the comment area advised him to stop playing, be careful to let Lei Jun brush it, and don't even think about making an appointment for a test drive in this life.
The brilliance of marketing lies in the fact that Xiaomi has never ended, but the party has already made netizens open.
In the past, you may only see fanatical rice noodles, but now, Lei Jun has his own fans.
For them, Lei Jun is the "god of fashion".
Netizens labeled him as "the boss male protagonist who has no wine and wealth".
Because of his height of 1.8 meters, good body management, slender legs, no beer belly, and a smile that is not greasy, Lei Jun has successfully become a new generation of national lovers, and men, women and children are obsessed with it.
You must know that a middle-aged man born in 69 years is still refreshing and neat while sitting on hundreds of billions of assets, which has won the favor of most netizens in appearance. Of course, this favor is also compared with other entrepreneurs.
Lei Jun's outfit has also been reproduced by followers at the nanoscale, and his same jacket has even become a "middle-aged man saves marriage" item.
This Xiaomi overalls jacket is priced at 299 yuan, with a simple cut, low-key color, and the only decoration is the millet logo on the chest, which is an excellent item for social animals to attend.
Putting aside the jacket itself, wearing the same style as this billionaire and going to work for the capitalists will have more face, and the waist will be a little straighter.
The 299 yuan is not selling clothes, but the atmosphere of Lei Jun's outfit: a black or dark blue cargo jacket or suit, a solid color T-shirt inside, a pair of calm dark jeans, and a pair of black Salomon on his feet. This is the essence of dressing for the new era of technology upstarts, not exposing wealth, and being a low-key person.
On Wall Street in New York, Patagonia's fleece vest is Goldman Sachs' class uniform and a symbol of the status of the strongest migrant worker on the surface, and in Xierqi, Beijing, a Xiaomi cargo jacket limited to 800 pieces can show that you keep up with current affairs and firmly step on the footsteps of the famous entrepreneur Lei Jun.
Lei Jun, who has a high intensity of surfing the Internet, said that 800 old jackets have been sold out, and a more handsome new version of the jacket will be released in the future. Almost no one was left behind.
Lei Jun is even worshiped as the god of marriage and love.
Lei Jun is known as "China's new generation of men are good at marrying". Learn from Lei Jun's outfit and dominate the blind date bureau.
Different from the exaggeration and extravagance of the international trade financial man's "ten thousand flowers and no leaves", the steady and low-key Lei Jun's outfit illuminates the wardrobe of thousands of programmers in Xierqi and Zhangjiang Hi-Tech. This is a kind of high-end pragmatism, and the whole body is full of reliability and steadfastness unique to programmers and engineers.
I'm afraid you have guessed that a large number of "people who want to marry Lei Jun" have emerged on the Internet.
Some people see in him the "sense of a husband" of hard work, some people taste the "juvenile feeling" of thousands of sails in him, and some people even indulge in his dimples and smile and can't extricate themselves.
There are also people who used to have a "crush on Putin", but now they are "empathetic to Lei Jun".
It can only be said that Xiaomi's hottest item, in addition to SU7, is Lei Jun himself.
After falling in love with a person's appearance, netizens began to dissect Lei Jun's resume and molded him into an inspirational god.
He is a veritable "child of other people's families", and the ultimate idol of hundreds of millions of small towns in China. We share a similar origin, but we can't even reach his heels for the rest of our lives.
This is a story that Lei Jun once dictated at the press conference, and it is also a story that has been chewed up by the marketing account:
A boy from an ordinary family in Xiantao City, Hubei Province, who chose Wuhan University for his college entrance examination scores, completed four years of credits in two years of college, and the code written in his freshman year and sophomore year was compiled into the textbook by the teacher.
At the age of 28, Lei Jun became the CEO of Jinshan, maybe ten years ago, everyone didn't think there was anything, and when this group of people came to 28 years old, they realized how terrifying this line of words was.
At the age of 40, Jinshan went public, Lei Jun was wealthy, but he almost closed himself, because his ideal was to start a "great company". So in 2010, Xiaomi was born.
In the year he bought Qinghe's Xiaomi Science and Technology Park, Lei Jun posted a Weibo: "After 9 years of drifting north, I bought 348,000 square meters", and just one sentence poked the lungs of many young people.
This kind of humility that is excellent and unaware of it makes people itch at the root of their teeth.
And Lei Jun personally bent down to open the door for the first batch of SU7 owners to be delivered, directly sending him to a height that others could not reach - he deduced the top survival philosophy of the rich under traditional Chinese values: rich and courteous, rich and benevolent.
Netizens sighed with emotion that they spent more than 20 tens of thousands to let Beijing Cash King, the chairman of the world's top 500, and the billionaire open the door for themselves, and also gave away a Xiaomi SU7, which is too well spent.
When an entrepreneur does this, you can say that he understands marketing too well, or you can say that his marketing weapon is sincerity.
Lei Jun personally opened the door to demonstrate this time, and the attitude of the CEOs of major car companies was also "knocked down". Wang Chuanfu, president of BYD, also appeared at the delivery site and sent flowers to the owner of the key to deliver the key, and netizens commented "I still like your unruly appearance before."
Even Li Jiaqi, who was caught in the "eyebrow pencil turmoil" a while ago, was pulled out by netizens and tortured again: the boss of 100 billion assets bowed to the audience and said "lightly spray", and the 79 yuan eyebrow pencil scolded me for not working hard.
The reason why he was praised on the altar is inseparable from Lei Jun himself.
Lei Jun and Xiaomi are almost trying their best to demonstrate to their friends what is the real "mass line".
Liu Qiangdong once famously said, "Don't compare marketing with Lei Jun." According to the statistics of the new list, Lei Jun's Douyin account has increased by 4.05 million fans in the past 30 days and released 60 works. In addition to personally going out to high-intensity swiping the screen, Lei Jun also took the "Xiaomi Tiantuan" to collectively settle in Douyin and directly did the matrix.
In addition to playing with Lei Jun, netizens did not let go of his executives.
Xiaomi, which is nicknamed the "Reemployment Shelter for Unemployed Presidents", is now the president of Lu Weibing, the former owner of Gionee mobile phones. Therefore, as soon as Lu Weibing came to Douyin, netizens began to work hard in the comment area, swiping the screen "Anti-Mi Fujin", "Mr. Lu, seriously, are you willing to be pressed by Mr. Lei all the time".
Wang Teng, the president in charge of Redmi's mobile phone business, has not escaped the joke. Netizens often instigate Wang Teng to replace Lei Jun in the comment area, "I see that my son Wang Teng has the posture of an emperor", a warm scene that is contrary to Tiangang.
There are also netizens who shouted in the live broadcast room, asking Lei Jun to bring Jin Fan (vice president of Xiaomi's mobile phone department, responsible for MIUI business), who has been scolded for a long time because of system bugs, to also settle in Douyin. As long as he comes, the show will be secondary.
Lei Jun's "case record" is "innocent" enough, which makes him look outstanding and handsome among a group of entrepreneurs.
The more people learned, the more they realized that there were very few truly self-made entrepreneurs.
Netizens cleaned up Lei Jun and found that he was really a college student from the countryside, and he became a top 500 boss by relying on his diligence. After becoming the boss, he still maintained humility and gentleness, and this time he raised the height of Lei Jun-
He stood on the opposite side of being rich and unkind, and even had a sense of mission to help the world by "sheltering the poor people in the world".
There are even strange people who analyze from the perspective of physiognomy, Lei Jun has a string of bones and sleeping phoenix eyes, which is also a rare ancient doctor in ancient times.
Putting aside the jokes and ridicule, more passers-by are really in love with Lei Jun.
This frenzy can be summed up in one sentence: technology is no longer on top, but at the service of the people.
Lei Jun is like a catfish stirring up major industries, with only a little skill, he can straighten out various industries across the border, and beat the dog head of consumerism and brand premium.
Speaking of the SU7's sunscreen function, which is quite popular with female car owners, Lei Jun talked about the process of product design during the live broadcast.
In the early stages of design, Lei Jun required that every function in the car should take into account the needs of women. In the preliminary research process, the female executive who owns Tesla has reflected the problem of sun protection when driving in summer, so the direction in the process of building a car is very clear: first, it must look good-looking, second, it looks like a B+ model, women are easy to handle, the third is to do a good job of sun protection, and the fourth is to do a good job of storage, and the whole vehicle can accommodate four umbrellas.
And what is valuable is that there are female product managers, female designers, and female engineers in the product design team. Women are involved throughout.
Many netizens lamented that the demand for female car owners has always existed, but car companies disdain to make changes.
The most widely circulated is also the story of the bull cutting row.
Before Xiaomi's end, the electric plug row was ugly and expensive, so Lei Jun announced that he would spend 20 million yuan to make an art plug bar, and the price was cheaper. This action directly made the bull completely panicked, and the design immediately aligned with Xiaomi's pure white minimalist style, and the price was reduced.
It's not that they can't do it, they just don't bother to change it.
In addition to rectifying the insertion, Xiaomi's "Ju Neng Write" gel pen, one can write 170,000 words, and the price of 10 is 9 yuan 9, which can't be used up for a few years, and the boss of Chenguang can't sleep after reading it.
Many netizens came forward to say that if the elderly at home buy electrical appliances, as long as they hear that they are buying millet, their hearts will be relieved: I can't say how easy it is, but at least I won't suffer a big loss.
Moisturizing things silently, even if it is not rice noodles, we will more or less have several rice products in our lives. From scales, night lights, hair dryers, and electric fans, to air purifiers, refrigerators, air conditioners, and TVs. Maybe you have forgotten why you bought this product in the first place, maybe because it is cheap, or maybe because you are at ease with the word Xiaomi.
Xiaomi's grocery stores now buy most of the things you need in your life. This is the fruit of Xiaomi's "ecological chain" that has been slowly formed after so many years of laying out the Internet of Things.
Recalling Xiaomi's first press conference, the golden number 1999 fell from the sky with earthy sound effects, which means that this is a company that will not pit people's conscience.
In the days of 2010, mobile phones were a very luxurious item. The market is dominated by Apple and Samsung on one side, and rampant domestic copycats on the other. When I was still a high school student, I was embarrassed to open my mouth to my parents when I walked around the mobile phone market - for the wages of ordinary workers in those days, a high-end brand of mobile phones was almost sky-high.
In this environment, Lei Jun came with a 1999 Xiaomi mobile phone. In a way, he ended the era of copycats and turned mobile phones into a communication tool that "everyone can afford".
When it comes to the king of cost performance, the price of 799 is even more jaw-dropping.
Maybe some people will disdain, who dares to use such a cheap mobile phone. But if you're paying attention, look at left-behind children, street janitors, elderly people who can't afford to spend, and students and young people who don't have enough money.
Today, Xiaomi Home has made a full set of smart homes affordable for most young Chinese people, and this scene is very similar to Redmi.
Lei Jun and Xiaomi have indeed fulfilled his initial promise.
"To make the best mobile phone in the world, selling it for half the price, so that everyone can afford it. ”
Now, Lei Jun, known as the "Wishing Pond King Ba", has been called by netizens to make sanitary napkins.
In the live broadcast room on April 18th, Lei Jun, who loves Internet surfing, began a series of crazy self-proof-
is not the top student in the college entrance examination, there is no cold 4 billion in Kari, not the first male protagonist of Shuangwen, as for whether the net worth is 100 billion, I haven't calculated.
The first press conference of that year was not an imitation of Jobs, but happened to wear a black T-shirt and jeans by Vancl Eslite, and the SU7 press conference did not imitate Musk, because there were only a few colors of suits. Although Lei Jun has become introverted, he still hasn't forgotten to joke: "If I want to imitate, I can cosplay more similarly." ”
"I especially hope that today's online friends will help me refute the rumors, the first one is that I am not the top student in the college entrance examination, I have not scored 700 points, and I do not have a cold 4 billion in the card at the trough of my life. Like everyone else, I was born in the countryside, and I have come to this day step by step by relying on diligence, hard work, and the opportunities of this era. ”
"It's good to look at it and laugh, none of this is true, so I beg you to help me refute the rumors. They told me that when I became the first male protagonist of Shuangwen, I was uncomfortable. I really hope that rice noodles, some friends have recently told me that he is a thunder fan, this will help me refute the rumors anyway. I don't know how to express it, but I hope you can understand my feelings. It's just that there are a lot of rumors and rumors on the Internet, and you can never finish the rumors. ”
Not long after it was broadcast, Lei Jun's mouth was about to wear out, and netizens were still "don't listen or listen, Wang Ba recites the scriptures", and changed Lei Jun's refutation of rumors to a version: Kari does not have a cold 4 billion, but a warm 4 billion;
Marketing accounts flocked to create gods, found out Lei Jun's Jinshan past, as well as his God's investment layout as an angel investor, and praised the golden finger of the Beijing cash king.
If a person reads his resume and comes to the conclusion that it is just cool, I am afraid it is too hasty.
Xiaomi is a brand that is good at storytelling, and this is also a story that Lei Jun has told countless times. This story is not cool at all, and at the end, you will only find a few words with the most Chinese background: hardworking, diligent, and the king of volumes.
A young man saw a book called "The Fire of Silicon Valley" in the library of Wuhan University, and he couldn't calm down for a long time, and turned around the playground many times, and since then he has an ideal: "I want to start a great company".
In the computer room of the university at that time, everyone could only go in for two hours, and in order to practice typing speed, he extended the keyboard and pasted it on the desk to practice air typing.
There is a famous meme about Lei Jun called "Write code like a poem". This is the background color of a programmer that Lei Jun can't change.
The code written in the freshman year was compiled into the textbook "Pascal Language Programming" by the teacher in the sophomore year, and the papers written in the junior year were published directly in authoritative journals.
It was a scholarship from Wuhan University that helped Lei Jun survive his poor student days, and at that time, Lei Jun swore in his heart: When I have the ability, I will return tenfold, hundredfold, and ten thousandfold. In 2023, he will donate 1.3 billion to Wuhan University in his personal name.
LEI JUN, A SOPHOMORE, CAME INTO CONTACT WITH ENTREPRENEURSHIP, AND THE BUSINESS SOFTWARE BITLOK HE WROTE MADE HIM EARN HIS FIRST POT OF GOLD. As soon as he graduated, he was invited to join Kingsoft and become the No. 6 employee.
Unexpectedly, it didn't take long for Jinshan to hit Microsoft's iceberg. Surrounded by giants and pirated software, Jinshan was out of breath, and Lei Jun took the lead in making "Jinshan Drug Tyrant". The average price of antivirus software is more than 200, and the price is beaten to 99 yuan or even lower by Lei Jun.
After sending Jinshan to the market, Lei Jun was not happy, because Jinshan's market value was not high at that time. He still failed to achieve his original ideals.
In 2007, after resigning from his position at Kingsoft, he began working as an angel investor. Having invested in Vancl Eslite, UC Browser, and YY Voice, He Xiaopeng was the person Lei Jun had invested in at that time. These investments have allowed Lei Jun to earn back ten times and a hundred times the money.
At the age of 40, Lei Jun, who has debuted in Zhongguancun for a long time and achieved financial freedom by investment, is unwilling, he wants to start a business and make a mobile phone.
In order to dig up programmers, Lei Jun carried a black schoolbag around the "thirty visits to the thatched house". This bureau has gathered Lin Bin, Google's global engineering director, Li Wanqiang, Jinshan's old colleague, Huang Jiangji of Microsoft, Zhou Guangping of Motorola, and Liu De, director of the Department of Science and Technology of Beijing University of Technology.
In April 2010, in the office of Yingu Building in Zhongguancun, Beijing, a bowl of millet porridge was born for one person.
Next, this story of "born for fever" is familiar to all of us.
When doing MIUI, Li Wanqiang went to major Android forums to post advertisements, looking for enthusiasts to "cloud develop" MIUI together. When the first version of MIUI was released in August 2010, the designers wrote the names of these 100 users on the boot screen, with a line of words "Thank you, brave God".
In 2011, in order to win Sharp's screen supply chain, Lei Jun, Lin Bin, and Liu De risked the Fukushima nuclear leakage, flew to Japan, entrusted Mitsui Trading Co., Ltd. to introduce, and met Sharp's president Yasuhiro Ohashi, and this sincerity made him talk about giants.
Launched in 2018, Lei Jun put forward that astonishing figure: Xiaomi's hardware comprehensive net profit margin will never exceed 5%, and if there is any excess, all the excess will be returned to users.
There are many such stories in the past 14 years at Xiaomi. It boils down to Lei Jun's own words: excellent companies earn profits, and great companies win people's hearts. People often say that there are many people who scold Xiaomi, but there are very few who scold Lei Jun.
In Zhongguancun, there has always been a legend about Lei Jun. In various versions, "that man" has never been the male protagonist of Shuangwen.
Zhou Hongyi, who is known as "the most knowledgeable about Lei Xue", said that Lei Jun first debuted in Zhongguancun, and was influenced by Liu Chuanzhi and other first-generation entrepreneurs in Zhongguancun.
"Southern Weekly" commented that Lei Jun's generation has a kind of fate. They have been receiving such a set of life plans since they were young: from good children to good students, from good students to good employees, from good employees to good leaders.
Some of Jinshan's veteran employees commented on Lei Jun, and the adjective given was "surprisingly upright". He is "forward-looking, too cautious, and less gambling", good at dealing with people and cooperating, and not good at expanding territory.
He only sleeps four or five hours a day, has more than 20 meetings a day, and calls executives whenever he thinks of an idea, like a machine that can never stop, strong, diligent, unwilling, afraid of losing, and even a little obsessive-compulsive. Like many industrialists and entrepreneurs.
On the young people-dominated B station and the Internet, Lei Jun exists in another image.
In Lei Jun's Douyin comment area, netizens will make all kinds of jokes about him. Someone ridiculed, "Mr. Lei, your video traffic is so large, why don't you consider adding a small advertisement in the middle."
The entrepreneur who can make people play with memes like this is because he has long been deeply bound to memes, and he even welcomes young people to joke about him.
Many years ago, a ghost animal that is you OK made Lei Jun a well-known singer at station B. Over the years, the classic quotations at the press conference, "Friends are stupid X", "Dry translation of Huawei", "Bunker", "We won't expect the expectation of rice noodles" have also been included in the book by careful netizens.
Interestingly, Chen Rui, chairman of Station B, worked as an assistant to Lei Jun in Jinshan.
And now, Lei Jun seems to be being portrayed in a third image.
Behind people's fanaticism for Lei Jun is actually a very simple social appeal.
One is "social equity" and the other is "effort is still useful".
He has become a "blue-sky capitalist" in the eyes of the people, "the last possibility for the ordinary class to leapfrog into a national hero", and "the myth of the last noble son of a poor family". After all, an ordinary person who has come up step by step from the grassroots level of society can understand that "science and technology are for the people".
People are eager for him to rectify all industries, and even call him to enter real estate, make a friend at 1999 yuan / square meter, and live in the first house of young people in Xiaomi Home. People called him to establish Xiaomi University, so that everyone can go to school and have a job after graduation. There are also calls for him to build a millet nursing home, equipped with a millet canteen, so that everyone can have all the food.
On the surface, it is the group that is waiting for Lei Jun to do something, but in fact, beneath the surface of the water is the anxiety and pain we all face.
This god-making movement for entrepreneurs is also the best profile of "human economics" in the era of traffic.
In the capital-ridden market, people are too eager to have a good entrepreneur who saves the people from fire and water, so they grasp this straw. It doesn't matter if Lei Jun can do it or not, the important thing is that he brings a glimmer of hope that maybe he can change.
17 years ago, when Lei Jun, a science and engineering man, looked at the small words on the back of the Apple phone, "Designed by apple in California, assembled in China", an idea to change the Chinese mobile phone market had an anchor. 17 years later, surrounded by heroism, nationalism and Muqiang plots, an Iron Man with the characteristics of the times was born.
In social psychology, there is a term called the familiarity principle, which refers to the study of interpersonal relationships, the more times a person appears in front of his or her eyes, the easier it is for him to develop a preference and affection for him.
When a person's character is simpler and crude, the more effective it is, and the easier it is to be believed and spread by the people. In the flow of information that keeps swiping the screen, Lei Jun has no intention, but he has indeed become a god.
But on the contrary, when a person becomes a god, his most dangerous moment also comes.
Lei Jun is not the first person to be worshipped as a god, and he will not be the last. But history tells us that every time a character is revered by thousands of people and enjoys the sunlight refracting a divine halo on him, shadows will also fall on him.
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