Lei Jun has been very popular recently, and there are two reasons for the fire, one is that Xiaomi has been building cars behind closed doors for three years, and SU7 was successfully born;
Strange to say, Xiaomi and its CEO Lei Jun seem to have a natural ability to attract traffic. Whether it is Xiaomi's announcement to build a car, or Lei Jun's domineering temperament, it is in line with the gossip habits of contemporary users, and it is full of "red" potential.
This may be something that many car companies and even mobile phone manufacturers can't seek.
The timeline goes back even further, to November '23. At that time, it was the anniversary of Wuhan University, and as an alumnus of Wuhan University, Lei Jun was dressed in a slim suit, sat on the sofa relaxed and elegant, and gave his alma mater 1.3 billion yuan with a wave of his hands.
Money and power are always people's best clothes, and Lei Jun, who is slightly handsome and quite heroic, falls in the eyes of that group of senior viewers of idol dramas, which is simply an upgraded version of the domineering president in film and television dramas.
"Mr. Ba has a picture!"
With the "control comments" of some tap water fans, coupled with the brainwashing of the marketing account, Lei Jun's "male protagonist" character is completely hammered. And then there are a number of rumors that now sound unbelievable but are widely spread.
One of the most outrageous rumors is "When Lei Jun was at a low point in his life, Kari only had a cold 4 billion..."
As soon as these words came out, most of everyone's first reactions were "Lei Jun is too Versailles!", "The situation between people is really different".
The more outrageous the rumors, the more convincing they are. Some netizens even said that he is a business genius, and 4 billion may be like 400 yuan for ordinary people to him.
When a person wants to create a god, his faith is simply unshakable.
The one who smashed the title of Thor had to be Lei Jun himself
It wasn't until the last time Lei Jun appeared in the live broadcast room that these rumors were completely shattered.
He bluntly said that there was no "cold 4 billion", and he felt uncomfortable hearing these fake and outrageous rumors. He is not the top student in the college entrance examination, and he has never scored 700 points.
All kinds of highlight moments of the cool male protagonist are nothing more than a brain supplement and crowds of some netizens. Everyone wants to hear the legend that the male protagonist defeated the monster without much effort, and these rumors can just meet the heroic expectations of netizens.
But after Lei Jun responded to many rumors one by one, the enthusiasm of netizens did not diminish, but intensified.
After a live broadcast, Lei Jun's account increased by 890,000 fans. Although it failed to completely dispel the obsession of "die-hard fans", this sky-breaking traffic can be regarded as a little compensation for Mr. Lei.
Of course, some people question that this is a marketing campaign by Xiaomi.
Whether it is marketing or not, the psychology of netizens has indeed been greatly satisfied. Xiaomi also relied on Lei Jun's own traffic buff to fight its way out of the encirclement among a number of car companies. The first wave of momentum in SU7 has far exceeded the desired effect.
The essence of God-making is to ask for something
Whether it is a middle-aged man learning Lei Jun's outfits, a trendy man grabbing the SU7 order quota, or a style rhythm of a migrant worker chasing Lei Jun's ppt report, in fact, it is essentially about having something.
And Lei Jun happens to have several qualities that meet the expectations of the public.
This may also be one of the reasons why Lei Jun is disgusted with being set up.
After all, it's easy to make gods, but it's easier to destroy them. Once Lei Jun's image deviates from the psychology of the public, he may be greeted by "taking off his powder and stepping back".
Thinking a little more extremely, as the CEO of Xiaomi, Lei Jun's success may only be a survivor bias.
For a long time, the hot word "sincerity" around Lei Jun has also been shared by Luo Yonghao, the founder of Hammer Technology.
In terms of traffic, Luo Yonghao knows how to use the network to build momentum;
In terms of hard work, netizens once joked that it is "the best mobile phone in the cross talk industry, the best English teaching in the mobile phone industry, and the best cross talk in the English world";
In terms of sincerity, Luo Yonghao once strongly supported Xiaomi Automobile, saying that the people who ridiculed were all D silk plots.
Why did Luo Yonghao fail to become the "cool male protagonist" in the eyes of the public? It is not so much Luo Yonghao's personal reasons, but the truth of the market.
Entrepreneurship is inherently risky, and there are very few people like Luo Yonghao who can stand up again and again after failing again and again, and even fewer people like Lei Jun who have gradually achieved success in the public sense.
Lei Jun is not a god, even if he successfully built a car in three years and achieved the success that most people think, this cannot hide the reality that SU7 is facing a large number of customer refunds.
Embracing traffic is also Lei Jun's rule of survival
In the era of traffic, the last thing we lack is Internet celebrities.
In the past, there were Wang Sicong and Ma Yun, and then there were Liu Qiangdong and Brother Xiao Yang, in the business field, the big bosses who can fight are not bad, but they can have such a high degree of discussion on the Internet, and they often need netizens to set them up with a person.
Wang Sicong is the "national husband", Ma Yun is the "godfather of e-commerce", Liu Qiangdong is "I don't know if my daughter-in-law is beautiful", and Brother Xiao Yang is "washing hair in the live broadcast room".
Now it's Lei Jun's turn, the character of "Shuangwen Male Protagonist" sounds chilling, but it is similar to the characters of the previous ones, and it is quite suspected of fighting traffic and watching self-carnival.
But fortunately, Lei Jun is ready to embrace traffic. This can also be seen from Xiaomi's development in recent years.
Let's take the recent SU7 as an example, the first target is the configuration of Porsche, but the price is very fragrant, and the top configuration is only set at 299,900. A combination of punches directly detonated the hot spot of public opinion.
This kind of operation is difficult to see in other car companies.
Moreover, Xiaomi spent 2 million yuan to repair the side of the logo, which is also very "milletized". Others only think Xiaomi is stupid, this kind of logo can be repaired by everyone, in fact, the traffic brought by this marketing is worth more than 2 million!
Under the leadership of Lei Jun, Xiaomi, what it is best at is "small and big".
A friend once commented that Xiaomi knows the Internet best, but that Xiaomi is the Internet. You see what Xiaomi has to do, and the next step may be to coax netizens around.
Author: Zhang Fuen