XIAOMI(HK:01810) Sou Hu Cai Jing·2025-05-23 05:35Core Insights - The article discusses the marketing strategies and public speaking techniques of Lei Jun, the founder of Xiaomi, highlighting his ability to connect with audiences through a carefully crafted persona and storytelling [2][3][12]. Group 1: Persona Development - Lei Jun presents himself as a "sincere fighter," often emphasizing themes of failure, anxiety, and pressure rather than his business achievements, which fosters empathy among the audience [3]. - His approach contrasts with the more arrogant style of figures like Steve Jobs, aligning better with Chinese consumer preferences for humility and practicality [3]. Group 2: Storytelling Techniques - Lei Jun effectively utilizes the "peak-end rule" in his presentations, ensuring that audiences remember the high points and conclusions of his speeches [4]. - He creates tension by introducing crises before product launches, such as the pricing pressures and industry skepticism surrounding the SU7 [5]. - The climax of his presentations often includes impactful visual elements, such as driving demonstrations or impressive technical comparisons, to heighten emotional engagement [5][6]. Group 3: Language and Marketing Strategies - Lei Jun employs data comparisons and pain point marketing, breaking down competitor products to highlight Xiaomi's advantages, such as lower pricing for similar performance [8]. - He addresses user pain points directly, transforming them into selling points for Xiaomi products, which resonates with consumers [8]. - Technical jargon is simplified to make complex specifications more accessible to a broader audience, enhancing understanding and appeal [9]. Group 4: Emotional Engagement - Lei Jun intertwines personal stories with user experiences, creating a narrative that positions him as a relatable figure [10]. - He acknowledges challenges and crises openly, using them as opportunities to reinforce commitment to innovation and user trust [11]. Group 5: Strategic Vision - The ultimate goal of Lei Jun's presentations is to align with Xiaomi's "human-vehicle-home ecosystem" strategy, emphasizing a commitment to technology and innovation [12]. - He highlights significant investments in research and development, reinforcing Xiaomi's image as a technology-driven company [12]. - The narrative extends beyond products to encompass lifestyle changes, illustrating how Xiaomi's offerings integrate into daily life [12].