小米最需要改变的，或许是“雷军”这个符号

Core Insights - The article highlights the successful transformation of Xiaomi from an internet company to a hard-tech enterprise, driven by the personal narrative and marketing prowess of its founder, Lei Jun [1][2] - It discusses the deep connection between Lei Jun and the Xiaomi brand, emphasizing how his personal story resonates with consumers and enhances brand loyalty [2][3] - The article also points out the challenges Xiaomi faces as it transitions to a more complex business model, suggesting that reliance on Lei Jun's personal brand may become a liability [3][4] Group 1: Transformation and Strategy - Xiaomi is evolving from a company focused on business model innovation to one that invests in core technologies, marking a significant shift in its identity [3][4] - Lei Jun's annual speeches have become a phenomenon in the tech industry, reinforcing his personal brand and Xiaomi's identity [1][2] - The narrative of personal growth intertwined with corporate development creates emotional resonance and value alignment with consumers [2][3] Group 2: Marketing and Brand Identity - Lei Jun's marketing strategy, characterized by his personal branding and direct engagement with consumers, has saved Xiaomi substantial advertising costs [2][3] - The deep connection between Lei Jun and Xiaomi's brand identity has been effective during the company's growth phase but may pose risks as the business becomes more complex [3][4] - The article suggests that Xiaomi should consider diversifying its spokesperson matrix and developing a brand management system that does not rely solely on Lei Jun [4][5] Group 3: Future Directions - The need for Xiaomi to evolve beyond being "Lei Jun's Xiaomi" to a more technology-focused brand is emphasized as essential for achieving long-term goals [5] - The article advocates for a shift from personal heroism to a system-oriented approach, allowing the brand to maintain its strategic vision and values even if Lei Jun steps back [4][5] - This evolution is seen as a necessary step for Xiaomi to sustain its market presence and innovation capabilities in the future [5]