雷军，弱势者身份竞逐该停了

Core Viewpoint - The article discusses the evolution of Lei Jun's marketing strategy, particularly his "victim narrative" approach, and how it has shaped Xiaomi's brand image and market positioning. It highlights the shift from a focus on emotional appeal to a need for tangible product quality as Xiaomi transitions to a "hardcore technology company" [5][10][17]. Group 1: Weakness Marketing History - Lei Jun has successfully crafted his image as a "top idol" among Chinese entrepreneurs through a "victim narrative" that resonates with the public [7]. - The transformation of Lei Jun's image began in 2015, where he shifted from an elite entrepreneur to a relatable figure, significantly increasing public goodwill [8]. - By 2016, during a period of declining sales, Lei Jun's self-revelation of struggles helped create a narrative of resilience that appealed to ordinary consumers [8]. - From 2018 onwards, the narrative evolved into one of "challenging the strong," where Lei Jun actively engaged competitors and rallied support from fans, reinforcing his image as a "just cause" for the underdog [8]. Group 2: Backlash of Weakness Marketing - Xiaomi's identity as an "internet company" relied heavily on Lei Jun's victim marketing, which effectively captured public attention and saved significant marketing costs [11]. - As Xiaomi transitions to a "hardcore technology company," the need for genuine technological breakthroughs and product quality becomes paramount, contrasting with the previous emotional marketing approach [11][12]. - The current consumer expectations have shifted towards valuing product performance over emotional narratives, leading to a disconnect between Lei Jun's personal narrative and user demands [16]. Group 3: Need for Strong Product Narrative - Xiaomi's market value surpassed 1 trillion yuan in February 2025, reflecting investor confidence in its business foundation and growth potential [18]. - The changing consumer landscape demands that Xiaomi move beyond emotional appeals and focus on delivering substantial product improvements and technological advancements [18]. - Lei Jun's marketing strategy must evolve to emphasize product and technological strength, moving away from the "victim identity" to align with consumer expectations for quality and performance [18][19].