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Lei Jun

The top entrepreneur Lei Jun has officially entered the live streaming industry.

On August 5, a reporter from The Paper checked Xiaomi CEO Lei Jun's personal Douyin display window and found that a "Xiaomi Mi Band 9 series smart bracelet" has been quietly launched, priced at 249 yuan, and can be ordered directly through Douyin. Currently, Lei Jun has a total of 28.441 million Douyin fans.

However, Xiaomi did not respond to the news that Lei Jun was entering the live streaming business.

Judging from the sales data, 1,078 pieces of this bracelet have been sold so far. Clicking on the window link will directly jump to Xiaomi's official Douyin flagship store. Lei Jun's move is undoubtedly to attract traffic for Xiaomi's own products.

Previously, Lei Jun, known as the "No. 1 male protagonist in cool articles", gained a lot of popularity every time he live-streamed, and was often teased by netizens that he could enter the live-streaming sales market to "subsidize the family income". In the live broadcast of his annual speech at the end of July, Lei Jun also specifically responded to this suggestion from netizens.

Lei Jun said that he actually wanted to take business orders, but so far no business orders have come to him. All the products he introduced so far are not business orders, but products that he approves of.

Lei Jun once accidentally made Vancl popular due to his strong ability to bring goods. On April 18, Lei Jun responded to netizens' comments on his dress in his first live broadcast. Regarding some people's opinion that he imitated Musk and Steve Jobs in dressing, Lei Jun said it was unfair: "Some time ago, everyone said that I imitated Musk in dressing. I was actually quite depressed because there are only a few colors of men's suits and I accidentally wore the same clothes as others. If I wanted to imitate Musk, I could actually imitate him more like him."

At the time, he said: "What I wore was actually what engineers usually wear: Vancl T-shirt, Vancl jeans, and Vancl canvas shoes."

These words quickly made Vancl famous. After the live broadcast, more than 180,000 people flocked to Vancl's live broadcast room. Many products were also marked as "the same as Lei Jun's" and were sold out. The sales in a single day exceeded 500,000 yuan. Before Lei Jun's spontaneous traffic diversion, the sales of a single live broadcast in Vancl's live broadcast room basically did not exceed 50,000 yuan, and there were many live broadcasts with sales of less than 10,000 yuan per live broadcast, which was a real "Vancl resurrection story".

Perhaps out of gratitude, during the live broadcast of Lei Jun's annual speech, Vancl CEO Chen Nian was crazy about the list and always ranked first. He said in the live broadcast room: "Good brother, what's wrong with taking advantage of the popularity?"

It has become an industry trend for entrepreneurs to take off their aloof outer coats and "roll" into live broadcast rooms to seek traffic, which is particularly popular in the automotive industry.

According to a review by The Paper reporters, many automotive industry bigwigs, including NIO founder Li Bin, Xpeng Motors founder He Xiaopeng, Xiaomi founder Lei Jun, Nezha Auto CEO Zhang Yong, Great Wall Motors chairman Wei Jianjun, Chery Group chairman Yin Tongyue, and Geely Holding chairman Li Shufu, have started live broadcasts.

On April 16, the AI ​​digital person "Purchasing Dong Ge" with the image of Liu Qiangdong, the founder and chairman of JD.com, appeared in the purchasing and sales live broadcast room of JD.com Home Appliances and JD.com Supermarket. According to JD.com Supermarket, the number of viewers in the live broadcast room exceeded 10 million within 30 minutes of the AI ​​digital person's broadcast; in just 40 minutes, the number of viewers in the live broadcast room exceeded 13 million.

On April 15, Baidu CEO Robin Li and Jiyue Auto CEO Xia Yiping appeared in the live broadcast room together to experience Baidu's various AI functions installed on Jiyue 01, including Apollo autonomous driving related functions, in-car Wenxin Yiyan 4.0, and in-car AI voice supported by Baidu's AI big model.

Zhou Hongyi, the founder of 360, which has long been involved in the live streaming industry, once said in an interview with a reporter from The Paper that the well-known anchor Dong Yuhui can sell so many goods, proving that the traffic of Internet celebrities today can be converted into income by combining it with a certain business model.

He cited the example of Yu Minhong, CEO of Oriental Selection, who cooperated with local cultural and tourism departments to boost popularity. This was not simply bringing in goods, but a new business model. "I talked to many entrepreneurs about my point of view that the world has changed, the rules of the game have changed, the sources of traffic have changed, and where users usually stay has changed. The lifeline of an enterprise is its users, and we must maintain communication with them."

He said frankly, "Don't always think about live streaming sales in a narrow sense. You need to master the dialogue rules in the era of short videos. Every company must endorse its own products."

Internet analyst Ding Daoshi told The Paper that through live broadcasts and other forms of interaction, entrepreneurs can not only showcase their products and ideas, but also directly influence public perception and shape their brand image. "The ultimate effect is what Zhou Hongyi said, 'saving hundreds of millions of advertising fees.' Compared with traditional public relations and advertising, it is really too cost-effective."