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On August 6, a Beijing Business Daily reporter noticed that Xiaomi CEO Lei Jun launched the "Xiaomi Mi Band 9 Series Smart Bracelet" in the product showcase of his personal Douyin account "Lei Jun", priced at 249 yuan, and can be ordered directly. Currently, Lei Jun has a total of 28.441 million fans.

Today, Lei Jun's traffic has surpassed that of many celebrities and anchors, and market voices are urging him to sell products quickly. However, from the perspective of industry insiders, the key is how Xiaomi can develop more experiential sales scenarios under the "full ecological concept of people, cars and homes."

Traffic support

Regarding Lei Jun’s behavior, some people say that he has officially started selling products. In this regard, the relevant person in charge of Xiaomi told the Beijing Business Daily reporter, “It is just a simple action and there is no need to over-interpret it.”

As early as 2020, Lei Jun started his live broadcast debut, but he has not sold any goods. Previously, some netizens suggested that Lei Jun take some business orders to "subsidize the family." During the live broadcast of the 2024 annual speech, Lei Jun responded that he also wanted to take business orders, but no merchants have found him yet. He also said that all the products he has introduced so far are not business orders, but products he approves.

It is a routine operation for entrepreneurs to personally bring goods, including Li Bin, founder of NIO, He Xiaopeng, founder of Xpeng Motors, Zhang Yong, CEO of Nezha Auto, Wei Jianjun, chairman of Great Wall Motors, Yin Tongyue, chairman of Chery Group, and Li Shufu, chairman of Geely Holding. Some even use AI technology. Previously, the AI ​​digital person "Purchasing and Sales Brother Dong" with Liu Qiangdong as the image appeared in the purchasing and sales live broadcast room of JD Home Appliances and JD Supermarket.

Compared with other entrepreneurs, Lei Jun has more traffic, even more than many top anchors. With the release of Xiaomi SU7, Lei Jun has also become one of the "big guys in the car circle". Judging from the Weibo traffic performance in July, Lei Jun, BYD's Li Yunfei, and Deep Blue's Deng Chenghao became the top Weibo users of the month. In particular, Lei Jun posted nearly 200 Weibo posts in July, with an average of about 6,000 likes, comments, and reposts, which made him stand out among all CEOs.

Although Lei Jun has no intention of promoting products, his casual remarks can often bring "huge wealth" to the brand. In a Douyin live broadcast on April 18, he said that he usually wears Vancl T-shirts, jeans, and canvas shoes, which immediately brought Vancl back into the public eye, and sales increased by 3 times in the following week. The live broadcast lasted two hours, received nearly 200 million likes, and the cumulative number of viewers reached 33.94 million.

“Whole Ecosystem” Thinking

From the perspective of the industry, the live streaming of sales by corporate CEOs is in line with the current marketing trend. Industry observer Major General Ding told the Beijing Business Daily that in the past, companies relied more on celebrities to bring sales. Although this could attract people's attention, after all, celebrities could not completely fit in with the corporate image and product image. The CEO himself is undoubtedly integrated with the company and can better interpret the brand concept.

At the same time, experts also pointed out that compared with celebrity anchors selling products, CEO selling products is still a new track that can arouse consumers' curiosity, narrow the distance between brands and users, and increase people's willingness to buy.

It is worth noting that since Lei Jun announced that he would focus on making cars, people generally believed that he handed over Xiaomi mobile phones to Lu Weibing and Redmi mobile phones to Wang Teng, and consumer electronics were no longer the focus. However, the launch of the Xiaomi bracelet this time seems to have shattered this statement.

Major General Ding believes that Xiaomi's strategy is very clear, which is to rely on Pengpai OS to create a "full ecosystem for people, cars and homes." Whether it is cars, mobile phones or smart wearables, they are all entrances to Pengpai OS. Compared with measuring the importance of each line, Xiaomi's wish is to continuously integrate products within the ecosystem and expand its user base and influence.

From the functions of Xiaomi Mi Band, its ecological entrance features are very significant. First of all, it is a close companion for users in sports scenes and health monitoring. Currently, the new Xiaomi Mi Band supports more than 150 sports modes and independent satellite positioning, and can accurately record sports trajectories without a mobile phone. In terms of health monitoring, it can monitor blood oxygen all day long and monitor sleep quality through breathing, day and night.

Industry insiders point out that if Lei Jun really promotes the products himself in the future, Xiaomi hardware sales will undoubtedly increase further, but this is not the end. Under the full ecological concept of people, cars and homes, Xiaomi may add more scenario-based and experiential sales scenarios.

Beijing Business Daily reporter Tao Feng and Wang Zhuli