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lei jun, a tycoon in the technology industry with a net worth of hundreds of billions, would never have imagined that he would become douyin’s new “traffic king” at the age of 55.

data shows that as of 3 pm on september 30, lei jun’s douyin fans have surpassed dong yuhui (dong yuhui has 26.91 million fans) and is about to exceed 30 million. in less than a year, the number of fans has increased by 20 million.

all this is due to his "careful management". after six months of intense business, lei jun has shown various aspects of his work and life, opening doors for fans, occasionally "part-time" as a style blogger, catching comments from netizens, and turning on "5g surfing" at all times. in the past august, he almost "lived" on weibo's hot searches.

whether it is spokesperson zhang songwen or su bingtian, the roi (production ratio) effect is not as direct as lei jun's. some netizens commented that lei jun saved xiaomi hundreds of millions of yuan in advertising expenses based on his strength.

recently, lei jun once again "endorsed" his old friend vancl eslite. this once dormant "literary youth brand" has been rejuvenated by leveraging lei jun's traffic. many of its products have sold more than 50,000, one of which sells for 69 yuan’s “mr. lei’s same style t” has sold over 37,000 pieces on douyin.

rolling up employees and rolling up the marketing team are not as good as rolling up the boss. in this era, whoever controls the traffic has the right to speak. liu qiangdong even resigned himself to defeat: "don't compete with lei jun in marketing, we can't compete with him."

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with one word from lei jun, 180,000 people rushed into fanke

not long ago, lei jun once again "endorsed" for fanke.

he posted a video saying that chen nian, the founder of vancl eslite, the "big brother" in the live broadcast, sent him some clothes. in the video, he wore two "universal suits", which are basically lei jun's iconic dressing styles, namely "t-shirt + shirt + black suit + jeans", the shirt lei jun tried on was the first shirt released by fanke. he also tried the current fashionable workwear style layering method. lei jun, who is 181cm tall, actually looked stunning in front of the camera. it also has the flavor of a fashion blogger.

not long after the video was released, the comment area exploded. one netizen left a message: "mr. lei is getting better and can pick up guangzi from fanke." lei jun replied the same day: "no advertising fee."

soon, chen nian posted a video on douyin to thank his good brother lei jun for the advertisement, and posted a picture of himself and lei jun wearing the same style, with the text: "although people are already overwhelmed, but... thank you, mr. lei, my good brother. i can't repay you. only fighting." he also joked that it is a buyer's show and a seller's show.

as soon as the picture and text came out, thousands of netizens were "alarmed". some people commented in the comment area, saying that the first seller's show lost to the buyer's show. after lei jun "brought goods", fanke also responded quickly and added the label "mr. lei" to the titles of many products. in the video recently released by chen nian, multiple pieces of content were tied to lei jun, such as "revealing the secret of lei jun's figure", "mr. lei's cheating life", etc., in just a few days, the popularity of fanke's live broadcast room and sales have also surged.

data from cicada mama shows that in the past 30 days, vancl’s old douyin account has added 75,000 new fans, and its live broadcast sales have been 5 million to 7.5 million yuan; vancl’s eslite vancl official flagship store has added 74,000 new fans, and its live broadcast sales the amount is 10 million yuan to 25 million yuan.

in fact, this is not the first time lei jun has “endorsed” vancl eslite. just in april this year, lei jun started a live broadcast on douyin and became a trending topic on weibo with the hashtag #唷衣马斯#. he explained: “as an engineer, i wear vancl t-shirts, vancl jeans, and vancl canvas. shoes, because during those years when chen started his business, i supported him and became his unpaid spokesperson.”

with a simple sentence, fanke, who was in his trough period, received a "vast wealth". some media reported that 180,000 people poured into fanke's live broadcast room that day. fanke also responded quickly and transferred all the live broadcasts from four live broadcast rooms. the bgm was replaced by lei jun's internet hit song "are you ok", and the product labels in the windows were marked with the keyword "lei jun" to drive sales.

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chili sauce, body camera, xiaomi su7... ceo lei juncheng carries the goods

before setting off to paris to watch the olympics, lei jun imitated those bloggers and recorded a "business travel goodies sharing", including a 26-inch xiaomi suitcase, a dji photography tool used to shoot vlogs, which can hold 10 t-shirts storage bags, rice-suffering chili sauce and li-ning sun protection clothing, etc.

the simple short video of 1 minute and 26 seconds received 1.25 million likes and 110,000 comments. the comment area of ​​this video has become an "advertising space" for major official accounts, including the official live broadcast of xiaomi luggage rooms, xiaomi's official air-conditioning store, and various featured products came to make fun of it. chongqing brand fan shengsheng, who was selected as one of mr. lei's luggage, even left a message "i'm going abroad" and directly named the account of one of its e-commerce companies. changed to "travel to paris with disaster".

some users rushed into the store where the meal was suffering to buy chili sauce, and left a message to lei jun saying: "i bought the same style as the big brother."

from xinjiang watermelons and sun protection clothes to vancl t-shirts and chili sauce, lei jun’s simple sharing of goodies exploded without warning. so the team followed the trend and made this life sharing into a series, named "lei jun" good things to share”. on douyin, this series has 850 million views and is currently updated to 16 episodes.

in lei jun's 5th annual speech on july 19 this year, he responded to netizens asking him to take some business orders to "subsidize his family income", saying that he actually wanted to take business orders, but currently no business orders came to me. “all the products i introduce are not commercial orders, they are all products that i recognize,” he said.

"tianxia online business" observed that among the products lei jun "brought", most of them were products from his own company and the ecological chain, and a small number were products from friends.

dismantling these "goods-carrying videos" can be roughly divided into three categories: mobile phone-related products, lifestyle products and automobile products. the former is xiaomi's main position, and most of its lifestyle products are xiaomi ecological chain products, while cars are xiaomi's future and new growth.

what lei jun has to do is to warm up new products and add color to the products with "lei-style humor".

for example, xiaomi has sold more than 200,000 folding screen mobile phones. lei jun's opening remarks were to share capibara and otter, which are currently loved by young people, and set them as screensavers for xiaomi's folding screen. is there any "girl fan" who has read it and thought about purchasing it? more users who have already purchased it are in the comment area was full of lei jun wallpapers, and his style suddenly became ghostly and strange. the most liked article in the comment area was a netizen who expressed the hope that xiaomi would produce instant photo paper and cameras, hoping that lei jun would hear their call.

a few days later, mr. lei responded to all requests, and soon the mijia pocket photo printer was launched as the "replacement" of polaroid. this "portable photo" product was so popular that it was out of stock. in his annual speech, he also used the pocket printer to take selfies. i have gained a lot of fans for this product again.

it is not difficult to find that in lei jun’s short videos in the past six months, most of the content is related to xiaomi’s car manufacturing. among them, the topic “talk about cars with lei jun” has 2.86 billion views, and 76 related videos have been updated. in one of them, a factory video accidentally became popular for a piece of xiaomi automobile factory workwear. hearing the calls from netizens, lei jun put 800 pieces on xiaomi mall and they were sold out instantly.

it is worth mentioning that in august this year, he quietly opened a showcase function on douyin and put the xiaomi bracelet on the shelves. however, "tianxia online business" saw that the product has been removed from the shelves, but it can be seen that it has been sold. the number of items was 3252, and the number of buyers reached 3210.

lei jun’s ability to carry goods has also attracted the attention of capital and institutions. previously, cmb international stated in a research report that xiaomi’s revenue and net profit performance in 2024 will exceed expectations, its gross profit margin will increase, and its revenue structure will be optimized. last month, xiaomi released its "best" quarterly report in history - both revenue and net profit increased. under lei jun's "hard work", xiaomi su7 surpassed model 3 with 13,000 units in july, becoming the no. 1 sales volume of pure electric cars over 200,000 yuan.

internet merchants all over the world

the methodology of “traffic king” lei jun

recently, according to multiple media reports, a "xiaomi su7 new car launch communication review report" was circulated in the industry community. the report mentioned that the sales strategy of xiaomi products during the product launch period was based on the ip of the founder of "lei jun". influence creates hot topics, and cooperates with exposure resources to ignite the popularity of new car launches.

obviously, lei jun’s sales promotion has brought many benefits to xiaomi su7, and has suddenly opened up a new trend of ceo live broadcasts and brand endorsements. ceos all want to copy lei jun’s traffic secrets, but not all big guys can learn lei jun’s gameplay. .

"tianxia online business" summarized several key points of lei jun's sales:

first, reshape the persona: a billionaire boss, an internet celebrity who is close to the people.

lei jun's experience of starting a business from 0 to 1 has been created by netizens into the image of a domineering boss in the current popular short drama - he graduated from a prestigious school, is 1.8 meters tall, his wife is his first love, and he earned 1 million yuan in his first pot of gold in college. in 8 years, he built the youngest fortune 500 company and has a large number of "rice noodles", which are called "shquan tiancai" by netizens.

at that time, he became famous on the internet with the phrase "are you ok (are you okay)". many bilibili bloggers edited it into a ghost song. in the spirit of entertaining people to death, lei jun even spent 2 million to buy "are you ok"? ok" copyright, let everyone play freely. not long ago, another song "lei jun march" created by netizens became popular. more than 3 million people on douyin used this song as the background music of the video.

so far, "are you ok" has become a super symbol of xiaomi and lei jun himself. this popular meme has recently appeared in the xiaomi auto mall in the shape of the "ok" shape of a new hand-shaped valve core cap, and is known as "director lei." "the cheapest peripherals.

second, 5g surfing has become the post-60s generation that understands young people best.

from understanding young people's preferences and emotions to listening to young people's suggestions, lei jun understands what xiaomi's marketing manual "sense of participation" says. building a sense of participation is to involve users and build a touchable , a brand that can be owned and grow together with users.

netizens love to leave messages in lei jun's comment area because this boss has a very high reply rate. he often "turns the cards", and even replying with a dog head emoticon is enough to keep fans excited for most of the day. at the same time, he is also good at understanding and empathizing with young people. he would say, "today's young people have a hard time lying down or curling up." similar language can resonate with netizens.

posting short videos has become part of lei jun's work, and he often publishes his daily "work schedule." a netizen left a message saying: "mr. lei reported to us again."

third, the boss needs to be cute in contrast.

everyone is curious, and they are even more curious about the daily life of the boss. previously, lei jun posted a casual photo of the super moon on weibo, but it was quickly "exploded" by his colleagues, saying that the seemingly casual photo was actually taken while lying on the ground. a large amount of "tidy news" makes lei jun's character more complete.

fourth, the entrepreneurial spirit of struggle and perseverance.

in his "courage" speech, lei jun said that he had test driven more than 170 vehicles in the past three years. there are more than 200,000 words of notes and materials. from entering the field of pure electric vehicles, to feeling anxious and depressed before the car launch, and finally squeezing into the poker table, lei jun told young people another story about courage and inspired many young entrepreneurs.

lei jun is leading the way, and ceos are rushing to imitate him. among them is weilai li bin, who records vlogs without filters on his mobile phone. lu fang, ceo of lantu motors, also joked: "i really want to become an internet celebrity."

zhou hongyi, chairman and founder of 360, once said that the era of celebrity spokespersons has passed. in the era of short videos, entrepreneurs should participate in corporate ip and establish connections with consumers. just like jobs is to apple and musk is to tesla, the founder is the best spokesperson for the company. in an era where everyone is a self-media, behind lei jun’s seemingly powerful self-generated traffic, there is a unique skill that is difficult to copy.