text | Director Dong talks about technology, author | Director Dong
In 2013, Lei Jun participated in a variety show event on Jiangsu Satellite TV and needed to complete a street questionnaire survey. Some of the men, women, and children passing by waved their hands, and some just ignored it. Finally, with words of "ok, thank you," Mr. Lei said with an awkward smile:
was rejected 15 times.
In 2024, Lei Jun appeared at the Beijing Auto Show and was surrounded by crowds. Suddenly the crowd burst into laughter. It turned out that a male audience member shouted loudly:
dad.
In Lei Jun’s subsequent short video, there were also many netizens who came to “recognize their father”. Some fans chased Mr. Lei and shouted, "Look at me." There were also many people who bought a Xiaomi Mi SU7 just to take a photo with Lei Jun.
can be said to be: Ten years ago, you didn’t know me; ten years later, everyone wants to tease me.
Lei Jun’s personal influence has successfully brought Xiaomi, a “newcomer” in the gaming industry, to the poker table quickly. Jiang Nanchun praised Lei Jun's personal IP for 10 billion public relations expenses.
Not only is Lei Jun's live broadcast popular, but Zhou Hongyi, who is called "Dean of Lei Jun Research Institute" by netizens, even though he does not have a driver's license, he shoots videos on the roof of his car and does live broadcasts, which is also popular. The explosion of
traffic can make traditional car companies with "rich experience in car manufacturing but still unsaleable products" excited and excited:
Isn't it just the boss filming a live broadcast? Whoever is popular will be popular. I can't do what Lei Jun does?
But unexpectedly, the results were unsatisfactory. Not to mention fans, even the CEO of a car company was trending on the Internet and became a negative public opinion.
Lei Jun said in his latest speech: In fact, if you fail, it is not because you have no ability, but because you lack courage. However, judging from the experience of car company CEOs who mustered up the courage to do live broadcasts:
, you cannot believe it all. Although full of temptation.
01
Lei Jun worked hard to shoot videos and live broadcasts on Douyin, and finally achieved a milestone on July 23:
had more fans than Dong Yuhui.
A top boss's IP and a top worker's IP finally met. But two days later, on July 25, the situation changed dramatically and became:
, the two top boss IPs.
Oriental Selection announced that it will sell 100% of the shares of Youhui Peer to Dong Yuhui. Dong Yuhui also became the boss of the company from a senior migrant worker.
Without New Oriental's transformation and Li Jiaqi's suspension window, perhaps traffic would not have discovered Dong Yuhui. But the opportunity comes.
Dong Yuhui’s cultural live broadcast style is a treasure for viewers who are tired of shouting. Word of mouth spread, popularity surged, and the success of Dong Yuhui’s personal IP accelerated New Oriental’s transformation and also caused the stock price to take off:
soared 25 times.
If it hadn’t been for the editor’s surprise reply and Dongfang Xiaosun’s “throwing of the phone”, the public would not have discovered that some executives who have reduced their holdings of stocks at high positions are not willing to be just green leaves, but:
里子, I want all the face.
The "little essay" incident is getting more and more intense, dominating the media world. There were people from both sides who tried to persuade Dong Yuhui and Dongfang Selection to leave. Luo Yonghao chose three "most" to express his indignation against Dongfang Zhen:
is the most unfair, the most ridiculous, and the most bullying and oppressive young people.
In the end, Yu Minhong "rushed to the scene", removed the CEO, raised Dong Yuhui's salary, and even set up a subsidiary "Walking with Hui" to give Dong Yuhui full responsibility.
Although both parties were in the same frame again, and Dong Yuhui also expressed his grateful attitude, some conflicts can be resolved with two barbecues, and some conflicts are like the creases of paper.
This incident falls squarely into the latter category.
Yu Minhong was also full of courage to solve the problem, but in the end he was really "convinced". He confessed in the article that the dispute caused a gap between Dongfang Selection and Peer With Hui, and he was in a dilemma when dealing with it: when
appeared in the live broadcast room of Peer With Hui, there were intensive attacks; when he appeared in the live broadcast room of Oriental Selection, there were also intensive attacks. attack.
Who can bear the anger of being unable to hold a child that he gave birth to? Some shareholders even expressed their disappointment and anger towards Yu Minhong.
Finally, Yu Minhong couldn't bear it anymore.Along with Hui, all the profits were given to Dong Yuhui, and the company was also given to Dong Yuhui. Even the money Dong Yuhui paid to buy the company was arranged in a reasonable way. A few words were revealed between the lines:
benevolence is the utmost, stop scolding.
's open layout has made netizens praise its layout, and Luo Yonghao's evaluation of it as an "iron cock" is self-defeating.
When Dong Yuhui first became popular, many bosses were lamenting: It would be great if my employees could be so good, and I would be more worry-free. Now, they are thinking:
What Lei Jun did, I can learn from it again.
02
Fate is actually fair. Lei Jun has also experienced the pain of current car company bosses.
In 1999, Lei Jun wanted to spend 10 million to acquire NetEase, but Ding Lei did not agree. Moreover, it didn’t take long to raise 10 million US dollars, and the valuation increased dozens of times. WPS is still working hard to make money, while NetEase is so valuable even if it doesn't make money. Lei Jun lamented painfully:
We don’t know what we have done wrong, but we are thrown into the most painful purgatory with no end in sight. And the goal that you dare not even dare to imagine with all your courage is ignored by others. Effortlessly crossed.
This painful experience prompted Lei Jun to think about the Internet. He gradually understood that the Internet is not a technology or a tool, but a
thinking mode.
As a result, there is a sense of participation later. What Xiaomi users buy is not a mobile phone, but the emotional value of becoming a rice fan. Lei Jun is very capable in providing emotional value, so much so that Liu Qiangdong said not to compete with Lei Jun in marketing.
Lei Jun has many marketing techniques. For example, the joke about "cooking noodles" circulating on the Internet is to express digitally and create a sense of gain. If I could sum it up in eight words, it would be:
is really informative and mass-oriented.
A man who can obtain car production qualifications in the red ocean stage of car building must have high energy; a man who can write a cracked version of WPS during college must have a high IQ; a man who sells his startup company to Amazon and brings it with him Men who are listed on Jinshan must have a lot of wealth.
But there are also a lot of ghost videos about Lei Jun.
After Lei Jun saw the "are you ok" video on site B, he did not start public relations, nor did he question like teacher Ma Baoguo: Is this good or bad? Instead, he took the initiative to move it to the press conference, and even included some cute photos.
A few years later, Lei Jun also relied on this song to successfully rank in the "Singer 2024" UC netizens' popular list, crushing Han Hong, Zhou Shen, and Jay Chou, becoming:
No. 1.
Lei Jun is liked by young people, which is also related to Xiaomi’s style of play. Xiaomi likes to find a high-priced product and then cut into it to create a cost-effective product. Bringing high-end experience at ordinary prices can be called:
the king of high-end destruction.
This kind of gameplay also fits the rebellious consciousness of young people. It's like singing "I don't have a k" in bel canto. And the sense of rebellion is also filled with public opinion in the Dongfang Selection "Little Composition" incident:
Beating workers helps beating workers, and intellectuals protect intellectuals. The retired mother-in-law protects her son-in-law.
Dongfang Xiaosun has faced a "people's war" from the beginning, and the results are naturally self-evident.
Some people are worried that if they walk with Hui independently, the difficulties have just begun and the outcome is hard to say. Judging from Zhang Xiaoce and Zhanyan Bora after their solo career, they have developed better than their original accounts. This all shows:
Whoever controls the content that the masses like to hear and see is the real IP.
Otherwise, not to mention showing your face, even your buttocks.
03
"Have fought and won wars", and can still mingle with young people, then you can become an IP. For example, Zhang Chaoyang has become a well-known influencer at Station B by relying on his physics classes rather than scandals.
thinks with his toes and knows that such IPs are rare. Think on your heels and know that becoming a super IP is very random. However, those who cannot resist the temptation of IP, and those who aspire to become IP still keep going. So:
teaches people to become IP, and it becomes a good business. The
business is also divided into three, six or nine levels. The main criteria for classification are:
price.The most high-end targets of
are somewhat famous entrepreneurs, and the teachers are usually mature mcn organizations. Entrepreneurs pay a high fee, read the script, and accept the approval or criticism of netizens. The middle-range
is for small business owners or executives, and the teachers are smaller-scale mcns. The most famous among them is Shen Ge. Recently, a designer whose account name is "Big Brother Min" started to tear up Brother Shen.
The "big wronged" claimed to have spent 500,000 yuan to file a "running companion case". The other party replaced three "running companions" teachers, and he had a team of 5 people. He took more than 100 works in three months, and also I invested 2,000 yuan in "Doujia" and after a lot of hard work:
gained 189 followers.
If this money is used to "give away big geese" in exchange for attention, it will have to exceed 5,000.
The next level is aimed at small self-employed people, and the lecturers are big Vs who are popular on Douyin, Bilibili and other platforms. Although the cost is only a few thousand yuan, or a small amount of tens of thousands, the advantage is that a little adds up to a lot.
If you are really serious, these high, middle and low-end courses are actually not difficult to find:
Xianyu, 9.9, 99, do you know? Of course
04
ip is a good thing, but money can buy traffic, but not IP.
No amount of money can combat the inevitable randomness of the founder’s IP; and not enough money cannot solve the inevitable contradiction of the employee IP.
Smart people all know that to succeed, you have to work hard and not take shortcuts. Therefore, spending money seems to be an effort to achieve peace of mind.
According to legend, a master once placed an advertisement in a newspaper: for only 1,000 yuan, you can get a secret book to become a millionaire. Soon people eager to succeed called with 1,000 yuan. The master wrote back:
Find a thousand people like you. Honey.
