On the afternoon of November 29, 2019, Xiaomi Group conducted a new round of personnel appointments. Co-founder Li Wanqiang resigned due to personal reasons and became a senior consultant.
1, Lei Jun made him the founder of Xiaomi
The first 10 years that Li Wanqiang worked at Kingsoft, the second 10 years In Xiaomi:
2000-2009, joined Kingsoft after graduating from university and made great contributions
In 2009, Li Wanqiang wanted to change direction. He has always liked photography and is an enthusiast. He wanted to open his own studio and resign. I called Lei Jun before, and Lei Jun said: "Don't be bullshit, do it with me."
In the Yingu Building in Zhongguancun, Lei Jun, Lin Bin, Li Wanqiang, and Huang Jiangji drank a bowl of Li Wanqiang's father morning I got up at 5 o'clock and cooked up the millet porridge delivered to the company and started a business. At that time, Xiaomi had only 14 people.
In 2010, when Xiaomi was founded, Li Wanqiang was responsible for MIUI's overall R&D, design, and operation;
June 2011, took over Xiaomi.com With Xiaomi mobile phone marketing, Lei Jun hopes that Xiaomi mobile phones can be like MIUI, without spending a penny, and relying on word-of-mouth to do marketing. Li Wanqiang forced himself to be a new media and desperately found his way on forums and Weibo;
In August 2011, Li Wanqiang planned the first activity on Weibo-"I am a mobile phone control", did not spend a penny to promote it, and soon attracted 1 million users to participate, which made the whole team confident Zeng;
Li Wanqiang believes that Xiaomi’s word-of-mouth marketing is a sense of participation from the very beginning, and successively created “F code”, “rice noodle festival”, “participation” and other hot online words.血路;
In August 2014, he refined the internal manual of Xiaomi word-of-mouth marketing into the book "Sense of Participation" and introduced it to the market, becoming a must-read for outside research on the Xiaomi model. After three months of publication, he won the "CITIC Press" 2014 Bestseller’s award;
In November 2017, Li Wanqiang was appointed as the Chief Brand Officer and Shunwei Investment Partner. False job.
In 2018, in addition to actively running for Xiaomi's listing, Li Wanqiang hardly participated in major Xiaomi decisions.
On November 29, 2019, Xiaomi announced the news of his departure.
2, "Sense of Participation" has become the strongest operating core of Xiaomi Company
In Li Wanqiang's eyes, "Sense of Participation" is not only the title of the book, but also the word-of-mouth of Xiaomi Company that can quickly appear on social media. The reason for the detonation. It is written in the book: Consumers' decision-making psychology in choosing commodities has undergone tremendous changes in the past few decades. When a user purchases a product, from the earliest functional consumption to the later branded consumption, to the experiential consumption that has become popular in recent years, what Xiaomi has discovered and is participating in is a new "participatory consumption".
How to quickly build a sense of participation in the process of enterprise operation? Li Wanqiang believes that to build a sense of participation is to open up the process of making products, services, brands and sales, allowing users to participate, and building a brand that can be touched, owned, and grown together with users! I concluded that there are three strategies and three tactics, which are internally called the "Three Three Rules of Participation", namely: three strategies: making explosive products, being fans, and being self-media. Three tactics: open participation nodes, design interactive methods, and spread word-of-mouth events.
"Making explosive products" is a product strategy. Product planning must be courageous at a certain stage and only do one. To do so, we must be the first in the market for this category;
" "Being a fan" is a user strategy. Behind the diffusion of participation is "trust endorsement", which is the evolution of weak user relationships to stronger user relationships with better trust. The fan culture first allows employees to become fans of product brands.Silk, secondly, to benefit users;
"Being self-media" is a content strategy, is to let enterprises themselves become information nodes of the Internet, to make information flow faster, information dissemination structure is flat, and internal organization The structure should also be flattened.
"Open Participation Node" Open the process of making products, services, brands and selling, and select nodes that benefit both the enterprise and users, and the participation and interaction that benefit both parties can be sustainable;
"Design interactive mode" Design accordingly according to the open nodes. The interaction is recommended to follow the design idea of "simple, beneficial, interesting and authentic", and the interactive mode should be continuously improved like a product;
“貨說事事” First, screen out the first batch of people who have the most recognition of the product, ferment a sense of participation in a small scale, and make the content based on interaction into a topic that can be spread, so that word-of-mouth will be fissioned. It affects more than one hundred thousand and millions of people to participate, and at the same time amplifies the sense of accomplishment of the users who have participated, and makes the sense of participation form a spiral of storm effect.
Through the Internet, consumers play the roles of Xiaomi’s product managers, test engineers, word-of-mouth recommenders, dream sponsors, etc., enthusiastically Participate in all the details of a brand development. It can be seen that the "sense of participation" plays a decisive role in the operation of the enterprise. Today, Xiaomi has become a leading technology life service provider, developing and producing technology life products in all areas of life. In the future, it will also enable consumers to experience a better life through a sense of actual participation.
Where will Li Wanqiang go after leaving? According to speculation, he should have let himself go, playing with his favorite photography and painting. In the video course "Business CEO Marketing Compulsory Course", he personally explained how Xiaomi makes a sense of participation.
1. If you don’t engage in press conferences, what can Xiaomi rely on to sell 150,000 mobile phones in a few minutes;
2. Reposting activities with prizes, Xiaomi 2 million reposts in 2 days, how do you do it;
3. How to do word-of-mouth, Lei Jun is Xiaomi’s chief customer service, with full participation;
4. What are the secrets of managing a good person? In fact, there are 2 foundations and 3 requirements;
Learn from successful entrepreneurs and shorten Explore the path and wish you an early success.
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