Wang Yuan smoky millet

Heartbreaking Lei Jun, heartbreaking Xiaomi.

On the evening of May 20, Xiaomi released its first quarter 2019 financial report. This is the first financial report disclosed after millet launched the "cell phone + AIoT" double engine strategy, including Lei Jun and other millet executives are very important.

Lei Jun in microblogging, WeChat have given a strong stand endorsement, CFO Zhou Shouzhi also appeared in the video form of millet Q1 financial report.

But millet did not think, at the same moment, straight line from the millet Beijing headquarters of China Resources Colorful City 15 kilometers from the body of a restaurant, popular flow star Wang Yuan is with Jia Nailiang, Yang beyond the joy of the party. A piece of laughter, Wang Yuan lit a cigarette indoors, tasting up, posture at a glance is this veteran.

Wang Yuan, is none other than the Xiaomi 9 spokesperson. On February 20 this year, Xiaomi 9 conference, this TFboys member took the stage to interact with Lei Jun, and also shouted out that Lei Jun's classic terrain: Are U OK.

It's just that Lei Jun, nowadays, may not be OK at all.

Smoking can not be considered much of a thing, Lei Jun himself is an old smoker. But the star spokesman, especially Wang Yuan, this kind of small puppy route, or in the strict control of the smoking ban in Beijing indoor, it is inevitable that the image of a substantial damage. At present, Wang Yuan to pro-mother powder-based rice circle, there have been a lot of powder phenomenon.

This will since spill over to Xiaomi. Xiaomi 9 hopes to take advantage of the young and stylish temperament portrayed by Wang Yuan's popular image, but also instantly enveloped by a thick smoke.

Social media Lei Jun's microblogging comment side has been overrun by netizens: Lei, Lei, your spokesman collapsed again.

Why do you say again?

Whether it is Wu Xiubo at the time of the red rice national cell phone, or Xiaomi cell phone a variety of products, Wu Yifan, are full of controversy in the endorsement period. The choice of Wang Yuan, which was originally based on the absence of black material in its past, but it is also unable to escape the ultimate showbiz circle of collapsing persona.

And in millet, ate the star marketing loss is not only the phone this business.

On the afternoon of November 25th last year, the famous domestic star group Yuquan was in Beijing to build up momentum for their "Twenty - Yuquan" tour which will be held in a month's time. At the scene, in addition to the duo of Yuquan, there are Xiaomi Youpin general manager Gao Ziguang, Xiaomi Youpin deputy general manager Chen Bo and so on. It turns out as millet's e-commerce brand Xiaomi Youpin, is the title sponsor of the "twenty - Yuquan" Christmas concert.

In line with the "twenty - Yuquan" concert, millet has products not only launched a limited edition Yuquan 20th anniversary doll from the hands of millet ecological chain enterprises copper masters, but also synchronized on the same day on the line Yuquan Music Carnival product zone.

But the next day, November 26, Chen Yufan, one of the Fei Quan group, was reported to be a drug addict and was caught by the Beijing police.

All the arrangements and plans are disrupted, millet has a product carefully prepared, this is intended to use the popularity of Yuquan to create a label that follows the trend of all the efforts to go down the drain.

In the second half of 2016, Redmi in one breath invited Liu Shishi, Wu Xiubo, Liu Haoran, three spokesmen, and Xiaomi note2 also took Tony Leung. Since then the star spokesman is the consistent strategy of millet's external marketing. From the data of Xiaomi's financial report, its publicity and advertising expenditure in 2016 was 960 million yuan, and in 2017, it grew to 1.9 billion yuan, a significant increase of 99.5%.Then in 2018, this expenditure was 2.486 billion yuan, and it continued to soar wildly.

From the results, millet did turn the tide out of the dilemma, became the only one of the cell phone jianghu realize the reversal of the company. But this may not have anything to do with the star spokesman Xiaomi hired.

Rather, it has to do with Lei Jun.

In 2016, when millet was in trouble, it was Lei Jun who returned to the front line to personally take charge of cell phone research and development and supply chain, and removed the corresponding responsible person, as well as leading the millet team to carry out a full range of remedial courses, which ensured that millet returned to the right track. The so-called star endorsement strategy, at best, is to revitalize the momentum, icing on the cake.

Then on May 17 this year, Lei Jun once again personally down, back to the front line. Xiaomi announced that day, Lei Jun concurrently served as president of China, fully responsible for business development and team management in China. Previously this position by the group senior vice president Wang Chuan responsible for, the latter in December last year. After less than half a year, Lei Jun took back the China business from Wang Chuan.

The background to this is naturally that Xiaomi has reached another moment of crisis.