Xiaomi's Chief Copywriter

Last night, Lei Jun gave another speech. Over the years, Lei Jun's speeches, along with Xiaomi's various unexpected products, have formed Xiaomi's overall brand image. The core text of Xiaomi's brand is Lei Jun's speeches.

Be fucking professional.

Lei Jun gave another speech last night. Usually, there will be a product launch after a speech. In recent years, Lei Jun's speeches have been accompanied by various unexpected products of Xiaomi, forming the overall brand image of Xiaomi. What is a brand? A brand is a consensus among consumers.

What everyone agrees on about you is what kind of brand you are. For example, Volvo focuses on safety, and consumers jokingly call it a brand that "doesn't die in the car, but dies anywhere". This is the consensus. In an era when media is fragmented, every brand needs a set of core texts to define the brand, so that consumers can form a consensus on the brand. For example, Nike's series of communication themes centered around "Just Do It", such as "Give me the ball", "Come out", "Play for real", "You'll understand if you run", "Live your greatness", etc., are Nike's core brand texts. They are scattered in form but not in spirit. No matter what platform it is spread on, no matter what form it appears in, whether it is print, video, animated picture or tweet, the brand image conveyed to consumers is consistent.

Xiaomi is too complicated. In addition to Xiaomi mobile phones, there are also digital products such as notebooks and tablets, home appliances such as TVs, refrigerators, air conditioners, washing machines, as well as mobile power supplies, bracelets, purifiers, power strips, towels, routers, balance bikes, sweeping robots, suitcases, drones, cameras, etc., which are developed and produced by Xiaomi or Xiaomi's ecological chain companies, and sold in Xiaomi Home and Xiaomi Mall. Now there is Xiaomi Auto. Positioning theory cannot understand Xiaomi. It is difficult to explain Xiaomi in one word or one sentence. The early "born for fever" of Xiaomi mobile phones is obviously no longer suitable for defining the brand.

01 Lei Jun is Xiaomi’s chief copywriter

Xiaomi's core brand text is Lei Jun's speeches. Check out the themes of Lei Jun's speeches over the years.

2020: Moving Forward

2021: My dream, my choice

2022: Always believe that good things are about to happen

2023: Growth

2024: Courage

After every speech full of positive energy, there are always some "golden sentences" that continue to circulate on WeChat Moments, Xiaohongshu, and Douyin. Maybe you have never bought Xiaomi products, but you are very likely to have seen Lei Jun's golden sentences in his speeches and the brand content that came with them.

Face the risks and go all out. Don’t be afraid to make choices. Do it first. If the direction is right, the road will not be far. One person may walk fast, but a group of people can go further. Always believe that good things are about to happen. 99% of the problems have standard answers. Find someone who understands and ask them. People are great because of their dreams, and they grow because they stick to their dreams...

Behind Xiaomi's core brand text, which revolves around the theme of the speech every year, is Lei Jun's personal struggle story, intertwined with Xiaomi's development history, and has built a vivid brand personality in people's hearts, a young man who is not afraid of hardships and becomes more courageous with each setback, and a hero with beautiful hearts and sticks to his dreams.

02 Content is the best centralized platform

Ancient Greek leaders influenced the public through public speeches, which were the earliest form of centralized media.

Later came newspapers, radio, and television, and CCTV had the greatest influence in the country at one time.

Now that centralized media has disappeared, retro speeches have regained their "centralized" status. There is no better form for telling brand stories than speeches. They are dense, focused, and concise, and can be broadcast live across the entire network without blind spots.

After the live broadcast, the complete speech content was spread again in the form of videos and tweets on iQiyi, Youku, Bilibili, and WeChat. The wonderful video clips and golden sentences of the speech continued to spread in various fragmented scenarios such as Douyin, Xiaohongshu, and video accounts, which has a very terrifying long-tail effect. The best content can break through the algorithm mechanism of all platforms. The core text is the soul of the content.

03 The brand core text is the anchor of strategy

At present, many brands have opened marketing accounts on different social platforms, publishing different forms and contents. Some brands lack a set of core texts to guide operations, which makes different contents "scattered in form and spirit" and each fights for itself. The same brand seen by users of Weibo and Xiaohongshu is two brands with completely different personalities. Not only do external consumers not understand your brand tone, but even different internal department teams cannot clearly explain what the brand is. Sometimes when chatting with some brand teams, some brands rely on market dividends or channel advantages and have good performance, but when you talk to everyone in the team about their understanding of the brand, it is like a blind man touching an elephant. Some people say it is a wall, and some people say it is a pillar. Everyone has a different understanding. The team efficiency can be imagined, and a lot of brand resources are wasted.

Without a core text, the brand becomes indescribable. When the CEO formulates strategy, the heads of various lines formulate tactics, and the executives go to fight, everyone can only move forward based on their own feelings. The brand core text is the anchor of the strategy. Internally, it can unify brand cognition, let everyone in the team know what the brand is like, and maintain a consistent tone from R&D design to brand promotion; externally, it can reduce marketing costs, let customers or audiences understand the brand spirit in seconds, or form clear purchase instructions, and spread word of mouth.

Source: WeChat public account "Copywriting Free Shipping"