Yang zhe leaves Xiaomi to have a long way to go to build a high-end brand

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Sina Technology Zhang Jun
Less than half a year after joining Xiaomi, Yang Zhe, China’s chief marketing officer, is about to step down and become a marketing consultant in China. It is reported that it is due to physical reasons.
In June this year, Xiaomi just announced the appointment of Yang zhe as vice president of Xiaomi group and Chief Marketing Officer (CMO) in China, responsible for the formulation of marketing strategy, plan implementation, brand building and promotion in China, reporting to CEO Lei Jun and China President Lu Weibing.
From the point of view of the relationship, Yang Zhe is not respected.
Before joining Xiaomi, Yang worked in Motorola, apple computer, Samsung Electronics, Huawei’s consumer division, TCL Communications Group and Meizu.
In the career of Samsung and Huawei, Yang zhe has contributed to the development of the two brands in the Chinese market and the establishment of high-end brand image.
For example, during his tenure at Samsung, he was mainly responsible for the promotion and brand promotion of the anycall brand of Samsung mobile phone in China, and led the launch of a series of business models such as xinxintianxia series w699 Zhenjin, which achieved good results in China’s high-end mobile phone market.
During his stay in Huawei, the gentleman of P7 is like LAN, the life of p8 is like water, and the life of mate 7 is jazz. All of these marketing activities are conducted by Yang Zhe. Huawei mobile phone has achieved transformation and improvement in brand image and product sales.
Xiaomi’s intention to introduce Yang zhe was also based on this. After the split of redmi brand, Xiaomi brand needed to break through the restrictions and establish a high-end brand image.
In order to create high-end, Xiaomi also introduced a number of external talents. For example, Zeng Xuezhong, former CEO of ZTE terminal, served as president of mobile phone department; Chang Cheng, former vice president of Lenovo Group, served as vice president after joining Xiaomi and was responsible for mobile phone product planning; Miao Lei, former vice president of Nubia, served as director of Xiaomi’s mobile camera department to strengthen camera research and development.
A few days ago, Lei Jun also claimed to recruit 5000 engineers next year, which shows the importance of talents and technology. With the support of numerous talents and R & D investment, Xiaomi has also made a lot of progress in high-end mobile phone products, such as cameras, fast charging, etc.
Camera has always been one of the directions that Lei Jun likes to talk about. He often says that Xiaomi has 125 days this year, which is one third of the time, dominating the third-party camera evaluation agency DxOMark. In the fast charging, he joked with his friend Huawei, saying that Xiaomi’s wireless fast charging is faster than Huawei’s wired fast charging.
In the third quarter of this year, Xiaomi returned to the third place position in the global smartphone market, which was also attributed to the technical investment by Lei Jun.
In contrast, the brand and marketing that Yang Zhe is responsible for after joining has changed a bit, for example, the style of the product’s publicity copy and poster is more elegant and meets the needs of business people. However, compared with the progress in products, this kind of marketing has not yet achieved very obvious results.
This may also be related to the short time of joining Xiaomi. In less than half a year, he needs to adapt to Xiaomi’s unique culture, be familiar with and re sort out the brand and marketing strategy, which is a big challenge.
In addition, it is also closely related to Xiaomi’s inherent corporate culture. On the one hand, cost performance and parameters have always been the labels given to Xiaomi’s mobile phones by the outside world, and they are also important factors for Xiaomi users to choose Xiaomi. It is not easy to change users’ minds overnight. On the other hand, it is also uncertain whether the internal staff of Xiaomi, even among senior managers, can adapt to this practice which is quite different from the previous marketing style.
This experience in TCL communications, Meizu and other enterprises where Yang zhe once worked has also been confirmed. Especially during the Meizu period, the internal employees had a strong rebound on the marketing style.
Recently, Lei Jun, chairman and CEO of Xiaomi, said at the Yabuli forum that there are three misunderstandings about Xiaomi. One of them is that Xiaomi’s mobile phones are all low and medium-sized. “Very depressed,” Lei Jun said helplessly.
Although he also cited Xiaomi’s 10 supreme commemorative edition priced at 6999 yuan and 98 inch redmi TV at 19999 yuan, he hopes to prove that Xiaomi has a foothold in high-end prices. But in the eyes of the industry and users, persuasion is far from enough.
The creation of high-end brand is undoubtedly a systematic project. The product is the foundation, marketing, channels and so on will become an important auxiliary. In the increasingly complex market competition and user demand, it is difficult to say that we can completely rely on a certain person or a certain product to fundamentally achieve the brand image leap.
Xiaomi has been established for ten years, and its cost performance is a lingering label. This not only let millet gain praise in product pricing, but also left the brand of low-end brand. Fortunately, Xiaomi senior management has already realized and tried to change the status quo, but this is bound to be a longer process than expected.
When communicating with microblog netizens, Yang zhe said he had not left Xiaomi and would continue to offer advice and suggestions for Xiaomi. In any case, with the progress of Xiaomi’s mobile phone in product force and the addition of more fresh blood, there will still be more paths and possibilities for Xiaomi to try to build a high-end brand.