CEO marketing, Lei Jun himself became the IP for Xiaomi
Driven by the digital wave, the way brands interact with users has undergone disruptive changes. The traditional one-way communication model has been broken and replaced by a more flat and diversified interaction model. In the era of traffic scarcity, IP has become the most cost-effective market solution, and the whole people have entered the IP era, especially the founders. In this context, the CEO becoming a net celebrity has become a powerful engine for reshaping the brand pattern.
As a representative of "Internet celebrity entrepreneurs", Lei Jun has attracted many consumers through personal charm and successful experience, and this combination of personal brand and corporate image has a dual impact on brand image and marketing. He livestreams or posts videos of Xiaomi products on social media. Sharing personal life, from the Lantern Festival to the dumplings, to the car production line inspection, to the car drift, the content is more real and more grounded. At the same time, actively interact with users, such as millet car sales, users in the comment area called Zhang Songwen teacher, Lei Jun immediately responded to send Zhang Songwen an olive green car, which caused extensive attention and recognition of users. Some netizens questioned the endurance of the SU7, and he personally drove on the highway to broadcast live, these moves have enhanced his friendly people and affinity.
To sum up, by sharing his personal insights and company dynamics, Mr. Lei created his personal IP and operated social media, closely combined his personal image with his brand image, enhanced Xiaomi's brand image, enhanced user trust and loyalty, and boosted the sales of Xiaomi SU7.
However, there are also risks in the enterprise's high network red, and the personal IP of senior executives often relies on the enterprise's momentum to obtain traffic, so it is more likely to lead to their personal remarks being increased to the value of the enterprise. For example, some time ago, Baidu vice president of public relations, Jade Jing, published remarks on her personal account caused a storm, and finally led to the evaporation of nearly 6 billion Hong Kong dollars of Baidu's market value.
Therefore, creating the boss IP also needs to be treated with caution, such as having a distinct personal label, which can increase the temperature of the brand and quickly gain the trust of the public. And good at telling good stories, people set up real, through continuous content output to attract users.
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ReplyDeleteI feel that this is a very good strategy, the CEO not only focuses on personal image when building his personal IP, but also combines it with the brand's image. At the same time more companies began to increase the launch, or the addition of ceo personal account, using this way to draw closer to the distance between consumers. Convert personal traffic while reinforcing your corporate image. But some boss ip is no longer completely for the enterprise service, there are also with the help of the enterprise to win the traffic situation.
ReplyDeleteThis author's perspective on KOLs and brand communication is very fresh and relevant. With the internet allowing everyone to be a KOL, there are many entrepreneurs who are breaking away from the serious stereotypes and meeting people on the internet in a more personal and friendlier way. Their identity itself is enough to shape the qualities of a KOL, just that the way they spread their opinions was not the way they do it in today's decentralized-Internet ecosystem.
ReplyDeleteThe CEO becomes a KOL, especially doing things that ordinary net-celebrities do such as live banding, live performances and so on, although it has a certain appeal and brand dissemination strength, proving that under the current brand marketing, the audience tends to make purchasing decisions based on the spokesperson more than a high concept and slogan, which is the current consumer trend and network trend. However, the CEO himself carries a huge amount of fans and social credibility, so every move is seen as a representation of the overall image of the company. The authors also mention this at the end, and I think it can be added that CEOs as online celebrities are more likely to create market instability.