Lei Jun poached marketing executives from Wuling: the driving force behind the MINI EV, the price-performance ratio

Lei Jun invited an “expert” to his car-making career.

Former SAIC-GM-Wuling Zhou Xing (xíng) joined Xiaomi Auto, responsible for marketing and reporting directly to Lei Jun.

You may not be familiar with the name Zhou Chuang.But he single-handedly built the explosive model Wuling MINI EV.no one in the country knows.

There are many miniature electric products, but this one is the car that sells more than 30,000 a month, is very popular among young people, and makes a trendy play.

Therefore, Zhou Jin is also considered a marketing star and star in the industry.

Lei Jun’s inclusion of such a backbone under his command not only shows that Xiaomi Auto is progressing smoothly, but also gives a certain route reference for the direction of Xiaomi Auto’s products.

Who is Zhou Jin?

In the public information, Zhou Xun’s resume is not detailed.

Now 34 years old, he belongs to the “Young Talent” in the car circle. In 2011, he joined SAIC-GM-Wuling and worked at the grassroots level in the early stage.

Since 2019, Zhou Zhen has been the director of the Marketing Center of SAIC-GM-Wuling Sales Company.

In 2020, Zhou Jin was promoted to the brand and marketing director of SAIC-GM-Wuling Automobile Co., Ltd.

Subsequently, due to outstanding performance, Zhou Xun was quickly promoted to deputy general manager of SAIC-GM-Wuling Sales Company.

Until now, switch to Xiaomi Lei Jun.

Judging from the time point of Zhou Zhen’s career in Wuling,The year 2019, when he started to hold an important position, was the early stage of MINIEV’s preparations for listing..

The rapid promotion of Zhou Zhen’s position is closely related to the process of MINIEV becoming a phenomenal explosive model.

In the past few years, Zhou Zin has been promoted frequently, and his achievements in the field of marketing have indeed won the recognition of the industry. The evaluation of him in the car circle is “young and thoughtful”.

Zhou Zhen’s marketing style can refer to the popularity of MINIEV.

Wuling MINIEV was launched. It did not focus on the selling point of “travel, affordable, and convenient” like other miniature electric vehicles, but tightly bound the concept of “young and trendy play”, making this car a cost-effective, practical, and affordable car. A big toy loved by young people.

Zhou Zhen believes that the targeted customers should be those who have experience, energy, and certain financial resources, have their own sense of fashion personality, have higher quality requirements for travel, and are more eager for fashionable and trendy high-quality small new energy vehicles.

In terms of specific methods, MINIEV really “plays” with young users. In addition to often engaging in “Internet celebrity marketing”, it also constantly chooses to engage in joint activities with young people’s favorite brands, such as Perfect Diary, Fangte Amusement Park, “ELLE” magazines, etc.

In terms of car model manufacturing, Zhou Xuan has continuously launched various special editions and joint editions to win the attention and favor of young people, such as the multi-color MINIEV macaron version, the GameBoy version that exceeds 70,000 yuan, and so on.

Zhou Zhen said that his dream is that one day there will be car owners who can start collecting from the first generation of MINIEVs, and then have different colors and different limited editions. When you open the garage and show it to others, you can especially show your personality.

These special edition models may not have a high production and sales volume, but they have earned Wuling enough attention and recognition, and have also created a unique brand tonality.

Zhou Zhen is recognized by the industry, not only the MINIEV car.

Including Wuling’s saying “no one knows”Wuling builds what the people need” network stalk, and in the early stage of the epidemic, Wuling quickly switched the mask production line to donate free medical care, and when the “street stall economy” was hot, it took advantage of the situation to launch a “stall” car, etc…

This series of events that brought huge high-quality traffic and attention to Wuling were all planned by Zhou Jin.

And such a star car marketing talent joined Xiaomi to build a car, which is also interpreted as a manifestation of the smooth progress of Xiaomi’s car-making and Xiaomi’s car.

Zhou Zhen himself, in addition to being young and energetic, meets Lei Jun’s requirements for selecting car-making talents. His marketing packaging style for young people is also in line with Xiaomi’s entire brand style.

Xiaomi Motor has invited such a general manager of marketing. Everyone may be able to speculate on what route the product will take.

Lei Jun built the car, who else did he get?

The person in charge of marketing and sales is in place, indicating that Xiaomi’s car manufacturing has entered the stage of laying out the sales network and product packaging.

On top of this, Xiaomi Auto has at least 5 key positions in charge, which are already in place.

Yu Liguo, one of Xiaomi’s vice presidents, officially announced at the beginning of this year. Another job title is the political commissar of Xiaomi Auto Beijing Headquarters.

Yu Liguo, as we have introduced in detail before, is a doctor of automotive engineering from BIT,Former BAIC “Little Marshal”in charge of the high-end new energy brand Jihu, which is the key to the transformation of BAIC, until he resigned due to controversial remarks.

Yu Liguo’s specific responsibilities are the general manager of Xiaomi Auto’s business and the actual person in charge of the daily management and operation of Xiaomi Auto.

“Under Lei Jun, above ten thousand people”.

At the level of the vehicle itself, Lei Jun invitedHu Zhengnan, former president of Geely Automobile Research Institute. Perhaps due to competition restrictions, Hu Zhengnan is currently working in Shunwei Capital, a subsidiary of Lei Jun.

Judging from Hu’s own resume, his most suitable and most likely responsibility is to be responsible for the research and development of Xiaomi’s complete vehicle.

Two days ago, Hu Zhengnan also questioned and bombarded Ideal’s quality management and public relations rhetoric about the rupture of the ideal L9:

In addition, Lei Jun’s most important aspect of intelligence, the possible person in charge is Ye Hangjun, chairman of Xiaomi’s technical committee. Ye Hangjun has always been the technical director of Xiao Ai, and has also participated in the creation of Xiaomi’s entire product ecosystem.

And he himself also appeared in the group photo of executives released by Xiaomi Auto Company when it was established.

Another confirmed vice president of Xiaomi Auto is Li Xiaoshuang, an old Xiaomi employee who has been in charge of the supply chain of Xiaomi mobile phones and home appliances before.

It is speculated that after joining Xiaomi Auto, Li Xiaoshuang’s responsibility is still supply chain assurance and management.

Finally, the person in charge of the interior and exterior design of the Xiaomi car should be Li Tianyuan, who also appeared in the group photo of the executives. He was the designer of the BMW electric iX series.

Where is Xiaomi Auto?

Building a car, the big clues are nothing more than money, people, and technology.

Money is not a big problem for Xiaomi cars. Lei Jun promised to invest 10 billion in the first phase, which is enough to meet the start-up stage.

People are a more pressing challenge for Xiaomi Auto. When it was first launched last year, most of the team were old employees of Xiaomi Group, and there was a lack of talents with automotive engineering background and autonomous driving related talents.

Lei Jun himself visited a series of car companies intensively, including SAIC-GM-Wuling.

As of now, in addition to intelligence and supply chain, several key leaders of Xiaomi Auto are all from the traditional automobile industry.

It’s hard to believe that Lei Jun’s research is just to get familiar with the auto industry or to discuss cooperation, and he has no idea of ​​recruiting horses.

The overall team, when the financial report was released in March this year, Xiaomi CEO Lei Jun once disclosed that the progress exceeded expectations.The R&D team has more than 1,000 people, and in the future, it will focus on promoting intelligent cockpit and intelligent driving related work.

Two days ago, the Xiaomi self-driving test car was also exposed on the Internet, using the BYD Han EV model:

As for the core technical team behind Xiaomi’s autonomous driving, it is DeepMotion, a startup company acquired by Xiaomi last year.

In addition, in the coming August, Lei Jun will personally announce the Xiaomi engineering prototype, and then start a series of tests.

Moreover, according to reports, Lei Jun now only works in Xiaomi Technology Park, and spends 2/3 of his time in a separate office building of Xiaomi Auto.

Xiaomi Auto, the time for submission of papers is getting closer.

Hashtag: Wuling millet car