wen｜meirirenwu changfangfei

编辑 | Yang

对小米来说，雷军不仅仅是创始人、董事长和CEO，更是形象大使，是销冠主播，是“古希腊掌管流量的神”。在巨大流量的裹挟下，销量增长的压力下，或许，连雷军自己也慢慢丧失了对“雷军”的解释权。

01 不想当赛车手的CEO，不是好主播

leijunyouyicixiangsuoyourenzhanshile，ruheyongzuixiaodeqiekou，qiaodongjudadeliuliang。

7yue19riwan，leijundenianduyanjiangzaigedapingtaikaiqizhibo。benciyanjiangbeifenweileshangxiabanchang。shangbanchang，leijunhuigulezijidesannianzaochegushi。xiabanchang，shixiaomidexinpinfabu。

leijunyanjiangbingbushishenmexinxianshi，jinnianyijingshidiwunian。hewangnianbutongdeshi，jinniandegushixianbiandegengjiamingque——zaoche。congxiaomishoujibeimeiguozhicaideqijijiangqi，daoguangzhaorencai、qinzishijia，zuihouruqishangxian，xiaoliangpojilu。jinguanyanjiangzhongdehenduoxinxi，douzaihulianwangshangyisuipianhuadexingshichuanboguo，danleijunyongzijideqinshenganshou，jiangzheiyiqiechuanqilai，dajianleyige“nifengfanpan”deshuangwengushi。

erzheizhongxushi，qiaqiashidangdaihulianwangshangzuirongyichuanbodegushimoban。

suiran，leijunzaigegechanghefanfujieshiguo，zijibushishuangwennanzhu，danruguobazheichangzhibochaikaikan，youqishizaochegushidebufen，tasihujuqileyigebaokuanshuangjudequanbuyaosu——xijiefengfudefanzhuan、zhujiaodegaoguangshikehecongtoujiuzhudingdedatuanyuanjieju。

图 / 2024雷军年度演讲直播截图

suoyoudetiaozhan、kunjing、jiujie，douzhishipudian。meiyige“danshi”zhihoudejuzi，caishileijunzhenzhengxiangshuode。

ganggangjuedingzaoche，nianqinggaoguanzhoushouzijiulizhile。danshi，jiexialai，lingyidapizhuanyerencaidoufenfenjiarulexiaomiqichededuiwu。

ganledabannian，diyicixiangmupingshenhuishang，dajiafenqihenda，yiduchaodaobukekaijiao。danshi，jingguole21tianmalasongshidebimenhui，gongshidachengle。

xiaomisu7shangshiqian，meitiyuce“meigeyuenengmai3000liangjiuyaoshaogaoxiangle”。danshizuizhong，qichezhengshifabu28tianhou，suodanliang75723tai。

chuletuanduigushi，leijundangrangengshanzhangjiangziji。zaixianchang，leijungongbuleyizezijikaizhexiaomisu7piaoyishipin，chengweidangwanzuichuquandesucai，fensihenkuaizaochulexin“geng”——qianyilaozongbowoyixiao，nulikaolesaichejiazhao。

图 / 2024雷军年度演讲直播截图

zaishipinfabuqian，leijunxiaozheshuo：“paidebuxing，dajiacouhekankan。”danshijishang，zheibushigongzuorenyuansuishoupaide“laobanshijiapiaoyivlog”，ershijingzhidexiaomisu7guanggaoxuanchuanpian。yunjing、peile、jianjikadian，douyisibugou。

henkuai，“leijun piaoyi”chengweidangwandiyigechongshangresoudehuati，duanduanyifenduozhongdeshipin，beizhuzhenjietuchuanbo。zaigezhong“leizonghaoshuai”depinglunli，“diancheyenengpiaoyi”chenglelingyigechuanbodian。

qinzichujing“guanggaopian”，chuleyaoxiuyibapiaoyijishu，zuizhongyaodeshi，leijunxiangyaoba“dongche”derenshe，laolaoditiezaishenshang。

yanjiangzhongdexiangguanxijiehaiyou：leijunzhongshikaichejineng，xianhoushijia170liangche；shijiabijiheziliaojile20wanzi；qinzicanyuxiaomisu7dedongcehexiace，xiacezaitulufan，haiaishangledangdidexigua；bugugongguandefandui，qinzishanggaosuceshizhijia……

liuliangdailaide“potianfugui”，leijunzaixiaomishoujifabudeshidai，jiucengshenshentihui。rujinlaidaozaoche，tabuguoshibazheibawuqimodegengfenglixie。

dangwan3gexiaoshidezhibo，douyinzhibojiandezaixianrenshuyizhiweichizai10wanyishang。chanmamashujuxianshi，zhibojianrenqifengzhidadao51wan，guankanrenshu1489wan。

quanchangdejuguangdengluozaileijunshenshang，danbeihoushixiaomizhenggeyingxiaotuanduidecehua、baozhuanghejingying。zaifabuhuizhiqian，leijundegegeshejiaomeiti，fabulejin20tiaodeshipinhuotuwenyure，jihumeiyitiaodoucaizhunledangxiadehulianwangredianheshidaiqingxu。

yureshipinlideleijun，shuozijiduiliuliangyeyoudianyun，wenwangyou“ruhezaizhengzhengzhei‘potiandeliuliang’”；kapibalaliuxing，tashuoziji“suranqijing”，yinweizheizhongdongwubudanqingxuwending，erqie“bapengyounongdeduoduode，badirennongdeshaoshaode”。buguo，jinjiezhedeshipinli，dajialikemingbaileleijuntidaokapibaladezhenshiyuanyin——xiaomixinkuanzhedieshouji，neizhilekapibaladebizhi。

suoyoudehulianwangregeng，douyiyigeqiaomiaojiaodu，hexiaomilianjieleqilai，chengweibuzhuoliuliangdeliantiaoshangguanjiandeyihuan。tabaxiaomisu7dechenggongfabu，chengwei“shangan”；tandao“shushiquan“，tashuozijizuijinhunruleqichequan，chizaohuibianchengshushiquan；guanyujuan，tajuede“xiaomihaizhenmeipaguo”……

yuzhengshiyanjiangbutong，zaizheixieshipinlideleijun，baisetxupeitiaowenchenshan，zaikuaijiezoudebgmzhong，xiandesuiyiyouqinqie。yanjiangdangtianxiawu，leijungongkaileliangzhangzijidechufatu，shouzhongjinwozhelianggejijiangfabudexinkuanshouji，peiwenshi“zaikankangaozi，gaigaippt。”

 图 / 雷军微博

duixiaomilaishuo，leijunbujinjinshichuangshiren、dongshizhangheceo，gengshixingxiangdashi，shixiaoguanzhubo，shi“guxilazhangguanliuliangdeshen”。zaijudaliuliangdeguoxiexia，xiaoliangzengzhangdeyalixia，huoxu，lianleijunzijiyemanmansangshiledui“leijun”dejieshiquan。

02 网红人设打造指南

zicongxiaomisu7defabuhuizhihou，dagaisuoyoupinpaidouqidaiyongyouyigeleijunzheiyangnengdaihuodechuangshiren。leijunkaipileqiyejiaouxiangdexinsaidao，bafabuhuidewutai，zhibojiandejingtouquandoubianchengledaihuozhendi。

shijishang，chuangyechuqideleijunbingbuxiangchengweiwanghong。10nianqian，leijunruxuan《caifu》zazhizhongwenbandenianduzhongguoshangren。bishi，leijunzaifengmianshanghaishiyifuchuantongqiyejiademianmao。tachuanzheshensexifutaozhuang，shuangshoubaoxiong，jianyikanxiangyuanfang。

taduichengweidingliuhaowuxingqu，danxin“yanduobishi”。tahuainianxiaomizuichuchuanglideyinian，meiyoujuguangdeng，zhishijiaotashidizuochanpin，“wobuhuiweileyingxiaoqiyeerrangzijichengweimingxing，qupaohui，zengjiapuguangdu。”

buzhicongshenmeshihoukaishi，yiqiedoubianle。

chengwei“dingliu”dediyibu，shifangxiaqiyejiadejiaoaoheshenduan。tuileleijundeyibadewailihenkuaidaolai。yinweihexingongyingshangdanfangmianduangongpingmu，leijunjiyuhouwangdexiaomi5shizhongchuzaiduangongzhuangtai。leijunlingxiandeshishidahuishang，touyihuiba“xingshiyanjun”sigedazidangzuozhuti。

neiduanshijian，zhichengxiaomipinpaipuguangliang、weixifensiqinggandeshileijunzaiyindufabuhuishangneijudaiyoukouyindeyingwen——are you ok？wangyoubatajianjichengleyiduanguichushipin，henkuaiyinqilebingduchuanbo。zhici，leijunchengweidiyigeyongyougerendanqude“bzhangeji”。

hennanshuotashibushiyincidedaoqifa。2016nian，leijundiyicizuoweijueduizhujiao，kaiqilexiaomishoucichunxianshangfabuhui。tayouwenbida，yourenwenshirencfodezhoushouziweishenmezhinengshixiaomidiershuai，leijunluchudangrenburangdexiaorong，“zheibujiunidongdema？”tashikeguanzhufensidexuqiu，dangran，yebuhuiquanpanjieshou，yourenhuyuxiaomijinjunfangdichan，talikehuijue，“zheinijiubiexiangle”。jigexiaoshidezhibo，tadui“wanghong”deshenfenyoulebuyiyangdepingjia，“zuolewanghong，yaobusuanle，tuibutengle，weikoudouhaoduole”。

maichudiyibuzhihou，leijunderenshedezuizhongjieshiquanjiuguifensisuoyoule。taderenshenglvlibianchenglezuizhongyaodezuchengyuansu。fensijitazuichuquandedingweishi“xingzoudexiaonai”。zuoweiyigeguzaoyanqingwendezhujiao，xiaonaiyougaoyoushuai，kaozijibaishouqijiachengweilebadaozongcai。erleijunchushengzaihubeixiantao，yeshuoziji“kaoqinfen、kaonuli，kaozheigeshidaidejihuiyibuyibuzoudaojintian”。

 2024雷军年度演讲。图 / 雷军微博

leijungaoqiangduchonglangdewanggan，rangtayoulezuiguangdadefensijichu。dangdazhuboyinweizhiwenfensi“gongzizhangmeizhang，youmeiyourenzhengongzuo”erfanche，leijunzouqilequnzhongluxian。qimakanqilai，zheigeshenjiaqianyideqiyejiayiranhenianqingrenzhanzaiyiqi。tashenzhiquanfensiouergapyixia，“kenengzoudegengyuan”。

dedaoqiyejiadegongqingzhihou，fensibiandegengjiareqing。leijunzaishipinlizhanshizaocan，suikouwenleyiju：“nimenzaocanchishenme？”fensimenlikegentataoxinwozi——“chiku”。

zuowenleqiyejiawanghongdediyibajiaoyi，leijunchenredatie，limarangxiashu“zutuan”jiaruzheigesaidao。xianzai，xiaomijihusuoyouhexingaoguandoukaitongleshejiaozhanghao。gangyouwangyouzhiyipiaoyi、saizhaodezhenshixing，xiaomicmoxufeimashangzaidouyinfabulequantigaoguanzaisaidaoshangdeheyinghezhengshu。dangran，shipinjieweichu，haibuwangbeisong“leizong”haozhaogaoguan“dongche、aiche”deyulu。gaoguanmenjiliuliangzhongxindeleijuntigonglegengduoneirongheshijiao。

zuihouyibu，yeshizuiguanjiandeyibushibianxian。leijundiyicizhengmingzijidedaihuonengli，haishizai2020nian。xiaomishoujifabu10zhounianzheitian，leijundiyicidouyinkaibo，budaoliangxiaoshi，zhibojiangmvjiutupo1yi，dangwanquanchangxiaomichanpinrexiao2.1yiyuan。

chuledaihuoxiaomi，leijundechuandadounengyinfaqianggou。jiuzaisangeyueqian，leijunjieshizijidechuandaquanbulaiziduonianqiantouzide“fankechengpin”，18wanrenjiuzhichongfankechengpindezhibojian。

leijunshenzhizhangwolexiangfensizhongcaodeqiaomen。douyinshang，leijunzuiremendezuopinshitaqizhedancheshangbandeshipin。henkuai，fensimenjiufaxianzheiliangkanqilaipingpingwuqidezhediezixingche，shilaiziyingguodepinpaibrompton，nichengxiaobu，jibianshirumenkuandanjiayejiejin2wan。fensimenhuyurangleijun“bazhediechedejiagedaxialai”。zhidaoshangleresou，leijuncaihuiyinggongsimeiyoujihuazaozixingche，gengmeiyoutouzixiaobu。

主播雷军“输不起”

leijunqinzixiachang，shixiwangbazijiyingxiaoshoujidenenglikuaisufuzhidaozaocheshang。

zaozaiqunianniandi，xiaomiqichejishufabuhuideqianye，xianglaichongshang“huaxiaoqianbandashi”deleijun，hanjianzaibeijing、shanghai、guangzhou、shenzhendedibiaojianzhushang，tongguodengguangxiuxianghuawei、biyadi、yulaiqiche、xiaopengqiche、lixiangqichezhijing。jijiacheqilaobanyepeihezhezhuanfa、hudong。yipaixiongyoudigongdejingxiangbeihou，leijunjibiaodaduiqianbeidejingyi，youjizijijijiangdaolaidefabuhuijizanredu。

weileshuachuxinchedecunzaigan，leijunhuizhuajinyiqiejihui。youwangyouwendaiyanlexiaomishoujidezhangsongwenyoumeiyoushoudaoleijunzhunbeidexinche，zhangsongwenbankaiwanxiaodixunwen，buzhidaozenmeanshiyoubushifencun。5gchonglangdeleijunhuosugandao，likeanpai，“4yue3rijiaoche，huanyingninlai”。zheigehuifulikechongshangweiboresoudiyi。fensimengankaileijun“youshengxialeyidabidaiyanfei”。

cihou，leijunbushizaipaishipin，jiushizaigaozhibo。tabutingdizaiquanguogediqudexiaomiqichezhiyingdianbenzou，su7fabuhuiyurezhijin，leijundouyinzhanghaofabude125tiaoduanshipinzhong，90tiaoyuxiaomizaocheyouguan。

liuqiangdongcanjiayangshiyidangjiemushi，duileijundeyijupanduanguangweiliuchuan——“buyaogenleijunbiyingxiao，nengba（xiaomi）shoujimaidaojibaiyi，bushiyibanren。”

leijunchuangyeyilai，dadaxiaoxiaozhuchileshushichangfabuhui，“laomo”yizhishitashenshangdebiaoqian。erzaocheyilai，renmenzaitalianshangbuzhuodaoshaojiandepijuan。su7fabuhuiqian，jingtoulitayanjingfuzhong，binjiaoyeluchulebaitoufa。fensimengankai“zaocheshibadao，daodaocuirenlao”。leijunbazaochexingrongchengyici“shubuqi”dedakao，“kenenghaishixinliyali”。

zheizhongyalilaiyuan，mouzhongchengdushanglaiziyuleijunfangchudehenhua。zuowei“dingliuzhubo”taxiwangwaijiexiangxinzijidechanpin，weicitazhineng“yashangsuoyoudeshengyuhechengjiu”。erzuoweiceo，tayaochengdanzheicimaoxiandequanbujieguo。yigeshushileijundechuangyezhecengjingduimeitipingjia，leijunduoshaoyouxie“yingxiongqingjie”，chuangyedexinku、cuobaidoukeyiren，zuinanshoudeshizuobuhaodailaidexiukui。

sannianshijian，leijunqueshibazijibangdaolezaochezheijianshishang，jujuelevcjigoubaiyimeiyuandetouzi，leijungancuitongguoqixiajijinhexiaomitouzileshushijiaqichegongyinglianqiye，kaishidaliangzhaobingmaima，jibian“shoudao38wanfenjianli”，yiranyongyuanxuyao“hexinrencai”。dandanzhinengjiashideyanfatuandui，2023niandijiutupole1000ren，leijunjihuazai2024niandikuochongdao1500ren。xiaomizaochebiduishouluohoujinian，danrenyuanguimojinciyuhuawei，2023niandi，lixiangqichezhinengjiashituanduiyuewei900ren，xiaopengqicheyueyou1200ren，erhuaweideguimojiejin3000ren。

zheiyiweizhezhenjinbaiyindetouru。ganggangguoqudeyinian，leijunbaxiaomichaoguosanfenzhiyidelirunyongzailezaocheshang。henduochanghe，leijundouzhimanman，shuozijishouwoqianyixianjinchubei，“congxiaojuandaoda”，danouer，tayexiangmeitibiaodaguozijidejiaolv，sannianshijianhualezheimeduoqian，suoyouyuangong、mifen、gudongdouzaidingzhexiaomidebiaoxian。“wohuayeshuodehenman，shouzhanjijuezhan”。

图 / @雷军

jingtouqian，leijunshixiaomidaihuode“mianzi”。dangzhe2600wanfensitafachulehaoyanzhuangyu——jinniannianmobaodijiaofu10wanliang，er“lizi”wulunruheyaoyaoyaduixian。

weici，xiaomizaochegongyingliankaizumali，gongyingshangjiabanjiadianwanchengfanbeidedingdanliang，neishichanliangyaoqiucongmeitian160jian，yiluzhangdao280jian。zaochegongchanggongrenzhixingliangbandao，meitiangongzuo16xiaoshi，cainengwanchengmeiyueshengchan2wantaidemubiao。zheiyangdejiaofusudu，“yuxiaoli”yongle3nianshijian，erleijunjihuayong9geyueshixian。danjingzhengyiranjilie。6yuezhongguozaochexinshilipinpaixiaoliangpaixingbangqiansanmingdemeiyuedejiaofuliangdouzai3wanzhi4wanliang。

jiliejingzhengzhong，fensimenbunanfaxian，gongkaichanghedeleijunyijinggaobieletxu、niuzikudebiaozhixingchuanda，ershihuanshanglexizhuang。daihuodehuashubuzaishi“haodechanpin，dingjiayaozugoubianyi”。xindewutai，xindelingyu，jileleijunzhongsupinpaixingxiangdeqiji。

huoxu，tayijingbuxiangzaizouyibianxiaomishoujishidaidedaolu。yixingjiabiqijiadexiaomishouji，rangrenyinxiangzuishenweiledajingaoduanshichang，leijuncengxiangxiaomishoujitourulebaiyizijin，zheiyiguochengbeileijunxingrongwei“shijinshinianlaizuitongku，yeshishouhuozuidadeyici。”yanxia，zaocheshileijunweishubuduodexuanze。

ganggangjieshudezhiboli，tadeyanjiangzhutishi“yongqi”。zaigezhonggushidejiangshuzhong，tameiyouwangjichuanchayixiejitangjinju，zuihou，tashuo：“pengyoumen，yuannirenheshihoudouyongyouyongwangzhiqiandejuexinhepijingzhanjideyongqi。”

zheijuhua，sihuyeshizaijitazijidaqi。buguo，xianeryijian，duiyuleijunlaishuo，zhiyoujuexinheyongqiyuanyuanbugou。qianfangzhudinghaiyougengcankudesishazaidengta。

运营 | 小二郎

参考资料：[1]《小米汽车问世112天：雷军挤上牌桌》，Tech星球

[2]《雷军的性格与命运》，财经