wen｜diyixinsheng linyu

congnianchude600wan，daorujin3573.6wan，duanduanshuyue，leijundedouyinfensiyibiaoshengjin30bei。

2019nianruzhudouyinzhijinniannianchudewunianjian，leijundefensishuyejinhuanzengzhi600wan，danjinnian，leijunchengweidangzhiwukuideliuliangwang。“xiangdoubuganxiang！”jinqi，leijunzaitanjizheiyibianhuashinanyanxinxi：“zheishiyigelingrenjidongdeshuzi。”

2024bujinshileijungerendegaoguang，gengshizhenggexiaomijituandejidongzhinian：xiaomijituandier、sanjidubaolianlianshuaxinjilu、xiaomiqichexiaolianglvchuangxingao、jituanxianjinchubeigaoda1516yiyuandengdengliangyanchengjilingyejieji“youshang”mencemubuyi。gengzhideyitideshi，jinnianxiaomidegaoduanhuazhanlvezaipangaofeng，chuhaiyewuyequdexianzhutupo，sihumeiyibudoucaizhunlexingyejiyuliuzhuandejiepai……

zi2018nianqi，“hulianwangyisi”delundiaoyiduyinfaxingyetaolun，errujin，leijundeyitaohulianwangsiweirengshixiaomigaosufazhandeguanjianyinqing。shijishang，zaozai1997nianjinshanruanjianshoucizaoyuhulianwangchongjihou，leijunjiukaishileduihulianwangdeyanjiuhesikao，leijunbenrenyecengduocigongkaifenxiang“xiaomifangfalun”dehexin——hulianwangsiweijihulianwangsiweideqizijue。zheibujinshileijunjinsanshinianchenfudezhihuijiejing，genghangaibaopindazao、yonghugoutong、rencaixuanbajiweijiyingduidengquanfangweicelve。

“leijundechenggong，nengfoufuzhi？”2014nian，leijunzaizhongguoqiyelingxiunianhuishangjiqingyanjiang：“xiaomisuochangdaodehulianwangsiweishiwanquankefuzhide！”10nianhou，dangwomenzaicishenshizheiyijingdianzhiwenshifaxian，boguiyunjuedeshichanghuanjingbingmeiyouyunyuchudiergexiaomi，dandangxiadehulianwangquan、kejiquanshenzhiqichequanyijingzaixiaomimoshideyingxiangxia，fashengleshenkedebiange。

1.0：研究风口，做风口上的猪

leijundeyisheng，douzaizhuizhufengkou。

1987nian，shaonianleijunconghubeixiantaoshimianyangzhongxuebiye，jinruwuhandaxuejisuanjixikaiqilezhangda20niandechengxurensheng。

renshengguijidebianqian，changyujiyuanqiaohexiangban。ruxuebujiu，leijunzaitushuguanouranfandaoyiben《guiguzhihuo》，shuzhongmiaohuide70niandaijisuanjigeminglangchaoyuguiguchuangyechuanqigushi，rangtarexuefeiteng。dangshizheibenshoujiajin2.14yuandeshu，quegaibianleleijundeyisheng。zici，mengxiangzhihuobeichedidianran，“zuoyigeweidaderen，banyijiaweidadegongsi。”chengweileijunderenshengmubiao。

daizhezheiyangdereqing，leijunzaidaxueqijiankaishileshijianyutansuo。

1989nianshujia，leijunhedangshizaiwudajisuanjixiliuxiaorenjiaodewangquanguoyiqi，xiechuleyikuanjiamiruanjianbtilok，cihou7nianshijianli，zheikuanruanjianbuduangengxin，banbencong0.99dao3.0，leijiweileijunhewangquanguodengrenzhuandaolechaoguo100wanyuan。

btilokchenggonghou，leijunyouyudaxuetongchuangfengzhihong，xiechulezhenduixinbingduderuanjian“mianyi90”，dingjia260yuan，zaiwuhandangdiyeshouhuoleyipikehu。zaineigewuhanfangjiajinshubaiyuan/㎡deniandai，leijuntongguobianxieruanjianzhuandaolerenshengdediyitongjin。duonianhoutanjixiridexuezhanghetongxue，leijunyiranmanhuaiganji：“yigerennenglizaiqiangyeshiyouxiande，zhaohubudepengyouyiqigan ，chenggonggailvhuidahenduo。”

shangshijibajiushiniandai，zhengzhizhongguodexinxichanyefengkou。

1991nian，21suideleijunbiyehoubeifenpeidaobeijinghangtianbuxiashudemoujungongyanjiusuo。tongnian，tazaijisuanjizhanshang，yuduzikaifawpsbeiyuwei“zhongguodiyichengxuyuan”dejinshanchuangshirenqiubojunjieyuan。bujiuhou，qiubojunxiangleijunpaochuganlanzhi，cinian1yue，22suideleijunfangqile“tiefanwan”zhengshichengweijinshandedi6haoyuangong。

houlai，leijunanzhaogongsianpai，chenglilebeijingjinshan，danrenkaifabujingli，jinshantuanduizhujianfazhanzhuangda。leijunbaneiduanshiguangchengwei“yangguangcanlanderizi”：“womendetuanduiyongyouyiqundingjiandechengxuyuan，wpsyilugaoge，yunxingzaijihuzhongguomeiyitaidiannaoshang。”

直到微软来了……

1995nian，officeruanjianjinruzhongguodaluxiaoshou。yishijian，guoneidaoban、shanzhaifanlan，mianfeideofficexunsuzaiguoneizhanjudaliangdeshichang，leijunhejinshanzaoyuzhongchuang。dangnian，leijundailingtuanduituichuhaoshi3nian、chiziqianwandewindowsbanbangongtaojian“pangu”zaoyuhuatielu，xiaoliangcandan，quannianyingshoubaodiezhiqianyiniande1/3。

dao1996nian，xiridebairenyanfatuandui，jingyingliushidaban，zhuhaibangongshituanduicongdianfengde200duorenzhoujiangzhiyiershiren；11yue，jinshanzijingaoji，jinshengyiliangbaiwan，weijiexiaoshouranmeizhiji，leijunqinfuyixianzhandianxiaoshou，shenwayonghuxuqiu，suihoutuichu《diannaorumen》、《jinshanyingba》dengbaokuanfujiaruanjian，yinweiyonghuxuqiuqiedezhun，yemaidehenhuo，jibenjiejuelejinshandeshengcunwenti。

zanshixingcunyuweiruandeyalizhixia，danjinshandeweijinanyijiechu，26suideleijuntonggan“lixiangpomie”。1996nian4yue，leijunduanzandilikailegangwei，kaishileyiduanfangkongshenghuo。

jinshandeweiji，sihuzhengyushizhexinxichanyetongyongruanjianzhengzaituichao，xiongyongerlaideshixinyilundehulianwangfengkou。

xiujiadeneiduanshijian，leijunchenmizaiyigejiaozuocfidodebbszhandianzhong。dangshi，jinshanruanjianchengdanjianshelebeijingde“xidian”hezhuhaide“xixian”lianggezhandian。leijundangshizai“xidian”shangguanli“chengxurensheng”bankuai，chenglewangluofashaoyou。

zaicfidoluntanqijian，leijunhaichangyumahuateng、dingleidengwangyoujiaoliujishu。suihou，zhujiandiyoubushaorenkaishisikaohulianwangchuangye，rumahuatengde“wangluoxunhu”houlaifazhanweiqq，dingleizezhiliyujianlizhongguodianziyoujianxitong，houchuanglilewangyi。

dangleijunzhengzaiquanliwanjiuwpsshi，quanqiuyiranxianqilehulianwangrechao。meiguozaixian（jierufuwushang）、wangjing（liulanqichangshang）heyahu（yizhanshimenhuwangzhan）denghulianwangqiyeyingyunersheng。1995nianyamaxunchengli，hulianwangzaicimaixiangxinjieduan：email、youxidengjiyuxinxidetongxin、chuanboheyulexiaofeijunquanchengzaixianwancheng，erdianzishangwugengshikaiqilehulianwangyingxiangshitijingjidexumu。

zaiguonei，1997nianmo，dingleicongtizhineicizhichuangliwangyi；cinian11yuetengxunchengli；jinjiezhe12yue，sitonglifangyuhuayuanhebing，xinlangwangdansheng。1999nian，alibabayu8848xiangjichuangli，zhongguohulianwangzhengshiyinglailefengqiyunyongdehuangjinshidai。

leijunjiuzheiyang，yudiyibohulianwangchuangyefengkoucajianerguo。

danshenzaijinshandeleijun，yeganzhidaolehulianwangdexiongyongpengpai。1998nian10yue，wangyigangchengli1nian，tuanduidagaihaizhiyou5geren，leijuncengkaichu1000wanrenminbishougouwangyi，zaodingleijujue。jingeliangyue，wangyirongzi1000wanmeiyuan，guzhibiaoshengzhi6500wanmeiyuan。

cishiduileijunchudongposhen。zaihulianwangyinglimoshishangbuminglangzhishi，yijiagongsizailianggeyueneiguzhijingranzengzhanglejishibei。ergengdadechongjigengshijiezhongerzhi，2000nian，zhongguomenhuwangzhanyinglaileshangshichao，zhonghuawang、xinlang、wangyi、souhuxiangjidenglunasidake，yishijian，hulianwanggongsiguzhibiaoshengsuduchaohuxiangxiang，tamenxunsujueqi，duanduanjinian，yingshouguimo、gongsiguzhiyijingyuanchaozaoshiniandejinshanruanjian。

tongyangshibianchengxu、xiedaima，yiweichengxuyuancongruanjiangongsitiaocaodaohulianwanggongsi，dunshijiushenjiabaibei，weishenme？pingshenme？tongyongruanjianzaihulianwangshidaiyijingnanyizichu。houlai，leijunzaikoushu《xiaomichuangyesikao》yishuzhongtanyan：“jinshanzuoweiyijialaopairuanjiangongsi，zaihulianwangshidaisihuyouxiegenbushangjiezou。”

shidaifengkouliubian，gerenrenzhiyesuizhidianfuzhonggou。leijunbuganzuoshidaidekanke，dandangshitasuiranyiyoushinianshangyejingyan，rengranxiangbumingbai：zheixiegongsikaoshenmezhengqian？shenmeshihounengzhenghuishaodiaodeqian？

daizheyihuozhongzhong，leijunjuedingtoushenhulianwang，bianganbianwu。

1999niannianchu，leijundailingtuanduizaijinshanneibujianlilezhuoyuewang，anshijianlaisuan，keyishuoleijunyuyiquwangchuangshirenshaoyibo、alibabachuangshirenmayunshizuizaoyipizuohulianwangdianshangderen。

yizhidao1999nian10yue，leijunturanxiangtongle：hulianwangshijishangshiyigegongju，dangxiazuodianzishangwuzuiyouqiantu，chuantonggongsiyingyonghulianwangzuikuaidefangshijiushidianzishangwu，zheijiushisuoweide“shuini+shubiao”。

2004nian，leijunyishidaozhuoyuewangyijingcuoguolezuijiadefazhanshiji，9yue，leijunyi7500wanmeiyuandejiagejiangzhuoyuewangmaijileyamaxun，leijunjiecichengweiqianwanfuweng。

maidiaozhuoyuewangyihou，leijuncengsikaolebannianduo，shenmeshihulianwang。zuizhongtadechujielun：hulianwangbujinjinshiyicijishugeming，gengshiyiciguanniandegeming；weilaijiangronghedaogexinggeye。

congdaxueqijianbianxieshaduruanjianzhuandaodiyitongjin，daotongguowpschidaozhongguoxinxichanyedediyibohongli，zaidaochuanglizhuoyuewangchengweiqianwanfuweng，leijundechuangyezhengcheng，bubujingenshidaifazhanmaibo。ruguoyaozongjiezaoqileijunchuangyechenggongdeguanjianci，neiyidingshi：“zhanshangfengkou！”

houlai，leijunzaiyicicaifangzhongshuodao：“zhanzaifengkoushang，zhudounengqifei。”zheibingbushijihuizhuyi，ershizaidadeshidailiuzhuanmianqianyaodongdequshe，xunzhaoxinjihuishi，jiyaofangdizitai、xuxinxuexi、yeyaobawoshiji，shunshierwei。

2.0：风口上的哲学：“小米模式”磨砺成型

2007nian，jinshanruanjianzhanzhuanduocizhongyushangshi。38suideleijunxierenceo，zhuanshenxunzhaoxiayigeshidaidefengkou。

likaijinshanhou，leijunkaishizuoqitianshitouziren。2009nian，meizuchuangshirenhuangzhangzuochuleguoneishoukuanquanchupingshoujimeizum8，juhuangzhanghuiying，leijuncengyouyitouzi10yihuodemeizu30%degufen，dangshihuangzhangmeiyouwanquanjujue，houlaizhengshidayingleijunshi，leijunzebiaoshizijiyijingjuedingzuoyijiaruanjiangongsi。

zhishi，jingguoshensishulvhou，leijunbingmeiyouxuanzezuoyijiaruanjiangongsi，ershikanzhonglexiayigefengkoushichang——zhinengshouji。

00niandai，zhongguozhinengshoujishichangshangyoupingguo、sanxing、zhongxing、huaweidengyizhongguoneiwaijutou。zenmequtiaozhanzheixiejuwuba？leijunkandaodejihuishi：shichangshangdezhuliuqiyedoushiyingjiangongsi，erzijiruguoliyonghulianwangfangshizuoshouji，baruanjian、yingjian、hulianwangrongweiyiti，jiangjubeidianfuxingyedekongqianjingzhengli。

“ruanjian、yingjian、hulianwang”zheijiushixiaomide“tierensanxiang”moshihesikao。

siluquedinghou，leijunfenbiezaiweiruan、motuoluola、gugesanjiagongsizhaodaoledangshizairuanjian、yingjian、hulianwangsanfangmianzuilingxianderencai，dajianleyizhijingruidetuandui。

shaixuanrencai，leijunshifenyanke。zaoqi，leijuncengliyaozaimotuoluolashangbandeqianchenjiameng，jingguoshuyuedeshentan，qianchenyidudiantou。danhoulaileijunfaxianqianchenzhikanzhongxinzi，buzaihugufen，renweitaquefachuangyejingshen，zuizhongweichengweihehuoren。jushuo，dangshixiaomishixigangweidouxuyao9cimianshi，shenzhimianshiguanbaokuolianhechuangshirenheleijunbenren。leijunrenwei：“guangnengganhaibugou，yidingyaozhaoyougongtongdeyuanjing、younengli、youzerenxinderen，zhaobuxuyaoguanlizhedingzhejiunengziqudong、zijiganderen。”

2010nian4yue6ri，40suideleijunzaibeijingchuangbanlexiaomigongsi，zuizhongqiaoding8weichuangshiren。

chenglixiaomi，leijunfeichangdidiao。

xingyeneidiyicizhidaoleijunyaozuoshouji，yijingshi2011niande7yue，dangshi，xiaomizhizaibeijingjubanleyichangxiaoxingmeitigoutonghui，bianxunsuhuodelexingyeguanzhu。

2011nian7yue，leijundailingxiaomikejihuodechenxingziben、shunweijijin、qimingchuangtouyijiidgzibendealun4100wanmeiyuanrongzi。tongnian12yue，xiaomikejiyouhuodedanmaxi、gaotongchuangtoude9000wanmeiyuantouzi。

fazhanchuqi，gongsibudongyingjian，jiuxiancongruanjianganqi；caozuoxitongfuza，xiaomijiujiyukaiyuanxitong，jujiaozhinengshoujichuqizuichangyongdegongneng：dadianhua、faduanxin、tongxunluhezhuomian。tongguozhuanzhuzheisidahexinmokuai，xiaomichenggongjianhualezheiyifuzadexitonggongcheng。

“zhuanzhu”，yechengweihoulaixiaomifangfalundeguanjiancizhiyi。

2010nian8yue16ri，xiaomifabudiyidaicaozuoxitongmiui，huoxdakaifazheluntandashentuijian，zaiguojifashaoyouzhongyipaoerhong，zheijileleijunjudaxinxin。danxitongzuohaohou，yonghucongnalilai？

leijunzuzhiyuangongjianliluntan，zhaomuzhiyuanzhecanyu“shuaji”huodong，weilejiangmiuixitongshuaruzhiyuanzheshoujizhong，leijuncaiquposudetuiguangfangshi，dongyuanquanyuanzaigezhongshejiaopingtaifatie。jiyuguowangzaicfidoguanliluntanhechuangbanzhuoyuewangdejingyan，leijunshenzhifatietuiguangdezhongyaoxing，bingweizijishedinglemeirifabu300piangaozhiliangtiezidemubiao，quebaoneirongshiyingbutongluntanfengge，bimianbeishiweilajixinxishanchu。

jianlishequhou，xiaomidefensijingjikuaisujueqi，weihoulaiqueding“yonghugoutongcelve”daxialejichu。

jinguanshuajizaidangshishiyixiang“yongganzhedeyouxi”，shibai“bianzhuan”jingchangfasheng。danjingguoquanyuannuli，xiaomizaidiyizhoujiuzhaomudaole100weizhiyuanzhe。dierzhou200ren，disanzhou400ren……yonghujiuzheimezengzhangqilai。

weilenengjinkuaimanzuyonghuxuqiu，genjuyonghuyijiankuaisudiedaichanpin，xiaomiyouchuangxinleyizhongqiansuoweiyou de“hulianwangkaifamoshi”，miuichenglequanqiudiyigemeizhougengxindecaozuoxitong，zheizhongmoshiyizhijianchidaojintian。

dangshi，miuishequluntanxunsuhuijulezhongguozuihuoyuedeshoujifashaoyouqunti。neiduanshijian，xiaomituanduiquanyuantoushenluntan，meirisoujiyonghufankuiyutucao，xingongnengkaifagengshitongguoyonghutoupiaojueding。zheiyicelverangyonghukandaozijidejianyibeicaina，jidaditishenglecanyuganhezihaogan。meiyourenhexuanchuan，pingjiezheizhongkoukouxiangchuandeliliang，miuituanduijileilediyipizhongshifensi，tongshi，yeyongyouleyigepangdade10wanrendechanpinkaifadajun。

yinianhou，miuizailingtuiguang、quanfengbikaifaxia，yonghuliangtupo30wan，zheipizhongziyonghuchengweixiaomishoujifazhandeguanjianjishi，yebiaozhizhexiaomi“mifen”shengtaidechubuchengxing。shizhijinri，juxingyeyuce，xiaomidangqiandemifenshuliangyibijin1.5yidaguan。

miuizhujianchengshu，shoujiyewutishangricheng。

diyicizuoshouji，ruhekuaisujinrudazhongshiye？xiaomidedaanshi：zhijieduibiaoxingyedezuitoubu。

dangshixiaomizaoshouji，feipingguogongyinglianbuyong。yijiayijiakexialesuoyougongyingshanghou，2011nian8yue16ri，41suideleijunzaibeijing798fabuxiaomi1dai，shoujia1999yuan，yuanchaodangshiguochanshoujijunjia700yuan。danleijundigulemifenreqing，30wantaiyugukucun22xiaoshineibeiqiangkong。zuizhong，xiaomi1daixiaoliangtupo790wantai，zheiduiyijiayingjianxingyexinshoueryan，kanchengqiji。

shouzhangaojiehou，xiaomijingenqushi。qiansannianjintui5kuanshoujidouchengweilebaopin：xiaomi1daishou790wantai，2daishou1752wantai，3daishou1441wantai；hongmi1daishou4460wantai，hongminoteshou2743wantai，tuidongxiaomiyingshoubiaosheng。

lianxudexianxiangjibaokuan，duileijunlaishuo，yigemenghuandekaiju。erleijunzongjieqizhongyuanyinzhiyouyige：“jiyonghutigongleqiansuoweijiandechanpinlihedianfuxingdeyonghutiyan。”

shoujiyewuzhengzhengrishang，xiaomikaishisisuojiasubuju，lianjiezhihuishenghuo，tuozhanyewubantu。2013nian，xiaomikaiqizhinengshengtaibuju，badianshipingmulijieweishoujipingmudewaiyan，bingyiciweitupokaifalexiaomihezi、xiaomidianshi、xiaomiluyouqi。dangniandi，xiaomiyouqidongleshengtailianjihua，duanduandeyiliangniannei，xiaomiyidongdianyuan、xiaomishouhuan、xiaomikongqijinghuaqidengbaokuanchanpinxunsuqiangzhanquanqiushichangfene。

lingyifangmian，guanchuanquanxichanpin、fuwudejishupingtaiyesuijijianqilai。2012nian，xiaomiyunfuwulixiang，2013nian11yue，xiaomidashujuyewukaiqi。2014nian，xiaomifabuiotmozu，zhengshiqidongiotpingtaiyewu。

2014，xiaomiyonglesannianshijianchengweizhongguodiyi、shijiedisan，bingdengshangle《shidai》zhoukan，guzhi460yimeiyuan，chengweidangshiquanqiuguzhizuigaodeweishangshikejigongsi。

raner，dingfengwangwangyushizheweiji。2015nian，xiaomishoujiweinengwanchengdangniandexiaoshoumubiao，youcijinruleliangniandediguqi。

kuaisufazhandexiaomiyudaoleguimokuozhangdetongbing：yewushiquzhuanzhudu，henduobumenkaishixiaoshouedaoxiang、kpidaoxiang；“womenyanzhongdiguleyingjiangongyedenandu”houlaileijunzaifansizheiduanjinglishiduocitidao：hulianwangdemoshimeiyouwenti，danshiyingjianheruanjianbuyiyang，yanfahezhizaodouxuyaodaliangdetouru。

2016nian5yue，leijunqinzijieguanshoujibu，bingqiemingqueleyaoyi“jiaofu、chuangxin、zhiliang”weizhuashou，quanmianbuke。

tongguoyouhuaguanlituandui、tishenggongyingliannengli、jiadahexinjishutouru、yangebakongzhiliangdengfangfaxiaomizhujianzhonghuizhenggui。2017niandisijidu，xiaomishoujizhongfanquanqiuqiansi。

zaishoujixingye，xiaoliangyidanxiahua，jihumeiyourenheyijiagongsikeyinizhuan，xiaomizhisuoyinenggoubaituo“siwangluoxuan”zhongdianzaiyu：yishijishizhisungaibiancelve；ershizaoqijileidezhongshiyonghuzaizuijiannandeshikeyiranxuanzezhichi；sanshixiaomiqianqiyanxuanrencai，tuanduiningjuliqiang，yeshishixiannizhuandegenbenyuanyin。

zhonghuizhengguidexiaomi，zaidugaogemengjin。2018nianxiaomishangshi、2019nianchengweizuinianqingde《caifu》shijie500qiang，2020nianzhonghuishijieqiansan……

2020nian8yue，jingguozhangdabannianduodefanfutaolun，xiaomijinxinglechuangyeshiniandejizhongdafansi，bingyoucimingquelexiaomiyongbugenggaide“sandatielv”，yijixinshinianfazhande“sandacelve”。

“sandatielv”fenbiewei：jishuweiben、xingjiabiweigang、zuozuikudechanpin。zaichixuzengzhangdeyanfatouruxia，xiaomidejishujichuyuefazhashi、shenhou，zaixiangji、chongdian、rengongzhinengsuanfa、yuyinjiaohu、iotmozuyupingtaidengzhongduolingyutuichuleyuanyuanbuduandezhongdachuangxin，bingqiebuduanshuaxinyejiexinjishu、xingongyi、xintiyanbiaozhundeshoufajilu，chengweizheixielingyudejishugexinyinlingzhezhiyi。

zai“sandatielv”dezhiyinxia，xiaomizhengzaiwenjiandizhixing“xinshiniandesandacelve”，jizhongxinchuangye、hulianwang+zhizao、xingwenzhiyuan。

huikanxiaomidechuangyezhengtu，qidutedefangfalunyusiweitixizhideshenruxuexi。qizhong，hulianwangzuoweiguanchuanshizhongdehexinlinian，beipinfantiji。suizhexiaomideyewudebuduanshenru，leijunduihulianwangdelijieyeriyishenke，xianhoujinglilejicizhangkao，zhongyudechuleduihulianwangsiweidesikaozongjie——“hulianwangqizijue”：zhuanzhu、jizhi、koubei、kuai。

“zhuanzhu”jijiangyouxiandeziyuantouruzugoujujiaodeyewuxianzhong，caikenengxingchengzuidahuadejingzhengli、nachuzugouhaodechanpinyufuwu。yinci，yicijiejueyigezuipoqiedexuqiushizuihaodexuanze，zaiyewuxuanzeshangruci，zaijutichanpinshangyeshiruci。

“jizhi”jishiyizhongchanpinguan，youshijingzhengcelve，haishijingyingcelve。jizhijiushizuodaonenglidejixian，zuodaobierenzuobudaodegaodu。zaishijianzhong，“jizhi”youliangzhonghanyi：yishixinzhishangdewuxiantouru，buyiyulizhengquzuihao。ershiwuxianzhuiqiuzuiyoujie，renzhichudaxingyeheyonghuxuqiudebenzhi。

“yonghukoubei”shisuoyouchanpinchenggongdeguanjianyinsu，zheishigongli。lianghaodekoubeicongheerlai？congxiaomideshijianlaikan，haochanpin、bianyidechanpin、youhaoyoubianyidechanpindoubuyidingnengdailaikoubei，zhiyouchaoguoyuqidechanpincainengdailaikoubei。erchanpin/fuwuyidanyoulehaokoubei，jiunengzichuanbo、zizhuanhua。

“kuai”zaisuoyouqiyeyunzhuandeyanfajinzhan、kucunzhouzhuan、zijinhuilongdenggegefangmiandouyoujiaoduodeyaoqiu，erxiaomifangfalundeteseshi：zhongshigongsizaiyewufazhanhemianduiyonghufankuishi，dongcha、fanying、juece、gaishandesulvwenti。xiaomidekefuyouyige“100fenzhongbiyouhuiying”deyuanze，jicongyonghuzaixinmeitipingtaishangfankuiwenti，daojieruxiaomikefuhuifudiyiju，yaozai100fenzhongneidacheng。zaimuqianpangdadehulianwangkongjianzhong，zheiyisudushijingrende。

zai“qizijue”dejichushang，xiaomihulianwangsiweijinyibudesikao、yanzhanheshijian，haizaihenduojutilingyuzhongtuijinleyixiliemoshidetansuo。biruyuyonghujiaopengyou、baopinmoshi、gaoxiaolvmoxinghexinlingshoumoshi（jizhongmoshidexijiekechayue《xiaomichuangyesikao》）。

zhici，xiaomiyigoujianqiyitaochengshudefangfaluntixi，bingzaizhinengshouji、zhinengzhizaojishengtailianbujudengduogeweidujundedaoleshizhanjianyan。leijunpingjieqidudaodesiweidongcha，chenggongyinlingxiaomicongruanjianlingyukuayuezhiyingjianzhizaolingyu，bujinshenkeyingxiangleguoneiqiye，gengzaiquanqiufanweineijiqileguangfanhuixiang。

3.0：自成风口，炼成非传统“营销之神”

“youxiudegongsizhuanqulirun，weidadegongsiyingderenxin。”

shenwaxijiebunanfaxian，xiaomifangfalunqianqizhongshibaopin、chuangxinyuzhanlvebuju。erjinliangnianlai，tongguojiangpinpaigushi、dazaochuangshirenip，shixiaomiyijuyueshengweiguominpinpai、leijunbenrenyechengweiguominqiyejia。zheiduixiaomieryan，wuyishiyouyicizhongdatupo。

zaiyingderenxinfangmian，leijunyouxiangfa、youfangfayeyoutianfu。tongxingjiaojinnaozhi，taquenengyourenyouyu。wulunleijunshifouyuanyi，xingyeyijingweitajiamian“yingxiaozhishen”dechenghao。neimeleijunjiujingbingchizhezenyangdeyingxiaozhexue，youyunyonglenaxiedudaodefangfani？

shouxian，jiehulianwangzaoshixijing，zaidachuchaoyuqidechanpinhuojiage。

yixiaomiqicheweili，shoukuanchexingwenshiqian，xiantongguoliangchangfabuhuigaodiaoxianqilianglunfengbao。2021nian3yue30ri，xiaomigonggaozhengshixuanbujinjunzhinengdiandongqicheshichang，“leijunzaichuangye”、“10niantouru100yimeiyuan”zheijigeguanjiancishunjianzaiqichequanjiqiqiancenglang。liangnianhou，2023nian12yue28ri，xiaomiqichezaiduchushou，jishufabushang，bujingaodiaoduibiaobaoshijie、tesiladenghaohuapinpai，gengyiyixiliechuangxinlinianzhijiexiangshichangqitagaoduanchexingfaqizhengmiantiaozhan。

tongguoqianqizaoshi，wangluoshangneiguanyuxiaomisu7dewaiguansheji、jiagedingweidengtaolunyiranfeifeiyangyang。daojinnian3yue28ri，xiaomisu7zhengshiliangxiang，shengkuangkongqian——jinjin4fenzhongyudingliangpowan，27fenzhongneipanshengzhi5wan，zheigechengjifangzaizhenggeqichexingyeli，doukanchenghanjian。

fabuhuixianchang，leijunhaiyaoqingdaolelibin、lixiang、hexiaopeng、weijianjun、zhangjianyongdengyizhongchequandalao。zheiyihaohuazhenrongzaizaishihouyebeiguanzhongjinjinledao——dangshimeiweishouyaodalaodeweimiaobiaoqing，douchengweilezheichanghuodongzuishengdongdemianfei“daiyan”。

dier：dujueyiqiemangmuleguanyuaoman，baochijingxing、qianxun。

zaocheduiyuxiaomieryan，shiyigeyansuershenzhongdexuanze。2021nian，guoneiwaifazhangejubianhua，xiaomizaoyumeiguozhicai，xiaofeidianzilingyujihusuoyoujutoudouyixiachangbujuxinnengyuanqiche。juedingzaochehou，leijunfaxianqichegetuanduiduichanpindingyi、jishuxuanxing、gongyinglianjihua、tuanduikuozhangfanganyijianbuyi，gelieyanzhong，jingguofanfutaolun，xiaomizongjiechuledagongsizuoxinyewudesangedakeng：renzhicuowei、guanxingsiwei、ouxiangbaofu。

ruhebimianzheisangedakeng？leijunzongjiedefangfashi：shizhongjianchichuangyetuanduixintai，dujueyiqiemangmuleguanyuaoman，baochijingxing、qianxun，shenzhibaochiduishengcundekongju。

leijunbenrenshijiang“qianxun”zhanxianlinlijinzhidedianfan。weileshendulijiebingjingjinqichezhizao，tazhongxinxuexikaiche 、kaisaiche，kaoqusaichezhizhao，bingyiyichangcongbeijingdaoshanghai、zhangda15xiaoshidezhibojiashi，qinshenceshigongchengche。

zaixinchejiaocheyishishang，leijunzhuyiweichezhukaimenbingheyingliunian，haiqinshoudishangyaochi。zaixianchang，leijunmanlianxiaorong，taiduqinheqianxun，sihaomeiyoushijie500qiangqiyededongshizhangdejiazi，cijuzaiqichequanwuyishikaichuangxingde。cihou，“qianyizongcaiqinkaichemen”yinbaoresou，xiaomipinpaiyuleijunzaiyonghuxinzhongdehaogandubiaosheng。

disan，jiangxingyeneineixiesikongjianguandezhibiao，zhuanhuaweizhiguankegan、shengdongxianmingdechengxianxingshi。

jingdiananlishi，zaixiaomishoujishexiangtoudexuanchuanzhong，yunyongle“sipianbolijingtou”debiaoshu，suiranzheishixingyedebiaopei，quezaixiaofeizhexinzhongshulilegaojipeizhidexingxiang。houlai360chuangshirenzhouhongyiyeshenshouqifa，tayishidao：tongyangdechanpin，tongguobutongdemiaoshufangshi，keyichanshengjieranbutongdeshichangxiaoguo。

leisideyingxiaocelveanlibeixiaomiguangfanyunyong：biruxiaomibijibenguanfangwenanchengqi“biyifenqianyingbihaiyaobo”，zhanshideyingbiqueshishulizhuang，feipingpu；zaibiru，xiaomigongchangbiaobangdeliucengshangqigongyi、9000dunyazhuji，zaiqichezhizaoyezheyanzhong，zhishishengchanguochengzhongdechangguipeizhi。

disi，shenrudongxiyonghuxinli，jiangyonghuxiangtingdeneirong。

xiaomijingguoshichangdongchafaxian，zaijiatinggouchechangjingzhong，nanzhurenyongyouxuanzequan，nvzhurenyongyoufoujuequan。jiyuzheiyidongcha，xiaomisu7fabucelvedadanjingjian，ruohua200xiangmaidian，jinjujiaosecaisheji、fangshaigongnengyuxiaoaitongxuesandahexinliangdian，jingzhunjizhongnvxingchezhuxihao，gengdaidonglejiatingdierliangchedegoumaixuqiu。zheiyizhengxiangfankuizhijiejiasulexiaomisu7deshichangchengjiaosudu，xiaoliangbiaoxianyeyuanchaoyibanchexing。

zaileijunkanlai：“chanpinheyingxiaoshiyitiliangmian，douxuyaoduiyonghuqunyouzugoudedongchali，minruidiganzhiruheshuofuxiaofeizhe。”xiaomijinnianlaibuduanqianghuazheiyinengli，leijunzaijinniandeyicifangtanzhongtoulu，su7dechenggonglibukailianxusinianjubandenianduyanjiang。zaichoubeinianduyanjiangdeguochengzhong，xiaomituanduitongguofenxigongzhongyuqing，jingzhunbuzhuodazhongguanzhudianyuqidai，tongguonianfuyiniandejiazhilinianshuchu，shideqiyeyuyonghudejiazhiguanriyiqutong，rangchanpinyingdegenggaogailvdeyonghurenke。

zuihou，yingxiaoshifangfa，renrenkeyong，zhenchengcaishibishaji。

ciqian，liuqiangdongzaiyidangjiemushangbiaodaleduileijundezanyu：“buyaoheleijunbiyingxiao，zheikuaiwomenbibuguota。”shijishang，chuleyixiechuangxindeshichangfangfawai，xiaomizuihexindeyingxiaoshouduanshiduiyonghudezhencheng。

2018nian4yueshangshiqianxi，xiaomixuanbu“yingjianzonghejinglirunlvyongyuanbuhuichaoguo5%”，shunjianyinbaoyulun，shouhuodaliangxiaofeizherenke，leijunyincibeiyuwei“liangxinqiyejia”。zheiyeshiyoushiyilaidiyijiashangshigongsiyifalvwenjiandexingshi，yueshuzijideyingjianzonghejinglirunlv。jiangxiaomiheshichangshangzhuiqiugaolirun、pinpaiyijia，wushixiaofeizhexuqiudeqiyezidonghuafendaolelianggezhenying。

muqian，beiyejieguangfanrenkede“xiaomizuichenggongdeyiciyingxiao”haishidangnianpingguoyihuanbaoweiyouquxiaofuzengchongdianqi，yinfaxiaofeizhezhiyitucao。jitianhou，leijunfaweibobiaoshixiangyouxiutongxingkanqi，xiaomixinjixingyebuzaifuzengchongdianqi，yishiyulunhuaran，erdaofabuhuidangtianshoujijiagegongbu，baohanchongdianqide“taozhuangban”jinbibuhanchongdianqide“biaozhunban”gui1fenqian，xiangbiyupingguodewuduan，xiaomijianghuanbaodexuanzequanjiaodaoxiaofeizheshouzhong。neinian，xiaomishoujidehushengkongqiangaozhang……

shizhijinri，duiyuxiaomidemifenjingji、yushoucelve、daigongmoshihezhuanlizhengyidenghuati，shichangyijiutaolunbuduan，danleijunhexiaomiwuyishichenggongde，yiyizhongfeichuantongdeyingxiaofangshi，dapoleguyoudeyingxiaokuangjia，rangxuanchuanbiandebuzailingrenfangan，fanerchongmanlequ。

jinguanleijundexiaomifangfalunyibeishichangyanzheng，danhuigulishi，mangmufuzhitarencelve，yewangwangshaoyouchenggong。jishishileijunbenren，zaikaituoxinyewushi，yecongbujuniyujiyoufangfalun，ershishenrudiaoyan，quanliyifu。leijunbushishuangwennanzhu，xiaomifangfalunyefeijueduizhenli，weilaixiaomirengjiangjiangmianlinzhuduoweizhiyutiaozhan……

zhishi，jibiandangxiawomenbushiyongxiaomishouji、yebingweixuanzexiaomiqiche，danwomengengyuanyixiangleijunzheiyangdeqiyejia，biaodayouzhongdexiaiheshenqiedezunzhong。

校对/Tina

策划/Eason