Rebirth 2010: I taught Mr. Lei how to make a mobile phone

Chapter 868 Press Conference Clash, Livestream E-commerce Showdown
Time has come full circle, and September, the month that symbolizes harvest, has finally arrived.

In early September, Xiaomi's official Weibo account suddenly posted: "Patriotism, please make rational choices; technology, making life better."

Immediately afterwards, people discovered that staff members were standing at the entrances of Xiaomi stores across the country.

Whenever someone makes a seemingly inexplicable gesture like bowing or saluting, they will proactively step forward, not to stop them, but to engage in sincere conversation.
"Thank you for your support of Xiaomi. Patriotism can take many forms. We prefer to let our products speak for themselves. If you truly support us, you are welcome to visit our store and experience our technology."

However, these "passionate individuals" often appeared flustered, clearly not expecting to encounter such a scene.

They either ran away as fast as they could or covered their faces with their hands, acting like rats that couldn't stand the light of day.

These images were uploaded online, and countless netizens noticed something was amiss.

at this time.

Across the country, similar enthusiastic scenes to those at Xiaomi stores were seen at the entrance of another mobile phone store, but on a larger scale and with even more intense emotions.
As this information spread online, public opinion shifted instantly.

Public sentiment is divided in two. Looking at the news from both sides, some people are confused: which side should they "love"?
Casual fans, on the other hand, didn't hold back in mocking:
"Every single one of them is an idiot."

"Technology and the internet are developing too fast; some people's intelligence hasn't kept up with the times."

"They're all a bunch of lunatics. I bet they've never shown this much respect to their elders at home."

"It doesn't feel devout enough. In ancient times, people would kneel and kowtow three times and prostrate themselves on the ground. If they made a mistake, they would start over!"

"No way, next time something like this happens, I have to take a proper picture to remember it."

"This isn't just a blatant show; the people in front do the work, the people behind film it, and then they post it online to disgust people."

Suddenly, the blame that was originally directed at Xiaomi was split between the two companies.

This is not over yet.

Media outlets have repeatedly exposed that this competitor's mobile phone launch event next month will be held in Munich, Germany, and have also dug up its past mobile phone spokespeople and promotional videos—all of whom are either foreigners or depict scenes of elite life.

36Kr published another sharp commentary, "The Pride of Domestic Products: A Carefully Designed Consumer Trap?"
"What is alarming is the precise exploitation of patriotism by some companies, with comment sections filled with insults like 'You're not patriotic'; and even absurd scenes of consumers saluting their phones in offline stores."

This kind of moral blackmail makes rational discussion taboo; questioning a product is considered "worshipping foreign things," and pointing out its flaws is considered "handing a knife to foreign brands."

Among these, we see a certain mobile phone manufacturer completing a sophisticated business loop: using overseas launch events to create a high-end feel, relying on foreign models in promotional videos to elevate its image, and finally using "national righteousness" and "patriotism" to silence all dissenting voices.

This "low quality, high price" tactic is packaged as a "technological breakthrough," with marketing funds exceeding R&D investment. A large amount of money flows to overseas advertising—giant posters in Times Square, New York, various domestic and international celebrity endorsements, and full-page reports in The Wall Street Journal—creating the illusion of an "international brand" and then passing on the premium costs to domestic consumers.

Consumers who pay the premium are paying less for technological innovation and more for a carefully crafted patriotic marketing campaign.

When a company focuses its energy on rhetoric rather than technological breakthroughs, and invests its budget in public relations rather than research and development, the so-called "national pride" is nothing more than a scythe for harvesting sentiment.

In this business, there are no winners, only exploited patriotism and misled consumers.

Subsequently, two topics on the Weibo account of the other side of the river surged to the top of the trending list: #TruePatriotismIsTechnologicalInnovation# and #RejectMoralKidnappingMarketing#.

Lei Jun posted a Weibo message: "Good products speak for themselves. See you at the #Xiaomi7thAnniversaryLaunchEvent#!"

Munich, Germany.

Yu Dazui, who was preparing for the press conference, suddenly received a call from his boss, who immediately launched into a tirade of abuse:

"Don't you know what time it is? Who can you fool with your little tricks?"
It's even tied to nostalgia; I wonder what the nature of the events before that was?

Xiaomi is riding high right now, and you're messing around like this. Do you even know how much pressure I'm under?

"Yes, yes, Chairman, I was wrong! I've reflected on it! I'll summarize it! I'll send you the reflection report tonight."

"Is this the end?"

"Uh"

"The press conference has been moved to China, and Xiaomi is holding it on the same day! The spokesperson for the new phone has been withdrawn, and the promotional video has been reshot. We're looking for a domestic spokesperson first."

"On the same day, this."

"What, you don't have confidence in our product?"

"There's less than two weeks left, it might be too late."

"This is your problem, not mine. Remember to write a debriefing summary; I want to see it tonight!"

".yes!"

After hanging up the phone, Da Zui wiped the sweat from his forehead and immediately took action.

The emergency meeting lasted two hours, and relevant departments quickly took action.

Only when Big Mouth was the only one left in the meeting room did he begin writing his 'self-criticism'.

He admitted that he underestimated the reaction to the previous incident, and that it was more serious than he had imagined.

"Some of our competitors are so sensitive; they can't even handle a little praise," he said, biting his pen. "Since the soft approach isn't working, let's try the hard one." Halfway through writing, a brilliant idea struck him—the enemy of my enemy is my friend. He pulled out his phone and called Lao Ma, quickly finalizing a collaboration.

If 2016 was the first year of live-streaming e-commerce, then 2017 was the year it exploded.

In particular, Taobao's live-streaming e-commerce has taken off like a rocket. Last year, its GMV was only 200 billion yuan, but this year, just over halfway through, it has already exceeded 500 billion yuan, and by the end of the year, it will be heading straight for 1000 billion yuan.

Viya and Li Jiaqi, two previously unknown livestreamers who participated in the audition, have risen to prominence and, with the platform's overt and covert support, have become the undisputed top livestreamers, creating astonishing sales records.

In just one day of the 618 shopping festival, Viya achieved a record of 2.3 million yuan in a single session, second only to Chen Mo across the entire internet, while Li Jiaqi sold out 15 lipsticks in just 5 minutes, which is even more astonishing.

In just eight months, the former's annual GMV (Gross Merchandise Volume) has exceeded 8 billion yuan, while the latter's has surpassed 50 billion yuan. Both of them have also surpassed the 30 million mark in the number of fans on Taobao.

Although this new way of selling products originated on Douyin, Taobao, with its No.1 position in the e-commerce field, has gradually entered into fierce competition with Douyin after producing its top ten livestreamers.

Currently, both sides each hold approximately 40% of the market share, with the remainder going to other platforms such as Kuaishou.

Both of them established their own companies and built their own teams. Li Jiaqi even used his savings of a year to buy a property worth over 100 million yuan in Tomson Riviera in Shanghai, which caused quite a stir.

One day in early September, Li Jiaqi was preparing for the next month's product selection and negotiations with his team as usual when he received a phone call—from Jiang Fan.

"Huawei's new product launch is scheduled for the 21st, so from the 21st to the 23rd, you should prepare in advance. These three days will only be for selling Huawei's new products."

"Mr. Jiang, the schedule for this month has already been set."

"I've arranged it for you."

"Huawei mainly produces digital products, while my expertise lies in beauty and cosmetics. Plus, my user base and fan base are also..."

"Do you have a problem with that?"

"No...where's Viya?"

"Just like you, although she's a generalist, the technology and digital field is your weakness, and it's also her weakness. I have a traffic resource package worth 100 million yuan. Whoever sells more in these three days, I'll give it to them!"

"Okay, Mr. Jiang, I have no problem!"

"Remember, strong people never complain about their environment; they embrace change!"

"understand!"

After hanging up the phone, Li Jiaqi's eyes burned with fighting spirit.

He knew the principle of not trying to do too much at once, so he focused on cultivating his expertise in beauty products, while his opponent sold everything, pursuing a wide range of products and aiming for scale and comprehensiveness.

I believe my abilities are no less than the other party's, but numbers don't lie, and I'm always outmatched.

He is now known in the industry as Li Lao Er, which really displeases him.

This might be an opportunity, and we could use it to expand the categories of products we sell.

It's just selling phones, ladies, buy it!

The day after receiving the call, he received materials from Huawei and began to familiarize himself with the product in advance.

On the other side, Viya was also preparing for the battle. Live-streaming e-commerce is like rowing against the current; if you don't move forward, you fall behind. She dared not slack off for a single day.

Because she knew that countless people wanted to take her place.
What they didn't know was that there was another man who was also preparing for this, and had been preparing for a long time—that man was Lao Jia!

If it's just about selling goods via livestream, we can actually start working very quickly.

But who is he?

He is Jia Yueting, who single-handedly built the LeEco empire worth hundreds of billions of yuan, and a man who held tens of billions of yuan in cash flow at his peak!
With his vision and ambition, he sees live-streaming e-commerce as temporary, not permanent. He aims to create a live-streaming e-commerce brand under the name "Jia Yueting" to achieve economies of scale.

Therefore, he learned his lesson this time and realized that cultivating internal strength is more important than cultivating external skills.

Three months ago, after establishing Letu Network, he did not rush to start broadcasting, but instead learned about it, studied it, and thought about it.

Understand the entire supply chain and ecosystem of live-streaming e-commerce;
Learn all the tricks and rules of Douyin—from traffic distribution, e-commerce tools, and logistics systems to video marketing and live streaming techniques.
Finally, consider which links to intervene in to ensure sustainable and maximized benefits.

Two months later, Lao Jia decided to collaborate with manufacturers and brands, personally building a livestreamer incubation team, a product selection team, and designing a training system (including courses on sales techniques and livestream operations).

In other words, this time, he wants everything, not just the source and downstream, but also the upstream and midstream supply chains and product ends!

Half a month of learning, half a month of building various teams, and a month of Lao Jia personally serving as a mentor to provide targeted training to his teams. At the same time, he was also negotiating business with various parties and dealing with the pressure from debtors.

He does everything himself and sleeps a maximum of 4 hours a day.

Now his temples are streaked with white.

What sustains him is the triadic power of "paying off debts," "revenge," and "proving proof."

For this reason, he is writing a sales presentation PPT with a unique "Jia-style" approach!

(End of this chapter)