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April 23, 2024

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  B-end product managers need to consider more about product functionality, stability, safety, compliance, etc., while C-end product managers need to consider more about product usability

A few days ago, Zhou Hongyi said he was going to sell his Maybach and prepare to switch to domestic new energy. He also called on various car companies to send him cars to experience. Many car companies have sent their latest models, only Lei Jun answered directly, "Wait for SUVs to come out.". We are eating melons, but the author sees the differences in tactics between new and old marketing masters.

Recently, at the symposium commemorating the 30th anniversary of the Internet, an interesting thing happened: Zhou Hongyi asked Lei Jun for a new car experience, and Lei Jun declined the request in a humorous way.

This episode may be insignificant, but it reveals a completely different marketing style between the two.

Lei Jun and Zhou Hongyi are definitely the best marketers among China's Internet giants. Recently, their marketing has also become a hot spot on the Internet.

Lei Jun, as the head of Xiaomi, has been a regular on the hot search list since the launch of Xiaomi's SU7.

To achieve these three challenges, product managers will only continuously appreciate value

Good product managers are scarce. Product managers who understand users, business and data are still in demand when they go out of the Internet. On the contrary, if a product manager only engages in simple communication, inefficient execution, and shallow thinking, they may not be able to navigate the current of the next 3-5 years.

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Especially in a live broadcast on April 18th, Lei Jun attracted millions of viewers online with his unique charm and easy to understand product introduction. The excellent live broadcast effect attracted the attention of the entire automotive industry, and many car industry leaders began to imitate Lei Jun's marketing model.

At the same time, Zhou Hongyi is also going further and further on his path to becoming an internet celebrity this year. He announced that he would sell his Maybach luxury car and instead choose domestic new energy vehicles, which quickly attracted huge attention on the internet.

A large number of car companies are taking action and sending their latest models to the headquarters of 360 Company, hoping to become Zhou Hongyi's new car. This incident not only made Zhou Hongyi a hot topic on the internet again, but also greatly enhanced the brand influence of 360 Company.

Lei Jun and Zhou Hongyi, as two Internet marketing masters, what are their marketing differences? This article will analyze it.

01 Personal IP: Brave vs. Realistic

On the stage of building personal IPs, Zhou Hongyi and Lei Jun are unparalleled experts, but their images and strategies are vastly different.

Zhou Hongyi's image is an Internet "warrior" who dares to face the conflict, is tough and rebellious. He dares to challenge industry giants and often engages in direct confrontation with opponents online. This style gave him the nickname "Red Cannon" in the early days.

Whether it's the "3B battle" with Baidu, the "3Q battle" with Tencent, or the competition in the smartphone market, Zhou Hongyi's behavior always sparks widespread public discussion, increasing brand awareness and attention.

The recent case is the controversy between Zhou Hong and Cheng Qian. At a conference, Zhou Hongyi bluntly criticized Cheng Qian for not understanding speech and hosting. After the incident, Zhou Hongyi took the opportunity to launch his own speech course, once again making himself the focus of media and public attention. This kind of marketing strategy that dares to express itself and is good at taking advantage of opportunities is exactly the consistent style of Zhou Hongyi.

Compared with Zhou Hongyi's fiery chariot, Lei Jun is the "big brother next door" in the Internet world, always giving people a cordial and realistic image.

Since the famous phrase "Are You OK?" in 2015, Lei Jun has established his image of being approachable and sincere. This image is based on his years of direct communication and sincere dialogue with users. Through live streaming and other channels, he presents an approachable style, which makes consumers believe that every word he says is reliable.

In the live broadcast on April 18th, Lei Jun continued to maintain his consistent style. Although he is known as the "male lead of Shuangwen", he admitted during the live broadcast that he is not the top scorer in the college entrance examination and does not have a savings of 4 billion yuan. He still emphasizes sincerity and sincerity.

This kind of reality makes consumers feel that their brand is also trustworthy. He said that ecology is considered valuable by everyone, but when Jia Yueting talked about ecology, everyone felt that it was being exaggerated. When he says he doesn't make money, everyone thinks he really doesn't make money, and when others say he doesn't make money, everyone thinks it's a scam.

This trust based marketing approach has helped Lei Jun establish a good reputation in the minds of consumers. His sincerity and practicality make consumers believe that Xiaomi's products are trustworthy, and Xiaomi's brand is sincere. The power of trust is the key to the success of Lei Jun's marketing.

02 Marketing Strategy: Public Relations vs. Marketing

Zhou Hongyi's marketing strategy often takes public relations tactics as the guide. He excels at inspiring public opinion attention throughout society by creating controversial concepts.

The key to this strategy is to first generate widespread discussion among media and industry KOLs on the B-end (enterprise end), and then expand its influence to the C-end (consumer end), sparking discussions among ordinary users. During this process, Zhou Hongyi cleverly incorporated his brand into the discussion, thereby achieving high product exposure.

Taking the launch of 360 mobile phones as an example, Zhou Hongyi put forward the innovative concept of "free mobile phones, making money with software". In the book Zhou Hongyi's self introduction: My Internet Methodology, Zhou Hongyi believes that Xiaomi mobile phones are hardware free models.

This concept sparked a huge industry debate at the time, and although 360 phones did not achieve the expected success in the market, the introduction of this concept undoubtedly brought tremendous popularity and attention to 360 phones. Zhou Hongyi's marketing approach fully reflects his public relations strategy of creating topics.

Compared to others, Lei Jun's marketing strategy is more direct and pragmatic. The "three three three rules" he proposed - to be explosive, to be fans, and to be self media - are the core of his marketing strategy.

Making explosive products: Lei Jun firmly believes that only by creating truly excellent products can we win the recognition of the market and consumers. Therefore, Xiaomi has always adhered to user demand orientation and continuously launched high cost-effective explosive products to attract and retain users.

Being a fan: Xiaomi attaches great importance to the construction of fan culture. Through channels such as MIUI forums and social media, Lei Jun actively interacts with users and establishes a strong fan base. These fans are not only loyal users of Xiaomi products, but also spontaneous promoters of the Xiaomi brand.

Doing self media: Lei Jun fully utilizes self media platforms, reduces marketing costs, and achieves direct communication with users. Through live streaming, Weibo and other channels, Lei Jun personally took the initiative to introduce product features to users and answer their questions. This direct and transparent communication method greatly increased users' willingness to purchase.

03 Marketing Method: Individual vs. Group

Lei Jun and Zhou Hongyi, as Internet tycoons who attach great importance to marketing, certainly know the importance of teams, so they both have strong public relations and marketing teams behind them. But from the perspective of marketing performance, Zhou Hongyi is better at fighting alone, and Lei Jun is better at group warfare.

Zhou Hongyi is often seen as a lone warrior. His former nickname "Red Cannon" is a vivid description of his direct, sometimes even impulsive marketing tactics. His individual combat capability is well known in the Internet world.

By presenting controversial viewpoints, sparking public discussion, and even resorting to bombarding business friends, Zhou Hongyi successfully established a distinct personal image in the public's mind. This individualistic marketing approach, although sometimes controversial, can quickly attract public attention and enhance brand awareness.

In the 3Q battle, Zhou Hongyi almost relied on his own efforts to shape 360 into a defender of user rights. This strategy not only effectively enhanced 360's public image, but also earned him a loyal user base.

Zhou Hongyi's one-on-one marketing approach is more like Xiang Yu, who fights against hundreds with courage and determination.

In contrast, Lei Jun is more like a commander who is good at group warfare, and he is more like Liu Bang. Behind Xiaomi's marketing is a carefully designed marketing system. Especially in the early days of Xiaomi, its main marketing activities focused on social media.

In his book "Sense of Participation", Li Wanqiang mentioned that Xiaomi's investment in social media platforms is extremely huge, and this team has inevitably become even larger since its initial scale of over a hundred people. Around 2011, Xiaomi had become a model of Weibo marketing, building a strong online marketing network through close interaction with fans.

Recently, Lei Jun has also demonstrated the power of this team in live streaming marketing. Unlike the traditional single link live streaming method of enterprises, Xiaomi's live streaming is a complete system for interacting and conversing with users. This approach more reflects brand strategy under user thinking rather than simple corporate marketing actions.

Since announcing its car manufacturing plan, Xiaomi has engaged users in every aspect, from the exposure of factory spy photos, to price guessing, and even to the live story sharing after the release of the SU7. Each node has filled users with a sense of participation and anticipation. This series of actions is the result of careful planning and operation by Xiaomi's marketing team.

04 Marketing philosophy: Motivational marketing vs participatory marketing

Zhou Hongyi and Lei Jun both have their own marketing philosophy, which is essentially user centered, but their specific performance is different.

Zhou Hongyi's marketing philosophy has been summarized by self media person Yujian as "heart moving marketing", and the core of this philosophy is to touch the hearts of users. In the book "Zhou Hongyi's Self description: My Internet Methodology", Zhou Hongyi emphasized that the key to providing excellent user experience is to find the point that can touch the user's emotion.

The motivational marketing proposed by Zhou Hongyi includes two key points: first, focusing on small aspects and being close to the actual needs and psychological expectations of users; Secondly, adopt a strategy of "taking small steps and running fast", quickly attack and continuously trial and error. These two points constitute the law of Internet "micro innovation" advocated by Zhou Hongyi.

For example, the "power on time PK" feature of 360 Security Guard, as well as 360 portable Wi Fi and other products, have won market recognition by touching the hearts of users through small but thoughtful innovations.

Lei Jun's marketing philosophy focuses more on "participatory marketing", which was summarized by Li Wanqiang, former marketing manager of Xiaomi. Even after Li Wanqiang resigned, this marketing system was still able to continue and develop.

Lei Jun emphasized in "Xiaomi Entrepreneurship Thinking" that the purpose of new media is to communicate with users and establish friendly relationships with them. In his view, new media marketing is not only a means, but also a bridge to establish deep relationships with users.

This strategy has been fully reflected in the promotion of Xiaomi SU7.

When Xiaomi announced its entry into the automotive industry, they not only announced relevant plans, but also sparked widespread public discussion, and even many people bought stocks to participate, waiting for appreciation.

Before the product launch, spy photos of the new car were constantly released intentionally or unintentionally, and through waves of discussion, the brand's popularity and reputation were maintained.

At the Xiaomi car technology press conference, when all eyes were focused on the upcoming price, Lei Jun said, "Let's listen to the next breakdown," which sparked widespread speculation and discussion among netizens.

After product delivery, Xiaomi Motors still maintains close interaction with users. For example, when a netizen suggested adding physical buttons to the electric tail wing, Xiaomi not only listened carefully to this suggestion, but also quickly responded and improved.

Through these measures, Xiaomi not only makes consumers feel like they are part of the product and brand building process, but also deepens user brand loyalty through continuous interaction.

05 Conclusion

After interpreting the marketing strategies of Zhou Hongyi and Lei Jun, we will find that although their marketing techniques have their own strengths, a deeper analysis of their core will reveal that whether it is Zhou Hongyi's "emotional marketing" or Lei Jun's "participatory marketing", the marketing essence they pursue is actually similar.

Firstly, both Zhou Hongyi and Lei Jun firmly adhere to a user centered marketing philosophy. They are well aware that no matter how marketing methods change, the ultimate goal is to meet the needs of users, win their trust and support. Therefore, whether it is through micro innovation to impress users or through a sense of participation to make users a part of the brand, they always put users first.

Secondly, they are all skilled in creating and managing personal IPs. In the Internet era, the influence of personal brands is not small. Zhou Hongyi's "Red Cannon" image and Lei Jun's "Real Entrepreneur" image have both become important assets for their respective enterprises. They enhance the brand's attractiveness and influence through their personal charm.

Again, they are all skilled at utilizing social media and leveraging marketing. Both Zhou Hongyi's outspokenness and Lei Jun's sincere interaction have established direct communication channels with users through social media platforms. They know how to leverage social hot topics, create topics, initiate discussions, and thereby enhance brand awareness and attention.

From the marketing practices of Zhou Hongyi and Lei Jun, we can see that the essential approach of marketing is always user centered, constantly building and strengthening personal brands, making good use of social media, and taking advantage of opportunities.

Columnist

Xunkong, WeChat official account: Xunkong2005, everyone is a columnist for product managers, business observers, and social marketing explorers.

This article is original and published by everyone as a product manager. Reproduction without permission is prohibited.

The question is from Unsplash, based on the CC0 protocol.

The viewpoint of this article only represents the author himself, and everyone is a product manager. The platform only provides information storage space services.

互联网营销两大宗师：周鸿祎和雷军做个人IP有什么不同？

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2024-04-23

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前几天周鸿祎说要把自己的迈巴赫卖了，准备换国产新能源，还喊话让各个车企给他送车去体验。不少车企都送去了自己的最新车型，只有雷军直接回答，“等SUV出”。我们是在吃瓜，作者却是从中看到了新老营销宗师的手法不同。

最近，在纪念互联网30周年的座谈会上，发生了一件趣事：周鸿祎向雷军索要一辆新车体验，而雷军则以幽默的方式婉拒了这一请求。

这一插曲或许微不足道，但它揭示了两人截然不同的营销风格。

雷军和周鸿祎，绝对是中国互联网大佬中最会营销的人，最近他们的营销也都成为网络热点。

雷军，作为小米的掌门人，自从小米汽车SU7发布会以来，他就成为了热搜榜上的常客。

做到这三点挑战，产品经理只会不断升值

好的产品经理是很稀缺的，懂用户、懂商业、懂数据的产品经理走出互联网，依然是抢手货。相反，如果只做简单传话、低效执行、浅层思考的产品经理，恐怕走不过未来3-5年的洪流。

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特别是在4月18日的一场直播中，雷军以其独特的魅力和深入浅出的产品介绍，吸引了数百万观众的在线观看，直播效果之好，让整个汽车行业为之侧目，不少车圈大佬也开始纷纷效仿雷军的营销模式。

与此同时，周鸿祎在今年的网红之路上也是越走越远。他宣布要卖掉自己的迈巴赫豪车，转而选择国产新能源车，这一消息迅速在网络上引发了巨大的关注。

大批车企闻风而动，纷纷将自己的最新车型送到360公司总部，希望能够成为周鸿祎的新座驾。这一事件不仅让周鸿祎再次成为了网络热点，也让360公司的品牌影响力得到了极大的提升。

雷军和周鸿祎，作为两位互联网营销大师，他们的营销有什么区别？本文就来解析一下。

01 个人IP：彪悍VS实在

在构建个人IP的舞台上，周鸿祎和雷军都是无与伦比的高手，但他们呈现出的形象和策略迥然不同。

周鸿祎的形象是敢于直面冲突，彪悍和桀骜不驯的互联网“战士”。他敢于挑战行业巨头，经常在网络上与对手直接交锋。这种风格在早期给他带来了“红衣大炮”的绰号。

无论是与百度的“3B大战”，还是与腾讯的“3Q大战”，再到智能手机市场的竞争，周鸿祎的行为总能激起公众的广泛讨论，增加品牌的知名度和关注度。

最近的一个案例是周鸿与程前的风波。在一次大会上，周鸿祎直言不讳地怼程前不懂演讲和主持。事件之后，周鸿祎顺势推出了自己的演讲课程，再次让自己成为了媒体和公众关注的焦点。这种敢于表达、善于借势的营销策略，正是周鸿祎一贯的风格。

与周鸿祎的烈火战车相比，雷军则是互联网世界中的“邻家大哥”，一直给人以亲切和实在的形象。

从2015年那句脍炙人口的“Are You OK?”开始，雷军就树立起了自己亲民和真诚的形象。这种形象建立在他多年与用户的直接沟通和真诚对话的基础上。通过直播等渠道，他展现的是一种平易近人的风格，这让消费者相信他说的每一句话都是可靠的。

在4月18日的直播中，雷军继续保持了他一贯的风格。尽管他被称为“爽文男主”，但他在直播中坦言自己并非高考状元，也没有40亿的存款，依然主打真诚、实在。

这种实在，让消费者觉得他的品牌也是可信的。他说生态大家觉得有价值，贾跃亭说生态，大家就觉得吹得太大。他说不赚钱，大家就觉得真不赚钱，别人说不赚钱，大家会觉得是忽悠。

这种基于信任的营销方式，让雷军在消费者心中建立了良好的口碑。他的真诚和实在，让消费者相信小米的产品是值得信赖的，小米的品牌是真诚的。这种信任的力量，是雷军营销成功的关键。

02 营销策略：公关VS营销

周鸿祎的营销策略，往往以公关战法为先导。他擅长通过打造具有争议性的概念，激发全社会的舆论关注。

这种策略的关键在于，首先在B端（企业端）引起媒体和行业KOL的广泛讨论，随后将影响力扩展到C端（消费者端），引发普通用户的热议。在这个过程中，周鸿祎巧妙地将自己的品牌植入讨论之中，从而实现产品的高曝光度。

以360手机的推出为例，周鸿祎提出了“手机免费，用软件赚钱”的创新概念，在《周鸿祎自述 : 我的互联网方法论》一书中，周鸿祎认为小米手机就是硬件免费模式。

这一理念在当时引起了巨大的行业争论，虽然最终360手机并未在市场上取得预期的成功，但这一概念的提出无疑为360手机带来了巨大的声量和关注度。周鸿祎的这种营销方式，充分体现了他善于制造话题的公关策略。

相比而言，雷军的营销策略更为直接和务实。他提出的“三三法则”——做爆品、做粉丝、做自媒体，是其营销策略的核心。

做爆品：雷军坚信，只有打造出真正优秀的产品，才能赢得市场和消费者的认可。因此，小米公司始终坚持以用户需求为导向，不断推出高性价比的爆品，以此来吸引和留住用户。

做粉丝：小米公司非常重视粉丝文化的建设。通过MIUI论坛、社交媒体等渠道，雷军积极与用户互动，建立起了强大的粉丝基础。这些粉丝不仅是小米产品的忠实用户，更是小米品牌的自发传播者。

做自媒体：雷军充分利用自媒体平台，降低了营销成本，实现了与用户的直接沟通。通过直播、微博等渠道，雷军亲自上阵，向用户介绍产品特点，解答用户疑问，这种直接、透明的沟通方式，极大地提升了用户的购买意愿。

03 营销方式：个人VS团体

雷军和周鸿祎作为非常重视营销的互联网大佬，当然深知团队的重要性，因而其背后都有强大的公关和营销团队，但是从营销的表现来看，周鸿祎更擅长单打独斗，雷军更擅长团体作战。

周鸿祎往往被视为单枪匹马的战士。他曾经的绰号“红衣大炮”正是对其直接、有时甚至冲动的营销手法的一种形象描述。他的单兵作战能力在互联网界有口皆碑。

通过提出争议性观点，引发公众讨论，甚至不惜炮轰友商，周鸿祎成功地在公众心中树立了一个鲜明的个人形象。这种个人主义的营销方式，虽然有时充满争议，但却能迅速吸引公众的注意力，提升品牌的知名度。

在3Q大战中，周鸿祎几乎凭借一己之力，将360塑造成为用户权益的捍卫者，这一策略不仅有效提升了360的公众形象，也为其赢得了一批忠实的用户基础。

周鸿祎的这种单打独斗的营销方式，更像是项羽，以一敌百，勇猛果敢。

相较之下，雷军更像是一位善于团体作战的统帅，他更像刘邦。小米的营销背后，是一套精心设计的营销体系。特别是在小米初期，小米的主要营销活动集中在社会化媒体上。

黎万强在《参与感》一书中提到，小米在社交媒体平台上的投入是极其巨大的，这个团队从最初的上百人规模，到如今必然已经更加庞大。2011年左右，小米就已经成为微博营销的典范，通过与粉丝的紧密互动构建起了强大的网络营销网络。

最近，雷军在直播营销中也展现了这种团队的力量。不同于传统企业那种单一环节的直播方式，小米的直播背后是一个完整的与用户互动和对话的系统。这种方式更多地体现了用户思维下的品牌策略，而非简单的企业营销动作。

从宣布造车计划开始，小米就让用户全程参与了每一个环节，从工厂谍照的曝光，到价格的竞猜，再到SU7发布后的直播故事分享，每一个节点都让用户充满了参与感和期待。这一系列动作，都是小米营销团队精心策划和操盘的结果。

04 营销理念：动心营销VS参与感营销

周鸿祎和雷军都有自己的营销理念，本质来讲，都是以用户为中心，但具体表现不太一样。

周鸿祎的营销理念被自媒体人宇见总结为“动心营销”，这一理念的核心在于打动用户的内心。在《周鸿祎自述：我的互联网方法论》一书中，周鸿祎强调，要提供卓越的用户体验，关键在于找到能够触动用户情感的那个点。

周鸿祎提出的动心营销包含两个关键点：第一，从小处着眼，贴近用户的实际需求和心理预期；第二，采取“小步快跑”的策略，快速出击，持续试错。这两点构成了周鸿祎所倡导的互联网“微创新”规律。

例如，360安全卫士的“开机时间PK”功能，以及360随身Wi-Fi等产品，都是通过微小却贴心的创新，打动了用户的心，从而赢得了市场的认可。

雷军的营销理念则更侧重于“参与感营销”，这一理念由小米的前营销负责人黎万强总结。即便在黎万强离职之后，这套营销体系仍然得以延续和发扬。

雷军在《小米创业思考》中强调，新媒体的目的在于与用户沟通，与用户建立友谊的关系。在他看来，新媒体营销不仅是一种手段，更是建立与用户之间深度关系的桥梁。

这种策略在小米SU7的推广中得到了充分体现。

当小米宣布进军汽车行业时，他们不仅公布了相关计划，而且激发了广泛的公众讨论，甚至很多人购买股票参与，坐等升值。

在产品发布前，新车的谍照有意无意地被不断放出，通过一波又一波的讨论，保持了品牌的热度和声量。

而在小米汽车技术发布会上，当所有的目光都聚焦在即将揭晓的价格上时，雷军却说“且听下回分解”，引发了网友的广泛猜测和讨论。

产品交付后，小米汽车依然保持着与用户的紧密互动。例如，当有网友建议电动尾翼应该加实体按键时，小米不仅认真倾听了这一建议，更是迅速做出了响应和改进。

通过这些举措，小米不仅让消费者感觉自己是产品和品牌建设过程的一部分，而且还通过持续的互动加深了用户的品牌忠诚度。

05 结语

在解读周鸿祎与雷军的营销策略后，我们会发现尽管他们的营销手法各有千秋，但深入剖析其核心，会明白，无论是周鸿祎的“动心营销”还是雷军的“参与感营销”，他们所追求的营销本质其实是相通的。

首先，周鸿祎和雷军的营销理念都坚定地以用户为中心。他们深知，无论营销的手段如何变化，最终的目的都是满足用户的需求，赢得用户的信任和支持。因此，无论是通过微创新打动用户的心，还是通过参与感让用户成为品牌的一部分，他们始终将用户放在首位。

其次，他们都擅长打造和经营个人IP。在互联网时代，个人品牌的影响力不容小。周鸿祎的“红衣大炮”形象和雷军的“实在企业家”形象，都已成为他们各自企业的重要资产。他们通过个人魅力，增强了品牌的吸引力和影响力。

再次，他们都擅长利用社交媒体，借势营销。无论是周鸿祎的直言不讳，还是雷军的真诚互动，他们都通过社交媒体平台，与用户建立了直接的沟通渠道。他们懂得如何借助社会热点，制造话题，引发讨论，从而提升品牌的知名度和关注度。

从周鸿祎和雷军的营销实践中，我们可以看到，营销的本质手法：始终以用户为中心，不断打造和强化个人品牌，善用社交媒体，借势而为。

专栏作家

寻空，微信公众号：xunkong2005，人人都是产品经理专栏作家，商业观察者，社会化营销探索者。

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