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Basic information&Career Experience: Kingsoft - Founding Xiaomi

Lei Jun was born on December 16, 1969 in Xiantao City, Hubei Province. His career
began at Wuhan University. After graduation, he was assigned to a research institute
of the Beijing Ministry of Aeronautics and Astronautics. He was not satisfied with this
stable job. He joined Kingsoft Software in 1992 and led Kingsoft Software to one peak
after another with excellent leadership and keen insight into the market in the
following years.
In the years of Kingsoft Software, Lei Jun has held many important positions.
From the development manager to the general manager to the CEO, he witnessed
the growth and transformation of Kingsoft Software. He led the team to develop WPS
97, formulated new tactics for Kingsoft, and launched a series of products loved by
users, such as Kingsoft Yingba and Kingsoft Ciba.
These products not only bring great commercial value to Kingsoft Software, but
also establish its leading position in the software industry.
Lei Jun's vision is not limited to Kingsoft Software. In 2007, he stepped down as
CEO of Kingsoft Software, devoted himself to the angel investment industry, and
began to find and support more innovative enterprises. In 2010, Lei Jun founded
Xiaomi Technology Co., Ltd. and served as the chairman and CEO.
The establishment of Xiaomi marks a new chapter in Lei Jun's career. He relies on
his deep understanding of the mobile Internet and his accurate grasp of user needs.
Leading Xiaomi to rise rapidly and becoming an important force in China and even
the global smartphone market. With the rise of the new energy vehicle market, Lei
Jun led Xiaomi into the automotive field and released Xiaomi cars. This is not only an
important expansion of Xiaomi's own business, but also reflects Lei Jun's deep insight
and positive layout of future technology trends.

2.Lei Jun led the development of Xiaomi

Since establishment in 2010, Xiaomi has gone through four stages: start-up and rapid
growth, undervaluation and adjustment, diversification and globalization, and high-end
development. Lei Jun, as the founder and soul of the company, played a crucial role in every
stage.
Xiaomi’ Positioning and strategy throughout:
Product positioning: high cost performance & high-end
Customer Service: Make Friends WITH USERS, Xiaomi's "Mi fan" culture
Sales strategy: Mixed online and offline marketing
2010-2014: start-up and rapid growth
The role of Lei Jun: Founder and strategic planner (Aspiration, Courage and Sociability)
SITUATION: At that time, China's mobile phone market was in a period of barbarism,
facing“Internal and external troubles”.
On the one hand, foreign high-end mobile phone brands, such as Nokia, Motorola, Samsung
occupy a large part of the market share; on the other hand, there are also domestic brands such
as Lenovo, Huawei, ZTE, cool pie and so on.
 Due to the high price of mobile phones, domestic pirated manufacturers are rampant,
quality is uneven, development chaos.
ACTION: Lei Jun chose talents with rich experience and excellent abilities in the fields of
Internet, software, industrial design, etc., relying on contacts and his own speaking ability, he
assembled Xiaomi's luxurious start-up team.
In 2010, Lei held a start-up meeting with 12 entrepreneurs and named the company Xiaomi,
marking the founding of Xiaomi.
AIM: Lei aims to develop a mobile phone that will be affordable to everyone at half the
price.
Result: in August 2010, Xiaomi released its first product, the mobile operating system MIUI,
marking Xiaomi's official entry into the smartphone market.
A year later, Xiaomi's first-generation mobile phone was officially launched, priced at 1,999
yuan. With its high performance-price ratio, Xiaomi quickly occupied the market, and its
valuation approached 10 billion US dollars. It has done a good job of discouraging knock-offs.
2014-2016: Trough and adjustment
Lei Jun's role: Crisis manager and reformer (Resistance, Adaptation and Leadership)
Problem 1: Supply Chain Disruption.
In 2015, Xiaomi suffered a supply chain crisis, with AMOLED screen suppliers cutting off
supply, severely affecting production and sales of high-end models such as the Xiaomi Note.
Problem 2: Increased competition in the market
With the rapid growth of the smart phone market, the market is becoming saturated and
the growth of new users is slowing down. At the same time, Oppo, Vivo, Huawei and other
brands with strong offline channels and the rapid rise of marketing strategy, a huge competitive
pressure on Xiaomi.
Problem 3: Market strategies are emulated
Xiaomi's“Internet Model” to online sales, cost-effective, community marketing features, for
its attracted a number of fans. But then the model was copied by other manufacturers, and
Xiaomi's competitive advantage was no longer obvious. Meanwhile, for the first time in 2015,
Xiaomi missed its annual sales forecast.

Lei Jun's coping strategy

Strengthen supply chain management: personally solve supply chain problems, including
communication and consultation with suppliers to ensure the stability of the supply chain.
Innovative products: launch innovative products such as Xiaomi Mix, with a new design
concept and high-end configuration to enhance the brand image and attract users.
Expanding offline channels: Xiaomi has begun to expand its offline channels, opening Xiaomi
Homes to provide better user experience and after-sales service to make up for the lack of online
sales.
2017-2020: stage of diversification and globalization
Lei Jun's role: ecological builder and global strategist (EXPLORER )
Action 1 Building an eco-chain
Xiaomi has invested in and nurtured more than 210 companies, including smart homes,
wearable and audio devices, to build one of the world's largest IT platforms towards consumers,
this provides users with a full house smart solution. In 2017, Xiaomi bucked the trend with
products such as Xiaomi 6, which grew by 96.9 percent, making it the world's fourth-largest
mobile phone maker.
Action 2Globalisation:
Xiaomi was listed on the Hong Kong Stock Exchange in July 2018 at a valuation of US $54.3
billion. Xiaomi has rapidly increased its global market share through aggressive expansion in
India, Southeast Asia and Europe. Xiaomi customizes its products and localizes its marketing
strategies for different markets to meet the needs and preferences of local consumers.
2021-present: advanced and electric vehicles
Lei Jun's role: Future Planner AND industry disrupter (Chanllenger)
Situation: in 2021, the output of China's new energy vehicle market grew explosively and the
market has been BYD, Tesla, Nio, ideal and other high-end brands at different prices, increasing
competition. But at the same time, the growing maturity of the industrial chain and advances in
battery technology also provide opportunities for new entrants to learn.
Aspiration: “This is the result of the repeated consideration of all the partners of Xiaomi, and it is
also the last major venture project of my life. I am willing to bet all my reputation on it, put on my
uniform again, and fight for Xiaomi!”
High-end strategy: in 2022, Lei announced that Xiaomi Group formally set up high-end
Strategy Working Group, with the goal of winning the first domestic high-end mobile phone
market share within three years.
Enter the electric car market: in 2021, Xiaomi officially launched the Smart Electric Car
Business, Lei Jun is chief executive officer of the smart electric vehicle business.
Xiaomi launched the first car SU7, the relevant terms frequently hit Weibo hot search, becom ing
a phenomenon-class model.
According to public information, Xiaomi Su7 in the first month after the launch of the delivery
volume reached 7,058 units, a cumulative lock single volume of more than 88,000 units. This
result shows the high recognition of Xiaomi in the market.
At the same time, SU7's official announcement and listing have also had a positive impact on
Xiaomi's share price. Xiaomi's share price surged 11.34 percent at the start of the SU7
announcement and 8.97 per cent in the next trading day after the listing, a sign of investor
confidence in Xiaomi's automotive business.
In the whole development of Xiaomi, Lei Jun is not only the founder and leader of Xiaomi, but
also the core promoter of the company's strategic planning, product innovation, market
expansion and ecological construction. His decision-making and leadership are crucial to Xiaomi's
success.It is Lei Jun's diligence, innovative spirit, strategic vision, leadership, toughness, and the
quality of pursuing excellence and continuous learning that make him contribute to the success
of Xiaomi stage after stage.

3.Lei Jun's Leadership Style

Visionary Leadership
Lei Jun, the founder and CEO of Xiaomi, is renowned for his visionary leadership style. He
possesses a profound understanding of the technology industry and the ability to identify
emerging trends with remarkable accuracy. Lei Jun's vision for Xiaomi is not just to create
innovative products but to revolutionize the entire consumer electronics industry. His long-term
goals involve transforming Xiaomi into a global technology leader, providing affordable yet high-
quality products to consumers worldwide.
Collaborative Decision-Making
Another key aspect of Lei Jun's leadership style is his emphasis on collaborative decision-
making. He believes in fostering a culture of openness and inclusivity within Xiaomi, encouraging
employees to share their ideas and opinions freely. Lei Jun often convenes brainstorming sessions
where team members from different departments can contribute to discussions and problem-
solving. This collaborative approach not only enhances creativity and innovation but also fosters a
sense of ownership and commitment among employees.
Adaptive to Market Changes
Lei Jun's leadership style is also characterized by his adaptability to market changes. He is quick
to recognize shifts in consumer preferences and technological advancements and adjusts
Xiaomi's strategy accordingly. Whether it's pivoting to focus on smartphones instead of software
or introducing new product categories like IoT devices, Lei Jun has demonstrated a remarkable
ability to navigate the rapidly evolving technology landscape.
Emphasis on Customer Centricity
Customer centricity is a cornerstone of Lei Jun's leadership philosophy. He emphasizes the
importance of understanding and addressing customer needs to create products that are not just
technologically advanced but also practical and user-friendly. Lei Jun often interacts directly with
customers through social media and forums, gathering feedback and insights that inform product
development and improvement.

4.Lei Jun's Social Influence&Contributions, Honors, and Achievements

Lei Jun, as an outstanding entrepreneur, has had a significant social influence and made
important contributions. Here are some of his key honors, achievements, and contributions:
Philanthropy: Lei Jun actively participates in philanthropic endeavors and donates substantial
funds to areas such as education, health care, and disaster relief. He established the Lei Jun
Foundation, which is dedicated to promoting educational equity, innovation, and
entrepreneurship.
Promoter of Technological Innovation: As the founder of Xiaomi, Lei Jun has played a vital role
in the innovative development of the smart phone industry. He has led Xiaomi to become one of
China's leading technology companies and has contributed to the advancement of the Chinese
tech industry.
Business Leader: Lei Jun successfully founded Xiaomi and transformed it into a globally
renowned technology company. Under his leadership, Xiaomi has rapidly risen to the forefront of
the global smart phone market.
Honors and Awards: Lei Jun's outstanding contributions have received widespread
recognition, and he has received numerous honors and awards, including being recognized as
one of Fortune magazine's Most Influential Business People globally and being listed among Time
magazine's 100 Most Influential People globally.
Lei Jun has achieved remarkable accomplishments and made positive contributions to both the
business and social spheres through his entrepreneurial spirit, innovative thinking, and sense of
social responsibility.
5.Future achievements
In terms of future development, Xiaomi under the leadership of Lei Jun is expected to continue
its trajectory of growth and innovation. Here are some potential areas of focus for Xiaomi:

Advanced Technologies: Xiaomi has been at the forefront of integrating advanced

technologies into its products. In the future, we can expect Xiaomi to further explore emerging
technologies such as 5G, artificial intelligence (AI), Internet of Things (IoT), and augmented reality
(AR). This could lead to the development of more intelligent and interconnected devices and
innovative applications.
Expansion of Ecosystem: Xiaomi has been expanding its ecosystem by investing in and
collaborating with various companies. This trend is likely to continue, with Xiaomi aiming to build
a comprehensive ecosystem of smart devices, services, and content. We can anticipate Xiaomi
launching new products and services that seamlessly integrate with its existing ecosystem,
creating a more cohesive user experience.
Focus on Electric Vehicles: Xiaomi's entry into the electric vehicle (EV) market marks a
significant step in its future development. Lei Jun has expressed ambitions to establish Xiaomi as
a major player in the EV industry. Xiaomi's expertise in technology and consumer electronics can
potentially contribute to the development of innovative and affordable electric vehicles.
Global Expansion: Xiaomi has been steadily expanding its global presence, with a focus on
emerging markets. In the future, we can expect Xiaomi to further strengthen its international
footprint, entering new markets and increasing market share in existing ones. Xiaomi's ability to
offer high-quality products at competitive prices could enable it to gain a larger global market
share.
Continued Emphasis on User Feedback: Xiaomi has been known for its user-eccentric
approach, actively seeking and incorporating user feedback into its product development
process. This emphasis on listening to customers and addressing their needs is likely to continue,
ensuring that Xiaomi's future products and services align with user preferences.
Sustainability and Social Responsibility: As environmental concerns and social responsibility
become increasingly important, Xiaomi is expected to place greater emphasis on sustainability
and ethical practices. This could involve initiatives such as eco-friendly manufacturing processes,
reducing carbon footprint, and supporting social causes.
Overall, Lei Jun's leadership and Xiaomi's track record of innovation indicate a promising future
for the company. Xiaomi is likely to continue pushing boundaries, introducing new technologies,
expanding its ecosystem, and addressing the evolving needs of consumers both in China and
globally.

Conclusion
Lei Jun has played a crucial role in Xiaomi's development and success since its establishment in
2010. As the founder and leader, he has guided the company through different phases, from
start-up to international expansion. Lei Jun's visionary and customer-eccentric leadership style,
coupled with his involvement in philanthropy and technological innovation, have been
instrumental in Xiaomi's achievements. His entrepreneurial spirit and social responsibility have
made him a highly influential figure in the business world.