Lei has been fighting in Jinshan for 16 years from the age of 22 to 38.

As an early foray into the Internet veteran practitioners, Lei from 22 years old to 38 years old has been fighting in Jinshan for a full 16 years, although also regarded as outstanding performance, but always do a little hard, feel like a load of difficult to legs pig. Really let lei this first Chinese internet most senior "pig" Fly up, is in his transformation to do millet mobile phone. More than 10 years pitched, but once wake up to his famous "Flying Pig theory"-standing in the typhoon mouth, a pig can fly up.

The advent of "millet", proved that lei with a unique strategic vision to find the industry, "there is a Typhoon mouth", and then "a pig will borrow power", the result is soaring and fly. However, successful products do not necessarily lead to successful enterprises, "fan economy" era, the difference between craftsmen and entrepreneurs not only at the strategic level, but also in the tactical use, for example, Lei has always been good at occasion "cow effect" to enhance the expansion of personal brand influence.

Millet mobile Phone conference, Lei "standard clothing", "big screen" and "Jovan Re action", no one does not let people feel he is "imitation" jobs. "I've used more than 70 phones, and I can't remember a name, even if you miss the doctor's long list of numbers and symbols, but why do you memorize apples?" Because Apple is only 1234, it has done a year to launch a paragraph, even once only one color, which is simple and focused. "I want to learn apple." "Obviously, Lei is a fan of jobs and he wants to be a hero like Steve Jobs," he said.

Yet despite this "ambition", Lei's experience was far from the brilliance of Steve Jobs, as Lei's spiritual mentor, Steve Jobs, seemed like a god. As a result, Lei declared that he did not want to be "jobs in China", and he just wanted to put jobs on the altar, bathed in jobs ' sunshine, and gathered himself up for his popularity in the name of Steve Jobs.

It is Lei's cleverness that no one wants to be the "double" of another, and that the second jobs is far from being the first lei attractive. "I would be thrilled if I was called" jobs in China "in 20, but for a 40-year-old, I really didn't care to be second to anyone. "Moreover must with jobs in the" fairy class "words, Lei also close to the heat, also a little cottage suspicion, double-dipping is the best choice.

It can be said that the use of the celebrity of Steve Jobs has come to an stop, and "standing with the most bulls" has become one of Lei's beliefs. At the beginning of 2014, Steve Jobs's pioneering partner, Apple co-founder Steve Vauzniac-les China to attend the Geek Park Convention, was naturally caught by lei-if the cattle were to cross the door, it was a real pig.

Wozniak was invited to come to millet company, and Lei had a "it geek peak dialogue." Moreover, the Watts also extremely cooperated with DIY millet router, in fact, this is the company after participating in Millet's annual meeting, the second public for Lei and millet "platform." The radial circle of millet therefore occasion spread to more polar passenger circles.

It is lei more and more habitual to lock the hottest cattle in a certain field and create situations to stand with them. After seeing Tesla's CEO Elon in Silicon Valley in October 2013, lei a high-profile announcement to buy two Tesla electric cars-one for private use, and the other for the CEO of UC, Yu, who invested in his investment. Tesla is called the "Apple of the auto industry", and Musk is a new generation of Silicon Valley superstars, and everything that is done is eye-catching. To buy this kind of "cow" "ox", nature is also a "very cow" thing. Estimate, Lei buys the car the money, inside the company will calculate in the brand promotion expense among them?

Various occasions are active lei figure: and Andy Lau in Tsinghua University staged "life into a battlefield" cross-border talk; in Tencent's first high-end celebrity cross-border dialogue program, lei with the "fashion guru" Shang to have an interesting conversation; and Lin on Weibo on the "Where's Daddy" program, said that can help its realization for the son Kimi to build "black rice" mobile phone desire, this not only can use Lin's celebrity, more millet future march in China Taiwan.

summed up lei "kidnapping cattle, occasion marketing", the main features are as follows:

One, enlarge the personal influence, enhance the enterprise value. 2012, the unique cool in domestic mobile phones, its smartphone shipments 20 million, sales revenue of 14.3 billion Hong Kong dollars, the company's market value is only 5.4 billion Hong Kong dollars. and millet shipments only 7.5 million, then the valuation unexpectedly reached 9 billion U.S. dollars, nearly 70 billion Hong Kong dollars. If such valuations are merely investors ' fancy for Lei's "dream" rather than his personal influence, I'm afraid no one will believe it.

Second, the expansion of the fan team, compression promotion costs. Millet Marketing has become a classic case, it completely changed the electric dealer to hit the money marketing way, lei no reason to put this inexpensive way, he will certainly use the flywheel effect let this mode continue.

Third, strengthen the media relations, occupy the communication position. For the shrewd "investor" Lei, from time to time with the Bulls appear together, creating some topic to attract media attention, such a free advertising of course the more the better. Although no special advertising film, but lei the mirror rate or tell us: "I am lei, I speak for myself." ”

Standing at the mouth of the typhoon, stepping on the cows, straight into the sky. Lei, who sits on 8 million of fans, has become increasingly adept at "standing with the Bulls" tactics, his personal brand is forming and its energy is getting bigger.