Entrepreneur IP this road, Zhou Yunjie does not want to go, to some extent, he does not need to go.
Author Ermao Editor Haruno
Author Ermao
Edited by Harano
The opportunity is left to the prepared person, but the traffic is left to the unprepared person.
Just because in the flow of saint body Lei Jun’s side station, Haier old total Zhou Yunjie with a posture who did not think of fire, and with the netizens deep pick, silent for a long time Haier also back to the public line of sight.
Zhou Yunjie is qualified to do Netflix.
Out in the Lei Jun side of a lot of people, He Xiaopeng Wei Jianjun and other big brothers and Lei Jun appeared on the same screen, but the real realization of the broken circle, and by the netizens racked out of the road, Zhou Yunjie is the first person.
Zhou Yunjie’s splashy flow, fitting a statement made by friend Ms. Dong a few days ago Netroots is not something you want to achieve into, is your product is too good to become a netroots. This sentence was originally Dong Mingzhu’s response to Gree to become a net red enterprise, but also accidentally became the best explanation for Zhou Yunjie’s popularity Behind him, Haier is doing support.
In fact, since 2009, Haier for 16 consecutive years to obtain the world’s first brand of large household appliances retail sales, and market share is higher than the second more than 50. Under such an aura, Zhou Yunjie also has an additional layer of status that makes netizens stand in awe.
But this is obviously not enough, to some extent, entrepreneurs can be popular, but also depends on their own quality, whether it meets the expectations of the netizens.
The sense of contrast is the key to this popularity.
This traffic event was originally just an expression packet battle. In the two sessions on behalf of the channel, the highly popular Lei Jun in front of the dimpled smile with all the greetings he greeted people, standing behind him the unknown Zhou Yunjie no one greetings, had to be cold as a refrigerator do not know what to do, the two expression of the huge contrast, so that hee hee not hee hee i people e people of the network of the hot terrier into the reality, and so a week of Zhou Yunjie not hee hee the expression began to be the netizens more than two times two creativity!
The workplace Monday morning meeting If I had known he was coming, I wouldn’t have come Waiting for the summer, you’ll know who’s good I’m like a millet vice president and other explosive terrain output one after another, Zhou Yunjie’s embarrassed lip licking expression has also been made by the netizens to be slightly slightly widely disseminated. But about his introduction, at first there are only three simple words Haier total. Until Haier official came to recognize , netizens only know, Haier’s old boss originally called Zhou Yunjie.
At one time, the whole network hot search top 10 Haier accounted for 3, WeChat index soared 700 times, you a vote I a vote we Zhou also out of the road directly to the first hot search.
Zhou Yunjie’s attitude in the face of flirting has undoubtedly secondarily contributed to the netizens’ love for him.
Although some comments are not friendly, such as deriding Zhou Yunjie’s height is not as tall as Shandong onions, but Zhou Yunjie backhanded is an endorsement Indeed no, last year’s king of the onion up to 2 meters 68, welcome everyone to taste. At the same time also in the circle of friends to respond to the netizen’s various flirtation, I gladly accept. And mobilized the brand department colleagues to discover talented netizens, let them become Haier’s spokesman.
A campaign to uncover Zhou Yunjie is also underway.
People learned that Zhou Yunjie joined Haier after graduating from Huazhong University of Science and Technology in 1988, 37 years ago, and participated in almost the whole process of Haier’s reform, innovation and development, led the establishment of Haier’s high-end brand Casadei, and played an important role in Haier’s acquisition of the home appliance business of General Electric in the U.S. In 2021, Zhou Yunjie took over from Zhang Ruimin, and became the Chairman and CEO of the Board of Directors of Haier Group. CEO.
Some of the past comments have also been turned out by netizens, such as reporters inquiring about his career choice of young people what advice, he said Young people, what you want to do is okay, but the career anchor as early as possible, as long as you like on it, do not commit yourself, there is no doubt that there is no dad taste full of education and give practical advice to the Zhou Yunjie won the young people’s favorite.
A Haier employee who has left the company also recorded a clip of Zhou Yunjie’s past on the Little Red Book In the winter of 2008, she was stuck outside the door of the Haier brand building because she had just joined the company without an access card, and waited for ten minutes in the cold wind, and was seen by a man wearing a blue suit, and then quickly walked over to open the gate with a brush and a smile, and said: “New coworkers, right? I’m going to go and do my business first.
A few days later, the netizen in the cafeteria TV to see that the man who helped him is the vice president of the division of strategy Zhou Yunjie.
Stand-up comedian Xu Zhisheng once said on the stage of a stand-up comedy conference that one of the unspoken rules of the elevator in the workplace is Whoever is in a lower position should press the button on the elevator. But an unnamed Haier employee told the media that when he met Zhou Yunjie on the elevator, he would offer to help you press the elevator.
When some netizens teased Zhou Yunjie about his looks and height, some Haier people took the initiative to protect him with shields and explained the motives for these behaviors It really hurts to see Mr. Zhou, who is very pragmatic and low-profile.
The big man is pro-people, which is supposed to be the audience’s favorite script. Zhou Yunjie’s performance at the two sessions has undoubtedly confirmed his low-key and sincere persona His slightly nervous look in front of the camera, the dialect that popped out when he was in a hurry, the occasional stuttering during the interview, and the fact that when a reporter suggested that he wanted to conduct an exclusive interview with him, he gave out his cell phone number under the eyes of the public!
Netizens’ enthusiasm was further ignited by these impatience, and they clamored for Zhou Yunjie’s appearance. Today, the introduction under Haier’s official Jieyin account is Don’t worry everyone, our old boss is about to make his debut.
Benefiting from the splashy traffic brought by Lei Jun, Zhou Yunjie finally has his own identity on the Internet. Before that, the only name people could think of when mentioning Haier was Zhang Ruimin. But so far, he seems to have little intention of trying to be an entrepreneurial IP.
Zhou Hongyi had publicly shouted at Zhou Yunjie to open an account quickly, but he made it clear in an interview afterward that he did not want to be a netizen. A reporter also asked him if he would do Zhou Yunjie personal store, he did not think twice to deny that he would not.
Obviously, not all entrepreneurs are willing to print their headshots on buses and hang their names on the faces of large and small doors on the street.
Since last year’s Lei Jun debut millet SU7 led millet stock price and the whole line of products all the way up, entrepreneurs down to do IP has become a trend, but counting down, the real realization of the flow and sales of the brand is not much. If you focus on the home appliance industry, it is a mixed bag.
Successful cases naturally belong to millet.
At the helm of the flow of support, millet Alot business home appliance business segment in last year for three consecutive quarters growth rate of more than 20, last year Q3, millet Alot business revenue of about 26.1 billion yuan, gross margin of 20 8, of which the air conditioning shipments of more than 1.7 million units, an increase of 55 percent year-on-year, the refrigerator shipments of 810,000 units, an increase of 20 percent year-on-year, the washing machine shipments of more than 480,000 units, an increase of 50 percent year-on-year, their growth rate are much higher than the 50, its growth rate are much higher than the industry average.
Poor performance of enterprises such as Gree Electric Appliances, financial reports show that in the first three quarters of 2024, the main business revenue of 132.2 billion yuan, an increase of 2 9, in the strongest areas of Gree Air conditioning business, according to industry online data, Gree Air Conditioning 2024 the first three quarters of the cumulative sales decline of 1 7, including a decline in domestic sales of 8 7.
In terms of popularity, Dong Mingzhu may not be inferior to Lei Jun, but in terms of the direct impact of the helmsman’s fame on sales, she should lose slightly.
Remove the highest and lowest scores, to see another friend of the United States Group’s performance, is also very interesting. Its helmsman is basically invisible after the business, but the smart home business of the United States Group in the first three quarters of 2024 revenue of 215.4 billion yuan, an increase of 10 , another friend Changhong Group, according to the Securities Star news, the group’s revenue in the first three quarters of 2024 was 77.298 billion yuan, an increase of 10 33 .
All in all, it seems that the ability of the helmsman to become a netizen may just be the icing on the cake for the vast majority of companies.
Silently at the helm of Haier for three years, Zhou Yunjie delivered a pretty good answer sheet In 2024, Haier’s global revenue reached 401.6 billion yuan, an increase of about 70 billion yuan over 2021 when it took over, with a compound annual growth rate of more than 5 Global profit totaled 30.2 billion yuan, an increase of nearly 78 percent over the approximately 17 billion yuan in 2021, with an average annual growth rate of more than 13 , and a significant improvement in profitability.
In particular, the proportion of overseas revenue in total revenue has exceeded 53 , a new growth curve has been formed.
In fact, Zhou Yunjie do not do personal IP there is another fundamental reason Haier’s way of doing business is inherently averse to entrepreneurs do IP mode.
Zhang Ruimin, the founder of Haier, once proposed to make Haier a tropical rainforest, so that the enterprise can reproduce new organizations by itself, so he spent his life pursuing a kind of group of dragons without a head of the way of doing business Enterprises that are not in a group of dragons without a head of the state of the enterprise can not possibly survive in the era of the Internet of Things.
The specific explanation is that if there is a mechanism that allows everyone to become talented and become a dragon, and the dragon can create value, and can be self-driven and self-evolving together, the highest state of self-organization can be achieved. Based on this, his understanding of entrepreneurship is not the spirit of the entrepreneurs themselves, but how big a platform you have that allows all people to become entrepreneurs.
Haier’s organizational mechanism has no protagonist, in other words, everyone is a protagonist.
On Zhou Yunjie’s desk, there is a book of KK out of control. There is a passage in the book that describes
Clock-like precise logic, that is, mechanical logic, can only be used to build simple devices; truly complex systems, such as cells prairies economies or brains whether natural or artificial , require an authentic non-technical logic.
Zhang Ruimin has explored this non-technical logic, so he created the Haier’s human single integration management model, so that employees through the satisfaction of user needs to realize their own value, in order to achieve the maximization of human value.
Zhou Yunjie has entrepreneurs do IP published his own views, to create entrepreneurs personal IP, and ultimately must return to the product and service, to create the best experience for the user, otherwise, entrepreneurs personal IP may become a gimmick. Therefore, he hopes that each employee can become their own spokesman for the products they designed and users directly advocate.
Essentially, this is the same way as Zhang Ruimin’s strategic thinking.
However, Zhou Yunjie does not exclude the establishment of personal accounts in social platforms, in his view, the times are such that entrepreneurs need to use the platform to maintain good communication with consumers.
The current Haier, too, had not yet reached a point where Zhou Yunjie could rest on his laurels
According to Midea Group Chairman Fang Hongbo revealed some time ago in Guangdong Province in the high-quality development of the General Assembly, Midea Group 2024 revenue exceeded 400 billion yuan, can be said to be raging. Comparison of the United States, Haier’s growth rate performance fatigue has been apparent, 2018 2023, Haier’s domestic revenue from 105.8 billion yuan to 124.6 billion yuan, the compound annual growth rate of only 3 3 , significantly lower than the same period of the United States Group’s 8 2 .
Foreign business performance, in 2021 2023, Haier Zhijia overseas business revenue growth rate of 13 2 9 91 7 6 respectively, the slowdown trend is more obvious, on the contrary, the United States, income from 49.785 billion yuan in 2014 surged to 150.9 billion yuan in 2023, its growth in absolute terms of volume is higher than the former.
For Haier, this traffic mania came at the right time.
According to the new list of cross-platform social media communication monitoring platform sound volume pass data, in the past seven days, jittering fast B station small red book and other content platforms and Haier related content over 160,000, the average daily number of works over 23,000. The cumulative playback volume of the topic Zhou Yunjie has exceeded 300 million times There are at least 14 related microblogging topics, of which the Haier president Zhou Yunjie, who stands behind Lei Jun, has become popular with a playback volume of more than 80 million, and has reached the second position on the microblogging hot search list.
I think a good business should not have exciting things happening, it should be a smooth steady progress. Although Zhou Yunjie is not looking forward to the traffic feast, at this moment, for Haier, this is a timely spring rain.
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