Ever since the regular departure from Lenovo’s withdrawal from joining Xiaomi, everyone is wondering who the next Lei Jun will recruit?

Editor’s note: This article from the public micro-channel number ” Baker Street detective officer “(ID: bkjtag) , author: Gu Peilin.

Since the regular departure from Lenovo’s withdrawal from joining Xiaomi, everyone is guessing the next Lei Jun to solicit Who will be the target?

On the afternoon of June 2, 2020, this answer was revealed. Former Meizu Technology Senior Vice President Yang Zhe officially joined Xiaomi as the CMO of Xiaomi China.

No one thought that Yang Zhe joined the millet again after nearly two years of rest, making Lei Jun’s lineup more and more luxurious and strong.

From the famous Lu Shiwa and Lu Weibing, to the routine of Lenovo, and finally to Yang Zhe, who has worked in many technology companies, Xiaomi’s executive lineup is now the first echelon in China.

Since Yang Zhe officially started working in 1991, and then officially joined Xiaomi on June 2, 2020, what can Yang Zhe’s nearly 30-year career bring to Xiao Mi?

  • From pharmaceutical sales to technology sales

Yang Zhe’s two-year career is the most legendary, in fact, no more than his first job.

Graduated from Capital University of Economics and Business, Yang Zhe in his early 20s took his first job and went to Novartis Pharmaceuticals as a salesperson. This job also became the only work experience in his 30-year career that had nothing to do with the technology industry.

During Novartis Pharmaceuticals, Yang Zhe served as its senior product manager from 1991 to 1995. Four years ago, Yang Zhe’s most brilliant achievement at Novartis Pharmaceuticals was the successful introduction of the battering injury drug Vitalin latex into the Chinese market.

And it was also the brilliant experience of Novartis Pharmaceutical that made Yang Tuo sought after by many technology companies when he jumped out of Novartis Pharmaceutical.

Yang Zhe finally chose Motorola.

This is also known as Yang Zhe’s entry into the sales field of technology companies.

Although only staying in Motorola for a year, Yang Zhe used his own ability to figure out the number of sales and strategic operations of technology companies. This laid the foundation for him to “overturn the river and the sea” in the field of science and technology.

After only one year of working in Motorola, Yang Zhe promoted the sales of Motorola Hanxian BP machines in China. Excellent sales performance makes Motorola become the leader in domestic BP machine that year.

With this achievement, Yang Zhe entered Apple China in 1996, one year after joining Motorola, and stayed at Apple for a full three years.

In the three years of Apple, Yang Zhe’s most striking achievement is to promote the listing of Apple iMac in China.

Before that, no one thought that Yang Zhe, who had only been in the field of technology companies for five years, had already made such achievements in Motorola and Apple.

Yang Zhe’s sales philosophy and hard power made him enter a broader stage.

In 2003, Yang Zhe officially joined Samsung.

  • Take off at Samsung and Huawei

Yang Zhe’s previous success in Novartis, Motorola, and Apple has attracted much attention in the field of technology marketing. Therefore, in 2003, Yang Zhe formally joined Samsung as the general manager of the mobile communication business marketing department of Samsung Electronics China Investment Co., Ltd.

Before 2011, Samsung’s brand name used in mainland China has always been Anycall, not its own Samsung brand.

Yang Zhe decided to create his own slogan for Anycall. He came up with the slogan “leading fashion technology”.

This slogan ignited the market awareness of the Anycall brand and led fashion technology at the time.

This slogan also represents the development plan that Yang Zhe planned for Samsung mobile phones at the time, that is, the first attraction for the pursuit of appearance. Backed by the strength of Samsung, we continue to innovate the performance of mobile phones to attract users to buy in appearance and inside.

At the same time, Yang Zhe created emotional propaganda for Samsung mobile phones. Crazy advertising in various media to build momentum for Samsung mobile phones.

Yang Zhe’s series of marketing strategies won him the 2006 Sina Aokang Network Festival Annual Marketing Team Award.

It was only three years after Yang Zhe entered Samsung.

Later, Yang Zhe created a series of hearts for Samsung, which is arguably Yang Zhe’s most brilliant record in Samsung.

The concept of high price, luxury, and business style is embedded in the design concept of Samsung’s W series. Selling a flip phone to the price of 10,000 yuan in 2008 is arguably Yang Zhe’s courage to try. Fortunately, this attempt has achieved great successMerit.

During his nine years as general manager of the marketing department of Samsung’s wireless business division, Yang Zhe’s mobile phone sales in mainland China have climbed from seventh to first place, and have remained for several years.

With Yang Zhe’s Chinese marketing strategy, Samsung has achieved unprecedented success in the Chinese mainland market. Yang Zhe successfully condensed his marketing philosophy into a Chinese philosophical style in the nine years of Samsung. It is the combination of Chinese culture and Samsung mobile phones that makes him quite successful in Samsung.

After Samsung spent nine years, in 2012, Yu Chengdong received instructions from Ren Zhengfei at that time and began to build Huawei’s mobile phone brand. After much exploration, he found Yang Zhe.

No one knows the details of the private conversation between them, but everyone knows that after Yu Chengdong found Yang Zhe, the Samsung marketing boss in China decided to join Huawei as the president of marketing.

This decision is also called Yu Chengdong’s magical stroke, so Huawei mobile phones began to enter the Kangzhuang Avenue.

After Yang Zhe joined Huawei, he made his first appearance in the media at the press conference of Huawei P6. Later, when people reviewed this conference, the most impressive thing was Yang Zhe said, “Huawei no longer simply uses product functions as iron bars.”

This sentence became the source of Yang Zhe’s concept of building a high-end Huawei brand.

Consistent with the means of creating Samsung mobile phones for domestic marketing. After Yang Zhe joined Huawei, he pushed for adding emotional color to Huawei mobile phones.

Under his creation, quality realm, beauty is an attitude, and slogans such as gentlemen like orchids, jazz life, and so on, appeared constantly on the high-end mobile phones that Huawei launched every year.

Yang Zhe created a slogan for the Huawei P7. P8 has been given a watery yearThe spirit of Jazz Life, the slogan of the most outsider music, is placed on the Mate 7 mobile phone.

Creating an emotional label for Huawei’s mobile phones has become a sign that Huawei is moving away from low-end image to high-end, and it is also the savvy place of Yang Zhe.

P6 sold 4 million units, P7 sold 6 million units, and P8 sold 10 million units. Huawei successfully completed the transformation towards high-end.

Yang Zhe entered Huawei in just three years, but he built Huawei’s high-end image and won the market in one fell swoop.

According to Yang Zhe’s later remarks, it is not easy to achieve such achievements within an engineer’s cultural atmosphere.

Just since then, Yang Zhe’s Chinese philosophy has encountered Waterloo.

  • Chinese philosophy hits the wall

After leaving Huawei, Yang Zer thought twice and went to TCL.

At that time, TCL acquired Alcatel and wanted to regain its ambitions in the domestic mobile phone market.

Yang Zhe created a new slogan for “TCL-Tout Comme La Vie” (Like Life). In Yang Zhe’s own opinion, this slogan will be accompanied by the take-off of TCL mobile phones and become his masterpiece again.

But his fantasies fell through.

After the launch of the new slogan, TCL’s communications equipment sales in 2016 fell by as much as 17%.

Yang Zhe may not be responsible for this situationCaused by inappropriate slogans. Since TCL was far away from the national market for three years at that time, it was obviously impractical to complete such a heavy task in the first year of Yang Zhe’s tenure.

Yang Zhe hopes to replicate his success with Samsung and Huawei, but this success is based on long-term huge investment. Yang Zhe hopes that the group can give him enough time and support.

But Li Dongsheng, chairman of the group, obviously doesn’t think so. Only one year after the introduction of Yang Zhe, Li Dongsheng looked at the TCL communications market record in 2016 and decided not to invest more in communications equipment.

So Yang Zui officially resigned in February 2017 after serving as the president of TCL Communications China.

Yang Zhe, who left TCL, understands the reason why he did not reproduce myth in TCL. The pursuit of Chinese marketing philosophy led him to the next Meizu.

Before entering Meizu, Yang Zhe and Meizu officials experienced a play that they denied after several exposures. After some twists and turns, Yang Zhe formally joined Meizu and became the person in charge of Meizu’s marketing.

But it is obvious that Meizu’s “small and beautiful” and “younger” development ideas run counter to Yang Zhe’s Chinese marketing philosophy. Meizu customers are mostly young people. Compared with Samsung and Huawei, high-end models are aimed at customer groups. Obviously, it is not suitable for Yang Zhe’s marketing slogan.

The slogans such as “double pupils are like small windows and beautiful landscape calendars” and “We are the only one” have not been accepted by Meizu’s customer groups, and even made Meizu’s internal marketing managers and other executives think that Yang Zhe’s strategy The failure broke out a fierce conflict.

One year after joining Meizu, with a huge failure on Meizu Pro 7, Huang Zhang transferred Yang Zhe away from CMO as the Meizu CSO.

One month later, Yang Zhe resigned, and for the next two years, there has been no news.

Until this comeback joined Xiaomi as the new head of Xiaomi marketing, everyone knows that Yang Zhe’s Chinese marketing philosophy may be coming back.

Looking at Yang Zhe’s successful experience, it is all about having a huge budget, building it for a long time, and forming a high-end brand, which is exactly what Xiaomi needs to hit the high-end road.

What kind of sparks Yang Zhe can collide in Xiaomi still needs to wait and see.