Compared with how XIAOMI built the car and the departure of senior executives such as Zhou Shengzi, the former president of the international department, perhaps the most anxious thing for Lei Jun now is the collective "protest" of rice noodles.

Complaining that there are too many Bug in the MIUI system, the newly released XIAOMI 11 Pro and XIAOMI 11ultra do not carry MIUI 12.5. angry rice noodles have "exploded" Lei Jun's Weibo Corp these days. Knowing that Lei Jun was too busy, many rice noodles went to "explode" Weibo Corp of XIAOMI Senior Vice President Lu Weibing. Although Lu Weibing is mainly responsible for the business of Red Rice redmi, there is no way. You are also the president of XIAOMI China and International Zone, and often send Weibo Corp.

This is also the way that rice noodles are not the way, and many rice noodles think that Jin Fan, the head of MIUI system research and development, is to blame for this. But more sensible people believe that Jinfan's level does not determine much. Now when XIAOMI's impact on the high-end cause has not been completed, he has announced in a high profile that he is building a car, and Lei Jun is short of skills. Although the MIUI system that XIAOMI started with is important, it is no longer an important serial number in Lei Jun's work arrangement.

More importantly, with Lei Jun taking Wang Chuan and Li Wanqiang to build XIAOMI smart car, the No. 2 figure Lin Bin faded out on the business side, and Aijun Zhou received funds to leave, XIAOMI mobile phone business, in addition to Lei Jun, lacks a core character with a backbone, which is perhaps the biggest problem.

A video triggered a protest against rice noodles.

Recently, all kinds of major news about XIAOMI have made headlines in the media, announcing that "Android King" has entered the field of new car construction with 10 billion US dollars. XIAOMI's home has reached 5000, and it is quite unified in mobile phones, which is about to subvert the posture of car building. But a video on Bilibili Inc. caused a fire in XIAOMI's backyard.

The cause is that a UP owner on Bilibili Inc., "Muyu Shuo Technology", uploaded a video entitled "MIUI, the biggest obstacle to XIAOMI's high-end road". This video topped the list of hot spots in Bilibili Inc. 's digital zone that day, and now it has reached 1.76 million views. As the video publisher Muyu is a veteran of the rice noodle community, his complaint hit the nail on the head, saying that XIAOMI's current system is stuck and unstable, and that MIUI system updates lag behind the release of the model.

Muyu also left a message at the bottom of the video: "XIAOMI 11 Ultra 6000000 latest flagship, factory only MIUI 12, there is no 12.5internal testing, the stable version will be at the end of May, (causing) the current (using Qualcomm Inc Snapdragon chip) 888s are not as smooth as 865s, which is outrageous. "the number of likes of this video comment has reached nearly 20,000.

In the view of rice noodles, ordinary consumers see a series of innovations such as XIAOMI's various high-end models, 120x periscope lens, owl algorithm, 120HZ screen and so on, but rice noodles are more concerned about whether the system is smooth and the user experience is optimized to better. But now the MIUI system updates slowly, causes the new machine BUG to increase, this is considered by the rice noodle to lose the user experience supreme original intention.

Many rice noodles felt the same way, so they spontaneously went to Weibo Corp and the MIUI community to complain, leading to protests by Lei Jun and Lu Weibing Weibo Corp who were all rice noodles demanding to update the system. In the past, Lei Jun and Lu Weibing will often reply to messages, this time did not personally give a reply, but the account name "XIAOMI Secretary Assistant" reply part to express fierce messages.

The MIUI community has always been a gathering place for rice noodles. The MIUI community was founded at about the same time as XIAOMI. In the early days, Lei Jun selected 100 geek fans to try MIUI. Since then, rice noodles have responded to various problems, and the two-week iterative model of MIUI has been handed down.

In the early days, it was MIUI system that won real word-of-mouth for XIAOMI, while Li Wanqiang, the pioneer of MIUI system, the founder of rice noodle culture and XIAOMI's co-founder, has already left the front line of MIUI system development and will focus on building cars in the future. Many rice noodles feel abandoned, which makes them feel helpless.

From the MIUI developer community model, XIAOMI's fan culture and user operation thinking have helped XIAOMI achieve great success, but also helped NIO Inc. to build a loyal user group. Now the rice noodle group is dissatisfied. XIAOMI insiders believe that the root cause is that the salary is too low, many old people change jobs and leave their jobs, and a large number of fresh students are still unable to take the lead.

An employee who left the information department of XIAOMI told Tech Planet: "XIAOMI is still good, but it is a reality that the salary and benefits are generally low. The salary of his own startup company has increased by 50%." In its view, MIUI broke up and closed again, the Internet department was integrated into three departments last year, and the cloud platform was turbulent, all of which were the manifestations of XIAOMI's neglect of "soft power".

Of course, Lei Jun's diversion of attention is also helpless. XIAOMI's share price has fallen since it hit a high of HK $35.90 in January and has failed to stop the downturn since the announcement of car construction. XIAOMI's share price has fallen 25 per cent since 2021. As of April 13, the market capitalization of XIAOMI Group was HK $626.3 billion.

Business pressure under the changing situation of XIAOMI executives

Rice noodles protested collectively, and XIAOMI's share price fell by 1/4, which is the truth behind XIAOMI's recent highlight news. And the core reason for all this is that XIAOMI is in the midst of employing people, but it is also the time when XIAOMI's senior executives have changed greatly.

XIAOMI's first core management change took place in December 2019, which was mainly the departure of some founding team veterans. At that time, Lei Jun issued an internal letter announcing the departure and retirement of co-founder Li Wanqiang and Senior Vice President Qi Yan respectively. At the same time, Lin Bin served as vice chairman of the group and turned to the board of directors. CFO Zhou was also rotated to become president of the international business department.

Several elders, such as Zhou Guangping, who was in charge of research and development, and Huang Jiangji, who was in charge of rice chat, have also left their jobs. Several co-founders who drank Millet Congee with Lei Jun began to fade out, and Lei Jun appointed new people instead. Wang Xiang, who has good leadership in international business, will be promoted to president of XIAOMI Group; Lu Weibing, who has excellent Redmi results, will be the president of China.

XIAOMI's second core management restructuring began to introduce a variety of outside talent in 2020, a wave that has been likened to the formation of the Avengers. Zeng Xuezhong, the former ZTE terminal CEO, Chang Cheng, the person in charge of the product from Lenovo's compensation of 5 million yuan for breach of contract, and Lin Shiwei as CFO from the position of managing director of Morgan Stanley, to name a few.

Until December 2020, XIAOMI issued an internal letter again, making final repairs and adjustments to the organizational structure. This time, in addition to setting up a functional department like the general office of the group, XIAOMI appointed Pan Jun as general manager of the TV department to report to the CEO. XIAOMI Manufacturing Engineering Department was upgraded to Intelligent Manufacturing Department, and Group Vice President Yan Kesheng served as General Manager of Intelligent Manufacturing Department.

In two years, XIAOMI completed the rejuvenation of the organizational structure and the reorganization of the Internet, and began to impact on the position of the first smartphone manufacturer. Judging from the results in 2020, the quarter-on-quarter growth is good, but it is a sign that Q4 shipments and revenue are starting to stall.

If you look at the development data of the global market in recent years, XIAOMI's performance is not bad. XIAOMI was the third largest smartphone manufacturer in the world and the first in China in the Q4 quarter, according to market research firm Canalys.

However, XIAOMI's position is not stable, successfully upgraded to the world's number one domestic smartphone brand, with foreign sales accounting for half of sales such as Western Europe and India. The domestic market is not number one at the end of 2020, when OPPO had not yet released major models such as the Find X3. But XIAOMI is still determined to "fight to the end" with all home-made Android machines.

XIAOMI 11 is not really a high-end model. Although the XIAOMI 11 Pro model was called "Android King" by XIAOMI in March, there is a new model XIAOMI 11 ultra behind it. It is estimated that the first generation XIAOMI MIX will be released in a few months.

In order to sell all these models, XIAOMI is still working hard to expand channels and upgrade. Thousands of stores opened at the same time last year, and the 5000th store of XIAOMI House opened in Shenyang on April 3 this year.

According to the Internet, the target number of XIAOMI mobile phone shipments in 2021 is 200 to 220 million units, which is expected to increase by 36.98% 50.68% over 2020. During the great leap forward in XIAOMI's mobile phone business, Lei Jun's attention should be focused on the new car-building project, and whether the new leadership can accomplish this task is crucial.

Who will prop up the future of XIAOMI mobile phone?

In mid-2020, Lei Jun made an important decision to implement the partnership system. Four new partners, Wang Xiang, Zhou Shengzi, Zhang Feng and Lu Weibing, have been added, and the overall partner has reached 9.

Just half a year later, Zhou, the youngest partner, announced that he would leave XIAOMI and join byte Jump as CFO. Inside XIAOMI, an employee described the partner as "running away." "

Of course, no matter who goes, XIAOMI's mobile phone will still move forward for the set goal. At present, the core responsible persons of XIAOMI's mobile phone business are Wang Xiang, president of XIAOMI, Lu Weibing, president of XIAOMI China and International Zone, Zeng Xuezhong, president of XIAOMI's mobile phone department, and Chang Cheng, head of XIAOMI's mobile phone product.

Wang Xiang's record is that he did a good job in the business of the international zone and was successfully promoted to president. However, after the promotion, Wang Xiang's main responsibility is to manage the company's functional departments and operational work, not the head of the first-line business. To win the battle of the high end and the first market share, we mainly rely on the latter three.

Of the three, Lu Weibing was promoted the fastest. As an outsider who only joined XIAOMI in 2019, he was selected as one of XIAOMI's top 9 partners in one year. The main achievement is supported by its leading red rice brand, which successfully expanded the market and held back Huawei's glory mobile phone. Before this, Lei Jun was so annoyed that Glory declared that his target was the XIAOMI brand, saying in Lei Jun's words: "competitors have built a small brand, which has been against XIAOMI for five years. "

After joining XIAOMI, Lu Weibing began to lead the counterattack of the red rice brand. And Lu Weibing also incarnated as Weibo Corp, the god of war, the style of big mouth helps red rice fight with glory, but also does not lose ground. As a result, Lu Weibing is in charge of Lei Jun's personal leadership of the China region and the international zone originally led by Zhou. And Lu Weibing in charge of XIAOMI channel construction and sales, 2021 XIAOMI (including red rice) shipments will be to test Lu Weibing's advanced record.

For Zeng Xuezhong, he is in charge of product development and production of mobile phones. The current pressure is not great, how to get rid of XIAOMI several high-end models of the "stack" and insufficient supply of "monkey" negative comments, is the core proposition of Zeng Xuezhong. The problems behind the stacking are comprehensive problems such as product design and optimization, as well as soft power matching. In particular, to avoid problems with the MIUI system mentioned above, Zeng Xuezhong will be more responsible.

Of course, if XIAOMI 11 Pro or XIAOMI 12 released at the end of the year can become a classic model and successfully occupy the high-end market, it is very likely that Zeng Xuezhong will become president of XIAOMI in China and become a partner. However, at present, it is impossible to complete this task with the high hopes of XIAOMI 11 Ultra. The weight and appearance design caused by the extreme pursuit of performance are more radical, and this phone lacks a mature and stable appearance.

As for Chang Cheng, the performance of some products will coincide with Zeng Xuezhong, and what is more important for individuals is to do a good job in XIAOMI production planning. From XIAOMI MIX FOLD, XIAOMI 11 Ultra, XIAOMI 11 Pro, XIAOMI 11, XIAOMI 10s to red rice K40 Pro, red rice K40, Note9 series, the price difference of many models is only a few hundred yuan, which closely fills the price range between 2000 and 7000. How to make these models build brand minds among different consumers, rather than making consumers feel dazzled and don't know how to choose, these challenges are also great.

For a long time, there have been voices inside and outside XIAOMI that it is not appropriate for XIAOMI to announce the construction of a car at this time. After all, after Huawei mobile phone is gradually withdrawn, XIAOMI has an uphill battle to fight in the domestic market. Win, suppress OV, lose, base camp is lost. And now that it has been announced that after the car has been built, there is no clear answer to who will solve the worries of XIAOMI's mobile phone business for Lei Jun.