A new trend among Chinese CEOs.

When a CEO steps into the public eye, they are putting their personal reputation on the line with the company's. That's the most reliable way to vouch for them.

Influential businesspeople are nothing new in China. Photo: VCG .

On the roof of a factory in Beijing, Lei Jun held up a watermelon wrapped in "bulletproof armor" and dropped it to the ground. Upon impact, the watermelon remained intact, without cracking or breaking.

Besides showcasing the "bulletproof" armor protecting the electric vehicle's battery, the Xiaomi founder's demonstration was also part of a personal branding strategy on social media. The video quickly appeared in the news feeds of his 70 million followers across Chinese social media platforms.

In fact, the country with over a billion people is not lacking in famous entrepreneurs, but Lei Jun is leading a new trend. Instead of flashy Silicon Valley-style product launches, Chinese CEOs are now leveraging short videos and livestreams to interact directly with customers.

This strategy helps them maintain an advantage in a highly competitive market and aligns with the government's goal of promoting the private sector as the main driver of the innovation-driven economy , Sixth Tone noted.

CEO or KOL?

Lei Jun's efforts are not merely for entertainment; they are actually impacting consumer behavior.

A Beijing resident named Xiao Yi admitted that “50% of the reason” she bought a Xiaomi electric car came from her trust in Lei Jun. “I believe in the quality of the car because of him,” she shared with Sixth Tone .

Video of Lei Jun dropping a watermelon. Photo: Bilibili.

Within the "Mi Fans" community (Xiaomi fans), Lei Jun is both a tech leader and a friend on social media. He often shares about his meals, travels , or pets. "He treats users as equals, talks like a friend, and helps them choose the right products," Xiao Yi added.

This very connection has prompted some users to demand that Xiaomi expand into unrelated areas. Following a news investigation exposing the poor quality of sanitary pads in China, a wave of users took to Lei's personal page, calling on Xiaomi to produce sanitary pads. Hashtags related to this topic attracted hundreds of millions of views on Weibo.

Since launching Xiaomi in the early 2010s, Lei Jun has been considered the Chinese version of Steve Jobs. He typically wears black shirts, jeans, and sneakers. But as the company expanded into other areas and entered the electric vehicle market, his style changed. Recently, he appeared in a leather jacket styled after Nvidia CEO Jensen Huang. Immediately, this jacket became highly sought after on Chinese e-commerce platforms.

According to Xu Zhihao, a communications expert at the consulting firm The Metrics Factory, the blend of CEO and online influencer roles reflects an era where "traffic is king." "Amidst increasing financial pressure, the public craves a more approachable and relatable entrepreneurial image," he said.

Lei Jun isn't the only one leveraging the power of social media, according to Sixth Tone . Zhou Hongyi, CEO of cybersecurity company Qihoo 360, currently has 17 million followers on Douyin (China's version of TikTok). He shares his technology insights, participates in AI-generated short videos, and starred in a time-traveling short film.

Promotional image for CEO Zhou Hongyi's short film. Photo: The Paper, Bilibili.

Huawei CEO Yu Chengdong (Richard Yu) livestreamed his journey driving the company's electric car back to his hometown for the Lunar New Year. Even usually private leaders like Haier CEO Zhou Yunjie have started opening social media accounts to connect with customers.

The risks of fame

The enthusiasm among Chinese CEOs for building personal image is also a reaction to government actions. Following a period of tightened regulation of private technology, gaming, and education companies four years ago, the government is seeking to restore confidence in the private sector.

In February, President Xi Jinping met with key figures in the technology sector, such as Jack Ma (Alibaba) and Ma Huateng (Tencent), in Beijing. He urged them to “utilize their talents and make significant contributions” to the country.

Influential business figures are nothing new in China. A decade ago, when Alibaba went public on the New York Stock Exchange, Jack Ma also used humor to build his image. He even dressed up as a kung fu master or danced in the style of Michael Jackson at company events.

But the meeting between Xi Jinping and the business leaders shows that China wants its CEOs to be not only successful entrepreneurs but also national icons, comparable to world-renowned CEOs like Elon Musk.

Mark Tanner, CEO of marketing consultancy China Skinny, commented: “The Chinese are very proud to see companies like BYD and Huawei leading the world. That also explains why they idolize these CEOs.”

However, CEOs' involvement in social media also comes with risks. The internet can be a double-edged sword. A controversial statement could lead to a brand crisis.

Jack Ma dances in the style of Michael Jackson at an event in Hangzhou, Zhejiang province, 2017. Photo: Xu Kangping/VCG.

A prime example is the sexual misconduct scandal involving JD.com founder Liu Qiangdong, which caused the company's stock to plummet in 2018. Another case is Qu Jing, vice president of Baidu, who faced intense criticism for his "insensitive" remarks to employees on social media. More recently, Dong Mingzhu, chairman of Gree Electric, also faced negative backlash when he decided to rename the company's retail stores to "Dong Mingzhu's Health House."

To avoid this pitfall, CEOs like Lei Jun choose to project an approachable yet professional image. A direct and genuine approach can help them avoid appearing distant while still leveraging their personal charisma.

As a Xiaomi fan, Xiao Yi believes that: “When a CEO steps out into the public eye, they are putting their personal reputation on the line with the company's. That is the most reliable way to vouch for them.”

Source: https://znews.vn/giai-ma-trao-luu-ceo-trung-quoc-dua-nhau-thanh-kol-post1541315.html