CNBC AI Exclusive, May 23 — Zhou Hongyi, Chairman of 360 Group, has ignited discussions in China’s tech and automotive sectors by urging sales professionals nationwide to study Xiaomi CEO Lei Jun’s presentation tactics. In a newly released video analysis, Zhou dissected Lei’s recent SU7 electric vehicle launch event, distilling three actionable strategies he claims could “rewire traditional sales playbooks.”
1. Mastering the Art of Relatable Storytelling
Zhou emphasized Lei’s uncanny ability to transform technical specifications into visceral experiences. “Lei doesn’t lecture about nano-coated materials—he compares them to a baby’s skin. Sunroof transparency becomes ‘a glass winter garden,’ while acceleration metrics are benchmarked against superbikes,” Zhou observed. This approach, paired with scenario-based narratives about storing oversized coffee cups or managing doorstep deliveries via car-mounted systems, creates what Zhou calls “mental prototyping”—allowing customers to envision product integration into their daily lives.
The chairman noted that while many automakers tout 32 storage compartments or 99.9% UV protection, Xiaomi’s presentation fused robust data with emotional resonance. “Technical specs are table stakes. The differentiator lies in making digits dance,” Zhou remarked, highlighting a growing gap between China’s feature-focused EV manufacturers and Xiaomi’s consumer-first communication strategy.
2. The Psychology of Perceived Value
Zhou reserved particular praise for Xiaomi’s price reveal strategy. Rather than leading with discounts, Lei structured the SU7 launch as a “value-unlocking ceremony,” methodically itemizing $5,800 worth of premium additions—from Nappa leather seats to wheel upgrades—before announcing final pricing. “This isn’t discounting; it’s value engineering,” Zhou explained. “By quantifying and dramatizing inclusions, Lei transformed cost savings into luxury acquisition—a masterclass in behavioral economics.”
The analysis suggests traditional price wars might be counterproductive. “Consumers aren’t chasing the lowest price—they’re pursuing the highest perceived ROI. Break down your value stack like a diamond cutter,” Zhou advised, urging marketers to rethink incentive structures in China’s hyper-competitive EV market.
3. Strategic Vulnerability as Trust Currency
Perhaps most provocatively, Zhou highlighted Lei’s willingness to foreground developmental challenges. “While most CEOs bury their scaling pains, Lei turned Xiaomi’s automotive growing pains into credibility collateral,” he noted. This calculated authenticity—acknowledging design limitations while presenting phased solutions—resonates with China’s increasingly sophisticated buyers who distrust corporate perfectionism.
Drawing parallels to 360’s cybersecurity business, Zhou concluded: “Modern consumers aren’t buying products—they’re investing in transparent partnerships. Sometimes the most persuasive USP is admitting you’re still evolving.”
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