Lei Jun: From the challenger to the challenger

"New Chinese Goods Movement" is a concept frequently mentioned by Lei Jun, the founder of Xiaomi, in recent years. He believes that China has evolved from being a major manufacturing country to a global leader in innovation and quality. But why do Chinese consumers still prefer foreign products? This question has always been on his mind since he started Xiaomi five years ago. Lei Jun recalls that most people used to think domestic products were cheap and low quality. He explains this perception stems from China's past era of scarcity, where any product was better than nothing. But as productivity increased and the economy developed over the past three decades, consumer demands changed. People now want more high-quality goods. Five years ago, Xiaomi was founded with this vision: to create high-quality, affordable products that could change the world's perception of Chinese-made goods. "If we spend 20 years, Xiaomi could become the number one brand globally," he said. His goal was not just to build a company but to lead an entire industry transformation. So how to make new Chinese goods? Lei Jun looked for inspiration from companies like Tong Ren Tang, Haidilao, and Walmart. He learned from their dedication, customer service, and operational efficiency. "We aim to be as authentic as Tong Ren Tang, as efficient as Walmart, and as user-focused as Haidilao." Xiaomi’s approach also involved using top-tier suppliers and components, ensuring world-class quality at half the price. The company restructured its R&D system, focusing on hiring top engineers and streamlining teams. This allowed them to produce high-quality products with minimal cost. In marketing, Xiaomi avoided traditional advertising and instead relied on word-of-mouth and social media. By making products transparent and engaging users through reviews and disassemblies, they built trust and loyalty. The company also disrupted traditional retail by selling exclusively online, cutting costs significantly. "We’re not cheap because we have low costs," Lei Jun explained. "We are efficient, and that allows us to offer great value." As Xiaomi expanded, it invested in its ecosystem, supporting startups that aligned with the "new Chinese goods" philosophy. From smart home devices to wearables, these products reflected the same commitment to quality and affordability. Lei Jun believes that Xiaomi can inspire a broader movement, similar to how Sony and Samsung transformed their respective countries’ industries. "I hope that in the future, China will take a big step forward in both manufacturing and product innovation." Despite challenges, including patent issues and fierce competition, Xiaomi remains focused on its mission. "Technology is about people," he said, highlighting the strong technical background of his team. While growth may slow, the core of Xiaomi’s success lies in its passion, user experience, and continuous innovation. As Lei Jun puts it, "We need to go back to our original passion, like a startup, and build stronger products and experiences." This is the essence of Xiaomi’s journey — not just about building a brand, but about leading a movement that changes how the world sees Chinese products.

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