A Study on the Impact of Lei Jun's Personal IP Marketing Strategy on Xiaomi Group

Abstract

In the era of digital social media, founders' personal IPs have become a core KOL marketing tool for consumer electronics brands. This study takes the personal IP operation of Lei Jun, founder of Xiaomi, as its research subject, grounded in KOL (Key Opinion Leader) marketing theory, and employs case analysis and comparative research methods. The findings indicate that Lei Jun's personal IP has brought Xiaomi low-cost traffic exposure and efficient consumer trust conversion; however, it also presents practical challenges such as high dependence on a single founder and the risk that a fixed, approachable image may constrain brand premiumization. To address these issues, this paper proposes optimization strategies including building a multi-layered internal IP matrix, iteratively evolving the IP persona, and anchoring the brand in a premium market position. This research enriches the empirical framework of founder-led KOL marketing and offers practical insights for balancing the short-term traffic advantages of founder IPs with long-term brand sustainability in the consumer electronics industry.