On February 27, at the Millet SU7 Ultra launch conference, Lei Jun wore a coffee color standing collar leather jacket, which not only made netizens call "handsome Huang Renxun", but also made the same leather clothes on the e-commerce platform sold out overnight, and the pre-sale schedule was as long as 35 days. This "inadvertence willow" marketing event set off a phenomenon level of communication.
Lei Jun's leather clothes rushed to Weibo and Taobao hot search on the night of the conference, and the search volume of Taobao's "Lei Total leather clothes of the same style" increased by 2300%. After the anchor of the Douyin broadcast room shouted "Lei Total leather clothes of the same style order quickly", many brands were spot seconds empty. Guangzhou brand Diconi's "conference with the same" leather coat was still sold hundreds of pieces after 2,500 yuan, and the high price of 4,000 yuan of Italian brand Sarchi was also snapped up. Some netizens joked: "I can't afford to buy a Xiaomi car of 520,000, but a leather coat of 3,000 pieces makes me a step closer to Lei Zong."
This leather coat has also been given a technological interpretation by netizens: the standing collar symbolizes "AI algorithm accuracy", the waist curvature corresponds to "battery energy density", and the rivets are dubbed "the punk declaration of Nvidia". Lei Jun blurred the boundary between technology and fashion with a piece of clothing, and even investors put forward: "Look at the prospects of technology companies, first look at the CEO wardrobe - wearing leather is the real disruptor."
Lei Jun's personal IP has long gone beyond entrepreneur status. Its Tiktok "good thing sharing" series has been played 1.19 billion times, and its sunscreen clothes, POLO shirts, canvas shoes and other daily wear brands have repeatedly brought fire. In 2024, his sentence of "wearing a T-shirt and jeans of Where customers" made the daily sales of where customers' live broadcast room soar from tens of thousands to millions, and the account increased by 200,000 fans. Netizens summed up: "Lei always bring goods three laws: wear what fire what, what to raise what, what to praise what out of goods."
Anta storm jacket, high fan down jacket and other brands have soared because of Lei Jun wearing sales, the leather incident further verified the potential of "executive wear economics". Internet analysts have said that the essence of the founder's conference is "high-level with goods", which needs to take product innovation as the core, and wearing is a derivative of strengthening personality charm. Musk's leather pants, Cook's shirt, and Zuckerberg's gray T all convey brand values through visual symbols. Lei Jun's leather clothes were also given a "high-end halo" and "the rebellious declaration of the boss of the car company", which helped Xiaomi transform from "cost-effective" to "high texture".
In the future, there may be more brands bound to entrepreneur IP, through the "president of the same model" to achieve low-cost break. But the industry consensus is: traffic is only the entrance, quality is the key to retention. The core of Lei Jun's ability to continue to bring goods lies in the quality control ability and innovation iteration speed of the Xiaomi ecological chain.
Lei Jun's leather clothing has become a phenomenon marketing, but also to provide inspiration for the depth of the transformation of the clothing industry. When the business logic has been upgraded from "selling products" to "selling values", the future competition is destined to belong to those brands that can seize the traffic outlet and keep the user's mind with quality and innovation.
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