In today’s era of information explosion, how to make speech content stand out and resonate widely? This article provides an in-depth analysis of the “conflict narrative” strategy in Lei Jun’s speech, from personal failure experience, corporate crisis response to industry challenge response, and reveals how he breaks through users’ psychological defenses and transforms failure into a communication breakthrough through real and fragile stories.
The office lights at three o’clock in the morning understand the light in the cracks better than the champagne at the celebration banquet. The starlight that Lei Jun counted in the playground of Wuhan University and his embarrassment of not being able to sell a set of software in seven days at the Zhongguancun station store are actually the same texture – those truths that have been crushed and spread out are the sharpest communication incisions in the new media era.
When the ledger of “Pangu Software sales less than one-tenth of the expected one-tenth” was spread on the podium, and when the entrepreneurial embarrassment of “winning meal tickets by playing mahjong to survive” became a case of Zhihu high praise, we suddenly discovered that the social currency of this era has long changed from a gold-plated success trophy to a sweat-stained failure note. Just like his clumsiness in his 2022 speech of “knocking on the publisher with two fingers on BBS”, it resonates more with young people than the counterattack of “completing college credits in two years” – those late nights stuck in the code, product iterations scolded by users to insomnia, and the 30th financing rejected by investors are fissioning millions of spreads in the circle of friends and Zhihu with the attitude of “imperfect narrative”.
After all, in an era dominated by algorithms, who will stop for flawless plastic flowers? Only failed rhizomes with an earthy smell can take root in the social soil. Lei Jun wrote the question of “car building was scolded for plagiarism” into code, and compiled it into a response with 5.4 million kilometers of test data, this conflict-filled narrative drama has long gone beyond the scope of business speech and has become a living teaching material for “vulnerability communication” in the new media era.
1. Personal failure narrative: use “vulnerability” to break through the user’s psychological defense
1.1 “Pangu Failure”: The idealistic collapse of the code world
In 1995, Zhongguancun still smelled of the rust of the DOS system, and Lei Jun stood in front of the software store shelf with a stack of “Pangu Office System” manuscript paper, with burn marks from staying up late programming on his fingertips, but he couldn’t understand the customer’s need to ask “is there any computer entry software”. This programmer, who used to write memory management tools in assembly language in the laboratory, discovered for the first time that code logic and market logic are two sets of parallel universes – when he talked to customers about “multi-document collaborative editing”, the confusion in the eyes of the other party was more dazzling than the uncompiled error code.
[fancyadid=“45”]
In his speech, he understated that “sales are less than one-tenth of expectations”, behind which there are only a few hundred thousand yuan left on Kingsoft’s account. Those who watched his colleagues leave with the 286 computer in his arms, he sat in the empty office and watched the lights on the opposite building go out one after another, until the sky illuminated the dust on the keyboard into a galaxy. The most dramatic turning point occurred on the seventh day of the station store – when he finally sold a set of software, the sound of the cash register popping up was like a prompt sound for the successful operation of the code, and the customer’s sentence “This software is not as easy to understand as the textbook in the bookstore next door” became his enlightenment lesson from “technology geek” to “user apprentice”. This kind of narrative of “idealistic reconstruction after collapse” is like using flawed code to support a commercial building, but allows the audience to see the reflection of their own struggles in “imperfection”.
1.2 “BBS soaking for half a year”: Non-utilitarian growth typed on the keyboard
In 1996, the Sanlitun bar was still playing heavy metal rock, but after resigning, Lei Jun regarded the BBS forum as a spiritual refuge. When other entrepreneurs exchanged resources at the wine game, he used two fingers to type out the legend of “two-finger Zen” on the keyboard, and as a moderator on the CFIDO forum, he mediated netizens’ quarrels, which took longer than writing code. Those days and nights that were misjudged as “escapism” were actually his secret classroom to dismantle business logic – watching Ma Huateng discuss pager code in the forum, listening to Ding Lei complain about the technical limitations of the Telecommunications Bureau, these non-utilitarian exchanges later became embedded solder points of the Xiaomi ecological chain.
In his speech, he laughed and said that he “almost changed careers to open a bar”, but the real breaking point was hidden in the details of “writing ten thousand words of posts all night”. When the sizzling sound of dialing up the Internet sounded like an old-fashioned telegraph, he learned to express it more powerfully than PPT in the forum:Use “netizen scolding war mediation” to rehearse the crisis public relations of the product launch, and use “post popularity analysis” to ponder the user demand curve. This kind of narrative wisdom of “turning the trough into an internship period” makes “failure” no longer a stain on the resume, but a traceable growth trajectory like the BBS forum archive, which accurately hits the curiosity of contemporary young people about the “non-standard success path”.
1.3 “College Entrance Examination Failure”: A brief history of the folded county youth
The starlight in the playground of Wuhan University still remembers the sleepless freshman in 1987. When Lei Jun saw Jobs’ entrepreneurial story in “Fire of Silicon Valley”, he hid the beginning of another version – the county youth who almost didn’t get into college. Behind the understatement of “two years of credits” in his 2023 speech is his clumsiness of practicing typing with a rubbing keyboard, and his paranoia of repeatedly dictating Pascal programs on paper.
The “college entrance examination regret” that he never explicitly said in his speech was quietly revealed through the identity contrast of “county students breaking into the computer department”. When he was writing programs on a 68,000 small computer in the laboratory, what his classmates called “advanced mathematics” was the need to skip the network knowledge that he couldn’t understand the chapters – this survival strategy of “surpassing while making up lessons” later evolved into Xiaomi’s “do what users need first, and then do what technology wants to do”。 Just like when he handed over the handwritten manuscript of the paper “Computer Research and Development” to his classmates to copy, he may not have thought that those drafts that were disliked as “ugly” would become the key to breaking down academic barriers.This narrative of “growing up with native folds” makes “failure” a dark thread hidden in the folds of success, and when the audience discovers that the big guy was also a “small town solver”, the psychological defense line has already quietly collapsed in resonance.
The Narrative Core: Vulnerability as a Quantum Entanglement of Propagation
Lei Jun’s personal failure narrative is clever: turning “vulnerability” into a computable quantum of communication. When he exposed the embarrassment of “not being able to sell goods in the station store”, the idleness of “forum moderators”, and the regret of “a few points short of the college entrance examination” in his speech, he was actually building a quantum entanglement with users – each listener can find a mirror image of a certain moment in his life in these unfinished tense stories. This kind of “imperfect narrative” is more penetrating than “Successful Learning Shuangwen”, just like the memory management tool RI written in assembly language, which fills the loopholes in the DOS system, and eventually becomes the optimal algorithm for breaking through the user’s mental memory.
2. Corporate crisis narrative: Packaged “life and death battle” as a counterattack drama watched by the whole people
2.1 Xiaomi Mi 11 “high-end setback”: the collapse of the parameter empire and the light of Leica
In 2021, Xiaomi Science and Technology Park lit up all night for the “DXO World’s No. 1”. When the camera department smashed champagne at the celebration banquet, no one expected that social media would be overwhelmed with complaints of “taking pictures and graying” a few days later. The absurd drama of “full parameters but spurned by users” restored by Lei Jun in his 2023 speech is actually a cruel game between technical belief and user perception – just like moving a precision instrument in the laboratory directly onto the street, only to find that passers-by only care about whether it can illuminate the way home.
The celebration banquet that was pressed the pause button became a turning point in Xiaomi’s high-end. The details of “Leica was rejected twice” in the speech hides the arrogance of the technical team: when engineers are struggling with “whether they can surpass the cooperation of friends”, the Leica lens halo that Leica Jun saw at the Great Wall Photo Exhibition is reconstructing the product narrative logic. The most popular breaking point is the bridge of “forcing executives to take photography classes” – this group of code-typing hands began to pinch the dimming coil of the Leica camera, chasing colleagues at Starbucks to take pictures, and was cut into a short video and accidentally topped the hot search in the technology area of Bilibili.This narrative leap from parameter worship to humanistic awakening has turned “high-end setbacks” into a communicable growth documentary, and when Xiaomi Mi 12SUltra took the first set of Leica proofs, the out-of-focus blur in the lens is no longer a technical parameter, but an emotional depth that users can perceive.
2.2 Bankruptcy of the three-color company: the economics of mahjong for four chairmen
In 1990, in the smoke of Room 103 of the Wuhan Hotel, four entrepreneurs with “25% shares each” were arguing over “who will be the chairman”. Behind the “technical supervisor” business card posted by Lei Jun in his 2023 speech is the absurd history of using mahjong to survive – when the company could not pay salaries, the directors relied on winning the canteen master’s meal tickets to continue their lives until the other party refused to serve again.This narrative of “the magical reality of college student entrepreneurship” is more penetrating than any business tutorial, because it exposes the soul torture that all start-up teams encounter: when the technical ideal collides with firewood, rice, oil and salt, should the code or the dice determine the way out?
The 286 computer that was brought back to the school during bankruptcy liquidation later became a sand table for Lei Jun’s debugging business logic. The understatement of “do any business” in the speech actually hides the survival wisdom of China’s first generation of programmers:From selling computers to typing and copying, they use the most primitive business sense to survey and map the market. The most valuable thing is the institutional innovation of “taking turns as chairman” – this seemingly absurd democracy later evolved into the prototype of Xiaomi’s “flat management”. When the failure case of the three-color company appeared in the topic of Zhihu’s “entrepreneurial pitfalls”, the lessons of “no leader, business going with the flow” are becoming a warning fable in the favorites of young entrepreneurs with the attitude of “self-deprecation of those who have been there”.
2.3 Excellence Network Sale: Survival in the cold winter of the Internet
In 2004, when Lei Jun signed the documents for the sale of the Excellence Network in Amazon’s China office, the first snow of the year in Beijing was falling outside the window. The “missing the e-commerce wave” that was repeatedly reviewed in his 2022 speech is actually a tragic narrative of betting on the future with $1 million – when foreign VCs refused to “local bosses who have never stayed abroad”, when the additional investment of Kingsoft shareholders melted like snowflakes, the forced survival of the broken tail accidentally became the most controversial communication event in the history of China’s Internet.
The metaphor of “selling excellence is like losing an only son” in the speech hides a more moving communication code than business decisions:When Lei Jun forced himself not to step into the office of Excellence.com, users spontaneously sorted out the “Classic Orders of Excellence.com” on the forum – the purchase records of the DVD of “Journey to the West” and the translation of “The Little Prince” were spelled into the collective memory of the “Era of Enlightenment of China’s E-commerce”.The most dramatic is the reversal half a year after the sale: when Taobao set off an e-commerce boom, Lei Jun wrote the prototype of the “tuyere theory” on his blog, transforming the “regret of missing” into the theoretical fulcrum of “following the trend”.This narrative operation of “upgrading failure experience to business philosophy” makes the story of Excellence.com transcend the rise and fall of enterprises and become the best footnote to “timingiseverything” in the mouths of entrepreneurs.
Narrative Alchemy: How Crisis Fermented into Social Currency
Lei Jun’s corporate crisis narrative is well versed in the communication law of “trauma transformation”: when the bad reviews of Xiaomi Mi 11 become an opportunity for Leica cooperation, when the mahjong table of the three-color company becomes a management class case, and when the sales agreement of the excellent network becomes the draft paper of the tuyere theory, these crisis events are no longer the black history of the enterprise, but become narrative materials that users can participate in interpreting. Just like the “code vulnerability” metaphor he always uses in his speeches –Every corporate crisis is a system bug exposed to the public eye, and a clever narrator will not hide it, but write the patching process into open source code that everyone can understand, so that users can naturally become the dissemination node of the brand story in the process of watching the “monster fighting and upgrading”. This narrative strategy of “making a life-and-death battle into a series” is the key to the evolution of enterprises from “information publishers” to “story co-builders” in the new media era.
3. Industry challenge narrative: turn “doubts” into traffic entrances for national discussion
3.1 Car-making controversy: from “PPT car manufacturing” to “197-second acceleration” narrative counterattack
When Xiaomi officially announced the construction of a car in 2021, the Weibo comment area was flooded with questions about “do mobile phone manufacturers understand cars”. When Lei Jun released a test video of the SU7 “breaking 100 in 197 seconds” in his speech in 2024, those accounts that had ridiculed “PPT car manufacturing” were forwarding behind-the-scenes documentaries of “engineers dismantling 50 luxury cars” – the core of this narrative reversal lies in transforming industry doubts into communication fuel for “technology breaking walls”.
In the speech, the details of “70 days of 200 people” hide the traffic password: when Li Bin, He Xiaopeng and other car company bigwigs asserted that “automobiles are a century-old track”, Lei Jun packaged the disadvantages of “laymen” into the advantages of “cross-border innovation”. The most popular breaking point is the scene-based narrative of the “Turpan 5.4 million kilometers test” – engineers use infrared thermal imaging cameras to take pictures of battery packs at a high temperature of 45°C, and these sweat-stained work photos are made into a short video of “car building records”, which have received 5 million likes on Douyin.This narrative strategy of “questioning as a test question” made the high praise answer from “cautious wait-and-see” to “suggested test drive” under Zhihu’s question “Can you buy Xiaomi cars” after the SU7 press conference, realizing the transformation from traffic to orders.
3.2 High-end game: How to pry open the 10,000-yuan market with “dick brand”
In the e-commerce comment area after the 2022 Xiaomi Mi 12 press conference, the complaint of “high-end is price increase” overshadowed the parameter introduction. The “internal debate” restored by Lei Jun in his 2023 speech – “Will it become a joke to use the Xiaomi brand to make a high-end” is actually a well-designed “cognitive breakthrough battle”.When the news of Leica’s cooperation was released, the topic of “Xiaomi is worthy of Leica” on Weibo exceeded 800 million views, and Lei Jun’s chat record of “photography class homework was called back by the teacher” unexpectedly made the people-friendly narrative of “high-end exploration = student homework” popular.
The most critical communication node occurred when the Xiaomi Mi 15 Ultra was priced: Lei Jun threw out a comparison chart of “11914 pricing = benchmarking iPhone experience” in his speech, with the engineer’s diary of “adjusting the feel of the laboratory overnight”, so that the transformation logic of “leading parameters → experience first” penetrated the circle. The article “Xiaomi mobile phones sell more expensive than iPhones, why” released by a WeChat public account, by dismantling the technical details of the photography system, turned doubts into a discussion of “the rise of domestic high-end”, driving the number of visits to the SU7 reservation page of Xiaomi Mall to soar by 300%.
3.3 International Competition Narrative: When WPS meets Office’s “David and Goliath” battle
When the Kingsoft Pangu office system was released in 1995, Computer World published an article questioning whether “Chinese software can compete with Microsoft”. The “WPS monthly active users of 500 million” data posted by Lei Jun in his 10th anniversary speech in 2020 is behind a “counterattack epic” reconstructed by the speech – those details hidden in the story of “Pangu failure”:Programmers use “dual-system comparative testing” to find Office vulnerabilities, and customer service organizes user complaints into “anti-Microsoft battle manuals”.
In the 2022 speech, the scene of “selling WPS in the station store” was the most disseminated: when the user said “more Office templates”, Lei Jun asked engineers to make 1,000 sets of cloud templates overnight, and this closed loop of “users complaining about → product iteration” was made into an animated short film and topped under the topic of “essential software for professionals” on Bilibili. What’s even more subtle is the narrative transformation of “Microsoft Yahei Font” – when the outside world questioned “WPS plagiarized fonts”, Lei Jun’s team released the “Font Development Log”, turning the copyright controversy into a popular science scene of “the rise of domestic fonts”, and the Baidu index showed that the search volume of “WPS fonts” increased by 200% weekly.
Narrative lever: How questioning can become the fulcrum of traffic fission
Lei Jun’s industry challenge narrative is well versed in the new media law of “controversy is traffic”: when SU7 was scolded for “plagiarizing Porsche”, he released the “history of the evolution of design sketches” in his speech, and used 12 editions of iterative manuscripts to transform plagiarism doubts into “extreme polishing” proof; When Xiaomi’s high-end was ridiculed as a “cost-effective trap”, he used the bill of “doubling Leica’s investment in dual image quality R&D” to turn the price controversy into a discussion of “technical belief”. ThisThe strategy of “using industry bias as a megaphone” is essentially to transform the public’s distrust of “crossovers” into a sense of participation in watching the “counterattack script”——Just like the “track” metaphor he always likes to use in his speeches:The real traffic entrance is not on the smooth road, but at those intersections blocked by doubts, as long as the “inpassable hurdles” are written as “dramas worth watching”, doubters will naturally become drama chasers.
In the context of private domain operation, this narrative logic can be broken down as follows:
- Question anchoring: Accurately capture the industry’s inherent prejudices against “cross-borderers” and “price butchers”.
- Evidence visualization: Respond with concrete materials such as test data, R&D logs, and screenshots of user feedback.
- Story upgrade: Package specific disputes into national issues such as “domestic breakthrough” and “technological equality”.
When Lei Jun showed the SU7 crash test video in his speech, the deformed frame on the screen was no longer evidence of safety doubts, but became a metaphor for “China’s intelligent manufacturing ability to withstand pressure” – this narrative alchemy is the core code that makes industry challenges become the core code for the brand to break the circle.
4. The new media communication code of conflict narratives: the three-step rule from explosion point to closed loop
4.1 Conflict mining: Use “cognitive scissors difference” to cut out the communication hook
Lei Jun’s narrative magic begins with the precise capture of the “essence of conflict” – not to create contradictions, but to discover pre-existing cognitive cracks. When he threw out “Pangu Software sales are less than one-tenth of expectations” in his speech, he actually cut through the natural tension between “technical ideals” and “market reality”; The essence of the spread of “Xiaomi car manufacturing was scolded for plagiarism” is the cognitive conflict between “cross-border innovation” and “industry bias”. This mining follows three dimensions:
- The gap between ability and goal:For example, Lei Jun’s starting point contrast of “county students want to start a great company” (2023 speech);
- The Gap Between Expectations and Reality:For example, the drama of Xiaomi Mi 11’s “DXO No. 1 but complained by users” (2023 speech);
- Dislocation of professionalism and common sense:For example, the cognitive difference between “9100t large die-casting parameters” and “users only care about the security of the door” (2024 speech).
Just like a programmer looking for bugs when debugging code, Lei Jun’s conflict mining essence is to look for “logical anomalies” in public perception, which inherently have the gravitational pull of propagation.
4.2 Narrative construction: Use “setback-action-sublimation” to pour the communication skeleton
In Lei Jun’s narrative formula,“Conflict” is only an introduction, and the real communication closed loop requires three layers of structural support:
- Frustration Visualization:It is not a general failure, but a restoration of details such as “the station store sells 0 sets in seven days” and “the photography class homework is called back” (speeches in 2022 and 2023) to make the conflict visual;
- Action scenario:Use scenarios such as “rubbing keyboard to practice typing” and “Turpan winter test eating sand” to show specific actions for conflict resolution (speeches in 2023 and 2024) and avoid shouting slogans;
- Value upgrading:The “bankruptcy of the three-color company” was sublimated into the “Equity Allocation Division”, and the “excellent net sale” was transformed into the prototype of the “outlet theory” (speeches in 2023 and 2022), so that conflict became a stepping stone to values.
This structure is very similar to his code architecture – using the logical chain of “if (conflict)→then (action) → return (value)” to ensure that the narrative has both story tension and cognitive output.
4.3 Communication landing: Use “social monetization” to complete traffic fission
The key to Lei Jun’s transformation of conflict narratives into communication momentum lies in packaging story elements into circulating “social currency”:
- Data Labeling:Simplifying the “5.4 million kilometer test” to “circling the earth 135 times”, turning technical data into a digital medal that can be posted in the circle of friends (2024 speech);
- Golden sentence scenario:transforming “user needs first” into “the epiphany of being scolded when standing in the store”, so that the concept has a perceptible story carrier (2022 speech);
- Controversy topicalization:Turn the internal debate of “whether Xiaomi can be high-end” into a national discussion on Weibo “Can the Dick brand counterattack” (2023 speech).
This operation is like installing a communication engine for the narrative – when the conflict of “car manufacturing is questioned” is dismantled into fragmented materials such as “engineer diary vlog”, “parameter comparison chart”, “user complaint compilation”, etc., each platform can find its own communication form, forming a communication matrix from Zhihu in-depth analysis to Douyin short video fission.
The essence of the law: let conflict become a “narrative interface” connecting users
The core of Lei Jun’s communication code is that conflict is not the goal, but the “narrative interface” that opens the user’s mind. Like the “code trope” he uses repeatedly in his speeches, a good conflict narrative needs to meet two conditions:
- “Compatibility”, which can adapt to the communication protocols of different platforms (such as official account long articles vs. Douyin 15-second clips);
- “Open source”, allowing users to create secondary works according to their own understanding (such as netizens using the “Lei Jun Station Store” meme to create workplace emoticons).
When the story of Pangu’s failure can not only become a case of “entrepreneurial pitfall” in Zhihu, but also become a resonant copy of “ideal and reality” in the circle of friends, the conflict narrative completes the qualitative change from information to currency, which is the most scarce communication alchemy in the new media era.
Conclusion: Conflict is not the goal, but a pass to “resonate with the user”
The code editor at three o’clock in the morning is still lit, just like the lamp of the Zhongguancun software store in 1995, what Lei Jun sees in both lights is the uncompiled truth of human nature. When he cut open the code vulnerability of the “Pangu failure” in his speech, when the SU7 crash test video exposed the moment the frame was deformed, these are theseConflict is never about creating topics, but about carving a crack in the information cocoon woven by algorithms that allows light to come in.
The cruelest paradox of the new media era is that when filters can turn failures into successes, users are looking for grainy native images.Lei Jun’s narrative wisdom lies in this – he turned the embarrassment of “standing in the store for seven days without selling” into a binary language that every entrepreneur can decode; The frustration of “Leica cooperation was rejected twice” was compiled into open source code for technical beliefs. ThisThe communication strategy of “exposing vulnerability” is actually building an “emotional API interface” with users, so that brand stories can be called, interpreted, and re-developed by people with different experiences.
Just like the starlight he counted in the playground of Wuhan University, it is the same substance as the chasing light at the press conference after all – it is the sincerity of longing to be seen. When Lei Jun showed the engineer’s “using chopsticks to test the gaps in the screen” in his speech, when the comments that were scolded as “dick brands” became requirements documents for product iteration,Conflict has long transcended the realm of marketing skills and has become a yardstick for measuring trust.In this era where KPIs can be brushed and praised can be purchased,Only by using conflict narratives as a monitor of “user electrocardiograms” can we understand those unspoken expectations.
So for the narrator of the new media world,Lei Jun’s inspiration is never “how to create conflict”, but “how to use conflict to stitch up the resonance of a break”.When private domain operations are still struggling with discourse templates, and IP creation is still superstitious about character packaging, it is better to remember:Those failure cases that have been repeatedly dismantled in speeches, and those R&D embarrassments recorded by the camera, are essentially answering the same question – when code can predict everything, what is an irreplaceable algorithm for humans? The answer may be hidden at the end of Lei Jun’s speech: it is not a flawless program, but the courage to show bugs, which is the ultimate pass through the fog of information.
![Practical guide to B-end system management [dictionary management] module](https://scvgame.com/wp-content/themes/wordpress-theme-puock-master/timthumb.php?w=120&h=80&a=c&zc=1&q=90&src=https://scvgame.com/wp-content/uploads/2025/07/20250730054502-6889b15ef0e28.jpg)
