On the morning of August 15, Sina Technology exclusively learned that Xiaomi recently released an internal cadre appointment document and made personnel adjustments to the Brand Management Committee of Xiaomi Group.
The Brand Management Committee of Xiaomi Group was established in 2021 to uniformly maintain, manage and supervise the brand assets of Xiaomi Group, and incorporate the standardized use of the brand into the annual assessment of each business department. In 2023, Xiaomi adjusted the Brand Management Committee, with Group President Lu Weibing serving as the chairman and Group Senior Vice President Zeng Xuezhong and General Manager of the China Region Marketing Department Xu Fei serving as vice chairmen. The brand committee members cover multiple departments, and the levels include middle and senior levels.
In this adjustment document, Xiaomi stated that the Brand Management Committee has been in operation for 3 years. With the business expansion of Xiaomi Group, there are also new requirements for the protection of brand assets and the compliance of brand use. Based on this, after discussion among the chairman layer of the Xiaomi Group Quality Control Committee, personnel adjustments were made to the '2024 Xiaomi Group Brand Management Committee'.
Appoint Group President Lu Weibing as the chairman of the Quality Control Committee, and Group Senior Vice President Zeng Xuezhong, Group Vice President Wang Xiaoyan, and Group Vice President Xu Fei as vice chairmen of the Quality Control Committee, responsible for major strategic discussions and decisions on the core brand architecture and brand assets of the group.
Appoint Wang Shiwei, deputy general manager of the Group Strategic Marketing Department and general manager of the Group Brand Department, as the secretary-general of the Quality Control Committee, and Pan Jiutang, the group chief of staff, and Xu Jieyun, deputy general manager of the Group Strategic Marketing Department, as deputy secretaries-general of the Quality Control Committee, responsible for the daily operation of the committee.
In addition, Xiaomi also appointed many middle and senior levels of multiple departments as standing members and members of the Quality Control Committee, almost covering the core business lines and core functional departments.
Currently, Xiaomi is focusing on promoting the high-end of the mobile phone business and the development of the electric vehicle business. How to collaborate among multiple businesses to establish a good high-end brand image is crucial. The addition of many middle and senior levels of multiple departments also helps the Brand Management Committee play a better role in establishing a high-end brand image.