Xiaomi Group today announced the appointment of Yang Zhe (also known as Jeffery Yang) Vice President of Xiaomi Group and Chief Marketing Officer (CMO) of its China region.
He will be responsible for Xiaomi China region marketing strategy development, plan implementation and brand building and promotion, reporting to CEO Lei Jun and Xiaomi China region President Lu Weibing.
Prior to joining Xiaomi, Yang Zhe worked for Motorola, Apple, Samsung Electronics, Huawei Consumer Division, TCL Communications Group and Meizu.
Yang Zhe was Senior Vice President of Meizu Technology and President of TCL Communications China region, but at the peak of his career he was CMO of Huawei's consumer business, China region, and it was he who changed Huawei's stereotypical image and brought the brand to the high-end after years of product and marketing efforts.
Earlier, Yang Zhe held marketing management positions at Novartis, Motorola, Apple, Lexmark, Samsung, RIM and many other companies.
In June 2017, Yang Zhe joined Meizu as Senior Vice President and Chief Staff Officer, responsible for marketing-related business and team management in the Meizu Division.
Yang Zhe worked on the Meizu 15 series of phones during the launch of the Meizu PRO 7.
Yang Zhe, who was previously CMO of Meizu Technology, was appointed Chief Strategy Officer of CSO and no longer serves as Senior Vice President of CMO and Marketing Center, reporting to CEO Huang Zhang. The curtain has officially come down on Yang Zhe's time in Meizu.
After nearly two years of combing through its mobile products, Xiaomi has made the Redmi Redmi brand independent in 2019 and appointed Lu Weibing as general manager of the Redmi brand.
Xiaomi founder, chairman and CEO Lei Jun said that Redmi will continue to focus on building ultra-high-quality phones with the best price/performance ratio after independence, while the Xiaomi mobile brand will focus on the mid-to-high end.
In February 2020, Xiaomi held its first flagship launch after the brand split, officially launching the Xiaomi 10 series of phones, hitting the high-end market with a strong configuration and a starting price of 3999 yuan.
Lei Jun said that Xiaomi 10 has gotten away from the price constraint and strives for the extreme regardless of cost, even using it as a starting point for Xiaomi to start up again. But apparently Xiaomi's path to the high end is just beginning.
The addition of Yang Zhe may help Xiaomi take its high-end branding a step further.
