by LI Jiaqi
Former Tesla China executive KONG Yanshuang has joined Xiaomi to lead auto sales, replacing LI Xiaorui, according to people familiar with the matter.
Kong joined in early March and is in a handover period. Xiaomi has not formally announced her title and did not respond to a request for comment.
Kong previously served as Tesla's general manager for South China and later as China regional general manager, overseeing sales network expansion and brand operations. She led rollout of service networks across major cities including Guangzhou and Shenzhen, as well as lower-tier markets, and fronted media briefings on Tesla's China strategy in 2022–2023.
Following a management reshuffle in May 2024, Kong moved to the Shanghai region, continuing to manage sales systems and channel expansion.
Another hire with a Tesla background, identified as "Eason", has also joined Xiaomi's auto division and entered the group's strategy office, an uncommon move that signals a push to upgrade retail execution, a person close to the company said.
Xiaomi's strategy office supports the chief executive in setting and executing group strategy. Direct placement of new hires into the unit is rare, the person said.
Xiaomi modeled its auto retail system on Tesla's approach, and a sizeable share of provincial heads and regional managers have Tesla backgrounds, according to an employee. The new hires are expected to further integrate retail operations and lift execution.
A major Xiaomi dealer said the company had focused on product and brand building over the past two years, while underinvesting in frontline sales. Since late 2025, the arrival of Tesla-trained managers has tightened process discipline, data tracking and store management, improving sales execution.
The hires come as Xiaomi moves from an initial surge in orders to a steadier sales phase, requiring stronger retail execution. Tesla's structured talent development is seen as a good fit for Xiaomi at this stage, the dealer said.
Xiaomi recently launched an updated SU7 sedan. Company data showed more than 15,000 locked-in orders within 34 minutes of launch, with cumulative locked orders exceeding 30,000 units as of March 23.
Xiaomi President LU Weibing said the company delivered more than 410,000 vehicles in 2025. As of Feb. 13, 2026, cumulative deliveries had exceeded 600,000 units. Xiaomi targets 550,000 deliveries for 2026.
