On April 15th afternoon, Chang Jing, the visionary behind Jishi Auto, abruptly deleted all content from his Douyin and Weibo social media profiles, a move that has garnered significant attention from the public.

Chang Jing's Social Media Cleanup

Born in August 1982, Chang Jing is not only the founder of Jishi Auto but also a co-founder of Roborock (688169.SH), a prominent player in the robot vacuum cleaner market.

Jishi Auto, a subsidiary of Shanghai Luoke Smart Technology Co., Ltd., was established on January 8, 2021, with its headquarters in Shanghai. Chang Jing serves as the chairman of the company, which is wholly owned by Stone Auto (Hong Kong) Limited.

Positioned in the outdoor + off-road segment, Jishi Auto officially unveiled its flagship model, Jishi 01, in August 2023. This medium to large-sized intelligent luxury SUV, priced between 299,900 and 359,900 yuan, commenced nationwide deliveries in November 2023.

Since its launch, Jishi 01 has seen mixed performance. According to third-party data, the SUV sold 912 units in 2023 and 4,332 units cumulatively in 2024, averaging around 430 units per month.

From January to March 2024, Jishi 01's cumulative sales reached 2,136 units, with March sales hitting 1,028 units, a new monthly high. However, despite this growth, Jishi 01 lags behind competitors like Haval H-Dog and Tank 300 in the same market segment.

Chang Jing's decision to clear his social media accounts has sparked numerous speculations. A spokesperson from Jishi Auto responded, "We are unaware of the reason behind the founder's actions. The company continues to operate smoothly, and product sales are on the rise."

It's also worth noting that Roborock, another venture founded by Chang Jing, successfully debuted on the STAR Market of the Shanghai Stock Exchange on February 21, 2020, marking the first robot vacuum cleaner stock on the A-share market.

From March 31, 2023, to September 30, 2024, Chang Jing, as Roborock's largest shareholder, gradually reduced his stake through various transactions, lowering his holding from 23.15% to 21.03%. This resulted in a cash-out of approximately 888 million yuan, nearing the 900 million yuan mark.

Furthermore, Roborock's 2024 performance report revealed that four of the company's top ten shareholders decreased their holdings. Notably, co-founder Mao Guohua sold 231,700 shares, while Shunwei Capital, affiliated with Xiaomi Group, exited the top ten shareholder list after reducing its stake.

Last December, the social media buzzed with the topic "Roborock Chairman Chang Jing cashes out nearly 900 million yuan but advises investors to be patient." Following this incident, Chang Jing's Douyin account has remained inactive, without any new video updates.