10-to-10 schedule in Xiaomi

When 100k Mi3 smartphones were sold out in 86 seconds, it is not surprising to witness Xiaomi is in the ascendant. What it impresses me is the hard-driving entrepreneurship of its founder, Lei Jun. Is that really true that everyone needs to work 12 hours a day in Xiaomi (so-called 10-to-10 schedule)?
Xiaomi smartphone in the ascendant