This article explores genres as recurrent acts of positioning that contribute to associating particular positions with the genre users as social actors. As an illustration, the study investigates the positioning of Chinese university presidents in their published opening convocation speeches. By combining rhetorical move analysis with the positioning triangle framework, this study demystifies three positions conventionally used by university presidents in the genre: guiding educator, morale builder, and university representative. These positions, legitimized by the role of the university president, establish specific types of social relations between the president and the students, which function as channels for the transmission of values, particularly collective values, to address relevant social expectations in Chinese society. This study suggests that the genre-based positioning analysis can offer valuable genre knowledge to novice practitioners, enabling them to familiarize themselves with adequate positionings that adhere to the code of conduct within a discourse community, thereby facilitating effective genre realization.