XIAOMI(HK:01810) Sou Hu Cai Jing·2025-05-05 10:51Core Viewpoint - Lei Jun's resignation as the executive director of Xiaomi marks a significant shift in the company's internal structure and strategy, raising concerns among fans about the future direction of the brand [1][4][15]. Group 1: Reasons Behind Lei Jun's Resignation - Lei Jun's departure from the role of executive director is seen as a move to focus more on strategic issues, particularly concerning product quality and safety in Xiaomi's core businesses, including smartphones and automobiles [8][10]. - The resignation is interpreted as a response to public criticism regarding Lei Jun's excessive involvement in operations, especially following the recent controversy surrounding the Xiaomi SU7 car fire incident [10][12]. - This change indicates Xiaomi's recognition that the company's future should not rely solely on the influence of a single individual, suggesting a shift towards a more collaborative and institutional governance model [14][15]. Group 2: Changes in Marketing Strategy - Xiaomi has rebranded its "smart driving" feature to "assisted driving," reflecting a strategic shift to downplay previous high-profile marketing efforts following the car fire incident, which damaged public trust in the brand [17][21]. - The company is transitioning from a marketing approach heavily reliant on Lei Jun's personal brand to a more team-oriented and product-focused strategy, indicating a move towards a professional image rather than one driven by emotional appeal [23][25]. - This shift is seen as a necessary evolution for the company as it grows, aiming to mitigate risks associated with over-dependence on a single figure for brand identity and public perception [25][27]. Group 3: Trust Recovery Challenges - The SU7 car fire incident, which resulted in three fatalities, has created a severe trust crisis for Xiaomi, with the true cause of the accident still undisclosed and the company's response deemed insufficient [29][31]. - Public dissatisfaction has grown due to the lack of clear communication regarding the accident's details, leading to suspicions of potential suppression of information or private settlements [33]. - Unanswered questions regarding the vehicle's safety features and emergency response mechanisms have left consumers with lingering doubts about Xiaomi's commitment to safety, posing a long-term challenge for the brand's recovery [35][37].