Core Viewpoint - Xiaomi's automotive division is currently facing a wave of cancellations due to discrepancies between product promotion and actual product features, particularly concerning the SU7 Ultra model's carbon fiber hood [1] Group 1: Product Issues - The SU7 Ultra's carbon fiber hood, priced at 42,000 yuan, was marketed as a replica of the prototype's aerodynamic design, but customers found it to be structurally similar to a standard aluminum hood [1] - The lack of proactive communication from Xiaomi and CEO Lei Jun during the cancellation wave has led to increased consumer dissatisfaction and trust issues [1] Group 2: Impact on Brand and Leadership - The situation highlights the risks associated with the strong association between Lei Jun's personal brand and Xiaomi, where the company's reputation is closely tied to his image [1][2] - The reliance on social media marketing and the personal brand of the entrepreneur can lead to significant backlash when product quality does not meet consumer expectations, resulting in a trust crisis for the brand [2] Group 3: Entrepreneurial Brand Management - The dual nature of entrepreneur IP means that while it can enhance product perception and sales, it also carries the risk of negative repercussions if product quality falters [2][4] - Lei Jun's recent acknowledgment of the challenges faced by Xiaomi suggests a need for reflection on the balance between personal branding and product quality [4]
【西街观察】警惕企业家IP与产品力失衡