雷军和小米需要一场“祛魅革命”

Core Insights - Xiaomi's founder Lei Jun addressed internal employees, reflecting on the impact of the SU7 accident and announcing the upcoming release of the self-developed SoC chip "Xuanjie O1" [2] - The speech aimed to mitigate the negative sentiment surrounding the company following the SU7 incident, but it may not effectively address the underlying issues [2] Group 1: SU7 Incident and Response - The SU7 fatal accident on March 29 resulted in the loss of three young lives, with ongoing police investigations and no clear resolution from Xiaomi regarding system upgrades or recalls [3] - Xiaomi's response to the SU7 Ultra return request has been inadequate, with customers demanding refunds or deposits due to the vehicle's design flaws, yet the company only offered limited compensation [3] - Lei Jun's speech lacked specific details on how Xiaomi plans to address safety concerns and customer grievances related to the SU7 incident [3] Group 2: Marketing and Brand Challenges - Xiaomi's marketing strategy has heavily relied on the founder's persona, product specifications, and fan engagement, which may not be sustainable in the automotive sector where expectations are higher [4] - The company's previous success narratives may not translate well into the automotive industry, where safety and product performance are critical [4] Group 3: Crisis Management Lessons - Historical examples from Toyota and Samsung illustrate the importance of viewing crises as opportunities for organizational improvement rather than mere public relations challenges [5] - The need for Xiaomi to shift focus from public perception to genuine product quality and safety is emphasized, suggesting a move away from the "cult of personality" approach [5] - The current market environment requires a more grounded and diligent approach to business, moving away from the previous era of hype and towards sustainable practices [5]