雷军，错了吗？

Core Viewpoint - The article discusses the recent public relations challenges faced by Xiaomi and its CEO Lei Jun following a tragic accident involving the company's electric vehicle, the SU7, and how Lei Jun's return to social media may signal a recovery from this crisis [2][3][4]. Group 1: Incident Overview - On March 29, a Xiaomi SU7 was involved in a fatal accident, resulting in the deaths of three university students [3]. - Following the accident, Lei Jun chose a period of silence, which lasted for about 40 days, to manage the public relations fallout [3][4]. - During this time, many planned celebrations for Xiaomi's 15th anniversary were canceled, and Lei Jun's social media activity significantly decreased [3][4]. Group 2: Public Relations Strategy - Lei Jun's initial response to the accident included a commitment to transparency and addressing concerns from the victims' families and the public [3]. - After a prolonged absence from social media, Lei Jun resumed posting about his fitness routine, which is seen as a way to signal that the situation is stabilizing [4][6]. - The company faced additional scrutiny when the SU7 Ultra model was accused of false advertising, leading to refund requests from customers [3]. Group 3: Social Media Presence - Lei Jun is noted for his active engagement on social media, having shared 45 fitness updates this year alone, which helps maintain a personal connection with followers [8]. - As of May 16, Lei Jun has a substantial following across various platforms, including 45.47 million on Douyin and 26.59 million on Weibo, making him a powerful marketing asset for Xiaomi [9]. - The article highlights the dual nature of social media influence, where positive engagement can be beneficial, but negative news can lead to backlash [9]. Group 4: Future Considerations - The article raises questions about whether Xiaomi will continue to leverage Lei Jun's personal brand in the long term, especially in light of recent challenges [10][12]. - It suggests that while Lei Jun's personal brand has been a significant asset, the company may need to prepare for a future without him as the face of the brand [12]. - The upcoming marketing activities, such as the 618 shopping festival and the launch of new products, will require careful consideration of how to balance personal branding with corporate identity [12].