《绿化带战神》之歌刷屏，雷军真的能听进去吗 | 韩韩观察

Core Insights - The viral song "Green Belt Warrior" indirectly criticizes Xiaomi's car manufacturing efforts, highlighting a growing sentiment of dissatisfaction among consumers [2][3] - Despite the backlash, Xiaomi's car models, such as the SU7 and YU7, are perceived as high-quality vehicles, raising questions about the company's marketing strategies and design originality [3][4] - Xiaomi's sales performance remains strong, with record-breaking quarterly results, indicating that the company is still thriving despite the controversies [9][10][11] Marketing and Branding - The popularity of the song reflects a backlash against Xiaomi's marketing tactics, which some consumers view as misleading or "sneaky" [3][6] - Xiaomi's strong response to criticism suggests a disconnect between the company's perception of its brand and consumer sentiment [6][14] - The company's aggressive promotional strategies, including exaggerated claims about testing and performance, have contributed to a negative brand image [14][16] Financial Performance - Xiaomi's Q2 results show impressive figures, with 81,302 vehicles delivered in a single quarter and a gross margin of 26.4%, positioning the company for profitability in the second half of the year [10][11] - Despite strong sales, Xiaomi's stock price has not recovered to previous highs, indicating investor skepticism about the company's long-term strategy [16] Strategic Considerations - The company is at a crossroads, needing to address its reliance on shortcuts in marketing and product development to avoid further backlash [13][16] - There is a call for Xiaomi to innovate and lead in technology rather than merely following trends, which could enhance its reputation and market position [19] - The automotive industry is witnessing a shift, with new players outperforming established brands like Tesla, emphasizing the importance of core technology and innovation [19]