Mei Ri Jing Ji Xin Wen·2025-09-10 11:34Core Viewpoint - The rise of "internet celebrity" brand executives, who serve dual roles in advertising and public relations, is reshaping corporate communication strategies and management practices in the industry [1][7][9]. Group 1: Company Actions and Events - Xiaomi Group terminated Wang Teng, the former General Manager of the China Market Department, due to serious violations including leaking confidential company information [1]. - Wang Teng had a significant online presence with 1.83 million followers on Weibo, highlighting the influence of brand executives in the digital space [3]. - The incident has sparked discussions about the responsibilities and risks associated with brand executives acting as key opinion leaders (KOLs) [1][9]. Group 2: Brand Executive Roles - Brand executives are increasingly taking on the role of KOLs, engaging directly with consumers and leveraging their personal brands to enhance corporate messaging [2][5]. - Executives like Xiaomi's Wang Hua and BYD's Li Yunfei utilize social media to communicate product information and respond to public concerns, thereby deepening customer trust [8][9]. - The trend of KOLization among brand executives raises questions about the balance between internal management duties and external representation [7][9]. Group 3: Industry Trends - The shift towards KOLization reflects a broader trend in corporate communication, where companies are adapting to the rise of social media and the demand for authentic engagement [5][6]. - Executives are now seen as vital assets in marketing strategies, with their personal brands often overshadowing official corporate accounts [9]. - The dynamic between personal and corporate branding is evolving, necessitating new approaches to human resource management and corporate governance [7][9].