XIAOMI(HK:01810) Xin Lang Cai Jing·2025-10-04 08:23Core Viewpoint - The controversy surrounding Lei Jun and Xiaomi in 2025 stems from a mismatch between the company's scale and its marketing approach, which previously relied on emotional appeals that are now perceived as incongruent with its larger corporate identity [5][13]. Group 1: Marketing and Public Perception - In 2025, negative public sentiment has increased, overshadowing positive narratives, leading to a perception that Xiaomi has "flipped" despite ongoing strategic maneuvers [1]. - The company's emotional marketing strategy, once effective, is now viewed as inappropriate for a large corporation, akin to a wealthy individual lamenting financial struggles in front of ordinary people [5]. - Xiaomi's marketing tactics have been criticized for resembling those of startups, with issues such as demanding payments before vehicle delivery impacting the company's image [7]. Group 2: Product Development and Innovation - The introduction of self-developed chips (SOC) in 2025, showcased in products like the Xiaomi 15S Pro and Xiaomi Pad 7 Ultra, has been met with skepticism, especially as no products featuring the new chip were launched during a recent event [9]. - The emphasis on speed and smart driving has raised safety concerns, particularly after incidents related to rapid acceleration, leading to a public focus on safety over speed [11]. Group 3: Company Growth and Strategy - The growth of Xiaomi has not been matched by a corresponding maturity in its communication and operational strategies, necessitating an adjustment in approach to align with its expanded scale [13].