XIAOMI(HK:01810) Sou Hu Cai Jing·2025-11-23 05:00Core Viewpoint - Xiaomi is facing significant challenges, including product failures, internal management issues, and a deteriorating brand image, leading to a loss of consumer trust and potential market position decline [1][3][4]. Group 1: Product Issues - Xiaomi's initial slogan "For the enthusiasts" has shifted to a negative perception due to performance issues, particularly in their smartphones and electric vehicles, leading to consumer complaints and safety concerns [3][4]. - The company has experienced severe incidents with its electric vehicles, including fatal accidents due to battery fires, raising public scrutiny over product safety and reliability [3][4]. - The rapid pace of product failures has contributed to a growing perception of Xiaomi as a company in decline, with increasing consumer dissatisfaction [3][4]. Group 2: Legal and Public Relations Challenges - Xiaomi's legal department has controversially attempted to deflect responsibility by claiming that founder Lei Jun lacks automotive expertise, undermining the brand's credibility [4][5]. - The legal team's aggressive stance against negative media coverage has been perceived as an attempt to suppress free speech, further damaging the company's public image [5]. - Internal management issues have surfaced, including the dismissal of a key product manager for leaking confidential information and the reassignment of the public relations director amid a crisis, indicating deeper organizational problems [6][5]. Group 3: Internal Management and Culture - The firing of a prominent product manager and the reassignment of the public relations director highlight significant internal management challenges and a lack of effective crisis management [6][5]. - The turmoil within the company raises questions about its ability to maintain market leadership, as internal conflicts and management inefficiencies become more apparent [6][8]. - The overall sentiment within the company appears to be one of discontent, with employees potentially feeling at odds with leadership, further complicating the company's recovery efforts [8].