流量神话的崩塌：信任危机启示录

Core Insights - The crisis faced by Xiaomi Auto highlights the clash between marketing-driven strategies and the essential safety requirements of the automotive industry [5][6] - The company's initial success was fueled by founder Lei Jun's personal influence, but subsequent issues have led to a significant loss of consumer trust [1][3] Marketing and Consumer Trust - Xiaomi Auto's marketing strategy, which initially generated significant consumer interest, has now backfired due to discrepancies between promotional claims and actual product performance [2][3] - The legal ruling against Xiaomi Auto for misleading advertising has further damaged its reputation, emphasizing the importance of honesty in marketing [2][4] Legal and Structural Issues - The company's attempt to separate responsibilities among affiliated entities to limit liability has raised concerns about consumer rights and the potential for increased barriers to legal recourse [4] - The legal framework surrounding the sale and promotion of vehicles has been exploited, potentially setting a troubling precedent for consumer protection in the industry [4] Product Safety Concerns - Serious safety issues have emerged with the Xiaomi SU7, including design flaws that contradict the company's claims of prioritizing safety [4][5] - The company's reactive approach to safety recalls and its failure to address these issues proactively have further eroded public trust [4][5] Industry Implications - The situation serves as a cautionary tale for the automotive industry, illustrating that vehicles are not mere consumer products but essential for safety and reliability [5][6] - The need for a shift from a marketing-centric approach to a product-centric focus is critical for long-term success in the automotive sector [5][6]