开年之际，雷军为什么要做一场拆车直播？

Core Viewpoint - The live-streamed car disassembly event by Xiaomi, featuring the YU7 SUV, aimed to rebuild public trust through transparency and technical confidence, addressing various criticisms and showcasing the company's engineering capabilities [1][3][10]. Group 1: Event Overview - The live-stream was initially scheduled for December 31, 2025, but was postponed to January 3, 2026, due to Lei Jun's illness, transforming the event into a fresh start for Xiaomi [1]. - The event lasted nearly 5 hours, focusing on the YU7 SUV without extravagant staging or celebrity appearances, emphasizing a hands-on approach with engineers explaining the vehicle's components [1][3]. Group 2: Performance Highlights - In 2025, the YU7 pre-sale achieved remarkable figures, with over 200,000 units reserved in 3 minutes and 289,000 in 1 hour, setting industry records [2]. - Xiaomi completed the production of 500,000 vehicles in under 20 months, a record for global new energy vehicle manufacturers, and aims to deliver 550,000 vehicles in 2026 [2]. Group 3: Public Relations Challenges - Xiaomi faced significant public scrutiny in 2025, with various controversies such as the "carbon fiber cover incident" and misinterpretations of product definitions, leading to a need for Lei Jun to clarify statements on social media [2][4]. - The company's previous user co-creation strategy turned into a double-edged sword, as public criticism intensified, necessitating a breakthrough to restore trust [2][10]. Group 4: Technical Confidence and Transparency - The disassembly live-stream served as a demonstration of Xiaomi's technical confidence, showcasing the YU7's components and engineering decisions in real-time [3][10]. - Lei Jun and the engineering team presented the vehicle's design and quality, aiming to counteract rumors about material quality and reinforce the brand's commitment to transparency [3][4]. Group 5: Brand Strategy Shift - The event marked a strategic shift for Xiaomi from marketing-driven to technology-driven branding, with engineers taking center stage instead of relying solely on Lei Jun's persona [5][10]. - Recent changes in marketing practices, such as larger font sizes on promotional materials, reflect Xiaomi's responsiveness to public feedback and a commitment to improving communication [5][10]. Group 6: Trust and Reputation Management - The live-stream was not only about product disassembly but also about dismantling rumors and addressing public concerns, aiming to rebuild trust through open dialogue [10][11]. - Xiaomi's approach signifies a transition towards a more mature brand identity, focusing on product integrity and technical capabilities rather than solely on the founder's image [10][11].