XIAOMI(HK:01810) Sou Hu Cai Jing·2026-01-06 15:35Core Viewpoint - The article discusses the recent public relations challenges faced by Xiaomi, highlighting the tension between the company's marketing strategies and its relationship with loyal customers, particularly in light of controversies surrounding product issues and public statements made by the company [2][14]. Group 1: Public Relations and Marketing Strategies - Xiaomi's recent marketing efforts, including collaborations with influencers who have previously criticized the brand, have sparked backlash among its loyal customer base, raising concerns about the company's understanding of its core audience [14]. - The company's approach to addressing product-related issues, such as the "7000 legal issues" and "instant brake failures," has been perceived as insufficient, leading to a growing trust crisis among consumers [2][14]. - The article emphasizes the importance of transparent communication in public relations, suggesting that the company's recent actions may exacerbate existing dissatisfaction rather than resolve it [14]. Group 2: Industry Context and Consumer Sentiment - The article notes a shift in consumer sentiment towards brands, influenced by the rise of AI and changing perceptions of authenticity, which may affect how companies like Xiaomi engage with their audiences [3]. - There is a growing concern that the current marketing landscape, characterized by aggressive pursuit of online traffic, can lead to unintended negative consequences for brands, including the emergence of "black public relations" tactics [3]. - The discussion highlights the need for companies to balance marketing strategies with genuine engagement and support for their loyal customers, as failure to do so can lead to significant reputational damage [14].