XIAOMI(HK:01810) Sou Hu Cai Jing·2026-01-07 23:14Core Viewpoint - Xiaomi is undergoing significant changes in response to public sentiment, aiming to regain lost trust and goodwill among its user base [1]. Group 1: Termination of Collaboration - Xiaomi has officially terminated its collaboration with KOL "万能的大熊" following public backlash, with the new PR head, Xu Jieyun, issuing a public apology [3][4]. - The decision to end the partnership was made after it was revealed that Xiaomi had engaged with the controversial influencer, which led to strong discontent among core users who felt betrayed [4][5]. Group 2: Public Reaction and Controversy - The controversy arose because "万能的大熊" was previously viewed as a critic of Xiaomi, leading to accusations that the company was capitulating to its detractors by seeking collaboration [5]. - Users expressed that while they support marketing collaborations, they oppose partnerships with individuals who have a history of disparaging the brand [5]. Group 3: Changes in Leadership Approach - Xiaomi's leadership, particularly Lei Jun, is showing a shift in strategy by adopting a more humble approach and focusing on consumer feedback, as evidenced by recent public communications [7][9]. - The company is making efforts to rectify past marketing missteps and is committed to restoring its reputation among consumers [9].