XIAOMI(HK:01810) Sou Hu Cai Jing·2026-01-07 23:52Core Viewpoint - Xiaomi faced a significant trust crisis among its fans due to a controversial collaboration with a KOL known for derogatory remarks about Xiaomi users, prompting a public apology and accountability measures from the company's leadership [1][3][5]. Group 1: Incident Overview - The incident was triggered by Xiaomi's plan to collaborate with a KOL who had previously made negative comments about Xiaomi users, leading to a backlash from fans who felt betrayed [3]. - Xiaomi's public relations team responded quickly, halting the collaboration and announcing disciplinary actions against involved personnel, including the dismissal of the responsible staff and penalties for senior management [5][9]. - The founder, Lei Jun, emphasized the importance of user respect and acknowledged the ongoing challenges faced by the PR team amid a series of negative public sentiments [5][10]. Group 2: Implications for the Company - The incident highlighted the need for careful vetting of KOL partnerships, focusing on value alignment rather than just traffic, revealing internal management oversights [10]. - Xiaomi's commitment to rectify the situation and maintain user trust was seen as a crucial step in rebuilding relationships with its fanbase [9][12]. - The company must continue to prioritize user satisfaction and improve both product quality and communication strategies to navigate the challenges in the new energy vehicle sector [12][13].