XIAOMI(HK:01810) Xin Lang Cai Jing·2026-01-08 11:59Core Insights - Xiaomi's automotive division experienced a tumultuous start to 2026, with CEO Lei Jun announcing the sale of 410,000 vehicles last year and achieving a quarterly profit of 700 million [1] - Despite these achievements, the company's stock price fell, leading to a market capitalization drop below 1 trillion, primarily due to a controversial marketing decision that angered core fans [1] Group 1: Company Performance - Xiaomi sold 410,000 vehicles last year, marking a significant milestone for the automotive division [1] - The company reported its first quarterly profit of 700 million, indicating a positive financial trend [1] Group 2: Market Reaction - Following a controversial marketing campaign targeting a critic of Xiaomi, the company's stock price declined, resulting in a market cap drop below 1 trillion [1] - The backlash from fans led to a swift response from Xiaomi, including an apology, the dismissal of the involved employee, and the withholding of bonuses for two executives [1] Group 3: Internal Challenges - The incident highlighted Xiaomi's underlying anxiety in managing public perception and negative press, suggesting that the company may be struggling to maintain its brand image amidst increasing competition [1] - The need for a more solid approach to brand management was emphasized, indicating that reliance on fan support alone may not be sufficient for the company's success [1]