XIAOMI(HK:01810) Sou Hu Cai Jing·2026-01-09 05:00Core Viewpoint - The article discusses the recent controversies surrounding Xiaomi, particularly the backlash from its fanbase (Mi Fans) due to a KOL (Key Opinion Leader) incident, highlighting the challenges Xiaomi faces in managing its brand image and public relations [2][4][10]. Group 1: Incident Overview - On January 5, a KOL named "万能的大熊" revealed in a group chat that Xiaomi had paid him, leading to a significant backlash from the Mi Fan community [2]. - Xiaomi's PR manager, Xu Jieyun, publicly apologized and confirmed the termination of all collaborations with the involved KOL, acknowledging the incident as a serious violation of company principles [4]. - Xiaomi's CEO, Lei Jun, emphasized the importance of protecting users and stated that the issue was not just about criticism but involved attacks on the Mi Fan community [4][10]. Group 2: Fan Dynamics - The article explores the evolution of Xiaomi's fanbase, noting that Mi Fans have transitioned from mere supporters to active participants in the company's operations, often influencing brand decisions through protests and social media [10][19]. - Xiaomi's initial success was largely attributed to its dedicated fanbase, which provided marketing support and product feedback during its early days [11]. - The extreme reactions from some fans have created a challenging environment for Xiaomi's PR, where any criticism is met with hostility from loyal supporters [13][17]. Group 3: Brand Perception and Marketing - The perception that Xiaomi relies solely on marketing has been a point of contention, with Lei Jun arguing that this view undermines the company's technological capabilities [25][27]. - The article highlights the negative impact of emotional and polarized public discourse on Xiaomi's brand image, suggesting that rational voices are often drowned out by more extreme opinions [17][30]. - Xiaomi's brand Net Promoter Score (NPS) has declined to 65.4, down approximately 8.5 points, indicating a growing concern over user sentiment and external perceptions [19][20]. Group 4: Future Directions - Lei Jun has indicated a strategic shift towards investing in core technologies to transition Xiaomi from an internet company to a technology-driven enterprise, acknowledging past missteps in market positioning [30][33]. - The article suggests that Xiaomi's ability to innovate and compete across various sectors, such as home appliances and automotive, is rooted in its strong engineering capabilities and systematic approach [33]. - The need for a balanced approach in addressing both fan concerns and broader market perceptions is emphasized, advocating for a focus on the majority of users rather than being overly reactive to vocal minorities [24].