五天两场直播，雷军重拾“不服就干”

Core Insights - Xiaomi Group and its founder Lei Jun are at a crossroads of traffic backlash and brand reconstruction, with their personal IP becoming a double-edged sword [3][12] Group 1: Recent Developments - Lei Jun made a surprise appearance during a live stream on January 7, 2026, announcing the upcoming launch of the new SU7 model [4] - The live stream format included a product breakdown in the first half and a Q&A session addressing public concerns in the second half [5] - The company has faced significant public relations challenges, including controversies surrounding KOL collaborations and marketing strategies [6][12] Group 2: Public Relations and Marketing - Lei Jun addressed the KOL collaboration issue, emphasizing that the company cannot tolerate any disrespect towards Xiaomi users [6] - The marketing strategy has been questioned, with Lei Jun clarifying that the company's approach has evolved since its early days [6][12] - The label of "marketing master" has been a point of contention, with Lei Jun asserting that Xiaomi's success is rooted in product quality rather than marketing [7][12] Group 3: User Engagement and Feedback - Lei Jun acknowledged a drop of 290,000 followers, which is only 0.6% of the total 43 million followers, attributing it to a lack of engagement [9] - He committed to more frequent communication with users to address issues directly and transparently [9][12] - The live stream showcased Lei Jun's relaxed demeanor, indicating a return to form and a connection with the audience [10][11] Group 4: Market Context and Future Outlook - The competitive landscape has intensified, with Xiaomi needing to maintain its user base across various sectors while facing scrutiny from competitors [12] - The company's commitment to product quality and user engagement remains a cornerstone of its strategy, despite external pressures [12][13] - The future remains uncertain as the company navigates the challenges of 2025 and beyond, with the effectiveness of Lei Jun's approach yet to be determined [12][13]