小米“自杀式”公关！雷军伤了亿万米粉的心

Core Viewpoint - Xiaomi's recent decision to collaborate with a well-known critic, "万能的大熊," has sparked significant backlash among its user base, leading to a crisis in public relations and internal management [1][12][20]. Group 1: Collaboration Controversy - The partnership with "万能的大熊" is seen as a betrayal by Xiaomi's loyal fans, who feel insulted by the choice of a figure known for criticizing the brand [6][12]. - The backlash was immediate, with fans expressing their outrage on social media and some influencers terminating their collaborations with Xiaomi [14][15]. - Xiaomi's public relations team quickly responded by terminating the collaboration and dismissing the responsible personnel, indicating a severe internal crisis [20][21][24]. Group 2: Internal Management Issues - The decision to collaborate with a known critic raises questions about Xiaomi's internal approval processes and risk management, suggesting a lack of oversight [25][26]. - The swift punitive actions taken against the involved employees may appear to resolve the immediate crisis but highlight deeper issues within the company's values and decision-making processes [25][28]. - The incident reflects a reactive approach to public relations, driven by user backlash rather than a proactive brand strategy [28][39]. Group 3: Brand Values and Identity - Xiaomi's original brand ethos centered around being friends with users and valuing their feedback, which seems to have been compromised in recent times [29][30]. - The shift towards a more transactional relationship with users, exemplified by the attempt to "buy" off criticism, undermines the brand's foundational values [34][36]. - The company needs to refocus on its core mission of product quality and user engagement rather than chasing short-term publicity [39].