观澜2025 | 被“围剿”的雷军

Core Viewpoint - The article discusses the challenges faced by Xiaomi and its CEO Lei Jun in 2025, highlighting a series of controversies that have impacted the company's reputation and operations in the automotive sector, despite achieving significant sales milestones and technological advancements. Group 1: Controversies and Reactions - The 3·29 incident involving a Xiaomi SU7 vehicle resulted in a tragic accident, leading to public outcry and significant scrutiny over the vehicle's safety features, causing a loss of 380 billion HKD in market value for Xiaomi [5] - Lei Jun addressed various accusations during a live stream, including claims of misleading marketing and safety concerns, emphasizing the need for fair media representation and acknowledging the company's past marketing practices that require improvement [4][10] - The "green belt warrior" label emerged from edited videos circulating online, which misrepresented the safety of Xiaomi vehicles, prompting Lei Jun to clarify that the accident rate of Xiaomi cars is below the industry average [9] Group 2: Product and Marketing Issues - The SU7Ultra's power limitation controversy arose when an OTA update restricted the vehicle's horsepower, leading to consumer backlash and accusations of misleading marketing [6] - The "flavor hood" controversy involved discrepancies between the advertised features of the SU7Ultra's carbon fiber hood and its actual design, resulting in customer demands for refunds and legal action [7] - The "small字 marketing" issue highlighted misleading promotional practices across multiple product lines, prompting Lei Jun to acknowledge the problem and commit to clearer marketing strategies [10] Group 3: Business Performance Amid Controversies - Despite the controversies, Xiaomi's automotive division achieved over 410,000 vehicle deliveries in 2025, surpassing its targets, with the SU7 series becoming the best-selling model in its category [12] - The company reported its first quarterly profit in the automotive sector, with a gross margin of 25.5%, indicating a successful transition into the automotive market despite the surrounding challenges [12] Group 4: Industry Implications - The controversies surrounding Xiaomi have sparked broader discussions within the automotive industry regarding safety standards, marketing ethics, and the importance of consumer rights, pushing for regulatory improvements [13] - The ongoing scrutiny of Xiaomi's practices serves as a case study for other companies in the rapidly evolving smart automotive sector, emphasizing the need for transparency and accountability in marketing and product safety [14]