人老实话不多？小米汽车与雷军的成与败

Core Viewpoint - Xiaomi's founder Lei Jun acknowledged the issue of "small print marketing" as an industry malpractice and committed to immediate rectification during the first live broadcast of 2026 [1][3][7]. Group 1: Sales Performance and Targets - In 2025, Xiaomi's automotive business exceeded its annual target by 17%, selling 411,800 units, with a sales target of 550,000 units set for 2026 [3][16]. - Predictions suggest that Xiaomi's electric vehicle sales could potentially surpass Tesla's in 2026, with Bloomberg forecasting a 100% increase, leading to an annual shipment of 782,000 units [16][20]. - Xiaomi's automotive business is expected to contribute 30% to the group's total revenue [20]. Group 2: Marketing Strategy Changes - Lei Jun's live broadcast included a four-hour session where an engineer disassembled a Xiaomi vehicle to showcase its core components, aiming for transparency [4]. - The company has reduced the number of promotional materials containing "small print" from 32 to 13 within a month, indicating a shift towards using larger fonts for better readability [10][12]. - Xiaomi's marketing strategy is evolving to emphasize transparency, with Lei Jun stating that specific voltage values will be clearly marked instead of using generalized terms [20][21].