XIAOMI(HK:01810) 第一财经·2025-05-17 04:19Core Viewpoint - The article discusses the recent public relations crisis faced by Xiaomi and its CEO Lei Jun following a tragic accident involving one of their vehicles, highlighting the need for companies to balance marketing with safety and responsibility [2][4][5]. Group 1: Incident Overview - Lei Jun's recent remarks about the March accident that resulted in three fatalities reveal a disconnect between the company's marketing focus and public expectations regarding safety [2][4]. - The accident has led to significant public scrutiny and criticism, forcing Xiaomi to confront the reality of its responsibilities as a major player in the automotive industry [2][4]. Group 2: Marketing vs. Responsibility - Xiaomi's marketing-driven approach has been successful in the past, but the recent incident has exposed the dangers of prioritizing marketing over product quality and user safety [4][5]. - The company's image as a "hardcore technology" brand is at risk due to the negative publicity surrounding the accident and the perceived insensitivity of its marketing strategies [5]. Group 3: Public Reaction and Company Response - Public reaction to the accident has been intense, with many expressing disappointment in Xiaomi's handling of the situation and its focus on the company's reputation rather than the victims [3][5]. - Lei Jun's comments during an internal speech, which were leaked, have been interpreted as prioritizing the company's image over the gravity of the accident, leading to further backlash [3][5]. Group 4: Future Considerations - The article suggests that Xiaomi needs to revisit its core values, particularly the principles of sincerity and passion, to regain public trust and ensure that marketing efforts do not overshadow product safety [6].