雷军，错了吗？

Core Viewpoint - The article discusses the public relations challenges faced by Xiaomi and its CEO Lei Jun following a tragic accident involving the company's electric vehicle, the SU7, which resulted in the deaths of three university students. It highlights the strategic silence adopted by Lei Jun during this crisis and the subsequent return to social media engagement as a signal of recovery for the brand [4][6][10]. Group 1: Incident Overview - On March 29, a Xiaomi SU7 was involved in a fatal accident, leading to significant public scrutiny and criticism of the company [5][6]. - Following the incident, Lei Jun expressed his commitment to addressing concerns but reduced his social media activity, marking a period of silence [5][6][11]. - The accident coincided with Xiaomi's 15th anniversary, during which many planned celebrations were canceled, indicating the severity of the situation [5][6]. Group 2: Public Relations Strategy - Lei Jun's return to social media with fitness updates was seen as a way to signal that the crisis was subsiding and to reconnect with followers [7][12]. - The article notes that while Lei Jun has a significant social media presence, the negative news surrounding the accident has led to mixed reactions from the public, highlighting the risks of personal branding in the face of controversy [10][11]. - Xiaomi's approach to managing the fallout from the accident included offering compensation to affected customers, although some were dissatisfied with the response [6][12]. Group 3: Brand and Personal Image - Lei Jun's personal brand is closely tied to Xiaomi, and his active engagement on social media has been a key marketing strategy for the company [9][12]. - The article suggests that while Lei Jun's personal image has been beneficial for Xiaomi, the company may need to consider future strategies for brand representation as it matures [12]. - The ongoing relationship between Lei Jun's personal brand and Xiaomi's corporate identity raises questions about the sustainability of this approach in light of potential future controversies [10][12].