XIAOMI(HK:01810) 商业洞察·2025-06-13 08:35Core Viewpoint - The article discusses the recent challenges faced by Xiaomi in the smart driving sector, including a training incident that raised public concerns, regulatory scrutiny, and significant personnel changes within the company [2][3][36]. Group 1: Incident and Public Reaction - Xiaomi's smart driving training program faced backlash after an incident where a Xiaomi SU7 vehicle crashed into a greenbelt, leading to public doubts about the vehicle's quality and driving system [3][8]. - The incident was amplified by rumors of casualties, which Xiaomi's executives quickly refuted, labeling them as malicious fabrications aimed at discrediting the training program [13][14]. - Xiaomi's CEO, Lei Jun, emphasized that such incidents are part of the training's value, as it allows participants to experience extreme driving conditions and improve their skills [17][19]. Group 2: Regulatory Environment - The Ministry of Industry and Information Technology (MIIT) announced increased scrutiny on high-profile vehicles, including Xiaomi's, to ensure quality and safety in the rapidly expanding electric vehicle market [31][33]. - This regulatory focus aims to enhance consumer safety and address potential quality issues arising from new technologies in the electric vehicle sector [34][35]. Group 3: Personnel Changes - Xiaomi announced a significant personnel restructuring, appointing Wang Xiaoyan as the new general manager of the Xiaomi Home retail division, which is seen as a strategic move to enhance offline sales and service efficiency [37][40]. - Wang Xiaoyan's extensive experience in the telecommunications industry and his previous success in driving retail innovations at Xiaomi are expected to support the company's growth in a competitive market [41][46]. - This restructuring reflects Xiaomi's shift from merely increasing store numbers to focusing on user experience and systematic operations in its retail strategy [48]. Group 4: Overall Implications - The combination of the training incident, regulatory scrutiny, and personnel changes indicates that Xiaomi is navigating a period of both challenges and opportunities for growth and brand reputation management [49][50]. - Despite the hurdles, Xiaomi's commitment to addressing rumors and enhancing user safety through its training programs demonstrates its determination to maintain consumer trust and improve its market position [50][51].