小米，准备告别「雷布斯」模式？

Core Viewpoint - Xiaomi's public relations strategy is undergoing significant changes, particularly in light of recent controversies surrounding safety concerns in its automotive division, necessitating a clear separation between the founder's persona and the company's brand identity [3][30]. Group 1: Public Relations Strategy - The public relations model that integrates founder Lei Jun's persona with Xiaomi's brand has reached a critical point, especially following the recent backlash regarding automotive safety [4][5]. - Lei Jun's public image has been a double-edged sword, as it has both elevated Xiaomi's brand and created vulnerabilities when safety issues arise [26][29]. - The potential change in the head of public relations indicates a shift in strategy to better manage public perception and address criticisms more effectively [7][30]. Group 2: KML Model - The KML model, which stands for Key Opinion Leaders, Media, and Loyal Fans, was initially effective for Xiaomi but has since become problematic as it has evolved into a more insular and defensive structure [9][10]. - The transformation of the KML model has led to a situation where loyal fans act more as protectors of Lei Jun rather than constructive critics, complicating the company's ability to respond to legitimate concerns [20][21]. - The KML model's effectiveness has diminished, as it has created a polarized environment where rational discourse is stifled, making it difficult for Xiaomi to navigate public relations crises [21][27]. Group 3: Need for Change - Xiaomi must establish a clear "IP firewall" to delineate the roles of Lei Jun, the company, and its automotive division, ensuring that the founder's persona does not overshadow the brand's integrity [30][31]. - The company needs to focus on product quality and safety to regain public trust, rather than relying solely on the founder's charisma to drive brand loyalty [31].