XIAOMI(HK:01810) 21世纪经济报道·2026-01-08 12:12Core Viewpoint - The article discusses Xiaomi's recent live broadcasts led by Lei Jun, focusing on addressing misinformation and emphasizing safety upgrades in their new car models, particularly the SU7, following past incidents that raised safety concerns [3][4][5]. Group 1: Live Broadcasts and Misinformation - On January 3, 2026, Lei Jun held a live broadcast to clarify misinformation about Xiaomi, particularly regarding the YU7 model [3]. - A second broadcast on January 7, 2026, was intended to introduce the SU7's 26 upgraded models but spent significant time addressing rumors and safety concerns [3][4]. - Lei Jun expressed personal stress from the negative publicity, indicating a shift from a confident public persona to one requiring frequent clarifications and apologies [3][4]. Group 2: Strategic Shift in Safety Focus - Xiaomi's strategy has shifted from "outstanding performance" to prioritizing safety after facing backlash from two accidents in 2025 [4][5]. - The 2026 SU7 models will incorporate enhanced safety features, including a steel-aluminum hybrid body with a strength of 2000MPa and seven active safety airbags [5][6]. - Following a tragic accident in March 2025, Xiaomi developed a new "super steel" with a strength of 2200MPa, improving the vehicle's crash resistance [5][6]. Group 3: Safety Enhancements in SU7 - The SU7 series will feature a high-strength protective beam and a bulletproof coating to enhance battery pack safety [6][7]. - Additional safety features include two new rear side airbags and a standard configuration of nine airbags across all models [7][8]. - The upgraded models will also include advanced driver assistance systems with improved detection capabilities and processing power [7][8]. Group 4: Impact of "Participation" Marketing Strategy - Xiaomi's early marketing strategy relied heavily on consumer engagement through social media, fostering a loyal fan base [10][11]. - However, as the company grew, it attracted a more diverse audience, including less discerning fans, which led to increased scrutiny and criticism [11][12]. - The intense focus on Lei Jun's personal brand has resulted in public perception being closely tied to his actions, amplifying the impact of any product issues on Xiaomi's reputation [11][12]. Group 5: Future Challenges and Product Line Expansion - In 2026, Xiaomi plans to expand its product lineup with additional models, including an administrative version of the SU7 and two new SUV variants [12]. - While current sales figures are strong, the company faces the challenge of maintaining trust and brand loyalty as it seeks to penetrate broader markets beyond its core fan base [12].