编辑｜杨锦 家电行业再现"口水战"。 主角之一是"插座一哥"公牛集团。这家百亿营收插座龙头，近日因为"小字争议"再度引发外界关注。 （图片来源：网络） 出品｜搜狐财经 作者｜李保铭 截止到1月底，这场口水战已经持续近2个月，事情不仅没有解决，反而有愈演愈烈之势。 何以至此？ 近日，公牛集团与家的电器的广告语纠纷还在持续发酵。 最新进展是，家的电器不仅举办了媒体沟通会，还就公牛集团提起的诉讼提出管辖权异议，并向中山市第二人民法院提起独立诉讼，指控该广告存在合 规性疑问，涉嫌虚假宣传和不正当竞争并获得受理。 针对此次"硬刚"，家的电器方面告诉搜狐财经，"我们认为此次事件的根源并非我方，而是公牛的广告语确实涉嫌不正当竞争。" 搜狐财经以个人投资者身份向公牛集团董秘办电话咨询，询问其有关事项的后续处理事宜，一位证券部员工表示，"前期已经通过媒体发声，现在公司 的诉讼还是在司法程序里面，所以我们也不便过多回应。" 搜狐财经还向家的电器询问是否在媒体沟通会后收到公牛方面的私下回应，家的方面表示，"目前家的电器与公牛集团暂未进行任何私下沟通，双方均 明确通过法律途径解决此次纠纷。" 家的方面指出，"后续我们会针对公牛所提交 ...

中经记者 赵毅 广州报道 然而，这一纸诉状并没有"劝退"家的电器，反而成为这场商业博弈的终极筹码。 "这事一经媒体曝光后流量变得很大，网上很多人讲我们蹭流量。"1月21日，广东中山市家的电器有限 公司创始人匡建面对20多家媒体采访，对近期与公牛集团之间的纠纷进行了系统回应。 匡建甚至向媒体透露，公牛集团在产品的用料上偷工减料，让消费者交"智商税"。"在座的媒体记者你 们回去量一量，标注全长一米八什么意思？公牛的排插线长实际只有一米五到一米六。如果说公牛又要 做出口，又要做内销，那就是双标，为了省成本偷工减料。" "领导者变成规则制定者""不诚信的商业文化搞话术噱头""垄断不利于行业创新"。在发言中，匡建怒怼 公牛集团。 为何一家企业的创始人在媒体面前频频揭露竞争对手，事情源于公牛集团长期使用的一句广告词 ——"10户中国家庭，7户用公牛"。就是这样一句广告语，引发了公牛集团和家的电器之间的"天价索 赔"，也将"小字营销"推上风口浪尖。 420万天价索赔背后的商战 "10户中国家庭，7户用公牛"这是公牛集团长期使用的广告语。近年来，大多数消费者在选购排插时往 往将公牛视为首选，这也使得公牛集团在排插领域的市场份 ...

新年伊始，小米集团创始人雷军在2026年首场直播中直面争议，承认"小字营销"是行业陋习，并承诺小米将"从现在做起，立马整改"。 这场直播恰逢小米汽车业务的关键节点——2025年小米汽车超额17%完成年度目标，售出41.18万台。而2026年的销售目标已定为55万台，有预测称小米 电动汽车销量甚至可能在2026年超越特斯拉。 在《一品汽车》看来，雷军在新年直播中回应"小字营销"争议，称其为行业陋习并承诺立即整改，大有以自身陋习捆绑行业发展的趋势。而与此同时，小 米汽车2026年的销售目标已定为55万辆，则预示着这家车企将在今年亮出更多杀手锏。 Part One 雷军的2026年首场直播历时四个小时，工程师现场完整拆解了一台宝石绿小米YU7。从座椅、底盘到电机、电池包，雷军试图以最直观的方式展示小米汽 车的核心部件与结构设计。 直播的重点之一是回应外界对小米营销手法的质疑。"200公里瞬间刹停"等表述被雷军解释为"类似于'刷剧一口气看了十多集'，是一种真实体验的感慨性 表述"。 对"小字营销"这一被诟病已久的问题，雷军给出了明确的回应："小字确实是行业陋习，在这一点上，小米从现在做起，立马整改。" 01 小字的背 ...

Group 1 - The core viewpoint of the article is that Xiaomi's founder and CEO Lei Jun emphasizes the importance of accurate marketing terminology, specifically criticizing the industry's practice of using inflated voltage numbers in electric vehicle specifications [1][5] - Lei Jun highlights that the new Xiaomi SU7 electric vehicle uses specific voltage figures like 752V and 897V instead of rounding them to 800V or 900V, indicating a commitment to transparency and accuracy in marketing [1] - The company aims to rectify the "small character marketing" issue, which Lei Jun describes as an industry habit, and is willing to adopt higher standards in its communications [5] Group 2 - Lei Jun questions the acceptability of using inflated voltage figures, asking if consumers would accept 600V being marketed as 800V, thereby challenging the industry's norms [5] - The company is taking immediate steps to correct its marketing practices, as Lei Jun previously mentioned in a live broadcast on January 3, indicating a proactive approach to addressing misconceptions about its marketing strategies [5] - Lei Jun asserts that any claims of false or excessive marketing regarding compliant practices are significant misunderstandings of Xiaomi's intentions [5]

Core Viewpoint - Xiaomi's aggressive marketing strategy and product upgrades with the new SU7 model have sparked significant interest in the automotive industry, indicating a shift from a conservative approach to a more dynamic one in 2026 [2][8]. Group 1: New SU7 Launch and Features - The new SU7 has been launched for pre-sale with a price increase of 10,000 to 14,000 yuan compared to the current model, which has generated considerable buzz in the automotive sector [2][8]. - The new SU7 emphasizes technological upgrades, including a significant enhancement in battery voltage platforms from 400V to 752V for standard and Pro versions, and to 897V for the Max version, leading to improved charging speed and energy efficiency [22]. - The Pro version's range has increased from 830 km to 902 km, making it the longest-range pure electric vehicle in its class, while other versions have seen a range increase of 20-35 km [24]. Group 2: Customer Engagement and Transition - Xiaomi has implemented a smooth transition plan for existing customers, allowing those who have locked in orders but not yet taken delivery to switch to the new SU7 model with added benefits [12][20]. - The company has closed sales of the old model immediately upon the new model's pre-sale announcement, which helps mitigate potential dissatisfaction among existing customers [13][20]. Group 3: Safety and Performance Enhancements - The new SU7 includes significant safety upgrades, such as enhanced structural integrity with high-strength steel and additional side airbags, emphasizing the company's commitment to safety [35][36]. - The vehicle now comes standard with advanced driver assistance systems, including laser radar and a comprehensive hardware setup for improved active safety features [29][30]. Group 4: Marketing Strategy Shift - Xiaomi's marketing approach has shifted from using "small print" tactics to more transparent and straightforward communication, as highlighted by the absence of small text in promotional materials [45][52]. - CEO Lei Jun expressed frustration over being labeled a "marketing master," emphasizing the importance of product quality over marketing gimmicks, and indicating a desire to protect customer interests against malicious criticism [55][62]. Group 5: Industry Context and Future Outlook - The automotive industry is expected to shift focus from internal competition to enhancing user experience, as companies face rising costs for materials like lithium and aluminum [42][44]. - Xiaomi's rapid success in the automotive market, despite challenges, reflects a strategic gamble by Lei Jun, who has committed significant personal and professional capital to this venture [68][73].

Group 1 - The core viewpoint of the article is that Xiaomi is addressing criticisms regarding its use of small print marketing, stating that it will eliminate this practice to enhance transparency and user experience [1] - Xiaomi acknowledges that the previous focus on legal compliance led to neglecting customer perceptions, and it aims to rectify this by using larger fonts for important information [1] - The company expresses gratitude for customer feedback and emphasizes its commitment to listening and making necessary changes [1]

Core Viewpoint - Xiaomi's founder Lei Jun held two live broadcasts within a week focusing on Xiaomi's automotive developments, particularly the new generation SU7, while addressing various controversies surrounding the company and himself [1][13]. Group 1: New Generation SU7 - The new generation SU7 is described as a significant upgrade, with many enhancements yet to be revealed, and Lei Jun expressed 100% confidence in the product's capabilities [3][5]. - The new SU7 will be priced higher than its predecessor, with the standard and Pro versions increasing by 14,000 yuan to 229,900 yuan and 259,900 yuan respectively, while the Max version will rise by 10,000 yuan to 309,900 yuan [6]. - The new SU7 features advanced technology, including standard laser radar and 4D millimeter-wave radar, with a driving assistance computing power of 700 TOPS, and various safety features including nine airbags [10]. Group 2: Market Strategy and User Engagement - Lei Jun emphasized that the design changes in the new SU7, while subtle, are aimed at improving functionality and reflect user feedback, maintaining a competitive edge in the market [8]. - The company plans to deliver 410,000 vehicles by 2025 and aims for 550,000 in 2026, indicating a strong growth trajectory in the automotive sector [18]. Group 3: Controversies and Public Relations - Lei Jun addressed the recent KOL collaboration controversy, stating that Xiaomi cannot tolerate negative behavior towards its users and will take steps to protect its reputation [15]. - The company is committed to improving its public relations strategies and ensuring accurate communication to avoid misunderstandings [18].

Core Viewpoint - The article discusses Xiaomi's recent live stream led by Lei Jun, where he addressed various controversies and criticisms surrounding the company, particularly focusing on the impact of "black water armies" (organized online attacks) on his public persona and the company's reputation [4][5][30]. Group 1: Controversies and Responses - Lei Jun expressed his frustration over the negative impact of online attacks, stating that they have caused him significant psychological distress and made him cautious about his public statements [5][8]. - The live stream served as a platform for Lei Jun and the new PR head, Xu Jieyun, to clarify misconceptions, including the misinterpretation of the vehicle's performance claims and the company's policies [14][15]. - Lei Jun highlighted the organized nature of the online attacks, mentioning that a few individuals manipulate thousands of accounts to spread false information about Xiaomi [14][30]. Group 2: Product Performance and Sales - In 2025, Xiaomi delivered 410,000 vehicles, exceeding the initial target of 350,000, indicating strong sales performance despite the controversies [34]. - The Xiaomi YU7 has seen high demand, but the delivery timeline remains long, with reports of up to seven to eight months for customers [32]. - The SU7 Ultra faced a significant drop in monthly sales from thousands to below 100 units due to previous controversies, reflecting the potential long-term impact of negative publicity on sales [31]. Group 3: Future Goals and Strategies - Lei Jun set ambitious goals for 2026, aiming for 550,000 vehicle deliveries, which he considers a challenging yet achievable target [34]. - The company plans to address the issue of "small font marketing" practices, which have drawn criticism, by committing to changes in their marketing strategies [20]. - Xiaomi's management is focused on combating the influence of "black water armies" while also addressing deeper issues within the company to restore its public image [30].

Core Viewpoint - Xiaomi faces both challenges and opportunities in 2025, with increasing negative sentiment towards the company and its CEO Lei Jun, particularly regarding Xiaomi's automotive ventures [1] Group 1: Response to Negative Sentiment - Lei Jun and Xiaomi's new PR head Xu Jieyun publicly addressed widespread rumors about Xiaomi's cars, claiming that negative narratives are manipulated by a small group using multiple accounts to discredit the brand [3][5] - Lei Jun shared his personal experience of driving from Beijing to Shanghai, emphasizing the impressive range of Xiaomi's vehicles, and criticized the negative portrayal of the company's marketing claims [5] - Xu Jieyun acknowledged the issue of "small print marketing" as an industry norm, admitting it can mislead consumers and promising to improve communication by using clearer messaging [6] Group 2: Legal and Public Relations Strategy - Xiaomi has initiated legal actions against those spreading false information, indicating a commitment to protecting its brand reputation [3][8] - Lei Jun refuted claims of having a 7,000-member legal team, emphasizing the need for constructive criticism rather than baseless attacks [8] Group 3: Comparison with Competitors - The article compares Xiaomi's situation to Tesla, noting that while Tesla faces significant negative press, CEO Elon Musk does not attribute sales declines to external factors like "water armies," instead focusing on product adjustments [10] - The commentary suggests that Xiaomi should avoid falling into the trap of blaming external forces for its challenges and instead focus on improving product quality and public relations [10]

Core Viewpoint - The live stream hosted by Xiaomi's founder Lei Jun aimed to address recent criticisms and concerns regarding Xiaomi's automotive products, particularly the new Xiaomi YU7 model [2][3] Group 1: Live Stream and Product Focus - The live stream was initially planned as a New Year's event but was postponed due to Lei Jun's illness, ultimately becoming the first major live stream of 2026 [2] - The core activity involved engineers disassembling the new Xiaomi YU7 to respond to various doubts raised online about Xiaomi's automotive offerings [2] - Lei Jun emphasized the importance of transparency and welcomed more influencers to review Xiaomi cars, urging fair commentary rather than sensationalism [2] Group 2: Response to Criticism and User Engagement - Lei Jun acknowledged the overwhelming criticism faced by the company over the past six months, including organized attacks, and stated that Xiaomi is committed to addressing these issues seriously [2] - The company encourages users who face malicious attacks to report them, promising full support for user rights protection [3] - Xiaomi remains open to constructive feedback from genuine users but will not tolerate defamation or attacks against its customers [3] Group 3: Delivery and Marketing Practices - During the live stream, Lei Jun announced that Xiaomi's total vehicle deliveries for 2025 exceeded 410,000 units [3] - In response to recent controversies regarding "small print marketing," Lei Jun declared that Xiaomi would immediately rectify these practices, acknowledging that they have been a common industry issue [3] - The company recognized that past marketing strategies focused too heavily on legal compliance at the expense of user experience, and they plan to optimize this approach moving forward [3]