以下文章来源于剁椒Spicy ，作者剁椒团队 剁椒Spicy . 专注于电商、营销、流量生态，以及消费者洞察的全新商业自媒体 来源丨剁椒Spicy（ID：ylwanjia） 作者丨亚娜 一场意外交通事故，小米汽车陷入负面舆情，受事件影响，小米股价持续走低，近两天市值缩水超过 1200亿港元。 来自逝者家属的悲痛发声、网友的愤愤不平，将事发后保持沉默的小米汽车和雷军推至了舆论中心。 这场事故下，雷军呈现出了反常态的逻辑。往常为了宣传小米可以一天发七八条微博，但这次雷军在时 隔三天才出面回应。甚至在事发后第二天，雷军还在微博上为小米15Ultra做宣传，配图发文"用小米 15Ultra解锁武汉大学夜樱之美"。 或是迫于舆论强压，距离事故发生72小时候后，小米官方率先发声，随后雷军也发布微博表达了对逝者 的哀悼并表态称，"小米不会回避，会用行动回答大家的问题。" 因小米SU7事故引发的舆论反噬，本质上是雷军个人IP与小米品牌深度绑定的战略在危机中暴露出的致命 缺陷，也侧面映射出了"流量经济"的双刃效应，为企业敲响了过度依赖企业创始人形象深层风险的警 钟。 陷入"造神陷阱"的雷军，流量红利与反噬的悖论 从大众视野来看 ...

Core Viewpoint - The incident involving the Xiaomi SU7 car crash on March 29, 2025, has resulted in significant public backlash against the company and its founder Lei Jun, drawing parallels to previous controversies in the entertainment industry [1][3][12]. Group 1: Incident Details - On March 29, 2025, a Xiaomi SU7 crashed into a construction barrier, leading to a fire that claimed the lives of three young women [1]. - The victims' families raised concerns about the car's safety features, including claims of spontaneous combustion and locked doors preventing escape [3]. - Xiaomi's delayed response to the incident allowed public sentiment to escalate, with Lei Jun later stating that the company would not evade responsibility and would cooperate with investigations [3][4]. Group 2: Brand and Public Image - Lei Jun's public persona, which had been cultivated as a friendly and approachable figure, faced a severe crisis following the accident, contrasting sharply with his previous image as a "top internet celebrity entrepreneur" [4][5]. - The incident has drawn attention to the risks associated with entrepreneurs becoming deeply intertwined with their brands, as any misstep can lead to significant reputational damage [14]. - Following the crash, Xiaomi's stock dropped nearly 10% within two days, resulting in a market value loss of over 120 billion HKD [12][13]. Group 3: Marketing and Sales Performance - Xiaomi's automotive division reported a revenue of 16.7 billion CNY in Q4 of the previous year, with a gross margin of 20.4%, indicating strong financial performance prior to the incident [7]. - The SU7 model achieved impressive sales figures, with over 136,900 units sold in its first year, surpassing competitors like NIO and Xpeng [6][7]. - The company has set a delivery target of 350,000 vehicles for 2025, reflecting its ambitious growth plans in the automotive sector [7]. Group 4: Broader Implications for the Industry - The incident serves as a cautionary tale for other entrepreneurs who seek to leverage their personal brands in the digital age, highlighting the potential for backlash when public expectations are not met [12][14]. - The phenomenon of "celebrity entrepreneurs" is becoming more common, but the risks associated with this trend are significant, as seen in the case of Lei Jun and Xiaomi [9][10].