随着正式调查结果公布，公司认定该事件严重违反内部管理原则，伤害了广大用户的情感，属于重大违 规行为。依据相关制度，作出如下处理： 2026年1月7日，小米公司创始人、董事长兼CEO雷军在当晚的直播活动中首次就近期引发关注的KOL 事件作出回应。他表示，公司对此事高度重视，已组织专项调查，管理层经过慎重讨论后作出相应处理 决定。 雷军指出，此次事件的关键并不在于KOL对小米提出批评，也不涉及是否冒犯了用户群体，问题的严 重性在于该KOL长期存在贬损、攻击米粉的行为，甚至公开表达对用户的恶意言论。他强调，小米始 终坚持"因为米粉，所以小米"的理念，用户是公司发展的根本。对于持续伤害用户情感的内容创作者， 小米绝不与其合作，这是不可逾越的底线。 此前，小米公司发言人于1月6日发布声明称，针对团队与该KOL接触的情况，公司第一时间启动调查 程序，并于当晚由集团公关部总经理徐洁云通报初步决定：立即终止与该KOL的一切接触，且明确承 诺未来不会开展任何形式的合作。 2026-01-08 01:41:04 作者：狼叫兽 声明中提到，小米今日所取得的成绩，离不开用户长期以来的信任与支持。公司对此事造成的不良影响 深表歉意，将 ...

导语： 不仅仅是中国车市，2025年全球汽车市场的竞争都变得更加激烈。供应链的不稳定、宏观经济的变迁、电动化智能化带来的用户需求巨变，让车市进入了一 个不稳定周期。 在这样的大环境中，如何保持稳定的经营质量，实现稳中有进的业绩，为后续转型发展积蓄力量已经成为摆在全球各大车企面前的重要议题。 就在众多巨头仍在绞尽脑汁解题时，有一家全球车企已经率先交出了一份漂亮的答卷。 它就是起亚汽车。 2025年，起亚全球销量超313.5万辆，同比提升2%，创下自1944年成立以来的最高销量记录。在竞争激烈、变革剧烈的中国市场，悦达起亚连续10个月单月 销量超2万辆；累计销量约25.4万辆，同比增长2%，连续两年销售呈现正增长。 在全球和中国同步实现双增长，甚至创下历史新高，这在当下的大环境中并不常见。 诞生自1944年的起亚，究竟抓住了哪些秘钥，才在激烈竞争中领先于一众同行，率先找到破题的解法？ 以用户为中心，决胜车市淘汰赛 汽车行业是一场泥泞的马拉松比赛，这几乎已成为所有汽车人的共识。在漫长的竞赛中，市场的波动起伏是常态，如何穿越周期，实现稳中有进，是一代又 一代汽车人所需要面临的难题。 而对于这个问题，起亚从1944年开 ...

当下汽车行业同质化内卷，不仅体现在产品上，同样也体现在命名方式上——或是堆砌晦涩的英文缩 写，或是附庸风雅地挪用古风辞藻，将命名异化为一场脱离用户的概念游戏。 但2026年初，长城汽车全新平台的命名之举，却走出了一条反其道而行之的路径——将平台命名权彻底 交予公众。9.6万人参与投票，11.2万张选票汇聚成最终答案，"归元"二字从一众备选方案中脱颖而出。 这并非一次简单的营销共创，更像是一份行业宣言：藏在"归元"二字背后的，是长城汽车跳出内卷漩 涡、锚定用户需求本质的底层逻辑，亦是其撬动全球市场的技术底气与战略雄心。 命名溯源：从用户共创到"归元"的初心锚定 这次命名的核心逻辑，是长城跳出营销噱头，真正与用户对齐认知。从长城汽车董事长魏建军为新平台 全网征名开启，到超10000条网友建议与命名解析，累计约9.6万人积极参与定名投票，长城汽车将这场 新平台征名活动，变成了一次用户参与、联合共创、价值沉淀的深度互动，也是一次对"坚持长期主义 以用户为中心"发展理念的深刻诠释。 "归元"胜出的关键，在于其精准戳中长城的造车逻辑。拆解二字可知，"归"是回归，是追溯。回归汽车 作为出行工具的本质，追溯技术创新的初心—— ...

2025年，中国新能源汽车市场竞争进入深水区。在行业格局加速重构的背景下，广汽埃安以一份亮眼 的"收官答卷"，为这一年画上充满能量的句点。12月，凭借埃安i60上市首月突破10000辆成绩的强势拉 动，广汽埃安全系月销量达40066辆，不仅实现多个月持续环比增长，更创下年内销量新高。 从产品到承诺，埃安打造国民好车信任闭环 销量跃升的背后，是产品力获得市场认可的最直接体现。作为埃安推出的首款"国民增程大5座SUV"， i60凭借"增电同价"策略精准切中了主流家庭用户对于"高价值、低焦虑"出行的核心诉求，不仅降低了 高品质新能源车的消费门槛，更以多项领先的智能驾驶辅助功能实现了"科技平权"，无疑是埃安长期坚 持"以用户为中心"，持续深耕"国民好车"理念的集中呈现。 从满足多场景家庭需求的埃安V home，到可充可换电的埃安UT super，再到上市即热销的i60，埃安"国 民好车"的产品矩阵越发强大；而国民好车的发力，也在推动埃安销量结构持续优化，C端用户占比已 显著提升，品牌市场根基进一步夯实，展现出健康可持续的发展态势。 埃安定义的国民好车，还不止于产品上，更在于贯穿用车全周期的安心保障。在埃安i60行业首 ...

Core Viewpoint - The article highlights Haier's successful growth in the Thai market despite a challenging international trade environment, emphasizing the importance of brand recognition, local adaptation, and innovative product offerings [1][11]. Group 1: Market Performance - Haier's overseas market revenue grew by 10.5% in the first three quarters of 2025, with Southeast Asia seeing over 15% growth [1]. - In the Thai white goods market, while the overall market declined by 4.9%, Haier's white goods sales increased by 29%, making it the leading brand in Thailand [1][5]. Group 2: Strategic Development - Haier entered the Thai market in 2002, initially facing challenges due to low brand awareness and product mismatch with local needs. The turning point came in 2007 with the acquisition of Sanyo's white goods division, allowing for a localized strategy [5]. - The company has adopted a "three-in-one" localization strategy involving research, manufacturing, and marketing, which has proven successful in establishing its market position [5][12]. Group 3: Future Opportunities - There remains significant potential in the Thai market, particularly through deeper understanding of user needs and enhancing operational efficiency. Haier aims to improve its market share in retail stores and expand its service network [6][12]. - The company plans to continue focusing on high-end product lines while also penetrating lower-tier markets, ensuring comprehensive coverage across Thailand [8]. Group 4: Brand Perception - Consumer perceptions of Chinese brands are shifting from "value for money" to recognizing the technological advancements and differentiated product offerings, with Haier's brand awareness now on par with Korean brands [9]. - Haier's ability to quickly adapt and introduce new technologies gives it a competitive edge over traditional brands with longer product iteration cycles [9]. Group 5: Supply Chain and Local Adaptation - Haier's strategic investments in local manufacturing, such as the new air conditioning factory in Chonburi, enhance its supply chain resilience and ability to meet local demand [11]. - The company emphasizes the importance of being "In Thailand, For Thailand," which is crucial for establishing a strong foothold in the local market [12].

今年11月，零跑汽车交付70327台，连续9个月位列新势力品牌销量冠军。 这家坐落在杭州的车企，用了十年时间一步步做到了"领跑"。 2025年12月24日，零跑汽车十周年这一天，创始人、董事长兼CEO朱江明发布了一封内部信，叙说着对过往的复盘，展露着对当下的清醒，对未来的笃 定。 2019至2025年，朱江明发布的七封内部信，都有一个最鲜明的特性： 2025年12月24日，零跑汽车迎来十周岁生日。 没有华丽的辞藻，没有宏大的叙事。 只有朱江明发布的一封内部信。 十年间，朱江明一共发布了七封内部信，串联起了零跑从初创到盈利、从本土到全球的发展轨迹，而十周年这封沉甸甸的信函，更是将"务实可靠、以终 为始"的企业基因推向了新的高度。 本文首发于亿欧汽车 在这封内部信里，朱江明的笔触审慎且坚定："过去的十年我们很难，可以说是九死一生。现在我们也才刚过温饱线，远远没到庆功的时候。站在新十年 的起点，从跟跑到领跑，这要求我们不能再以'新势力'自居，而要以一家可持续发展、值得尊敬的世界级车企来要求自己。" 维度一：拒绝空谈，行胜于言， 作者｜郝秋慧 从2019年起，零跑每年生日这一天，创始人朱江明都会以一封内部信为企业纪年 ...

Core Insights - Mercedes-Benz is undergoing a significant upgrade of its core models, including the long-wheelbase C-Class, E-Class, S-Class, and various SUVs, reflecting a strategic commitment to local market demands and competitive positioning [1][11] Product Upgrades - The long-wheelbase C-Class now features the M254 2.0T engine, standard 360° intelligent parking, and heated front seats, enhancing overall value by 45,000 yuan [5] - The E-Class family has introduced the E260L classic version, with standard navigation assistance and automatic anti-glare rearview mirrors, reinforcing its position as a luxury sedan [5] - The flagship S-Class has integrated features like navigation assistance and air suspension across all models, with the new S400L special edition offering additional luxury options [7] - The GLB SUV has launched the GLB220 classic edition, enhancing its sporty appeal while maintaining practical features like intelligent navigation assistance [9] - The GLS SUV, built on the MHA platform, balances on-road comfort and off-road performance, with added luxury features in higher trims [9] Market Strategy - The automotive industry is experiencing unprecedented changes, with the luxury car market entering a phase of rational adjustment after explosive growth [11] - Mercedes-Benz's upgrades reflect a shift from "function chasing" to "value weighing," addressing the evolving preferences of consumers [13] - The company emphasizes a strategy of "value upgrades rather than price competition," aiming to expand its user base without compromising luxury attributes [15]

Core Viewpoint - Shenzhou Car Rental has announced a comprehensive upgrade of its travel services, introducing a six-part quality service system aimed at enhancing trust, safety, convenience, and after-sales support in the car rental industry [1] Group 1: Service Upgrade - The new service system includes "safe travel, assured rental, compensation for dirt, return at different locations, long-distance delivery, and worry-free throughout" [1] - This initiative integrates previously scattered trust standards, safety responsibilities, convenient experiences, and after-sales guarantees into a systematic service standard [1] Group 2: Market Position - Shenzhou Car Rental operates a fleet of over 190,000 vehicles and has approximately 180 million registered users [1] - The company has a nationwide network of 6,500 outlets covering airports, high-speed rail stations, and key business districts [1] Group 3: Industry Impact - As an industry leader, Shenzhou Car Rental's move to systematize service standards aims to establish competitive barriers based on trust, addressing long-standing issues of safety, transparency, convenience, and after-sales service in the industry [1] - The development of a more standardized, transparent, and user-centered car rental ecosystem is accelerating due to the resonance between policy guidance and corporate innovation [1]

Core Insights - The public relations industry is facing significant challenges in 2025, as traditional narratives based on individualism and corporate power are becoming ineffective and even harmful [4][9] - The marketing landscape is increasingly difficult, with peak traffic, ineffective content, and rising consumer skepticism [4][10] - The evolution of consumer behavior over the past decade has shifted from a focus on consumption upgrades to a more rational and quality-conscious approach [5][17] Consumer Behavior Changes - The past decade has seen a transition from a consumption upgrade frenzy in 2017-2018 to a focus on self-awareness and quality by 2025, termed the "quality awakening" era [5][17] - Consumers are now prioritizing "value for money" and are more discerning, moving from a collective mindset to an individualistic one, where personal preferences take precedence [5][19] - The rise of the "Z generation" emphasizes self-satisfaction and emotional value over traditional consumerism [19][20] Marketing Strategies - Companies must adapt to a "user-centric" approach, focusing on exceeding niche demands rather than catering to average consumer needs [7][25] - Successful marketing will require brands to engage in empathy, consensus-building, and co-creation with consumers [28][29] - The importance of cultural products over functional ones is increasing, as consumers seek emotional connections with brands [6][25] Industry Trends - The automotive industry is witnessing a shift towards "precision specialization," where brands must cater to specific consumer segments rather than broad demographics [7][25] - The concept of "instant retail" is gaining traction, with consumers making purchasing decisions online before visiting physical stores [20] - The dominance of domestic brands in the automotive sector has reached approximately 70%, reflecting a growing cultural confidence among consumers [20][26]

Core Insights - Haier Smart Home has achieved double-digit growth in net profit attributable to shareholders for five consecutive years, making it the only company in the home appliance industry to do so, while only 72 companies in the entire A-share market have maintained such growth, representing just 1.32% of listed companies [1][2] Group 1: Market Transformation - The company has implemented a comprehensive transformation of its market system through deepening digital inventory changes, achieving a total inventory control (TOC) model, with 74% of products in county specialty stores delivered directly to users in the first three quarters [1] - This direct delivery model reduces financial and storage pressures for the company, enhances turnover efficiency, and lowers operational costs, leading to a light asset operation [1] Group 2: Service Transformation - Haier Smart Home has established a user lifecycle closed-loop platform, allowing for real-time responses to user needs and enabling precise services [2] Group 3: Management Transformation - The management platform, born from user demands, has improved management efficiency, aiming to establish a permanent connection with users through smart home solutions [2] - The company has over 13 million active users on its domestic San Yi Niao platform, more than 6 million users on the Smart HQ platform in the U.S., and over 10 million registered users on the hOn platform in Europe [2]