Core Viewpoint - Lei Jun, the founder of Xiaomi, has held two live broadcasts in early January 2026 to address misinformation about the company and to introduce the upgraded Xiaomi SU7 models, emphasizing safety and technology improvements following past incidents [4][19][20]. Group 1: Live Broadcasts and Misinformation - The first live broadcast on January 3 focused on debunking false information about Xiaomi YU7 [4][18]. - The second broadcast on January 7 was intended to introduce 26 upgraded models of SU7 but spent nearly two hours addressing rumors, with only about 40 minutes dedicated to the actual product introduction [19][20]. - Lei Jun expressed feelings of being overwhelmed by negative publicity, indicating a shift in the company's communication strategy [20][21]. Group 2: Shift in Strategy - Xiaomi's strategy has shifted from "outstanding performance" to prioritizing safety, particularly after two accidents in 2025 that raised public concerns [7][22]. - The safety features from YU7 have been integrated into the 2026 SU7 models, including a high-strength steel body and multiple safety airbags [8][23]. Group 3: Safety Enhancements - The 2026 SU7 models feature a body made of 2200MPa "Xiaomi Super Steel," enhancing crash resistance and overall safety [8][23]. - New safety measures include additional side airbags, improved braking systems, and upgraded autonomous driving capabilities with laser radar and enhanced computing power [9][10][24]. Group 4: Marketing and Brand Perception - Xiaomi's marketing strategy, which relies heavily on consumer engagement and community building, has faced backlash as the company scales, leading to a mix of supportive and critical voices among its fanbase [12][26]. - The intense scrutiny on Lei Jun's personal brand has resulted in public perception being closely tied to the company's reputation, complicating the response to criticism [27][28]. - Despite strong sales figures, Xiaomi faces challenges in maintaining brand trust as it expands beyond its core fanbase into broader markets [14][28].

21世纪经济报道记者何煦阳报道 2026年开年一周，雷军已经举办了两场直播。 CREACED 3 国语版 -1. 1 48 e 1月3日，雷军举行2026年第一场直播，重点拆解小米YU7，并集中回应网络上长期以来关于小米的不实 信息。 四天之后，即1月7日，雷军举办第二场直播。原本主题应是介绍小米SU7的26款升级车型，然而在两个 半小时的直播中，辟谣内容仍占据近两小时，涉及"丢轮保车""1300公里充一次电""一个杯子开15次 会"等多个传言。 相比之下，1月7日晚对26款SU7的介绍仅占约40分钟。雷军表示，26款SU7在电机、底盘、碳化硅平台 等方面均进行了重大升级。但观察此次小米对26款SU7的宣传侧重，被动安全和辅助驾驶的升级在各新 媒体平台均被置于首位。 在两次直播中，雷军均坦言"被黑怕了""睡不着觉"。 过去十多年，小米靠"参与感"起家，靠粉丝共建放大声量，入局造车后，小米也用该策略获得成功，雷 军被捧为"爽文男主"。但"参与感"是一把双刃剑，其负面效应也在历经两次安全插曲后被放大，雷军从 镜头面前的意气风发，到如今减少露面、反复解释、反复道歉、反复辟谣。 雷军被困在了自己的围城里。策略转向：从 ...