每经编辑｜段炼 "10户中国家庭，7户用公牛"，是插线板巨头公牛集团（603195.SH）长期使用的宣传语。值得注意的是，公牛集团在使用这句宣传语时，有时下方会用小 字注明："正在使用或曾经使用过公牛产品（电连接、墙壁开关插座、LED照明、数码配件等）的家庭"，有时也未用小字注明。 图源｜网络截图 《每日经济新闻》记者在公牛集团官网可以看到十分显眼的"10户中国家庭，7户用公牛"广告语，而在该广告语下方有两行小字，写着"数据来源：尚普咨 询集团；覆盖全国(不包含港澳台)家用全渠道市场；基于行业专家调研、消费者调研与渗透率数据，得出：正在使用或曾经使用过公牛产品(电连接、墙壁 开关插座、LED 照明、数码配件等)的家庭超过中国家庭总量的70%。统计时间：2021年1月1日至2024年12月31日；本声明于2025年8月完成调研。" 公牛集团起诉同行索赔420万元 据智通财经报道，11月20日，公牛集团向家的公司发《律师函》，称家的公司销售人员发布视频行为是职务行为，相关视频内容片面地将公牛集团与家的 公司产品进行非对称性对比，贬低公牛集团的产品，并声称公牛集团使用的"10户中国家庭7户用公牛"是"大字吹牛，小字 ...

"小字免责"是某类互联网企业的惯用营销手段，只是以往没有这么离谱罢了，直到某家企业在宣传方面 称王称霸，却又用小字注释"只是设计目标"，这就太离谱了，技术上远未实现，却开始拿来做称王称霸 的宣传，实在太夸张了。 例如在空调行业，酷省电、真省电等宣传口号的空调人家是真的用上了省电的技术，然而某空调企业后 来弄了个什么省电，结果与省电完全没关系，这不就是占了空调行业的便宜么，而消费者一旦买了发现 不省电就是一堆扯皮，当然它如此有恃无恐的原因就在于拥有超强法务部。 然后在汽车行业，某企业也玩起了这种把戏，超强法务部为企业炮制了一份天书合同，以为借此就能免 责，只要消费者付了定金，那么车企就赢定了，毕竟数十万订单仅是定金就是10亿以上的资金，消费者 放弃订单的话这笔钱就完全是利润；消费者如果付尾款的话，那更好了，可以带来数百亿的收入，其中 同样可以挤出巨额的利润。 不过车企方面恐怕没有想到，汽车行业的消费者可不是那么好糊弄的，小字免责没用，天书合同也无法 帮助企业成功吞下定金，因为有消费者起诉车企后，一审已经胜诉，车企方面不仅要退还定金，还要双 倍返还，这是偷鸡不成蚀把米！ 再到如今连新华社也下场重击这种小字免责的把 ...

这话虽是调侃，却也道出了现实，背后是消费者无数次被"套路"后的条件反射，是对企业擦边营销的疲惫与不满。 商家使用大字突出产品的优势、优惠力度……却将可能影响消费者判断的重要限制条件、潜在风险等以小字形式呈现，这无疑是在玩文字游戏，误导消费 者。 近日，新华社的一篇评论，撕开了行业"小字"宣传的遮羞布。"大字吸睛，小字免责"，这八个字说出了无数消费者的心声，直戳心窝子，也让小米再次站 上了舆论的风口浪尖。 小米走到关键拐点。 出品 | 大佬说 作者 | 青云 消费者苦"小字广告"久矣，不少人直呼已经养成"先看小字再决定购买"的新习惯了。 新华社发文痛批"大小字"，小米风波再起 罗永浩曾站出来发声，海报小字是行业普遍陋习。 诚然，这种玩法并非新鲜事物，可能早已成为常规操作。但普遍如此，便对吗？答案显然是否定的。 在文章里，新华社指出，媒体将此类行为概括为"三吹" ，分别是吹功效、吹销量、吹优惠。 在功效上，新华社并未直接点名，具体说的是：某品牌手机，在海报推广中，用显眼大字高调标注"逆光之王"，却在偏僻角落里用一行小字注解：逆光之 王是产品设计目标。拿设计目标当产品事实宣传，商家的胆量为何这么大？ 虽然没点名，但 ...

新华社一篇评论，直接撕开了行业宣传的遮羞布。 "大字吸睛、小字免责"，八个字精准戳中无数消费者的痛点。文中没点名，但一句"逆光之王是产品设计目标"的注解，让网友瞬间锁定了小 米。 图源：搜狐新闻 显眼大字喊出"逆光之王"，偏僻角落用小字补刀"只是设计目标"。把未实现的目标当既定事实宣传，商家的胆量到底从哪来？ 图源：小米 网友们迅速甩出小米过往的宣传图，证据链一目了然。 还一并被翻出的还有雷军早前的回应，面对网友追问"有没有小字"，他没正面答复，只甩了八个狗头表情。 这波操作堪称"妙不可言"。不承认不否认，却自带一种"你懂我懂大家懂"的意味。 有意思的是，在新华社这篇批评文章发布前，小米其实已经悄悄"改邪归正"了。 11月21日，小米汽车官微发布AEB防碰撞辅助升级的宣传海报。 以往常见的"小字免责"不见了，取而代之的是放大加粗的提醒："辅助驾驶不是自动驾驶，驾驶仍需时刻保持专注。" 图源：小米 不止于此，小米汽车官方在回答网友关于AEB功能的提问时，还主动表态："不要相信'怎么开都撞不了'的夸大宣传。" 平心而论，在"大字吸睛、小字免责"成行业通病的当下，小米的这波转变，确实有带头改变陋习的样子。 罗永浩之 ...

记者：毛振华、张宇琪 吹销量。 声称"下载App必得大额红包"，旁边又用小字解释"仅限新人或以实际情况为准"；宣称"全场5折"，又在大大的"5折"后面跟个极小的"起"字……一些商家 在广告宣传话语上玩文字游戏，让消费者颇有怨言。 先用大字吸睛，再用小字免责，商家抖这种"小机灵"，对消费者毫无诚意可言，或可赢得一时赢得一利，但长此以往，就是从根本上颠覆诚信的市场基 础，伤害消费者信任，损害整个消费环境。 厂商惯用的"大字吸睛、小字免责"宣传手法，被媒体总结为"三吹"。 吹功效。 某品牌手机在海报推广当中，用显眼大字高调标注"逆光之王"，却在偏僻角落里用一行小字注解："逆光之王是产品设计目标"。拿设计目标当产品事实宣 传，商家的胆量为何这么大？ 某品牌服装在商场中宣传自己，从2022至2024年"连续三年全球销量领先"，小字注明数据源于"2023年8月的调研"。这就让人不禁生疑：调研竟能"未卜先 知"？ 某品牌汽车在销售广告中称自己是"全球销冠"，角落却标注"图文等全部内容仅供参考，请以订购协议和实际交付为准"。既然要以实际交付为准，那前面 宣称的"全球销冠"，只是说了个"寂寞"？ 吹优惠。 某平台大字广告"下载 ...

声称"下载App必得大额红包"，旁边又用小字解释"仅限新人或以实际情况为准"；宣称"全场5折"，又在大大的"5折"后面跟个极小 的"起"字……一些商家在广告宣传话语上玩文字游戏，让消费者颇有怨言。 先用大字吸睛，再用小字免责，商家抖这种"小机灵"，对消费者毫无诚意可言，或可赢得一时赢得一利，但长此以往，就是从根本上颠覆诚信的市 场基础，伤害消费者信任，损害整个消费环境。 一 厂商惯用的"大字吸睛、小字免责"宣传手法，被媒体总结为"三吹"。 吹功效。 新华社发表文章称，声称"下载App必得大额红包"，旁边又用小字解释"仅限新人或以实际情况为准"；宣称"全场5折"，又在大大的"5 折"后面跟个极小的"起"字……一些商家在广告宣传话语上玩文字游戏，让消费者颇有怨言。 先用大字吸睛，再用小字免责，商家抖这种"小机灵"，对消费者毫无诚意可言，或可赢得一时赢得一利，但长此以往，就是从根本上颠覆诚 信的市场基础，伤害消费者信任，损害整个消费环境。 "免责小字"绝非商家的"护身符"。广告法、消费者权益保护法等都明确规定，广告应该真实、清晰，不得引人误解。司法实践中，法院多以 普通消费者的"一般注意力"作为标准进行判断。那些刻 ...

Core Viewpoint - The article highlights the deceptive advertising practices of businesses that use large, eye-catching text to attract consumers while hiding important disclaimers in small print, undermining consumer trust and damaging the overall market environment [2][6][8]. Group 1: Advertising Practices - Businesses often employ the tactic of "big words to attract attention, small words to disclaim," which has been summarized by the media as "three exaggerations" [3][6]. - Examples include a smartphone brand claiming to be the "king of backlight" while clarifying in small print that this is merely a design goal, and a clothing brand stating it has been the "global sales leader" for three consecutive years, with the data source being a survey from August 2023 [5][6]. Group 2: Consumer Impact - Such advertising strategies lead to consumer rights violations, as consumers are easily misled by the prominent claims and may find it difficult to notice the disclaimers [6][8]. - When consumers realize they have been deceived, they often face challenges in seeking redress, as businesses use the small print to defend themselves, resulting in disputes [8][9]. Group 3: Industry Consequences - The prevalence of "big word, small word" tactics is increasing across various sectors, from manufacturers to retailers, both online and offline, raising concerns about the integrity of the market [8][11]. - This trend can lead to a loss of consumer trust, causing consumers to become more cautious and hesitant to spend, while businesses relying on such tactics risk damaging their reputations and long-term viability [8][11]. Group 4: Regulatory Recommendations - There is a call for regulatory bodies to establish clear standards for advertising, ensuring that core product features, pricing, and promotional conditions are presented in a clear and discernible manner [11]. - Strengthening enforcement measures, particularly in high-risk sectors like automotive, finance, and food, is essential to hold deceptive advertisers accountable and protect honest businesses [11].

Core Viewpoint - Xiaomi's marketing strategy of "big words for promotion, small words for disclaimers" has sparked widespread attention and criticism in the industry [1] Group 1: Marketing Practices - Xiaomi clarified that the term "2200MPa Xiaomi Super Steel" was labeled as a "project name" to indicate it is a material development project funded by Xiaomi in collaboration with Northeast University and Yucaitang, and that the small print is a common industry practice for providing supplementary information [2] - The company emphasized that interpreting "super steel" as merely a name is a misinterpretation, asserting that "2200MPa Xiaomi Super Steel" is currently the highest strength hot-formed steel in mass production, with a 40% increase in tensile strength and a 24% increase in yield strength compared to 1500MPa hot-formed steel [3] - Xiaomi's application of this steel in the Xiaomi YU7 model shows significant improvements in crash beam performance, with a 52.4% increase in front door crash beam load capacity and a 37.6% increase in rear door crash beam load capacity [3] Group 2: Industry Context - The phenomenon of "big words for promotion, small words for disclaimers" is noted as a common practice in the industry, with other manufacturers also using similar tactics to comply with advertising regulations while potentially misleading consumers [3] - Luo Yonghao, a prominent figure in the industry, commented on this practice, stating that it is widespread and not unique to Xiaomi, and expressed hope for the elimination of misleading marketing tactics across the industry [4] Group 3: Company Performance - Xiaomi reported that its vehicle deliveries surpassed 40,000 units for the first time in September [6]

Core Viewpoint - Xiaomi's marketing strategy of "big words for promotion, small words for disclaimers" has sparked widespread attention, particularly regarding the labeling of "2200MPa Xiaomi Ultra Steel" as a "project name" rather than a product feature [2][3]. Group 1: Xiaomi's Explanation and Product Features - Xiaomi clarified that the term "Xiaomi Ultra Steel" is a project initiated by the company in collaboration with Northeast University and Yucaitang, and the small print serves as a background explanation without affecting the material's properties [2]. - The "2200MPa Xiaomi Ultra Steel" is currently the highest strength hot-formed steel in mass production, with a 40% increase in tensile strength and a 24% increase in yield strength compared to 1500MPa hot-formed steel [3]. - The application of this ultra steel in the Xiaomi YU7 model has resulted in a 52.4% increase in front door crash beam load capacity and a 37.6% increase in rear door crash beam load capacity [3]. Group 2: Industry Context and Consumer Perception - The phenomenon of "big words for promotion, small words for disclaimers" is noted as a common practice in the industry, with other companies also using similar tactics to comply with advertising regulations while potentially misleading consumers [3]. - Influencer Luo Yonghao commented on this practice, indicating that it is not unique to Xiaomi and that many companies have engaged in similar behavior, which he hopes will be eliminated from the industry [3]. Group 3: Recent Performance Metrics - Xiaomi reported that its vehicle delivery volume surpassed 40,000 units for the first time in September [5].

Core Viewpoint - Xiaomi's marketing strategy of "big words for promotion, small words for disclaimers" has sparked widespread attention and criticism in the industry [1]. Group 1: Xiaomi's Explanation and Product Features - Xiaomi clarified that the term "2200MPa Xiaomi Super Steel" was labeled as a "project name" to indicate that it is a material development project initiated by Xiaomi in collaboration with Northeast University and Yucaitang, and that Xiaomi and its partners jointly hold the patent [2]. - The company emphasized that interpreting "Super Steel" as merely a name is a misinterpretation. The "2200MPa Xiaomi Super Steel" is currently the highest strength hot-formed steel in mass production, with a 40% increase in tensile strength and a 24% increase in yield strength compared to 1500MPa hot-formed steel [3]. - The application of this steel in the Xiaomi YU7 model has resulted in a 52.4% increase in the front door crash beam's load-bearing capacity and a 37.6% increase in the rear door crash beam's load-bearing capacity. Additionally, the A/B pillars of the YU7 incorporate the 2200MPa steel, enhancing the A pillar's load-bearing capacity by 35% and the B pillar's by 70.5% [3]. Group 2: Industry Practices and Reactions - The phenomenon of "big words for promotion, small words for disclaimers" is not unique to Xiaomi, as noted by industry figures like Luo Yonghao, who stated that many manufacturers use similar tactics to comply with advertising laws while potentially misleading consumers [3]. - Luo emphasized the need for the industry to eliminate misleading practices associated with the use of large and small text in marketing [4]. Group 3: Recent Performance Metrics - Xiaomi's latest delivery data indicates that the company's automobile deliveries surpassed 40,000 units for the first time in September [6].