一句"抱歉，这是一场迟到的直播"拉开了小米集团创始人、董事长雷军2026年第一场直播的序幕。 2025年12月30日，雷军在其个人微博上发文预告将进行跨年直播。不过，直播当天，雷军发文称因感冒 严重，直播只能推迟到1月3日晚7点，"直播推迟了，也挺有意义，一不小心成了2026年的第一场大型直 播。"雷军笑称。 在1月3日晚的此次直播中，小米汽车工程师现场拆解了一款2025年12月份下线的小米YU7标准版。 图片来源：雷军直播截图 雷军表示："我觉得这个成绩还是非常满意的。所以借这个机会，感谢所有车主朋友们的支持，也感谢 小米汽车一两万名员工，辛辛苦苦的工作，非常感谢大家。 " 此外，雷军透露，2025年，小米汽车亦庄工厂全年接待了13万名游客参观和体验。 来源：雷军直播、证券时报、每日经济新闻 雷军还提到，"有一个拆车博主说他为什么拆小米的车呢？小米的车特别火，你说它好会火，说它不好 也会火。但总体说来，说他不好更高一些。所以他刚开始也是抱着挑毛病的心态来拆的，拆完以后发现 确实还可以。他讲了一句话挺打动我的，他说，人不可能违背良心去说一些内容。" 对于近年来小米产品的争议，雷军也回应道："过去我们回应得很少 ...

Core Insights - The automotive industry is increasingly utilizing live streaming as a marketing tool, evolving from novelty to a standard practice, but the effectiveness of long-duration streams is being questioned [2][3][4] - Many companies are adopting a "time equals justice" approach, leading to excessively long live streams that may not effectively engage audiences [2][3][4] - The focus should shift from merely increasing streaming duration to addressing consumer pain points and delivering high-quality content [2][5][6] Group 1: Live Streaming Trends - Live streaming has become a crucial part of automotive marketing, with companies like Tesla and NIO pioneering long-duration streams to showcase technology [2][3] - Recent examples of long live streams, such as a 72-hour event, have shown that content quality is often lacking, leading to low viewer retention [3][4] - Data indicates that 72% of viewers leave long streams within three minutes, highlighting the need for engaging content [4][6] Group 2: Content Quality and Consumer Engagement - Effective marketing requires high-quality content that resonates with consumers rather than simply extending streaming time [5][6][8] - Successful case studies demonstrate that innovative and engaging content can lead to higher viewer retention and conversion rates [5][6] - The automotive industry should focus on creating content that reflects consumer lifestyles and values, rather than just technical specifications [5][7][8] Group 3: Strategic Recommendations - Companies should design shorter, targeted live streams that cater to different stages of the consumer decision-making process [7][8] - Emphasizing innovative content formats, such as virtual test drives and behind-the-scenes looks, can enhance viewer engagement [7][8] - A shift from quantity to quality in live streaming is essential for sustainable brand development and effective consumer communication [8]