我与赵明相识已20多年。他是中国互联网行业的亲历者、见证者和参与者。 即便他后来离开360，我们的联系也从未间断，交流的话题大多跟品牌传播有关。如今，他邀请我为他 的新书作序。看了他的书稿，我觉得很有意思，便欣然答应了。 与其说这是一本研究传播理论的书，不如说是一套企业传播的实战方法论。作为依然奋战在传播一线的 老将，赵明用新的视角剖析传播理论，将自身多年积累的传播经验与理念融入其中，娓娓道来，让人意 犹未尽。我也借着作序的机会，与大家分享我对传播的一些想法和心得。 管理大师彼得·德鲁克曾说过，企业最重要的两大功能是创新和营销。我的理解是，企业既要做出比较 牛的产品，又要让消费者知道有这样的产品。如果说产品是"1"，那么传播则是后面若干个"0"。 我们回看改革开放这几十年，成功的企业都是非常重视传播的。在传统媒体几乎垄断信息渠道的时代， 企业邀请媒体专访、报道，让自家产品、老板上电视，都是非常有效的传播手段。但随着播客、微博、 微信、短视频等社交媒体的出现，传统市场公关那一套传播方式的作用在逐渐减弱。马歇尔·麦克卢汉 说，印刷术的出现改变了人们的阅读习惯，而电子媒介则进一步改变了人们的交流方式。如何借助新的 ...

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].