#观网快评#【小米之鉴，行业之戒】#企业被KOL反噬是畸形生态# 元旦后，小米与某知名KOL（关键 意见领袖）合作引发的舆情持续发酵，罕见两次公开道歉并处罚高管，再次将这家科技巨头推至风口浪 尖。然而，与其将批评的矛头单一指向小米，不如说这一事件犹如一面镜子，映照出当下中国手机、汽 车乃至整个消费品行业共同面临的困境：在流量为王的时代，企业与KOL之间既相互成就，又不断被 反噬的畸形生态，正悄然侵蚀着市场公平与消费者信任。 当前，国家已陆续出台《网络信息内容生态治理规定》、修订《反不正当竞争法》，明确禁止商业诋 毁、虚假宣传及操纵舆论等行为，监管部门也多次开展"清朗"专项行动，夯实网络空间治理的法治基 础。然而，政策规范终归是外力，行业生态的净化更需要企业内省与自律。 小米此次危机，为整个行业敲响警钟：与其在KOL的博弈中疲于奔命，不如回归产品本质与技术实 力，构建透明、开放的沟通机制，主动接受社会监督，并与真正具备公信力的媒体、评测机构建立长期 合作。从"流量驱动"转向"价值驱动"，才是企业在智能生态竞争中行稳致远的关键。 舆论环境是营商环境的重要组成部分。整治"网络黑嘴"、净化传播生态，需要监管持续发力， ...

Core Points - Douyin has officially refuted rumors regarding new regulations that claim sellers of Moutai below market price will be penalized, stating that these are false claims [1][2] - The platform has initiated a special action to address complaints about merchants and influencers using misleading low-price Moutai promotions, focusing on illegal traffic generation and suspicious low-price behaviors [2] - Despite the official refutation, media outlets continued to spread these rumors, misrepresenting Douyin's actions as price control and interference with merchants' pricing rights [2] - Douyin's e-commerce safety and trust center reported that over the past three months, more than 2,000 violations and 690 non-compliant merchants have been addressed in their campaign against false marketing in alcoholic beverages [2]

Core Viewpoint - Douyin's official account addressed rumors regarding penalties for selling Moutai below market price, emphasizing that these claims are false and part of a misinformation campaign [1] Group 1: Company Actions - Douyin e-commerce has initiated a special campaign to combat false advertising related to "fake low-priced Moutai" and to address suspiciously low prices that may indicate counterfeit products [1] - The company highlighted that despite official clarifications, media outlets continue to spread these rumors, misrepresenting their regulatory actions as price control and interference with merchants' pricing rights [1] Group 2: Industry Context - The rumors appear to be orchestrated by a competing e-commerce platform aiming to manipulate public opinion against Douyin [1]