Core Viewpoint - Xiaomi's automotive division is facing significant challenges regarding safety and public perception, particularly following a recent fatal accident involving the SU7 model, which raises questions about the company's operational strategy and marketing approach [1][3][5]. Group 1: Incident Overview - A fatal accident occurred on October 13, 2025, involving a Xiaomi SU7 Ultra, where the driver, under the influence of alcohol and speeding over 100 km/h, collided with a taxi and subsequently caught fire, resulting in the driver's death [3][5]. - The incident has sparked public concern over the safety features of Xiaomi vehicles, particularly questioning why the car doors failed to open during the emergency [5][10]. Group 2: Safety Concerns - The recurring safety issues with Xiaomi vehicles, including the recent accident and a previous incident in March that resulted in three fatalities, highlight a pattern of negative news surrounding the brand [16][17]. - Xiaomi's claims regarding safety technologies, such as the "downward battery explosion-proof technology," are under scrutiny, raising doubts about their effectiveness [5][19]. Group 3: Marketing and Strategy - Xiaomi's marketing strategy emphasizes performance and affordability, positioning the SU7 Ultra as a high-performance vehicle at a lower price point compared to luxury brands, which may inadvertently encourage reckless driving behaviors among consumers [8][10]. - The company's approach to innovation, described as "guarding the right while being extraordinary," may not be suitable for the automotive industry, where safety is paramount [19]. Group 4: Public Perception and Reputation - The series of controversies and safety incidents have led to a decline in public trust and brand reputation for Xiaomi and its founder, Lei Jun, suggesting a need for introspection and strategic change [1][15][19]. - The automotive sector's expectations differ significantly from those of the smartphone market, where rapid iteration is more acceptable; thus, Xiaomi must prioritize safety and reliability to maintain its market position [19].

Core Points - The "Red Envelope Rain" event at Sanya Joy City Mall led to severe crowding and injuries, prompting a shift to a lottery system for future events [1][2] - The event, intended to celebrate the mall's anniversary, was criticized for its chaotic and unsafe execution, reflecting poorly on the mall's marketing strategy [2][3] - There is a need for the mall to reflect on the safety implications of such events and whether proper approvals were obtained for large gatherings [3] Summary by Sections Event Description - On October 3, a "Red Envelope Rain" event at Sanya Joy City Mall resulted in injuries due to overcrowding, leading to a change in format to a lottery system [1] - Videos showed a dense crowd competing for the envelopes, with reports of individuals being pushed and falling [1] Marketing Strategy Critique - The marketing approach of using a chaotic "Red Envelope Rain" was deemed lowbrow and potentially dangerous, as it encouraged a scramble for prizes [2] - The event's design was criticized for not considering customer safety and for promoting a culture of "unearned rewards" [2] Recommendations for Improvement - The mall should reassess the rationale behind the event's design and prioritize safety in future activities [3] - There is a call for transparency regarding whether the event was properly approved and for a commitment to more respectful and orderly marketing practices [3]