@小米公司发言人 一、涉事负责经办人员，做辞退处罚。 二、集团副总裁兼CMO许斐和集团公关部总经理徐洁云承担管理失职责任，予以通报批评，扣除2025 年相关绩效成绩，并取消2025年度奖金。 此前有网友发文称，小米计划与有关自媒体KOL开展商业合作，消息一出便引起部分米粉的不满情 绪，引发网友热议。在徐洁云和雷军的微博评论区，也有不少网友留言抵制相关合作。 1月5日晚，徐洁云在社交平台发文称，"经过仔细的调查确认，我们的团队此前确实跟相关KOL有过接 触。经大家提醒，经过查证，我们立即终止可能进行的任何形式的合作，且以后也不会合作。用户、米 KOL（Key Opinion Leader，关键意见领袖）是营销学概念，指在特定领域拥有专业知识、信息优势， 并对群体购买行为产生核心影响力的个人或组织。其区别于普通意见领袖，强调行业权威性及受众信任 度，典型代表包括专家、学者及社交媒体名人等。 1月6日晚，小米公司发言人发文表示，昨天关于团队与相关KOL接触一事，公司立刻启动了专项调 查，有了初步结论，公关部总经理徐洁云当晚就向大家同步决定：相关接触已立即终止，且承诺未来不 会合作。 粉朋友们的感受，的确是我们最在乎 ...

Core Insights - The KOL industry is experiencing a multi-dimensional development trend in 2024, with significant user bases in short videos and live streaming reaching 1.04 billion and 833 million respectively, although growth rates are slowing down [1] - The number of KOLs with over 10,000 followers is nearly 15 million, with an annual growth rate of only 5%, indicating a shift towards a stock competition phase in the market [1] - Mid-tier creators (50,000 - 3 million followers) have become the main growth drivers, accounting for 66.2% of the market, while head KOLs (≥10 million followers) represent only 0.2% [1] - The content ecosystem is diversifying, with "lifestyle documentation" leading at 12.4% market share, reflecting user demand for practical and emotional value [1] - The KOL marketing landscape is shifting towards value competition, with brands focusing on practical value and emotional resonance in their campaigns [1] Market Overview - The KOL advertising market is projected to decline to 87.3 billion yuan in 2024, marking the first contraction in KOL investment [4][18] - Advertisers are increasingly diversifying their investments, with beauty and personal care sectors seeing a continuous decline, while home and decor sectors are experiencing growth [4][18] - The top five industries account for over 78% of KOL advertising spending, indicating concentrated investment in key sectors [4][18] Platform Characteristics - Major platforms are competing on decentralization and niche specialization, with Douyin focusing on head KOL conversion and maintaining balance with mid-tier creators [1] - Xiaohongshu is expanding beyond its female-centric image to include lifestyle services, while Bilibili is concentrating on mid-to-long videos and knowledge content [1] - KOLs are becoming essential in brand marketing, with a focus on driving user engagement and sales conversion through diverse content formats [1][18] Future Outlook - The KOL marketing landscape is expected to evolve into a more integrated model, combining short-term content activation with long-term brand building [18] - Advertisers are increasingly valuing KOLs for their ability to drive direct conversion and enhance brand visibility [18] - The demand for KOLs is shifting towards those who can provide multi-faceted value, including content creativity, operational capabilities, and audience engagement [19]