从"绿化带战神"的事故标签，到"1300公里只充一次电"的夸大宣传指责，到"7000法务"的夸张传言，到"小字营销"的行业陋习， 再到"不让农民卖小米"的荒谬热搜，雷军几乎回应了所有敏感争议话题。 文 | 蓝鲨财经社，作者 | 简安，编辑 | 卢旭成 2016年1月3日晚7点，北京亦庄小米汽车的拆解车间里，因感冒姗姗来迟的小米科技创始人雷军终于出现在这场推迟了3天的直 播中。 这场迟到的直播，在蓝鲨财经社看来就是一场雷军对"黑水军"黑小米"忍无可忍"的反击会。 无论3个多小时拆解小米最新车型YU7标准版，还是直播最后一小时，雷军与小米公关部总经理徐洁云一起，对近期围绕在小米 汽车身上的种种传言逐一做出回应，本质上都是为了"辟谣"。 这堪称一场大型的公关反击现场教程。 "拆车"拆的不是车，而是对"安全"等质疑的眼见为实式反击 这次超3小时的拆车直播，拆的是2025年12月刚下线的YU7标准版，先拆卸四门两盖、移除内外饰，再拆解底盘与三电系统、拆 解前舱热管理及线束，最终将车辆还原到"白车身"状态。 近期，网上对小米汽车有各种各样的讨论，核心是关于安全的。这场直播里，雷军有意无意提到小米汽车的安全。 110 T ...

Group 1 - The core issue revolves around rumors regarding Xiaomi's M series vehicles, which have been debunked by the company, clarifying that it does not have any M series models [1][4] - Xiaomi's main models include the Xiaomi YU7, Xiaomi SU7 Ultra, and Xiaomi SU7, with no existence of an M7 model [1] - Xiaomi Auto, a wholly-owned subsidiary of Xiaomi Group, was established in 2021 to enter the smart electric vehicle sector [4] Group 2 - The company achieved a significant milestone by producing its 500,000th vehicle in just 602 days since the launch of its first model, the SU7, on March 28, 2024, setting a record in the domestic new energy vehicle industry [4] - As of November 26, Xiaomi Group's stock price was reported at 40.28 HKD per share, reflecting a slight decline of 0.15%, while the stock has increased over 16% year-to-date, with a total market capitalization of 1.05 trillion HKD [4]

Core Viewpoint - The ongoing court case regarding Xiaomi's "carbon fiber hood" has attracted significant public attention, focusing on whether the promotional statements made by Xiaomi's founder Lei Jun constitute misleading advertising and if the features of optional components align with the promotional claims [1][12]. Group 1: Legal Proceedings - The recent court hearing did not result in an immediate verdict, with Xiaomi's civil defense indicating that the core dispute revolves around the promotional statements made by Lei Jun on social media [1]. - Xiaomi's legal team presented 84 pages of new evidence during the initial hearing, which led to a postponement of the trial [5]. - The new evidence includes critical assertions such as "Lei Jun does not understand structure, his Weibo posts do not count" and "the 42,000 yuan accessory is not a key factor in purchasing the car" [5]. Group 2: Implications of New Evidence - Legal expert Zhou Rui analyzed the implications of the statement "Lei Jun does not understand structure" and its potential impact on the case, emphasizing the significant influence of a company's founder in promotional activities [6]. - Zhou noted that the founder's public statements could be considered promotional under Chinese laws against unfair competition and advertising, which could lead to legal liabilities if found misleading [6]. - Denying the authority of a founder's public statements could have far-reaching consequences for the company's marketing strategies, as it raises questions about the validity of claims made by all sales personnel [6]. Group 3: Background of the Case - The controversy began in May when Xiaomi's SU7 Ultra, which had only been delivered for two months, faced backlash over its optional carbon fiber hood [7]. - Customers participating in the lawsuit argue that the actual functionality of the 42,000 yuan carbon fiber hood does not match the promotional claims made by Xiaomi, alleging false advertising [12].

Core Viewpoint - The article discusses the challenges faced by Lei Jun and Xiaomi, highlighting the backlash against Lei's call to combat online misinformation and the perception of arrogance following a recent car accident involving a Xiaomi vehicle [4][5]. Group 1: Public Perception and Criticism - Lei Jun has been criticized for being labeled an opportunist and for his approach to business, with emphasis on the need for both hard work and seizing opportunities [1]. - Following a serious incident involving a Xiaomi vehicle, public sentiment has turned against Lei's call to resist online attacks, with many interpreting it as dismissive of legitimate safety concerns [4]. - Critics argue that Xiaomi's response to public criticism reflects a failure to fully embrace a consumer-first philosophy, as noted by former Global Times editor Hu Xijin [4]. Group 2: Industry Context and Reactions - The automotive industry is characterized by intense scrutiny, especially regarding safety, with competitors like Geely emphasizing safety over aesthetics in vehicle design [5]. - There is a widespread acknowledgment within the industry of the use of online tactics to undermine competitors, which complicates the landscape for companies like Xiaomi [5][7]. - Despite efforts from industry leaders to combat negative online narratives, such as BYD and Great Wall Motors offering rewards for information on black public relations activities, the effectiveness of these measures remains questionable [7].

Core Insights - Xiaomi Auto has announced a new organizational adjustment by establishing an architecture department that will report directly to the group's chairman, Lei Jun [1][3] - The new architecture department will be responsible for strategic planning of next-generation technology architecture for smart electric vehicles [1] - The core team for the architecture department has been initiated, with former vehicle development head Cui Qiang taking on a new role in the department, and former power system head Wang Zhensuo stepping in as the new head of vehicle development [1] Industry Context - Typically, functions like the architecture department are handled by secondary departments or project teams, with direct leadership usually from the Chief Technology Officer or R&D Director [3] - The elevation of the architecture department indicates Xiaomi Auto's heightened emphasis on technology research and development [3] - Xiaomi Auto was founded in 2021 and plans to launch its first product in 2024, focusing on self-developing high-performance core motors to achieve impressive acceleration and track performance [3]

Core Viewpoint - Xiaomi's automotive division is currently facing intense scrutiny and criticism following two severe accidents involving the SU7 model, leading to significant public concern over safety issues [1][15][16] Group 1: Recent Incidents - A major safety incident occurred on October 13, where a Xiaomi SU7 Ultra caught fire after a collision, resulting in the unfortunate death of the owner [3][15] - This incident follows another serious accident that took place just six months prior, raising alarms about Xiaomi's driving technology and safety protocols [15][16] Group 2: Public and Media Response - Xiaomi's CEO Lei Jun has publicly condemned "black public relations" and online trolls, but his comments have been criticized as tone-deaf given the timing of the recent tragedy [3][11] - Major state media outlets have issued strong criticisms of Xiaomi, emphasizing the need for the company to address safety concerns rather than deflecting blame onto external factors [6][7][11] Group 3: Legal and Corporate Strategy - Xiaomi's legal department has been proactive, evaluating over 16,465 pieces of public sentiment and filing lawsuits against 92 malicious accounts, indicating a robust strategy to manage public perception [6] - Despite these efforts, the backlash from official media suggests that Xiaomi's approach may not be sufficient to quell public concern regarding safety [6][11] Group 4: Broader Implications - The ongoing safety issues and negative media coverage have led to a decline in consumer trust, with criticisms directed at Xiaomi's business model, marketing strategies, and overall product safety [8][13][15] - The company is at a critical juncture where it must reassess its strategies and address the underlying safety issues to regain consumer confidence and stabilize its market position [16]

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 Insights - The 20th Nanchang International Auto Show opened on October 1, 2025, and will last until October 4, showcasing over 70 vehicle brands and more than 800 models, with a focus on new energy vehicles [2] Group 1: Event Overview - The auto show features new energy as a core highlight, attracting significant public interest during the National Day holiday [2] - Major brands such as Xiaomi, AITO, and BYD showcased their latest new energy vehicles, emphasizing advanced intelligent driving and comprehensive range capabilities [2] - The event serves as a platform for integrating automotive consumption with cultural and tourism activities, providing insights into the automotive consumption upgrade in Nanchang and Jiangxi [2] Group 2: Technological Innovations - The exhibition includes cutting-edge technologies such as onboard drone systems, enhancing the appeal of the showcased vehicles [12] - The presence of eVTOL aircraft at the show indicates a cross-industry display of automotive and aviation technologies [12]

Core Viewpoint - Xiaomi Group-W (01810) recently held a product launch event showcasing its flagship Xiaomi 17 series smartphones, Xiaomi Pad 8 series tablets, and a range of high-end home appliances, along with the introduction of customized services for Xiaomi cars YU7 and SU7 Ultra, indicating a strategic shift towards high-end products in both smartphones and AIoT, reinforcing its "people, vehicles, and home ecosystem" strategy [1] Group 1 - The launch event highlighted Xiaomi's focus on high-end development in smartphones and AIoT products [1] - Xiaomi 17 series starts at a competitive price of 4,499 RMB, which is lower than the starting price of iPhone 17 at 5,999 RMB, showcasing a pricing advantage [1] - The starting prices for Xiaomi 17 Pro and Max are 4,999 RMB and 5,999 RMB respectively, which are lower than the previous year's 15 Pro and Pro Ultra pricing [1] Group 2 - The introduction of features like the "wonderful back screen" and direct compatibility with the Apple ecosystem reflects Xiaomi's strategy to directly compete with iPhone [1] - The report from CMB International maintains a target price of 62.96 HKD for Xiaomi and reiterates a "buy" rating [1]

Core Viewpoint - Xiaomi Group recently held a product launch event, introducing the flagship Xiaomi 17 series smartphones, Xiaomi Pad 8 series tablets, and a range of high-end home appliances, along with custom services for Xiaomi cars YU7 and SU7 Ultra [1] Group 1: Product Launch and Pricing - The starting price for the Xiaomi 17 is set at 4499 yuan, which is competitive compared to the iPhone 17's starting price of 5999 yuan [1] - The Xiaomi 17 Pro and Max have starting prices of 4999 yuan and 5999 yuan respectively, which are lower than the previous year's 15 Pro and Pro Ultra pricing [1] - The new models feature innovative elements such as the "Miao Xiang" back screen and direct compatibility with the Apple ecosystem, reflecting the company's strategy to directly compete with the iPhone [1] Group 2: Strategic Implications - The product launch demonstrates Xiaomi's advancement in high-end smartphones and AIoT products, reinforcing its comprehensive ecosystem strategy across vehicles, homes, and personal devices [1] - The target price for Xiaomi is maintained at 62.96 HKD, with a reiterated "Buy" rating from the research report [1]