When it comes to the most marketing business tycoon, Xiaomi Lei Jun is the only one, even JD Liu Qiangdong has to avoid his edge. Lei Jun is good at using marketing to bring huge traffic to Xiaomi mobile phones and Xiaomi cars.
However, traffic is a double-edged sword. While companies are getting dividends, they will also encounter backlash. Recently, Xiaomi has two major events. With super high attention, Lei Jun may be exhausted both physically and mentally.
1. Executive was fired for leaks
On the evening of September 8, Xiaomi reported a big news:
Wang Teng, general manager of the China Marketing Department of Xiaomi Group and general manager of REDMI brand, was notified by the company's Professional Ethics Committee for serious violations of regulations and discipline such as "leaking confidential company information".
It is reported that Wang Teng's rank is 21, belonging to Xiaomi's middle and senior management team. This handling is also regarded as Xiaomi's most severe internal punishment in recent years.
In this regard, Wang Teng himself confirmed it on Weibo, admitting: "I made some mistakes in the past and accept the price that should be."
Online rumored that Wang Teng leaked the secrets many times. He not only leaked the new Xiaomi mobile phone product to the digital blogger in advance, and obtained "3 W", but also provided external institutions with core data such as Xiaomi Instrument Vehicle pricing strategy and supply chain costs, "in exchange for a consulting fee of 1.87 million yuan."
In response, Wang Teng said, "It's all fake news." He only admitted that he had dereliction of duty, but denied stealing the company's confidential sale and receiving money.
Wang Teng is Lei Jun's favorite general. He was once a member of the Lei Jun Commission and became one of the core managers of Xiaomi's mobile phone business. Now that Lei Jun "killed Ma Su with tears", he must be reluctant to let him go, but for the sake of the overall situation, he has to do so.
2. Buy a car and buy a "test car"
At the same time, negative news broke out from Xiaomi Auto. Recently, a Xiaomi YU7 owner said that he found traces of the words "test car" on the windshield of the new car he just mentioned.
There are also other YU7 owners who were driving at night were illuminated by the high beam of the vehicle in the opposite lane, and accidentally found that the three words "test car" were also printed on the upper right corner of the front windshield of the vehicle.
The words like this should not appear in new cars purchased by consumers. When such a situation occurs, the owner immediately expressed great doubts about whether the car he picked up was a new car.
In this regard, Xiaomi's after-sales staff explained to the car owner that the factory will randomly select the offline vehicles and conduct static reviews.
The selected vehicle will be pasted with the "test car". The handwriting on the glass seen by car owners is the mark left by the electrostatic patch film, and can be wiped clean with a wet towel.
However, some car owners do not accept the above instructions and believe that their car may have been taken for dynamic road tests.
As the incident fermented, Wang Hua, general manager of Xiaomi's public relations department, publicly responded on Weibo, saying that the same was true and "deeply apologized", and also said that the electrostatic stickers would be improved to ensure that similar situations would not occur in the future.
3. Xiaomi car manufacturing turmoil continues
Since Lei Jun announced the car manufacturing, the public opinion trend that Xiaomi has suffered has been one after another, as if it was trapped in a quagmire, and it has not been able to completely climb out several times.
The recent test car incident is just the tip of the iceberg of the storm that Xiaomi Auto encountered. The biggest storm that Lei Jun and Xiaomi hit hard was the high-speed car accident in Xiaomi SU7.
This incident not only caused three young female college students to pay the price of their lives, but also triggered the state to strictly supervise intelligent driving. What's even more serious is that it suddenly stunned Lei Jun and Xiaomi.
The SU7 high-speed car accident has caused Xiaomi Auto to experience an unprecedented public opinion storm. After finally getting out of this public opinion storm, Xiaomi has been trapped in new public opinion quagmire one after another.
After the Xiaomi YU7 was launched, Lei Jun claimed in the live broadcast that the magnetic tissue box priced at 169 yuan was a vehicle-grade accessory.
But at the same time, netizens found that its car chip is not a car-grade but a consumer-grade, the same model as the 2,000-yuan Redmi phone.
The irrelevant tissue box uses automotive grade, but the core components and mobile chips are consumer grade, which has caused huge controversy.
There are still waves. A few days ago, a prospective car owner revealed that when the vehicle is waiting to be produced (not yet scheduled to produce), Xiaomi asked to pay the final payment in advance within 7 days, otherwise the order will be cancelled and the deposit will not be refunded.
Similar to the "prosecution housing" in the real estate industry, to a certain extent, Xiaomi has also created the "prosecution vehicle" in the automotive industry.
In addition, from mobile phones to cars, there has always been a controversy over whether it is "self-developed" or "ziyan". There has never been a car company like Xiaomi, which often roams the storm.
Maybe it was a gun that shot out the first bird, or it was a burden to wear a crown, or it was an inevitable result of the backlash of traffic marketing. In short, the controversy surrounding Xiaomi Lei Jun is getting bigger and bigger, and it has gradually become a burden that he cannot bear.
