汉堡__chen__GI
2025-12-08
就是赚太多被攻击
小米口碑反转，家电企业应该从中汲取哪些教训
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href=\"https://laohu8.com/S/81810\">小米</a>的过度宗教式营销终于在市场破防。当“性价比”变成“廉价品”的代名词，当“营销鬼才”碰瓷保时捷遭群嘲，雷军应该该明白，真正的强者，不是会讲故事的商人，而是敢为技术献身的匠人。</p><p>面对此起彼伏的负面舆论，雷军似乎对“小米重颜值，轻安全”更是义愤填膺，11月中旬雷军为此连发4条微博反驳，此话题立刻被冲上热搜，把本来似乎要渐渐凉下来的舆论潮再次扇起来。</p><p>更为火上浇油的居然是小米法务，竟然说“雷军不懂结构，发的微博不算数”。当初，消费者可是冲着雷军这个实在人下的单，这不是在侮辱消费者的智商吗？</p><p>当今时代，造神快，拆庙更快！小米自三月份以来的负面对其影响巨大。2025年11月，小米市值较年内高点蒸发超5500亿港元，雷军个人微博粉丝数一个月减少近70万，小米掉分至少在百万之上。</p><p>有评论说，小米这次舆情灾难堪称是史诗级的，雷军和小米头上的光环不仅瞬时消失，并且成了过街老鼠，只要是雷军、小米的任何发声，瞬间会被全网群嘲，似乎像似惹了众怒，舆情有些被控制不住。</p><p>那么，小米作为家电行业全屋智能的典型代表，曾经是家电企业学习模仿的对象，很多企业还一直在寻找小米成功经验，学习小米的做派做法。但在小米遭遇此劫之际，应该从中汲取哪些教训呢？</p><p><strong>一是切记不能丢了产品和品质这个核心</strong>。小米是从手机进入家电乃至汽车行业。小米最先成功的是手机，手机的属性是类快消品，三两年就更换一次。只要具备高颜值、高性价比，就能赢得年轻用户信赖。</p><p>雷军曾倡导的互联网七字诀“专注、极致、口碑、快”，恰好切中了Z世代们的命门，迅速将手机做大，并吸引聚拢起一众米粉。不过这是基于手机的快消品属性，而进入全屋智能后，绝大多数家电是属于耐用消费品。在生活的时间洗礼中，产品品质的重要性就逐渐凸显出来。</p><p>也难怪，小米全屋智能涉及到几乎所有家电品类，以前除了手机外，现在又有了<a href=\"https://laohu8.com/S/01958\">北京汽车</a>和武汉大家电制造基地，但除此之外所有的家电还得靠代工。以小米既要颜值高，又要价格有竞争力，代工厂怎么可能在品控上做到最好</p><p>当年很多消费者是冲着是米粉而选择的，是被神乎其神的米式设计所吸引。但在长时间使用中品质不足就逐渐暴露，并在一次次售后维权中耗尽了信任。当这次“雷军不懂结构”从小米法务口中说出，立刻砸碎小米产品的光环，出现小米负面舆论的共鸣就不难理解。</p><p>可见，做好产品才是最核心的，但凡小米的产品品质能够经得住考验，也就不会形成众口一词的舆情。由此得出结论，家电企业还是要本本分分做好产品，不要光想着如何降低成本，靠所谓性价比来忽悠消费者。</p><p><strong>二是不可将营销过度化形成宗教模式</strong>。不可否认，从互联网入局家电行业的小米，营销能力确实是出类拔萃，甚至形成洗脑式的宗教模式。否则，小米也不可能在短短十多年间，超越在行业沉淀40多年的品牌。</p><p>问题就在于，小米很多智能家电产品，制造没有工厂全靠代工，还不想出合理的造价，品质把控可想而知。而有了自己工厂的汽车，不一样是在追求颜值、性价比的理念下华而不实。</p><p>这次的品控问题爆发，一下子把用户长期积怨激发出来，一下子戳破了小米华丽外表。于是流量的反噬开始爆发，不论是米粉的反水还是路人的踩踏，完全将小米长期透支用户的信任掀了个底朝天。</p><p>在小米高光时期，一些家电企业还极力学习小米的营销方略，将小米的雷氏营销模式当成法宝、圭臬。似乎家电行业现在的营销就是要走小米的路才有出路，实际上这是对自己的不自信。</p><p>家电行业进入存量市场发展期，营销确实需要变革，但这种变革是从产品为中心向用户为中心的转移，而不是向小米那样哗众取宠式的宗教式洗脑营销。</p><p><strong>三是千万不要学小米把企业</strong>IP与领导绑定。不可否认，这次小米舆情灾难是与过度依赖雷军个人IP分不开的。雷军曾经的形象是民营科技之神，是互联网先进生产力的代表，更是中年偶像的化身，几乎是</p><p>毕竟，小米和雷军的的IP深度绑定，当初能带来多少流量，如今就可能遭遇多少反噬。如果小米没有IP的绑定，不论是公关部还是法务部各司其职，即使出现问题，雷军还是最后收拾残局的可能，而深度绑定后，则是断了这种补救的后路。</p><p>对雷军个人而言，人设的修复是一个过程，不可能一蹴而就。绝非是靠频繁出镜或口号的式承诺，而重新塑造形象。比如，“双11”期间的那个用户11元抢购的冰箱，不论是后台设置错误，还是操作人员失误，以小米上万亿市值公司，都没有理由搪塞不发货。为区区千元而损害信誉，值吗？</p><p>恰恰是这样一个个危险的操作，却被传统家电企业认为是小米的成功密码，纷纷学习效仿。殊不知，小米这轮雷军风评转差，令小米市值损失数千亿。而一些厂商却仍然学小米捆绑，让掌门人也去直播代言，把公关、产品经理的工作都替代了。</p><p>那么，这些职能部门干什么呢？老板什么都能搞定，还要我们干什么呢？也就是说这些职能部门怎么会有主动平息事态的动力呢？</p><p>小米这次的经历，给所有家电企业提了个醒：企业的核心竞争力，永远是围绕用户的产品和服务。个人IP仅仅是锦上添花的加分项，而不是雪中送炭的优解项！</p><p><strong>=====</strong></p><p><strong>家电魂：</strong><strong>深度解码家电行业热点事件，梳理家电厂商转型变革历程，互联网时代家电业最具深度自媒体。文章未经授权严禁</strong><strong>转载，违者必究！</strong></p><p><strong>=====</strong></p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE 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}\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n小米口碑反转，家电企业应该从中汲取哪些教训\n</h2>\n\n<h4 class=\"meta\">\n\n\n2025-12-08 06:25 北京时间 <a href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251208062917a439e7fc&s=b><strong>家电魂</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>【题记】小米最近有点烦：从高光到低谷，小米市值蒸发超5500亿港元。舆情灾难留给家电行业的思考：企业的核心竞争力，永远是围绕用户的产品和服务。个人IP仅仅是锦上添花的加分项，而不是雪中送炭的优解项！望博斋主||撰文从“为发烧而生”到“全网追着骂”，小米的过度宗教式营销终于在市场破防。当“性价比”变成“廉价品”的代名词，当“营销鬼才”碰瓷保时捷遭群嘲，雷军应该该明白，真正的强者，不是会讲故事的商人，...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251208062917a439e7fc&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"","relate_stocks":{"81810":"小米集团-WR","LU0143863784.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES\"DU\" (USD) ACC","LU1813983027.USD":"MANULIFE GF DRAGON GROWTH \"AA\" (USD) INC","LU0327786744.USD":"Janus Henderson Horizon China Opportunities A2 USD","BK1521":"挪威政府全球养老基金持仓","LU0345775950.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) ACC","LU2399975544.HKD":"ALLIANZ ALL CHINA EQUITY \"AT\" (HKD) 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