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风语者Wei
2025-12-30
$小米集团ADR(XIACY)$
风语者Wei
2025-12-08
小编的逻辑堪忧 文章的目的是蹭流量吧
小米口碑反转，家电企业应该从中汲取哪些教训
风语者Wei
2025-12-08
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中长线多多多
风语者Wei
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长期看多
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2025-10-29
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2025-09-29
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风语者Wei
2025-09-09
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href=\"https://laohu8.com/S/XIACY\">$小米集团ADR(XIACY)$ </a><v-v data-views=\"1\"></v-v> ","listText":"<a href=\"https://laohu8.com/S/XIACY\">$小米集团ADR(XIACY)$ </a><v-v data-views=\"1\"></v-v> ","text":"$小米集团ADR(XIACY)$","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/516112528307320","isVote":1,"tweetType":1,"viewCount":340,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":508712595050608,"gmtCreate":1765181023599,"gmtModify":1765181026182,"author":{"id":"4102066838517640","authorId":"4102066838517640","name":"风语者Wei","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"4102066838517640","idStr":"4102066838517640"},"themes":[],"title":"","htmlText":"小编的逻辑堪忧 文章的目的是蹭流量吧","listText":"小编的逻辑堪忧 文章的目的是蹭流量吧","text":"小编的逻辑堪忧 文章的目的是蹭流量吧","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/508712595050608","repostId":"2589809538","repostType":2,"repost":{"id":"2589809538","kind":"news","pubTimestamp":1765146302,"share":"https://www.laohu8.com/m/news/2589809538?lang=zh_CN&edition=full","pubTime":"2025-12-08 06:25","market":"hk","language":"zh","title":"小米口碑反转，家电企业应该从中汲取哪些教训","url":"https://stock-news.laohu8.com/highlight/detail?id=2589809538","media":"家电魂","summary":"小米自三月份以来的负面对其影响巨大。但在小米遭遇此劫之际，应该从中汲取哪些教训呢？小米是从手机进入家电乃至汽车行业。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。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。","content":"<html><body><article><p><strong>【题记】</strong></p><p><strong><a href=\"https://laohu8.com/S/XIACY\">小米</a>最近有点烦：从高光到低谷，<a href=\"https://laohu8.com/S/01810\">小米</a>市值蒸发超</strong><strong>5500亿港元。舆情灾难留给家电行业的思考</strong>：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><img src=\"https://fid-75186.picgzc.qpic.cn/20251208062912498v163k6iyq0l4ijl\"/><p><strong>望博斋主</strong>||撰文</p><p>从“为发烧而生”到“全网追着骂”，<a 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","LU0164865239.USD":"HSBC GIF CHINESE EQUITY \"AC\" (USD) ACC","LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) ACC","LU0348814723.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"A\" (USD) INC NC","BK1523":"武汉本地概念股","LU2476274308.USD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"AT\" (USD) ACC","BK1521":"挪威政府全球养老基金持仓","LU0254981946.USD":"HSBC GIF BRIC MARKETS EQUITY \"AC\" (USD) 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USD"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251208062917a439e7fc&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2589809538","content_text":"【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，而是敢为技术献身的匠人。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。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？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。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。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？一是切记不能丢了产品和品质这个核心。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。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。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，现在又有了北京汽车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。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。二是不可将营销过度化形成宗教模式。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。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。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。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。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。三是千万不要学小米把企业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。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？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。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？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！=====家电魂：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。文章未经授权严禁转载，违者必究！=====","news_type":1,"symbols_score_info":{"81810":0.6,"XIACY":1.96,"01810":1.96,"MIUmain":0.6,"HXXD.SI":0.6}},"isVote":1,"tweetType":1,"viewCount":573,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":508584717193248,"gmtCreate":1765180627073,"gmtModify":1765180629373,"author":{"id":"4102066838517640","authorId":"4102066838517640","name":"风语者Wei","avatar":"https://static.laohu8.com/default-avatar.jpg","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"authorIdStr":"4102066838517640","idStr":"4102066838517640"},"themes":[],"title":"","htmlText":"小编话题引争议","listText":"小编话题引争议","text":"小编话题引争议","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/508584717193248","repostId":"2589063381","repostType":2,"repost":{"id":"2589063381","kind":"news","pubTimestamp":1765174333,"share":"https://www.laohu8.com/m/news/2589063381?lang=zh_CN&edition=full","pubTime":"2025-12-08 14:12","market":"hk","language":"zh","title":"小米汽车“现车选购”引争议 背后是信任危机作祟","url":"https://stock-news.laohu8.com/highlight/detail?id=2589063381","media":"GPLP犀牛财经","summary":"近日，小米汽车官宣“现车选购”服务，涵盖全新现车、官方展车及准新车三大类别，最快2025年底前提车。而近期小米汽车对YU7订单规则调整，要求用户在锁定交付期后7日内支付全额尾款，否则订单作废，这一激进举措更是引爆了车主与小米汽车之间的矛盾。总而言之，小米汽车“现车选购”政策争议的背后，实际就是消费者对于品牌的信任危机。对此小米汽车必定要予以重视，并作出相应的行动，否则将不利于品牌长期的发展。","content":"<html><body><article><img src=\"https://fid-75186.picgzc.qpic.cn/20251208141220325d163apdczbmwgfp\"/><p>近日，<a href=\"https://laohu8.com/S/XIACY\">小米</a>汽车官宣“现车选购”服务，涵盖全新现车、官方展车及准新车三大类别，最快2025年底前提车。这一举措在互联网上掀起热议，网友对此褒贬不一。</p><p>具体来看现车的三类来源，一是用户取消订单的全新车，车辆生产完成但未上牌。二是展厅静态展示、使用频率低的展车，经严格检测重新整备；三是运输中轻微损伤并已修复的“运损车”。<a href=\"https://laohu8.com/S/01810\">小米</a>汽车承诺所有现车未登记上牌，经官方严格质检与修复，享受完整原厂质保和售后，2025年12月26日前锁单有望年底前提车，因<a href=\"https://laohu8.com/S/81810\">小米</a>汽车原因延迟至2026年交付可享跨年购置税补贴。每辆车定价依车况、配置、库龄综合评估。</p><p>这一政策公布后，市场反应两极分化，其中也不乏质疑声。核心争议就在于车辆性质界定，许多消费者认为，即便经过官方修复，有过非出厂状态使用或损伤的车辆，心理和实际价值已折损，不应以“新车”名义销售，尤其是“运损修复车”，“轻微损伤”界定不明，修复工艺能否达原厂标准、是否存在隐藏结构性风险都令人担忧。</p><p>这种不信任感，主要是因为小米汽车今年发生了多起交通事故，包括安徽池州SU7的NOA事故、成都SU7 Ultra的起火事件，事故发生后，小米汽车都被指响应滞后、信息模糊，关于隐藏式门把手在事故中是否阻碍救援的争议，持续消耗着公众对品牌安全性的信任。</p><p>此外，小米汽车饱受诟病的排产策略也加剧了用户不满。当前高配的MAX版本交付周期显著短于标准版和Pro版，YU7标准版甚至需等待35-38周，这种“先高配后普通”的优先级，被大量订购中低配车型的用户视为不公。而近期小米汽车对YU7订单规则调整，要求用户在锁定交付期后7日内支付全额尾款，否则订单作废，这一激进举措更是引爆了车主与小米汽车之间的矛盾。</p><p>总而言之，小米汽车“现车选购”政策争议的背后，实际就是消费者对于品牌的信任危机。对此小米汽车必定要予以重视，并作出相应的行动，否则将不利于品牌长期的发展。</p></article></body></html>","source":"tencent","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" 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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202512081412239530cb3c&s=b><strong>GPLP犀牛财经</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>近日，小米汽车官宣“现车选购”服务，涵盖全新现车、官方展车及准新车三大类别，最快2025年底前提车。这一举措在互联网上掀起热议，网友对此褒贬不一。具体来看现车的三类来源，一是用户取消订单的全新车，车辆生产完成但未上牌。二是展厅静态展示、使用频率低的展车，经严格检测重新整备；三是运输中轻微损伤并已修复的“运损车”。小米汽车承诺所有现车未登记上牌，经官方严格质检与修复，享受完整原厂质保和售后，2025...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN202512081412239530cb3c&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","LU0594300419.USD":"富达中国消费基金A","BK1193":"电脑硬件、储存设备及电脑周边","LU1770036033.HKD":"NINETY ONE GSF ASIAN EQUITY \"A\" (HKD) ACC","BK1618":"Manus概念股","LU0650527681.SGD":"Fidelity China Consumer A-SGD","LU1961090484.USD":"ALLIANZ ALL CHINA EQUITY \"A\" (USD) INC","LU1303224171.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) INC","LU0823413587.USD":"BNP PARIBAS EMERGING EQUITY \"C\" (USD) 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文章的目的是蹭流量吧","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/508712595050608","repostId":"2589809538","repostType":2,"repost":{"id":"2589809538","kind":"news","pubTimestamp":1765146302,"share":"https://www.laohu8.com/m/news/2589809538?lang=zh_CN&edition=full","pubTime":"2025-12-08 06:25","market":"hk","language":"zh","title":"小米口碑反转，家电企业应该从中汲取哪些教训","url":"https://stock-news.laohu8.com/highlight/detail?id=2589809538","media":"家电魂","summary":"小米自三月份以来的负面对其影响巨大。但在小米遭遇此劫之际，应该从中汲取哪些教训呢？小米是从手机进入家电乃至汽车行业。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。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。","content":"<html><body><article><p><strong>【题记】</strong></p><p><strong><a href=\"https://laohu8.com/S/XIACY\">小米</a>最近有点烦：从高光到低谷，<a href=\"https://laohu8.com/S/01810\">小米</a>市值蒸发超</strong><strong>5500亿港元。舆情灾难留给家电行业的思考</strong>：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><img src=\"https://fid-75186.picgzc.qpic.cn/20251208062912498v163k6iyq0l4ijl\"/><p><strong>望博斋主</strong>||撰文</p><p>从“为发烧而生”到“全网追着骂”，<a 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","LU0164865239.USD":"HSBC GIF CHINESE EQUITY \"AC\" (USD) ACC","LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) ACC","LU0348814723.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"A\" (USD) INC NC","BK1523":"武汉本地概念股","LU2476274308.USD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"AT\" (USD) ACC","BK1521":"挪威政府全球养老基金持仓","LU0254981946.USD":"HSBC GIF BRIC MARKETS EQUITY \"AC\" (USD) 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