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lala jennie
01-05

写的好

雷军想把失去的拿回来

在过去的大半年中，小米持续深陷舆论漩涡，至今仍然没有看到有好转的迹象，这个时候雷军必须再次站出来，用自身和公司的行动，来扭转公众对小米的看法，以确保订单量不会后继乏力。2026年，小米将有4款新车发布，同时继续朝55万辆的交付目标努力。

雷军想把失去的拿回来

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ACC"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260105111854a49d1128&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2601711850","content_text":"少了些宏大叙事和苦情戏码，多了些细节呈现和实在回应，雷军在跨年直播中反而比2025年度演讲呈现出更多“改变”。这场原定于12月31日晚举行的跨年直播，因雷军感冒加重推迟到1月3日晚，也恰恰因此避开了线下狂欢和线上晚会扎堆的节点，收获了更多关注。长达四小时的直播中，小米工程师现场拆解并详细介绍了一辆YU7，雷军也正面回应了小字营销、7000名法务、不让农民卖小米、“绿化带战神”等多个敏感质疑。雷军为此准备了厚厚的一叠演讲稿，目的是怕犯错，更怕被“挑刺”。在直播过程中，他无奈表示，“你们希望看到这样的雷军吗？”这场直播有两层意义，一是展示整车质量和细节特点，二是重拾大众信任。其背后也折射出小米的显著变化，即从产品自证转向主动透明，从回避问题到直面问题。这是小米不得不做出的改变。在过去的大半年中，小米持续深陷舆论漩涡，至今仍然没有看到有好转的迹象，这个时候雷军必须再次站出来，用自身和公司的行动，来扭转公众对小米的看法，以确保订单量不会后继乏力。2026年，小米将有4款新车发布，同时继续朝55万辆的交付目标努力。有业内人士透露，小米目前新增订单量已降至周均4000~5000辆，按照目前的产能提升速度，如果不能有所表现，积压未交付订单或将在2026年三、四季度耗尽。2025年可以说是小米“冰火两重天”的一年，一边是SU7 Ultra刷新纽北圈速纪录，YU7开售3分钟大定超20万台的高光时刻；一边是接连经历高速事故、机盖挖孔宣传、OTA锁功率、SU7召回等争议。而雷军沉寂多时后复出的年度演讲，不仅没能改善现状，还因大众的“苦情审美疲劳”，成为了舆论与资本集中宣泄不满的节点，进一步加剧了口碑下滑。对应到港股市场，小米股价从年内高点一度下跌近40%。这一点，和年中突然爆发的全网吐槽“理想车主素质”高度相似，批判和嘲讽小米已经成为了社交平台上的一种政治正确，尤其是“米黑”群体本就规模庞大，在多重催化剂之下，大众很容易被裹挟其中，演变为一场全民狂欢。如同雷军在直播中所说，“希望大家多说公道话，不要为流量故意找茬”。在某种程度上，小米是冤的，“7000法务”、“黄毛专属车”等舆论更多是为黑而黑，“被误伤”是小米当下的常态；但小米也不冤，小字营销、碳纤维机盖、OTA锁功率等争议，背后折射出的是大众对小米的高期望和现实的错配。欲戴皇冠必承其重，长期站在聚光灯中央的小米，在流量方面吃足了红利，也必然需要承受更多的审视，以及更严苛的要求。如同小字营销一样，行业惯例的说法并不能说服大众，小米必须要做得比同行更好才行。在销量与盈利方面的突破。标志着小米成功切入中高端市场并站稳脚跟，但“少年得志”的小米汽车，也在爆发式增长中暴露出品控、公关、用户管理等多重短板。事实上，近期的小米已经在悄然改变。我们在日前的小米手机发布会上注意到，小米已经取消了海报小字，雷军也在此次直播中总结，小字确实是行业陋习，小米会马上改，提升信息透明度。整场直播中，安全能力是贯穿始终的一条主线，持续聚焦技术与安全表现；同时小米已经完成了一万多人的免费高阶驾驶培训，小米工厂也接待了超13万名工业游客。这是一个积极的信号，即雷军开始从务虚转为务实，而小米也对质疑给出了更为明确的态度和改进方向。但小米在主观能动性方面也许还可以做得更多，例如断章取义、恶意剪辑、尬黑等依然是直播中的关键词，雷军也表示“被黑出心理阴影”，这意味着小米仍然在试图说服和教育用户——按照史蒂芬·柯维在《高效能人士的七个习惯》中的理论，小米向外归因有余，而向内归因不足。尽管小米还处于至暗时刻，但不可否认的是，无论从销量还是毛利层面，小米依然是新势力头部玩家之一，对应到小米的极短造车历史，是非常难得的一点。同时小米手机的高端化转型也卓有成效，在4000~6000元价格段逐渐站稳脚跟。更为重要的一点是，小米依然具有一定的想象空间。这主要来自小米独特的IoT生态，其覆盖“人-车-家”的庞大IoT设备体量，在数据和应用方面拥有极大的先天优势。简单来说，IoT正是小米撬动AI的有力杠杆，这不仅是小米汽车智驾能力的“弯道超车”机会，也是小米在AI时代更进一步的深厚筹码。罗福莉加入小米仅一个多月就交出阶段性成果，MiMo大模型在代码与智能体能力上跻身全球开源模型Top 2，这不仅来自罗福莉的个人能力，也与小米的生态支持密不可分。在未来，基于AI能力全面打通IoT生态布局的小米，或将迎来属于自己的“飞轮效应”。事实上，小米目前面临的处境，也是大公司迈向伟大公司的必经之路。海外方面，苹果此前的“降频门”，亚马逊的卖家与员工压榨，谷歌的垄断与隐私争议，都曾让其深陷舆论漩涡；而在国内，此前腾讯的“毒害青少年”与“抄袭模仿”，阿里巴巴的“福报”，字节跳动早期的“低俗内容”等，也都让他们一度遭受不亚于小米的嘲讽与批评。关键之处在于对待挫折的态度，是从中吸取经验教训，使之成为自己成长道路上的养分；还是让挫折成为沉重的枷锁，在不断地自我怀疑和抱怨中日渐消沉。小米已经开始了积极地改变，效果是否明显和持久，则取决于其自身态度和决心有多大。想要实现从“网红”到“长红”的跃迁，小米更需要的，一是保持平常心，二是苦练基本功。","news_type":1,"symbols_score_info":{"81810":0.6,"01810":1.96,"HXXD.SI":0.6,"XIACY":1.96,"MIUmain":0.6}},"isVote":1,"tweetType":1,"viewCount":107,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":[],"verified":2,"subType":0,"readableState":1,"langContent":"CN","currentLanguage":"CN","warmUpFlag":false,"orderFlag":false,"shareable":true,"causeOfNotShareable":"","featuresForAnalytics":[],"commentAndTweetFlag":false,"andRepostAutoSelectedFlag":false,"upFlag":false,"length":6,"optionInvolvedFlag":false,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"hasMoreComment":false,"orderType":2}