雷军：2025，迎接风暴

创业邦2025-12-31

编者按：本文来自微信公众号 “中国企业家杂志”（ID：iceo-com-cn），作者：赵东山，编辑：何伊凡、李原创业邦经授权转载。即将过去的2025年，小米创始人、董事长兼CEO雷军的个人形象，经历了前所未有的解构。曾经，雷军是中国企业家中的人气顶流，温文尔雅的形象深入人心，会玩梗、接地气，成为小米品牌最鲜活的名片。但当形象光环撞上商业事件，雷军在一些人眼中也变为“营销高手”。今年是雷军创办小米的...

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3nm制程旗舰芯片的公司之一。在汽车领域，小米SU7系列成为近一年20万元以上最畅销的轿车。小米YU7在今年6月发布后，也创造了3分钟大定超过20万辆，18个小时内锁单24万台的惊人成绩。摄影：佘贵森另一方面，雷军和小米的品牌形象因多起意外事件而频频受到挑战。安徽铜陵、成都两起SU7车主的意外事故，引发大众对小米汽车安全性的质疑。小米SU7 Ultra的挖孔版前舱盖的设计，也触发了对小米营销真实性的信任危机。此后更有真假难辨的“水军”在各个平台上，密集攻击小米。在2025年年度演讲结束后，雷军向《中国企业家》等媒体表示：“小米汽车发布之后，肯定是被黑得最惨的品牌之一。”在雷军心目中，小米通过造车和自研SoC芯片，转型为横跨手机、汽车、家电三大领域的硬核科技公司，本该面貌焕然一新，令外界刮目相看。但现实状况，显然超出雷军预期。当雷军带着数千万的流量，迅速在汽车行业打开局面，成为车圈顶流时；高强度的曝光也让小米汽车快速告别了“新手保护期”——雷军必须亲自迎接风暴。01成绩与挑战面对诋毁与质疑，雷军罕见地怒了。11月16日，他在微博接连发问：“我在谈产品定义时说，‘一辆车，好看是第一位的’，这和‘安全是基础、安全是前提’矛盾吗？还是在这次采访，我谈设计时候说轮毂最难设计，这有啥问题？”这样的情绪和心境，只是雷军在2025年的一个缩影。2025年5月，雷军在一次内部演讲中称：“我们受到了狂风暴雨般的质疑、批评和指责，我和同事们一样，一下子都蒙了。”汽车业务无疑是雷军最关键的一役。小米汽车业务的进展速度，也确实令行业惊叹。11月20日，小米第50万辆汽车下线。从第1台到50万台，小米仅仅用了1年零7个多月的时间，创造了国内新能源汽车行业最快的纪录。小米汽车的盈利速度同样迅猛。2025年第三季度，小米汽车业务交出亮眼成绩单：单季度交付10.9万辆，收入290亿元，毛利率达25.5%，并首次实现单季度经营盈利，经营利润7亿元。02在失败的路上再出发造车之外，雷军在2025年的另一件大事就是自研芯片的上市。今年5月，小米推出了玄戒O1芯片，成为中国大陆首家发布3nm制程旗舰芯片的公司之一，玄戒O1也被搭载到小米15S Pro手机上。对于雷军而言，这不是一条容易的路，甚至是一条曾经失败过的路。小米早在2014年就开始芯片研发，历时3年，投入10亿多元，推出过首款手机芯片“澎湃S1”，但第二代芯片产品澎湃S2迟迟没有发布。摄影：邓攀最终，芯片公司被迫进行改组，暂停了SoC大芯片的研发。在8年前失败的路上再出发，需要勇气。雷军深知自研芯片的残酷性：“像O1这样规格的旗舰芯片，如果只卖100万台的话，平均到每台手机的芯片研发成本就超过了1000美元。如果没有足够的装机量，再好的芯片也是赔钱的买卖。”因此，再出发时，雷军也遭遇过团队的反对。他向自己和团队发问：“假如现在放弃，10年后，我们会为公司账上多出几百亿元而庆幸，还是为小米这家公司永远失去芯片业务而后悔？”雷军回忆称，小米造车和重启造芯，几乎是同时做的决策，把前10年攒下的家底全押上了。这样的战略投入被他形容为“同时供家里两个孩子上大学，造车、芯片，每个都是五六百亿元投入的大项目，压力令人窒息”。最终，雷军和芯片团队还是选择入局自研。在雷军看来，全球顶尖的科技巨头，最终几乎都成了芯片巨头，“芯片是小米成功的必由之路。”直到现在，他都坚定地认为，这笔投入绝对是值得的。“退一万步，哪怕最后没有成功，也将为小米培养出一支强大的芯片研发队伍，彻底改变小米的质地。”03重塑与前行面对纷繁的舆论，雷军决定用行动给外界更好的答卷。11月20日，在第50万辆车下线仪式上，他表示：“行胜于言，以行践言。”坚持投入技术，是他坚信肯定不会出错的事。2025年，小米的研发投入预计超过320亿元，未来5年预计投入2000亿元。创业15年，雷军正率领小米从互联网公司转向智能制造的新战场，转型成一个硬核的科技公司。在他看来，“硬核的科技公司跟互联网公司不一样。互联网是机会驱动的，科技公司是使命驱动的。”2025年10月，小米在武汉的智能家电工厂正式投产。这是小米继智能手机工厂和汽车工厂之后，建设的第三座大型智能制造基地，也是其“人车家全生态”战略中，大家电板块最关键的一次落子。雷军创办小米的初心，就是用互联网技术和方法做制造。在2025年9月的年度演讲中，雷军曾表示：“过去5年，无论对小米还是对我个人，都是一场彻底的蜕变。我们用5年脚踏实地的努力，重塑了小米的骨骼和灵魂。”面对风暴，雷军和小米只能继续前行。“从迷茫到蜕变，有时隔着万水千山，有时只隔了一层窗户纸。只要持续努力、不断成长，每个人、每个团队，都有机会‘逆天改命’。”雷军在今年的年度演讲中说道——如今这句话，也在说给他自己。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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