回到台前的雷军，回应一切的小米

北京商报01-04

小米在超级工厂的机器轰鸣声中开启了新年。　　由于集团创始人、董事长兼CEO雷军患上感冒，一场原定于跨年夜的拆车直播于1月3日晚间姗姗来迟。除雷军外，小米汽车副总裁李肖爽、工业设计总经理李田原等多位汽车业务核心成员悉数亮相，集团新任公关部总经理徐洁云也在回应质疑的环节现身于镜头前。　　徐洁云自述，此前他同样患上了重感冒，雷军打趣道“我怀疑就是被他（徐洁云）传染的”。　　玩笑之外，雷军与徐洁云确实并肩...

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拆解YU7，拆解小米　　YU7的拆解贯穿直播全程，成为核心背景线。　　涉及具体零部件与技术细节时，雷军会携李肖爽、李田原及工程师团队来到车旁，结合拆解部件逐一讲解设计理念、技术原理、材料选择等核心信息。　　YU7更像是一个沟通载体，雷军借此次拆解向外界传递出公司2026年及未来的明确态度：“过去这段时间，网上关于我们产品的各类疑问，我想集中回应一下。”　　雷军坦言，过往小米对产品相关质疑回应甚少，是因为他觉得“好产品自己会讲话”、“清者自清”，不愿让公司和个人陷入无休止的自证陷阱，坚信市场会给出公正评判。　　但面对持续发酵的质疑，雷军最终决定接受米粉朋友们的建议，转为主动、及时地回应各类问题。　　知名危机公关专家、福州公孙策公关合伙人詹军豪此前接受北京商报记者采访时表示，大众消费品企业若与外界沟通不畅，易让公众产生逃避问题或无法自证的印象，进而引发更多猜测与不满。尤其在信息传播高速化的当下，负面消息极易扩散发酵，单纯的沉默往往会成为信任消耗的催化剂。　　雷军的选择是主动出击，将产品话语权、争议解释权重新掌握在企业手中：“过去一年要回应的问题很多，我们计划分期、分批逐步回应”，而结合YU7拆车解读相关问题，大约只是这一系列回应计划的第一章。　　北京商报记者就相关问题向小米集团发去采访函，截至发稿尚未收到回复。　　不过雷军在直播中明确提出，欢迎博主开展合理拆解测评、提出真实建议，也希望所有评价都能“说公道话”；同时他建议徐洁云与李肖爽“今后多出来回应各类质疑”。　　1月4日，徐洁云连发多条微博表态，此次直播辟谣只是开始，并倡议同行都能公开拆车，“拆得越细，产品越清楚，行业越透明”。　　直播当晚，他还发布了一张水墨风格海报，配文“踏平坎坷成大道”。　　02. 尖锐对尖锐　　如果说对产品争议的回应是治标，那么雷军、徐洁云等人提及的舆论策略转型，则是小米面向未来的治本之举。　　直播进行至约3小时50分钟时，雷军话锋一转：“拆车环节到此告一段落，接下来我们专题回应关于YU7的各类问题。”　　“机械门锁”“7000法务”“小字营销”“绿化带战神”……过去一年网络上流传的尖锐评议、敏感话题，均被小米官方主动摆上台面。其中，硬件及设计相关的质疑在拆车环节已陆续被证实或证伪，而更抽象的标签化舆论质疑，则随着徐洁云的专项回应进入公众视野。　　徐洁云直言，“绿化带战神”这一标签，是部分人刻意收集事故视频、恶意剪辑后反复传播的结果。针对此类恶意水军攻击，小米车主社区部门已联合法务部推出维权支持服务，协助车主对恶意攻击行为进行取证、诉讼。　　他还透露，此前烟台警方历经4个月侦破一起炒作新能源汽车负面信息的网络水军案，抓获12名犯罪嫌疑人，查扣涉案资金超百万元，关停8000余个违法网络账号。“该案中针对小米的恶意攻击信息较多，同时也存在无差别攻击其他新能源品牌的情况。”　　雷军毫不避讳地谈及恶意攻击带来的心理阴影，呼吁公众通过投诉等渠道共同抵制水军：“大家应该也不希望看到只会念稿子的雷军。”　　针对“小字营销”质疑，徐洁云先以“逆光之王”“小米超强钢”两个案例解释，小字注解的初衷是符合广告法合规要求，但同时表示接受外界批评，已与内部多个团队充分沟通达成共识——未来小米的各类说明注解将尽量采用大字呈现。雷军补充道，“这是行业陋习，小米会立刻调整”，但也强调小字注解不等于虚假营销，同时仍欢迎公众持续提问、监督。　　北京商报记者注意到，小米最新发布的17 Ultra系列海报中，“移动影像光学新起点”等宣传语旁，已不再出现角落小字注解。　　03.新年新篇　　回应争议的同时，雷军也明确了小米未来的核心战略：坚持技术立业。　　他透露，过去五年小米在研发上累计投入了超1000亿元资金，未来五年将继续投入2000亿元，重点布局生成式AI大模型，通过AI全面赋能现有业务、实现“重做一遍”的升级目标，并持续深化人车家全生态建设。　　中关村信息消费联盟理事长项立刚向北京商报记者表示，经过多年技术积累，小米如今的技术水平与产品力已具备较强实力。近期推出的高端联名17 Ultra徕卡版搭载的变焦环，包括2025年下半年大卖的17 Pro系列背屏，都展现出相当可观的市场冲击力。　　小米集团合伙人、总裁、手机部总裁卢伟冰此前透露，小米17系列手机整体销量较前代小米15系列增长约30%，Pro版本占比超80%；另有统计数据显示，小米17系列中搭载背屏、价格更高的Pro及Pro Max版本销量均领先标准版（比例约为16%∶34%∶50%）。　　直播尾声，因病迟来的“新年快乐”祝福依然由雷军携多位集团成员送出，纸花彩带纷飞在超级工厂。　　新年伊始，雷军不想带病出发，小米当然也不想。（文章来源：北京商报）","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,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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