人老实话不多？小米汽车与雷军的成与败

一品汽车01-21

新年伊始，小米集团创始人雷军在2026年首场直播中直面争议，承认“小字营销”是行业陋习，并承诺小米将“从现在做起，立马整改”。这场直播恰逢小米汽车业务的关键节点——2025年小米汽车超额17%完成年度目标，售出41.18万台。而2026年的销售目标已定为55万台，有预测称小米电动汽车销量甚至可能在2026年超越特斯拉。在《一品汽车》看来，雷军在新年直播中回应“小字营销”争议，称其为行业陋习并承诺...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260121173655a69bb132&s=b><strong>一品汽车</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>新年伊始，小米集团创始人雷军在2026年首场直播中直面争议，承认“小字营销”是行业陋习，并承诺小米将“从现在做起，立马整改”。这场直播恰逢小米汽车业务的关键节点——2025年小米汽车超额17%完成年度目标，售出41.18万台。而2026年的销售目标已定为55万台，有预测称小米电动汽车销量甚至可能在2026年超越特斯拉。在《一品汽车》看来，雷军在新年直播中回应“小字营销”争议，称其为行业陋习并承诺...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260121173655a69bb132&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0449515922.USD","symbol_name":"HSBC GIF GLOBAL EMERGING MARKETS EQUITY \"PC\" 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The success and failure of Xiaomi Automobile and Lei Jun","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"XIACY":1.96,"01810":1.96,"MIUmain":0.6,"HXXD.SI":0.6},"content_text":"新年伊始，小米集团创始人雷军在2026年首场直播中直面争议，承认“小字营销”是行业陋习，并承诺小米将“从现在做起，立马整改”。这场直播恰逢小米汽车业务的关键节点——2025年小米汽车超额17%完成年度目标，售出41.18万台。而2026年的销售目标已定为55万台，有预测称小米电动汽车销量甚至可能在2026年超越特斯拉。在《一品汽车》看来，雷军在新年直播中回应“小字营销”争议，称其为行业陋习并承诺立即整改，大有以自身陋习捆绑行业发展的趋势。而与此同时，小米汽车2026年的销售目标已定为55万辆，则预示着这家车企将在今年亮出更多杀手锏。01小字的背后拆车与拆台Part One雷军的2026年首场直播历时四个小时，工程师现场完整拆解了一台宝石绿小米YU7。从座椅、底盘到电机、电池包，雷军试图以最直观的方式展示小米汽车的核心部件与结构设计。直播的重点之一是回应外界对小米营销手法的质疑。“200公里瞬间刹停”等表述被雷军解释为“类似于‘刷剧一口气看了十多集’，是一种真实体验的感慨性表述”。对“小字营销”这一被诟病已久的问题，雷军给出了明确的回应：“小字确实是行业陋习，在这一点上，小米从现在做起，立马整改。”小米宣传物料上的“小字”问题并非孤例。2025年9月，雷军微博中带有“小字”的宣传海报至少32张。小米集团董事长特别助理徐洁云在直播中解释道：“在宣传物料上，比如海报、PPT上面加标注，确实是行业常见的惯例，小米之前更多考虑的是法律合规。”在《一品汽车》看来，这种雷军口中的行业通行做法，却让消费者感到被误导。小米17 Pro的“逆光设计目标”小字、小米超强钢等表述，虽然被标注为“行业截至发布时量产最高强度”，但大字标题的冲击力与小字注释的限制条件形成鲜明对比。而这真的是行业普遍现象，还是一家车企的营销陋习，仍要画一个大大的问号。02整改的背后销量与目标的距离Part Two雷军在直播中承诺整改后，小米确实有所行动。从2025年12月1日至2026年1月7日，雷军微博发布的小米产品宣传海报中，存在“小字”的海报数量减少到13张。小米官方表示，从11月开始，内部拉通了很多团队，达成坚定共识，要求所有商务团队在说明和注解中都尽量使用大字。“我们现在要求所有的商务团队在说明和注解中都尽量使用大字。”徐洁云在直播中强调。这种改变在部分海报上已有所体现，如购车权益宣传图中的小字内容更精简、字体更大，可阅读性明显提升。小米汽车业务的增长令人瞩目。2025年，小米汽车交付量从原定的30万辆目标，提高到35万，最终实现超过41万辆。值得一提的是，2026年，雷军定下了55万辆的交付目标，并表达了对超额完成的期待。彭博经济研究甚至预测，小米电动汽车销量可能在2026年实现三位数百分比的增长，全年出货量或达78.2万辆。若这一预测成真，小米将在中国市场挑战特斯拉的销量领先地位。小米汽车业务对集团总收入的贡献率也将达到30%。03营销的转折人老实话不多形象坐实Part Three值得一提的是，雷军在近期直播中再次强调了小米在宣传策略上的转变：“如果实际只有600V，却直接称作800V，大家能够接受吗？”他以新一代小米SU7汽车为例，指出该车型所采用的碳化硅高压平台电压值明确标注为752V、897V等具体数值，而非笼统称为800V或900V。“过去行业内将350V称为400V之类的做法是一种长期存在的不严谨习惯。”雷军承认。这种态度的转变标志着小米营销策略的重要调整，从遵循行业潜规则转向主动提高透明度标准。对此，也有网友调侃称小米与雷军，均是“人老实话不多”的典范。小米汽车在销量上的成功与其营销上的争议形成了鲜明对比。2025年第三季度，小米汽车及AI等创新业务首次实现单季度盈利，经营利润达7亿元。但与此同时，小米营销中的“小字”问题持续引发质疑。雷军这种“老实人”形象与营销实践中存在的模糊地带形成了有趣反差。他坦言：“小米只有15年的创业历程，还有非常多不完美的地方。”但是，造车往往并不能容忍，任何不完美，因为一辆车往往关乎一整个家庭的安全与生命。“写在最后：好在雷军已经承诺，能完整呈现的就不应省略，能精确表达的绝不能笼统带过。而当行业营销的潜规则被打破，当一位行业领军者公开承认并改正长期存在的“陋习”，改变的将不仅仅是一家企业的宣传材料，更是整个行业的透明标准。但用户又是否还会为企业塑造的“IP形象”继续买单，小米又能否乱局中实现超越均是未知数。一切也只有用产品来说话，距小米新款车发布还有三个月在时间，“人老实话不多”的雷军如何在短期内扭转企业形象无疑值得我们持续聚焦。”","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":1,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.42.0","shortVersion":"4.42.0","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2605610880","isCrawlerRequest":true}