外资不跑
01-21
$小米集团ADR(XIACY)$
$小米集团-W(01810)$
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”。
人老实话不多？小米汽车与雷军的成与败
免责声明：上述内容仅代表发帖人个人观点，不构成本平台的任何投资建议。
分享至
微信
复制链接
精彩评论
我们需要你的真知灼见来填补这片空白
打开APP，发表看法
APP内打开
发表看法
1
{"i18n":{"language":"zh_CN"},"detailType":1,"isChannel":false,"data":{"magic":2,"id":524141200307288,"tweetId":"524141200307288","gmtCreate":1768990821351,"gmtModify":1768990823756,"author":{"id":4214529501700820,"idStr":"4214529501700820","authorId":4214529501700820,"authorIdStr":"4214529501700820","name":"外资不跑","avatar":"https://community-static.tradeup.com/news/default-avatar.jpg","vip":1,"userType":1,"introduction":"","boolIsFan":false,"boolIsHead":false,"crmLevel":1,"crmLevelSwitch":0,"individualDisplayBadges":[],"fanSize":3,"starInvestorFlag":false},"themes":[],"images":[],"coverImages":[],"title":"","html":"<html><head></head><body><p><a href=\"https://laohu8.com/S/XIACY\">$小米集团ADR(XIACY)$ </a> <a href=\"https://laohu8.com/S/01810\">$小米集团-W(01810)$ </a> 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”。</p></body></html>","htmlText":"<html><head></head><body><p><a href=\"https://laohu8.com/S/XIACY\">$小米集团ADR(XIACY)$ </a> <a href=\"https://laohu8.com/S/01810\">$小米集团-W(01810)$ </a> 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”。</p></body></html>","text":"$小米集团ADR(XIACY)$ $小米集团-W(01810)$ 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”。","highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"favoriteSize":0,"link":"https://laohu8.com/post/524141200307288","repostId":2605610880,"repostType":2,"repost":{"id":"2605610880","kind":"news","pubTimestamp":1768987163,"share":"https://www.laohu8.com/m/news/2605610880?lang=zh_CN&edition=full","pubTime":"2026-01-21 17:19","market":"hk","language":"zh","title":"人老实话不多？小米汽车与雷军的成与败","url":"https://stock-news.laohu8.com/highlight/detail?id=2605610880","media":"一品汽车","summary":"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。小米汽车业务的增长令人瞩目。小米汽车业务对集团总收入的贡献率也将达到30%。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。","content":"<html><body><article><p>新年伊始，<a href=\"https://laohu8.com/S/XIACY\">小米</a>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<a href=\"https://laohu8.com/S/01810\">小米</a>将“从现在做起，立马整改”。</p><img src=\"https://inews.gtimg.com/om_bt/OiF9IZBxLWzxBPE0wcdPtkYiYCMAXBWhdkIroxITZhxmAAA/0\"/><p>这场直播恰逢<a href=\"https://laohu8.com/S/81810\">小米</a>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<a href=\"https://laohu8.com/S/TSLA\">特斯拉</a>。</p><p>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。</p><p>01</p><p>小字的背后拆车与拆台</p><p>Part One</p><p>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。</p><img src=\"https://inews.gtimg.com/om_bt/OP41FOWUrEfqWbTkw0VpxSiJsCCf54p2QR5jfsrWzwmQYAA/0\"/><p>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”。</p><p>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。”</p><img src=\"https://inews.gtimg.com/om_bt/OuysElopKd0yhDIIqd1576nGl8TNUbB5181PV7xxNeSPQAA/0\"/><p>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。</p><p>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。”</p><img src=\"https://inews.gtimg.com/om_bt/OFe26DIFZJJEwvuejKQN_qC88GOd4fC37H_MBhB2BE6ngAA/0\"/><p>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。</p><p>02</p><p>整改的背后销量与目标的距离</p><p>Part Two</p><p>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。</p><p>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。</p><p>“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。</p><img src=\"https://inews.gtimg.com/om_bt/OH70yHum1UDTUnJXcUHr7lBSXKCIekgI4FvrXKH9N4xiIAA/0\"/><p>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。</p><p>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。</p><img src=\"https://inews.gtimg.com/om_bt/ODAFWnlP93aNQw0p8XyDm7Fegz4lR1G_No-J4iyK5BQ9wAA/0\"/><p>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%。</p><p>03</p><p>营销的转折</p><p>人老实话不多形象坐实</p><p>Part Three</p><p>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？”</p><p>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。</p><p>“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。</p><p>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。</p><p>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。</p><p>“</p><p><strong>写在最后：</strong></p><p>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。</p><p>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。</p><p>”</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\" content=\"telephone=no,email=no,address=no\" />\n<title>人老实话不多？小米汽车与雷军的成与败</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\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人老实话不多？小米汽车与雷军的成与败\n</h2>\n\n<h4 class=\"meta\">\n\n\n2026-01-21 17:19 北京时间 <a 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","type":0,"thumbnail":"","relate_stocks":{"81810":"小米集团-WR","LU2097828631.EUR":"AZ EQUITY CHINA \"A\" (EUR) ACC","HK0000165453.HKD":"华夏精选大中华科技基金 A类港币","LU0611395673.USD":"NINETY ONE GSF EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU2778985437.USD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"A\" (USD) INC","LU0823040885.USD":"东方汇理新兴市场焦点股票基金","LU2097828714.EUR":"AZ EQUITY CHINA \"BAZ\" (EUR) ACC","LU2152927971.USD":"NORDEA 1 ASIAN STARS EQUITY \"BP\" (USD) ACC","LU0561508036.HKD":"ALLIANZ CHINA EQUITY \"A\" (HKD) INC","LU2097828805.USD":"AZ EQUITY CHINA \"A-AZ\" (USD) ACC","LU0345776255.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) INC","LU0039217434.USD":"HSBC GIF CHINESE EQUITY \"AD\" INC","BK1506":"5G概念","LU0307460666.USD":"EASTSPRING INVESTMENTS CHINA EQUITY \"A\" ACC","LU2097828474.EUR":"AZ EQUITY CHINA \"A\" (EUR) ACC A","SG9999003461.SGD":"United Asia Pacific Infrastructure SGD","LU0588546209.SGD":"Eastspring Investments - China Equity Fund AS SGD","LU1188198961.HKD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" (HKD) INC QV","LU0449515922.USD":"HSBC GIF GLOBAL EMERGING MARKETS EQUITY \"PC\" (USD)ACC","LU0359201612.USD":"贝莱德中国基金A2","IE0034224299.USD":"PINEBRIDGE ASIA EX JAPAN EQUITY \"A\" (USD) ACC","LU0605514214.HKD":"FIDELITY CHINA CONSUMER \"A\" (HKD) ACC","LU0797268264.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AT\" (HKD) ACC","LU1720050803.USD":"安联全方位中国股票基金","LU0214875030.USD":"HSBC GIF BRIC EQUITY \"M2C\" (USD) ACC","LU0456827905.SGD":"JPMorgan Funds - China A (acc) SGD","LU0149721374.USD":"HSBC GIF HONG KONG EQUITY \"AD\" INC","LU0231483743.USD":"abrdn SICAV I - ALL CHINA SUSTAINABLE EQUITY \"A\" (USD) ACC","LU1719994722.HKD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (HKD) ACC","SG9999001093.SGD":"United Greater China Fund A Acc SGD","LU1770034418.SGD":"ALL CHINA EQUITY \"A\" (SGDHDG) ACC","LU0823041008.USD":"AMUNDI FUNDS EMERGING WORLD EQUITY \"A2\" (USD) ACC","LU2087589342.USD":"BGF ASIAN MULTI-ASSET INCOME \"A6\" (USD) INC","LU2039709279.SGD":"MANULIFE GF DRAGON GROWTH \"AA\" (SGDHDG) INC","LU0823038988.USD":"AMUNDI FUNDS ASIA EQUITY FOCUS \"A2\" (USD) ACC","LU0463099449.HKD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" (HKD) ACC","LU1282648689.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AMG\" (USD) INC","LU0348816934.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AT\" (USD)","LU0359201885.HKD":"BGF CHINA \"A2\" (HKD) ACC","LU0823039010.USD":"AMUNDI FUNDS ASIA EQUITY FOCUS \"A2\" (USD) INC","LU0211977185.USD":"EASTSPRING INVESTMENTS GREATER CHINA EQUITY \"A\" ACC","BK1502":"双十一","LU0117841782.USD":"JPM GREATER CHINA \"A\" (USD) INC","LU0593848301.USD":"未来资产亚洲卓越消费股票基金A","BK1589":"北水核心资产","LU0235996351.USD":"UBS (LUX) KEY SELECTION SICAV - ASIAN EQUITY (USD) \"P\" (USD) ACC","LU0499858602.USD":"NINETY ONE GSF ASIA PACIFIC EQUITY OPPORTUNITIES \"A\" (USD) ACC","LU1868838027.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES \"8\" (USD) ACC","LU0417516738.SGD":"Allianz Hong Kong Equity AT Acc SGD","IE0032431581.USD":"PINEBRIDGE GREATER CHINA EQUITY \"A\" (USD) ACC","LU2226246903.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AT4\" (HKD) ACC","LU0348735423.USD":"ALLIANZ HONG KONG EQUITY \"A\" (USD) INC","BK1193":"电脑硬件、储存设备及电脑周边","BK1618":"Manus概念股","LU0244354667.USD":"SCHRODER ISF CHINA OPPORTUNITIES \"A\" ACC","LU1956131251.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\"MD (USD) INC","LU1251922891.USD":"NINETY ONE GSF ALL CHINA EQUITY \"A\" (USD) ACC","LU1770036033.HKD":"NINETY ONE GSF ASIAN EQUITY \"A\" (HKD) ACC","LU0594300419.USD":"富达中国消费基金A","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) ACC","BK1615":"港股-互联网","LU2257852520.SGD":"JPMorgan Funds - Asia Growth A (acc) SGD","LU0348825331.USD":"ALLIANZ CHINA EQUITY \"A\" (USD) INC","LU1105468828.SGD":"Allianz Total Return Asian Equity AM DIS H2-SGD","LU0871576103.HKD":"HSBC GIF CHINESE EQUITY \"AC\" (HKD) ACC","LU0320764599.SGD":"FTIF - Templeton China A Acc SGD","LU1794554557.SGD":"Allianz All China Equity AT Acc H2-SGD","LU0918141705.HKD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"AM\" (HKD) INC","LU0499858438.USD":"NINETY ONE GSF ASIA PACIFIC EQUITY OPPORTUNITIES \"A\" (USD) INC","LU0169518387.USD":"JPM ASIA EQUITY \"A\" ACC","LU2476274720.SGD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"AT\" (SGDHDG) ACC","LU0675040207.SGD":"JPM ASIA PACIFIC EQUITY \"A\" (SGD) ACC","LU0823413660.USD":"BNP PARIBAS EMERGING EQUITY \"C\" (USD) INC","LU0441854154.USD":"JPM ASIA PACIFIC EQUITY \"A\" (USD) ACC","LU0823397103.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\" (USD) ACC","LU1328277881.USD":"MANULIFE GF DRAGON GROWTH FUND \"AA\" (USD) INC","LU0823426308.USD":"法巴中国股票基金","LU0823397285.USD":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\" (USD) INC","LU1981816686.USD":"EASTSPRING INV ASIAN MULTI FACTOR EQUITY \"A\" (USD) ACC","XIACY":"小米集团ADR","LU0314109678.HKD":"MANULIFE GF DRAGON GROWTH \"AA\" (HKD) INC","LU0051755006.USD":"摩根大通中国A (dist)","LU1023057109.AUD":"BGF CHINA \"A2\" (AUDHDG) ACC","LU0326950275.SGD":"Schroder ISF China Opportunities A Acc SGD-H","LU0210526637.USD":"JPM CHINA \"A\" (USD) ACC","LU0572944931.SGD":"Janus Henderson Horizon China Opportunities A2 SGD","LU1481107354.HKD":"HSBC GIF HONG KONG EQUITY \"AD\" (HKD) INC","LU0449509016.USD":"HSBC GIF BRIC EQUITY \"AC\" (USD) ACC","LU0700851271.USD":"NINETY ONE GSF EMERGING MARKETS MULTI-ASSET \"A\" (USD) ACC","LU0254981946.USD":"HSBC GIF BRIC MARKETS EQUITY \"AC\" (USD) ACC","LU0594300179.USD":"FIDELITY CHINA CONSUMER \"A\" (USD) ACC","LU1868837565.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES \"1\" (USD) ACC","LU0417516902.SGD":"Allianz China Equity Cl AT Acc SGD","01810":"小米集团-W","BK1607":"新IT概念","LU2476274308.USD":"ALLIANZ CHINA FUTURE TECHNOLOGIES \"AT\" (USD) ACC","LU0918141887.USD":"安联亚洲实际收益股票基金","LU0084288322.USD":"Natixis Asia Equity RD USD","LU0164865239.USD":"HSBC GIF CHINESE EQUITY \"AC\" (USD) ACC","LU0348814723.USD":"ALLIANZ TOTAL RETURN ASIAN EQUITY \"A\" (USD) INC NC","LU0708995583.HKD":"TEMPLETON CHINA \"A\" (HKD) ACC","BK1523":"武汉本地概念股","LU0143863784.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES\"DU\" (USD) ACC","LU1813983027.USD":"MANULIFE GF DRAGON GROWTH \"AA\" (USD) INC","LU0327786744.USD":"Janus Henderson Horizon China Opportunities A2 USD","HXXD.SI":"Xiaomi HK SDR 2to1","BK1521":"挪威政府全球养老基金持仓","LU0345775950.USD":"NINETY ONE GSF ASIAN EQUITY \"A\" (USD) ACC","LU2399975544.HKD":"ALLIANZ ALL CHINA EQUITY \"AT\" (HKD) ACC","LU0164872284.USD":"HSBC GIF GLOBAL EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU0531970944.HKD":"HSBC GIF BRIC EQUITY \"AC\" (HKD) ACC","LU1323998911.USD":"BGF ASIAN MULTI-ASSET INCOME \"A\" (USD) ACC","LU0823426480.USD":"法巴中国股票经典Dis","LU0052750758.USD":"富兰克林中国基金A Acc","LU0164880469.USD":"HSBC GIF HONG KONG EQUITY \"AC\" ACC","LU0348827113.USD":"ALLIANZ RCM CHINA \"AT\" ACC","LU0143863198.USD":"CT (LUX) I GLOBAL EMERGING MARKET EQUITIES\"AU\" (USD) ACC","LU1880383366.USD":"东方汇理中国股票基金 A2 (C)","LU0054450605.USD":"HSBC GIF GLOBAL EMERGING MARKTS EQ \"AD\" INC","LU0359202008.SGD":"Blackrock China Fund A2 SGD-H","LU0456846285.SGD":"JPMorgan Funds - Greater China A (acc) SGD","LU0540923850.HKD":"ALLIANZ HONG KONG EQUITY \"A\" (HKD) INC","SG9999002463.SGD":"LionGlobal China Growth SGD","LU1880383440.USD":"AMUNDI FUNDS CHINA EQUITY \"A2\" (USD) INC","IE00B3M56506.USD":"NEUBERGER BERMAN EMERGING MARKETS EQUITY \"A\" (USD) ACC","LU1808992512.USD":"AB ALL CHINA EQUITY PORTFOLIO \"A\" (USD) ACC","BK1610":"ETF&股票定投概念","LU0634319403.HKD":"ALLIANZ HONG KONG EQUITY \"AT\" (HKD) ACC","BK1575":"同股不同权","LU2097828557.USD":"AZ EQUITY CHINA \"A\" (USD) ACC","LU0531971595.HKD":"HSBC GIF CHINESE EQUITY \"AD\" (HKD) INC"},"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260121173655a69bb132&s=b","is_english":false,"share_image_url":"https://static.laohu8.com/9a95c1376e76363c1401fee7d3717173","article_id":"2605610880","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。”","news_type":1,"symbols_score_info":{"81810":0.6,"HXXD.SI":0.6,"MIUmain":0.6,"01810":1.96,"XIACY":1.96}},"isVote":1,"tweetType":1,"viewCount":646,"commentLimit":10,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"symbols":["01810","XIACY"],"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":143,"optionInvolvedFlag":false,"xxTargetLangEnum":"ZH_CN"},"commentList":[],"isCommentEnd":true,"isTiger":false,"isWeiXinMini":false,"url":"/m/post/524141200307288"}
精彩评论