Xiaomi Executive Responds to Marketing Controversy: Elevating Quality of New Car Promotional Images Is a Top Priority

Xu Jieyun, Special Assistant to the Chairman of Xiaomi Group and Deputy General Manager of the Strategic Marketing Department, posted on a social media platform in the early hours of August 3: "We should encourage genuine excellence and discourage empty boasting," adding a "good night" message. The remark quickly sparked heated online discussion. The day before, Xu had referred to an industry peer as someone with "quite strong learning ability" and urged the public not to mock them. In response to a netizen’s comment warning him to "take it easy or risk losing your account," Xu replied, "I don’t know what you’re talking about, but I suspect you’re making fun of someone else." On the same day, Xu also shared a summary of the 72-hour frontline pre-sale performance of Xiaomi's N70/N90 series, commenting: "How to improve the quality of our official promotional images—making them as close as possible to the actual look and feel of the vehicles—is truly a major challenge for us."