Overview
- Xiaomi said its internal probe found the outreach to the KOL was a serious breach of company principles that harmed Mi‑fan sentiment.
- Handling personnel were dismissed, while Group VP and CMO Xu Fei and PR chief Xu Jieyun received public criticism, 2025 performance deductions, and cancellation of 2025 bonuses.
- The company stated the contact was immediately terminated and pledged it will not cooperate with the KOL in the future.
- Xu Jieyun apologized on January 5, confirming the contact and emphasizing that future cooperation would not occur after user feedback.
- The KOL is identified in reports as the blogger “万能的大熊,” who has a contentious record including a court order to pay Lenovo ¥160,000, a history that fueled fan opposition.