In a dramatic response to a rapidly escalating public relations crisis, Chinese tech giant Xiaomi has issued severe internal penalties, including the firing of an employee and stripping two senior executives of their annual bonuses. The move comes after the company's attempt to partner with a controversial online influencer, widely perceived as a "Xiaomi-hater" by its loyal fanbase, ignited widespread fury and accusations of betrayal from its core supporters.
The Spark of Controversy
The crisis began on January 5, 2026, when rumors surfaced online that Xiaomi's marketing team was in talks, or had even secured an annual framework agreement, with prominent Key Opinion Leader (KOL) "Universal Big Bear," whose real name is Zong Ning. This individual has a long-standing reputation within the "Mi Fan" community for publicly criticizing Xiaomi's products and strategy, having once stated, "Xiaomi won't die, it's the Mi Fans who will die." His credibility was further tarnished by a past court ruling where he was ordered to apologize and pay CNY 160,000 in damages for spreading defamatory rumors about another company, Lenovo. A leaked group chat screenshot, where the KOL allegedly boasted "It's simple, because Xiaomi is paying me," served as a final provocation that deeply offended the community.
Key Figures and Penalties:
- KOL Involved: "Universal Big Bear" (Zong Ning)
- Employee Action: Directly involved employee fired for "serious violation of regulations."
- Executive Penalties:
- Xu Fei: Group VP & CMO, Xiaomi employee 46. Penalty: Official reprimand, 2025 performance rating invalidated, full annual bonus revoked.
- Xu Jieyun: General Manager, Public Relations Department. Penalty: Official reprimand, 2025 performance rating invalidated, full annual bonus revoked.
- KOL's Legal History: Previously ordered by a court to apologize and pay CNY 160,000 (approx. USD 22,000) in damages for defaming Lenovo.
Community Backlash and Immediate Damage Control
The reaction from Xiaomi's devoted user base, the Mi Fans, was swift and severe. They flooded the social media accounts of CEO Lei Jun and other executives, expressing profound disappointment. Some long-time fans showcased their collections of Xiaomi devices from the first generation to the latest models, declaring their trust broken. The backlash had tangible business consequences, with at least one major tech blogger who had a framework agreement with Xiaomi publicly announcing the termination of their partnership and even offering to return review units. Facing this firestorm, Xu Jieyun, the recently reappointed head of Xiaomi's public relations department, issued an apology on the evening of January 5th. He confirmed the team had been in contact with the KOL, stated all potential cooperation was immediately terminated, and promised no future collaboration, emphasizing that "the feelings of users and Mi Fans are what we care about most."
The Corporate Reckoning
The public apology failed to quell demands for accountability. Under mounting pressure, Xiaomi conducted an internal investigation and delivered a harsh set of disciplinary actions late on January 6th. The company announced via its official spokesperson account that the employee directly responsible for the engagement had been fired for "serious violation of regulations." More significantly, two high-profile executives were penalized for management oversight: Xu Fei, Group Vice President and Chief Marketing Officer (and Xiaomi's 46th employee), and Xu Jieyun, General Manager of the Public Relations Department. Both received official reprimands, had their 2025 performance ratings invalidated, and were stripped of their entire annual bonus—a substantial financial penalty.
The Fallen Executives and Underlying Issues
The penalties highlight the high stakes of the misstep. Xu Fei is a foundational figure at Xiaomi, a Tsinghua University and Google alumna who joined in 2010 and rose to lead global marketing and brand strategy. Xu Jieyun, a seasoned PR strategist and co-author of a book with Lei Jun, had just returned to the PR helm in November 2025. Their punishment underscores the severity with which Xiaomi viewed the incident's impact on core user trust. Analysts and commenters suggest the blunder points to a deeper "traffic anxiety" within the company—a desperate attempt to court controversial figures for online engagement that backfired spectacularly by alienating its most supportive users. The episode reinforces a problematic cycle where criticizing Xiaomi generates online traffic, potentially incentivizing negative coverage.
Timeline of Events:
- January 5, 2026 (Afternoon): Rumors emerge of Xiaomi's partnership with controversial KOL "Universal Big Bear."
- January 5, 2026 (Evening): PR head Xu Jieyun issues public apology, confirms contact, terminates cooperation.
- January 6, 2026 (Late Night): Xiaomi releases official statement announcing severe penalties for involved employee and two senior executives.
Aftermath and Lingering Questions
The stringent penalties have received a mixed response. Some Mi Fans applauded the decisive action as a necessary step to rebuild trust, seeing it as upholding the company's "because of Mi Fans, so there is Xiaomi" ethos. Others remain skeptical, viewing the punishment of rank-and-file employees and executives as a superficial move to placate public opinion without addressing systemic issues in partner vetting and marketing strategy. Critics also pointed out the irony that while major official media criticisms in the past did not result in executive penalties, fan outrage over a KOL deal did, suggesting the unique power of the core consumer base. The incident serves as a stark reminder for tech companies globally: in the era of community-driven brands, perceived betrayal of the core user base can trigger a rapid and costly crisis, where monetary losses from penalties may pale in comparison to the long-term erosion of brand loyalty.