In a surprising turn of events, Chinese tech giant Xiaomi finds itself embroiled in a significant public relations crisis, not over a product flaw or financial report, but due to a controversial marketing decision. The company's attempt to engage with a polarizing online figure has ignited a firestorm of criticism from its most dedicated fanbase, leading to public apologies, terminated contracts, and unprecedented internal disciplinary actions. This incident highlights the complex and often volatile relationship between major corporations, their core supporters, and the influencer ecosystem in the digital age.
The Spark That Ignited the Firestorm
The controversy centers on Xiaomi's decision to initiate a commercial partnership with a blogger known online as "Universal Big Bear" (万能的大熊). This figure has a long and well-documented history of publicly criticizing Xiaomi, its products, and its fan community, known as "Mi Fans" or "米粉." For years, a segment of the Mi Fan community has engaged in a bitter online feud with the blogger, creating a deep-seated animosity. The situation escalated when, following the Xiaomi 17 series launch event, it was revealed that the blogger had been invited to the event, received a complimentary Xiaomi 17 Ultra Leica edition phone, and later published content perceived as favorable to Xiaomi, which he himself suggested was a paid collaboration.
Timeline of Events:
- Post Xiaomi 17 Launch: Controversial blogger "Universal Big Bear" is invited to the event and receives a Xiaomi 17 Ultra Leica phone.
- Early January 2026: Blogger posts content perceived as a paid promotion for Xiaomi, confirming fan suspicions of a partnership.
- January 5, 2026: Mi Fan backlash erupts on social media. KOL "Afternoon Nap" announces contract termination.
- January 5, 2026, 21:56 (UTC+8): Xiaomi PR head Xu Jieyun issues a public apology and severs ties with the blogger.
- January 7, 2026: Reports surface of severe internal disciplinary actions at Xiaomi, including an employee dismissal and bonus deductions for senior executives.
A Community Revolt and a High-Profile Defection
The revelation of this partnership triggered an immediate and intense backlash from the Mi Fan community. Fans flooded the social media accounts of Xiaomi executives, including CEO Lei Jun and PR head Xu Jieyun, with complaints and expressions of betrayal. The crisis intensified dramatically when a major tech Key Opinion Leader (KOL) with a significant following, known as "Afternoon Nap" (午后狂睡), publicly intervened. Claiming to have a larger annual contract with Xiaomi than the controversial blogger, "Afternoon Nap" announced he was terminating all cooperation with Xiaomi in protest. He symbolically gave away his Xiaomi 17 Ultra Leica phone and urged the company to prioritize its loyal users over controversial marketing figures, framing the issue as a fundamental breach of trust with Xiaomi's core supporter base.
Key Figures Involved:
- Universal Big Bear (万能的大熊): The controversial blogger at the center of the partnership scandal, known for past criticism of Xiaomi.
- Afternoon Nap (午后狂睡): A major tech KOL who publicly terminated his contract with Xiaomi in protest.
- Xu Jieyun: Head of Xiaomi's Group Public Relations, who issued the public apology.
- Lei Jun: Founder and CEO of Xiaomi.
- Xu Fei: Xiaomi's Chief Marketing Officer (CMO).
Xiaomi's Swift and Severe Damage Control
Faced with a full-blown community revolt and the very public defection of a major partner, Xiaomi's PR department, led by Xu Jieyun, moved quickly to contain the fallout. On January 5, 2026, Xu issued a public apology on social media, acknowledging the "contact" with the controversial blogger and stating that any potential cooperation had been terminated and would not be resumed. He apologized for causing "disturbance and discomfort" to users and Mi Fans. However, the apology alone was not enough to quell the anger. The situation remained a top trending topic on Chinese social media, forcing the company to take more drastic internal action.
Unprecedented Internal Discipline Follows Public Apology
In a move described by observers as "unprecedented," Xiaomi's management reportedly enacted severe disciplinary measures against employees involved in the decision. According to subsequent reports, the Xiaomi employee who directly liaised with the "Universal Big Bear" blogger was dismissed from the company. Furthermore, Chief Marketing Officer Xu Fei and Group PR Head Xu Jieyun were penalized with the deduction of their 2025 performance bonuses and year-end rewards. This severe internal punishment underscores how seriously Xiaomi's leadership viewed the strategic misstep and the damage to its relationship with its core community.
Xiaomi's Internal Disciplinary Actions (Reported):
| Person/Role | Action Taken |
|---|---|
| Employee who liaised with "Universal Big Bear" | Dismissed from the company. |
| Xu Fei (Chief Marketing Officer) | 2025 performance and year-end bonus deducted. |
| Xu Jieyun (Group PR Head) | 2025 performance and year-end bonus deducted. |
The Broader Implications for Tech Marketing
This incident transcends a simple PR mishap, offering a stark lesson in community management and influencer marketing for tech companies. It demonstrates the immense power and influence of a dedicated fanbase in the Chinese tech landscape. For Xiaomi, a company that has historically cultivated a strong, direct relationship with its users, the decision to partner with a figure openly hostile to that very community was perceived as a profound betrayal of shared values. The episode also reveals the competitive and sometimes cutthroat nature of the KOL ecosystem, where business interests and public posturing can collide dramatically. As companies increasingly rely on digital influencers for marketing, this case serves as a cautionary tale about the risks of prioritizing reach over alignment with brand ethos and community sentiment.