Did You Know? In 2025, brand reputation management accounted for approximately 40% of a company’s overall market value, according to a study by Deloitte.
Recent events surrounding Xiaomi highlight the critical importance of proactive public relations and swift crisis management in today’s digital landscape. The company has faced scrutiny and issued apologies related to its engagement with key opinion leaders (KOLs), specifically concerning allegations of commissioning negative content about competitors. Let’s delve into the details and explore the broader implications for brand reputation and consumer trust.
The Controversy: Xiaomi and KOL Engagement
The situation unfolded rapidly in early January 2026, beginning with reports of Xiaomi’s interactions with influential figures in the online sphere. Initially,the focus was on the company’s outreach to kols,a common practice for marketing and brand building. However, the narrative quickly shifted when accusations surfaced suggesting Xiaomi had solicited the creation of disparaging content – often referred to as “black PR” – targeting rival brands.
This prompted a swift response from Xiaomi, with executives publicly addressing the concerns. Xu Jieyun, a key leader within the institution, issued a formal apology acknowledging contact with a KOL known for producing critical reviews. She emphasized that any potential collaboration was promptly halted and would not be pursued in the future.
Xu Jieyun apologized for the contact with the KOL known for producing critical reviews, stating that any potential collaboration was immediately terminated and would not be revisited.
The apology, while a step in the right direction, didn’t quell the rising tide of criticism.Concerns centered on the ethical implications of attempting to manipulate public opinion and the potential damage to Xiaomi’s brand image.
Navigating the Fallout: Apologies and Damage Control
Following the initial reports, Xiaomi took further steps to mitigate the damage.The company officially announced the termination of all collaborations with the KOL in question and reiterated its commitment to fair competition and ethical marketing practices. This decisive action was intended to signal to consumers and stakeholders that Xiaomi takes these allegations seriously.
However, the incident sparked a wider conversation about the risks associated with influencer marketing and the need for greater clarity. Industry analysts pointed out that the practice of commissioning negative reviews, while unethical, isn’t uncommon.The Xiaomi case,though,brought it into the spotlight,forcing a reckoning within the tech industry.
| Issue | Xiaomi’s Response | Industry Impact |
|---|---|---|
| Allegations of commissioning “black PR” | Issued a public apology and terminated collaboration with the KOL. | Increased scrutiny of influencer marketing practices. |
| Potential damage to brand reputation | Reiterated commitment to ethical marketing and fair competition. | Heightened consumer awareness of brand ethics. |
| Concerns about transparency in KOL
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