Emir BardakçıIn a drastic move following the controversial partnership with a Key Opinion Leader (KOL), the company has terminated the services of workers and rescind the bonuses of top-level officials, including the CMO of the firm.
In an official statement released by the spokesperson for the Chinese firm, Xiaomi commented on an incident related to a partnership that ‘seriously violated the company’s principles’ and ‘hurt the feelings’ of loyal users.
Immediate Investigation and Termination
As a consequence of this public outcry, a special investigation was conducted by Xiaomi and led by Xu Jieyun, General Manager of the Public Relations department. The prelude to this investigation resulted in halted interactions and cooperation with the concerned influencer (KOL).
Severe Disciplinary Actions
The management of Xiaomi has a “zero-tolerance” policy for the violation of corporate ethics in this situation. The report states that the following are the penalties that have been imposed:
- The individuals who were directly involved in managing the partnership have been dismissed from service.
Executive Sanctions
Xu Fei (Group VP and Group CMO) and the General Manager of Public Relations were held responsible for “neglect of management duties.” Therefore, their bonuses for the year 2025 were forfeited in full.
A Direct Apology to “Rice Noodles”
The statement featured the “Rice Noodle friends,” which is a direct translation of “Mi Fen” or “Mi Fans.” In Chinese culture, “Mi Fen” refers to “rice noodles,” and this is the nickname given to Xiaomi fans.
“As we are well aware, all the success that Xiaomi is experiencing these days is due to the support that we are getting from our Mi Fan (Rice Noodle) friends,” the statement quoted Xiaomi as saying.
Why It’s Important
This is a sign of how seriously Xiaomi is about listening to feedback from its community. By fining a Vice President and CMO money, the firm is telling the world that its brand reputation and loyalty supersede its marketing goals.
