近日，小米被卷入了一场热水器质量风波，这揭示出其“为发烧而生”的手机和万物互联时代的智能家居企业形象正面临着贴牌危机。十一长假期间，小米在国内外市场都面临着巨大的压力，国内市场的不良品事件频发，国外的市场策略也面临调整。
回顾 2012 年，物联网（IoT）概念苗头初现，而小米正成为国内最具影响力的互联网公司之一，与高通、联发科等芯片制造商建立了战略合作关系。然而，这种合作关系也面临着挑战，尤其是在贴牌危机下，小米如何保持其智能家居领域的优势地位，这成为业内所关注的问题。
事实上，小米在近年来已经通过多种方式布局贴牌市场。2017 年，小米与美的集团达成战略合作，小米出资 4390 万美元收购了美的集团子公司——家电制造商 Geek+。随后，小米又与奥联集团签署战略协议，共同研发和生产智能家居产品。
但是，质量问题仍然频繁发生。在十一长假期间，小米一款名为“太阳集团”生产的热水器发生了质量问题，这引发了对小米整个智能家居品牌的质疑。据一位知情人士透露，小米已经采取了一系列措施，包括公开道歉、召回产品和进行技术升级，以应对这场热水器质量风波。
此外，小米还面临着来自国内外竞争对手的压力。在手机领域，小米与华为、OPPO、VIVO 等国内品牌竞争激烈。在智能家居领域，小米与美的、海尔等传统家电品牌展开合作，同时还与苹果、谷歌等国际品牌竞争。
总结起来，小米无疑是一家能够抓住时代潮流机会的企业，但在贴牌危机的背景下，小米需要努力提升产品质量，以保持其智能家居领域的优势地位。
新闻翻译：
Title: The crisis of Xiaomi’s branding
Keywords: Xiaomi，热水器，quality, IoT
News content:
Recently, Xiaomi has been 卷入了一场热水器质量风波，这揭示出其“为发烧而生”的手机和万物互联时代的智能家居企业形象正面临着贴牌危机。During the 十一-day holiday, Xiaomi faced significant pressure both domestically and internationally, with frequent quality issues in the domestic market. This has led to concerns about the company’s position in the smart home market.
Looking back to 2012, the Internet of Things (IoT) concept began to take shape, and Xiaomi became one of the most influential companies in China, establishing strategic partnerships with chip manufacturers such as Qualcomm and MediaTek. However, these collaborations are now facing challenges, especially in the context of 贴牌危机。How can Xiaomi maintain its position in the smart home market under this crisis? This has become a concern for the industry.
In fact, Xiaomi has taken various measures to expand into the 贴牌 market in recent years. In 2017, Xiaomi acquired 家电制造商 Geek+, a subsidiary of Midea Group, for $439 million, and then signed a strategic agreement with Aulink to jointly develop and produce smart home products.
However, quality issues have still occurred. During the 十一-day holiday, a Xiaomi-branded 热水器 produced by the company’s partner, Sun Group, experienced a quality problem, leading to questions about Xiaomi’s entire smart home brand. According to a source close to the matter, Xiaomi has taken measures such as publicly apologizing, recalling products, and upgrading technology to address this 热水器 quality issue.
In addition, Xiaomi also faces pressure from domestic and foreign competitors. In the phone market, Xiaomi competes with brands such as Huawei, OPPO, and vivo. In the smart home market, Xiaomi partners with traditional appliance brands such as Midea and Haier, while also competing with international brands such as Apple and Google.
In conclusion, Xiaomi is undoubtedly a company that can seize the opportunities of the times, but under the branding crisis, Xiaomi needs to work hard to improve product quality and maintain its position in the smart home market.
【来源】https://new.qq.com/rain/a/20231002A06OCV00
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