Xiaomi's Embarrassing Live Stream Fail: A Case of Technical Issues and Harsh Reality
A recent live streaming event by Lei Jun, the founder of Chinese tech giant Xiaomi, ended in embarrassment after the audio feed was repeatedly disrupted by technical issues. The event, which took place on the evening of August 17, was intended to showcase the company's latest products and innovations. However, the live stream was marred by frequent "炸麦" (zaimei) incidents, a colloquial term used in Chinese to describe the screeching and squealing sounds that occur when a microphone picks up and amplifies its own feedback.
18 August 2024
Li Xiaoshuang, the vice president of Xiaomi's automotive division, was quick to apologize for the technical issues, stating that the company would conduct a thorough investigation to identify the root cause of the problem and ensure that such incidents do not happen again in the future. He also expressed regret for the poor viewing experience that the disruptions may have caused for the audience.
However, many netizens on Weibo, China's popular social media platform, were not as forgiving. One user commented, "This is a huge company, how could they make such a low-level mistake? The person in charge should be fired!" Another user echoed this sentiment, saying, "Audio disruptions like this should not happen, even in a outdoor setting like Turpan. We've seen other live streams in similar settings that were smooth and uninterrupted, so why can't Xiaomi do the same?"
Others, however, took a more lighthearted approach to the incident. One user joked that the audio disruptions might be a sign of things to come for Xiaomi, writing, "Is this a good omen? Xiaomi's microphone just dropped out of nowhere!" Another user quipped, "Lei Jun, you're welcome. This was a marketing opportunity waiting to happen!"
Despite the technical issues, the live stream did manage to generate significant buzz and attention for Xiaomi. One user observed, "In a way, we should thank the audio disruptions for creating an unexpected effect. At least people are talking about it now!"
The incident has also sparked debate among tech enthusiasts and professionals about the importance of quality control and reliability in live streaming events. As one user pointed out, "This is not just about Xiaomi, it's about the entire industry. If a company like Xiaomi can't get it right, what does it say about the state of live streaming in China?"
The live streaming event was intended to showcase Xiaomi's latest products and innovations, but it ended up being overshadowed by the technical issues. The company's reputation for quality and reliability was called into question, and the incident has sparked a wider conversation about the importance of attention to detail in the tech industry.
However, some netizens also expressed concern for Lei Jun's well-being, noting that he appeared to be showing signs of fatigue and aging during the live stream. One user wrote, "We hope to see the old Lei Jun return, the one who was full of energy and passion. Where is the young and idealistic leader who founded Xiaomi?"
The incident has also raised questions about the pressure and expectations placed on tech leaders in China. As one user observed, "The tech industry is a high-pressure environment, and the expectations for leaders like Lei Jun are particularly high. Maybe it's time to take a step back and re-evaluate our priorities."