The inspiration of "Dong Mingzhu Dinner Party" to the LED display industry

"On the small white plate, there were 4 spoons of white rice. This was the meal she invited." During the two sessions, there was a "dinner" that attracted attention from all parties. Dong Mingzhu, the chairman of Gree, known as "Sister Dong" in the market, asked people to taste 4 spoons of rice and conducted a "blind test". The result was that the rice cooked with a domestic rice cooker won. Although some people think this is just a marketing campaign, it still adds some confidence to Made in China and gives people an intuitive feeling about "improving the quality of consumer goods" in the government work report. ——(Excerpted from "People's Daily")

When I saw such a report, two sentences immediately came to mind: first, Sister Dong is a marketing master; second, foreign products are not necessarily good products. If you use such a piece of news as a reason to talk about the LED display industry, many people will think that this is a bull's eye and a horse's mouth. But if you think about it carefully, you can still find common ground.

After more than 30 years of reform and opening up, China has been recognized as a major manufacturing country in the world. "Made in China" products can be seen everywhere, but most of them give people the impression that they are relatively low-end and cheap products. When many Chinese people go overseas to buy thermos cups, rice cookers, and horse lids, they are asked "Why can't a big manufacturing country make exciting products?" Such "tortures" also follow one after another. According to data from the Ministry of Commerce, my country's overseas consumption in 2015 was 1.5 trillion RMB, at least half of which was spent on shopping. How to activate such huge consumption power in the country? Perhaps the best answer is that whoever can provide high-quality products will win the market.

The LED display industry has been developing in China for a long time. There are currently many companies in the market and the competition is fierce. What is particularly pitiable is that vicious price competition not only disrupts the normal market order and brings down batches of companies, but also brings many low-quality and low-brand products into the market. The previous LED display "fire door" is a good example.

There is a popular saying in the LED display industry: The world's LEDs look to Asia, and Asian LEDs look to China. According to incomplete statistics, in the global market, 90% of LED displays are made in China. At the same time, the sales share of LED displays with truly Chinese independent brands in the international market is less than 50%. Many Chinese LED display companies have become the OEMs of LED displays in the world. There is still a long way to go for China's LED display screens to truly enter the world.

This "Sister Dong's Dinner Party" is a competition between Chinese brands and world brands, but the results show to a certain extent that products made in China are not inferior to foreign products, and even surpass them. However, it is not difficult to conclude from the degree to which Chinese people favor foreign products that Chinese companies should strengthen their brand promotion and quality promotion, and produce more high-tech and high-quality products so that more domestically produced high-quality products can be recognized by consumers. This is the development direction of Made in China and should also be the development direction of Chinese LED display companies.

Competition of products and quality can make the industry move forward more steadily and further. Domestic LED display companies have experienced explosive growth and have become saturated, but the price war in the market has never stopped. In every industry, the fittest are strong and the weak are eliminated. In order to survive, price wars have never died, but facts have proven that fierce price wars may hurt both sides, or both may perish. This should not be the outcome of an enterprise, nor should it become a norm in the industry.

Chinese LED display companies should focus more on competition in terms of product quality and brand awareness, and develop, produce, and manufacture more products that are praised by the Chinese people like the "Dong Sister Dinner", so that LED display screens will no longer be the OEMs of international display companies, but become the true masters of "Made in China."