On the morning of May 11th, some netizens exposed the computer hardware manufacturer Gigabyte Technology’s official website of "Insist on Taiwan manufacturing, strict quality control. Unlike other brands, choose low-cost, lower-quality methods, please Chinese OEM manufacturing" and other controversies. Copywriting.
He also pointed out that this copywriting not only vilified Made in China, but also meant that “Made in China is low cost and low quality”. At the same time, Gigabyte's split between "Made in China" and "Made in Taiwan" can be described as both engaging in "Taiwan independence" and demeaning made in China.
After the controversial copy was discovered by netizens, public opinion quickly fermented. In the morning, the Central Committee of the Communist Youth League issued an angry criticism: "Gigabyte, who gave you such courage?".
Under the joint condemnation of the digital circle KOL and the official organization, Gigabyte Digital issued an apology statement, saying that the company's mainland production capacity accounted for more than 90%, and Gigabyte was proud of the quality of China's production. It also emphasized compliance with the one-China principle.
But netizens didn’t buy it, and they questioned "So the official website is false propaganda? Learn about the advertising law?" ."
01
Except for some computer enthusiasts, many people do not understand what kind of company "GIGABYTE" is. In fact, Gigabyte is a Taiwanese computer hardware company. Its main business includes computer motherboards, graphics cards, notebook computers, etc., and is called the "three major board manufacturers" together with Asus and MSI. It is the first echelon of global board card companies. Has always been the mainstream choice in the market.
At the same time, Gigabyte’s service is quite criticized, and it has always been known as "prevarication" and "rejection."
Mainland China is Gigabyte's third largest sales area, accounting for 19.79% of its operating income in 2020.
Affected by multiple negative effects such as the Taiwan stock market crash and "ridiculing Made in China", Gigabyte's stock price has fallen by a limit for two consecutive days. Compared with the peak period, the market value has evaporated by nearly NT$82 billion (approximately RMB 19 billion).
02
In fact, GIGABYTE’s step-by-step operation of manufacturing in China and Taiwan is totally unreasonable. 95% of the world's notebook computers are produced in China. Among them, Gigabyte's peers Asus, MSI, China, Apple and many other manufacturers have chosen Chinese foundry in large numbers for their production links.
Made in China (Made in China) has always been one of the most recognized labels in the world. Perhaps a few decades ago, it still represented a derogatory term for cheap land and cheap labor in China. But now, under the fast-developing Chinese technology and huge industrial manufacturing system, "Made in China" is already a commendatory term that reflects the strong comprehensive productivity.
From clothing to electronic products, from quantum satellites to supercomputers, to today's scientific and technological innovations in 5G, AI, Internet, new energy, etc., the world is increasingly dependent on manufacturing in China.
Gigabyte's arrogance and prejudice against Made in China can only make people laugh.
03
In the incident, many netizens also mentioned another company and laughed, "The three major positions have fallen from the sky, and Colorful may become the biggest winner."
Who is this colorful?
According to the data provided by Zhongguancun Online in the 2020 Semi-Annual Motherboard Market ZDC Report, ASUS ranks first and Gigabyte in the ranking of China's motherboard brand attention, and the third is Colorful Shenzhen, a computer hardware company from Shenzhen, China.
And Colorful graphics card shipments have been among the top three in the industry for many years. The corresponding technical level and market share have long been available. Therefore, many people think that Colorful can take this opportunity to replace Gigabyte and become one of the top three graphics card manufacturers.
04
Some time ago, the spokesperson of the Ministry of Foreign Affairs Hua Chunying said when Nike, HM and other companies slandered Xinjiang Cotton: "The Chinese market is here, but one thing is certain. The Chinese people will never allow some foreigners. , While eating Chinese rice! While smashing Chinese rice bowls!"
Such a simple and legitimate demand is often ignored and even trampled on. Is it because the voice of the Chinese is too small for others to hear, or is the arrogance in the company's bones that makes them pretend not to hear it?
Cross-border and cross-regional trade has never been a simple business transaction, but a comprehensive behavior that includes economic, political, diplomatic, and cultural connotations.
All companies that are condescending on China's core interests, playing tricks, and being double-faced, without exception, can only reap the distaste of China's 1.4 billion huge market, as well as Chinese competitors who look forward to opportunities and wait for opportunities.
Under the attack of the Taiwan issue and the double politically sensitive issue of degrading Made in China, Gigabyte wants to reshape its brand image and regain the trust of Chinese consumers.
