Recently, with the advent of the International Consumer Protection Day, various news media have exposed counterfeit and shoddy products in various industries, and the number of products and the number of products exposed has been staggering. Perhaps, we did not think that the rice that had been eaten after being hungry, the dentures that had been made in the north denture, the used cars that had been bought in Yipai.com, would have been three without quality problems. The product, now I think of my heart is sweating. As the LED person, the author takes this opportunity and wants to take a look at the "fake" of our LED display industry.
However, as we have seen, LED display is not an ordinary consumer product. It is both an electronic product and an engineering project. Therefore, compared with the anti-counterfeiting trend of LED lighting products, our LED display industry always appears. Then it is calm. So, is there no “fake†in our LED display industry? Where is the "fake"? Below, I have some opinions on the author's visit to the company.
LED business big coffee talks about "counterfeiting"
Jiang Zhongyong, general manager of Hangzhou Meikale Optoelectronics Co., Ltd.: The LED industry is not the same as other industries. It is hard to say that there is no fake. Because the industry is not very mature, the products lack standards and specifications. What is fake? One is that the quality is not up to standard, that is, the quality of the products we think is not good enough. Therefore, it is difficult to define whether there is no national or industry standard to ask for, whether it is false or not. Another is to beat other people's trademarks and fake other people's products. This situation is still relatively small. After all, the industry circle is very small, everyone is familiar with it, and counterfeiting other people's things should be relatively rare.
Li Zhi, general manager of Shenzhen Yiping Optoelectronics Technology Co., Ltd.: The LED display industry is an emerging industry. Many specifications are not well established. Many standards and definitions of measurement are not unified. The state has no relevant laws and regulations. confusion. For example, the same brightness value, each company's various standards are different, so can not be said to be true or false, can only say that the positioning standards are different, the test methods are different, there are differences. Therefore, the key is to look at the positioning, conscience and importance of a company.
Xie Fusong, General Manager of Shenzhen Royal Display Technology Co., Ltd.: The so-called "fake", I think that our industry can't talk about it, mainly to cut corners, and there is no standard for materials used in products. For example, a PCB has three standards, 1.6, 1.2, and 1.0. Each manufacturer has different quality requirements and different materials, but there is no difference between true and false.
Wang Aimin, Sales Director of Zhejiang Intel Optoelectronics Technology Co., Ltd.: With the overcapacity of the industry, LED display products are oversupply. Some companies that cut corners for profit and profits will take advantage of the market price. In fact, their quality is not enough. Guan, so there is no such thing as "false" and "no false". The key is quality.
The industry is difficult to define, the quality problem is the culprit
Obviously, there is no “false†in the LED display industry, which is difficult to define. Generally speaking, "fake" is divided into two categories, one is a counterfeit product, that is, the product is realistically imitating the shape of another person's product at the time of manufacture, or unauthorized copying and selling products that have been protected by intellectual property rights, To pretend to be someone else's product. This kind of situation, as Jiang Yongzhong said, is rare. After all, the circle is so big. Everyone "look up and see no one." The other category is counterfeit products. The quality and performance indicators of such products do not meet the requirements stipulated by national standards and industry standards, and even bring potential safety hazards to consumers. In general terms, it is "filled with shoddy", pretending to be a well-known big name with inferior materials.
As we all know, the LED display industry has a low barrier to entry. Many small-scale and small workshop companies that only want to “snap†have not taken the lead in technology research and development, but are facing fierce competition in the market and rising raw material costs. When the pressure is brought, at the expense of the quality of the product, we will rely on the price war to compete. This blind entry and low-end competition has led to chaotic and unmanageable LED display market.
At the same time, the current LED display industry has only been away for only a few decades since its birth. Generally speaking, it is still relatively new. The country does not have a clear regulation and specification for the definition of industry standards for LED display products. Perhaps the same One LED product has different production standards for each company, which also leads to uneven quality and market confusion in LED display products.
Therefore, there is no doubt that the LED display industry is the latter. For example, a company that produces displays in the industry claims that all products are packaged with Cree chips. In fact, it is only partially used; for example, a company advertises that their products are all Barco's. Lamp beads, but in fact just use a little "cutting".
In recent years, it is not surprising that negative reports on the quality of LED displays have been reported frequently. For example, the LED display product spot check, the quality inspection failed the export was retired, the LED stage display collapsed, and the LED advertising screen frequently caught fire. In addition, it is understood that due to the blind pursuit of large-area and high-brightness of some LED display products, serious light pollution directly interferes with the driver's line of sight, which creates hidden dangers and affects residents' normal life and nighttime rest. At 5:30 on October 29th, 2015, in the Guangxi Sports Center, the LED display that was being built for Jolin Tsai's concert and the sudden collapse of the stage light stand was a tragedy caused by quality problems.
Countermeasures? Establish a brand and improve quality
We do not doubt that shoddy, cheap and inferior, is a common problem in China's manufacturing industry today, but as an emerging industry, the LED display industry should not be reduced to relying on this "dao" for a living. Therefore, for this problem, Wang Gekuan, general manager of Shenzhen Getron, and Wang Aimin, sales director of Zhejiang Intelli, believe that in the current price war, “the company should not be desperately pursuing the price of the product, but should put more money into it. R & D, and strive to provide a higher guarantee on the quality and performance of the product.
Shen Xiaojun, general manager of Changzhi High-Tech, believes that for the phenomenon of uneven price and product quality, manufacturers need to establish and label the brand of the product, and make a clear promotion on the logo, so that consumers can use it with peace of mind.
Compared with the speeches of the previous few corporate people, Li Fan, chairman of Mingchang Optoelectronics, seems to be in the air. He bluntly said that the market has a natural role in survival of the fittest. To prevent the industry from "fake goods", it takes time and the market to speak. Because there may be only a handful of companies that can stay in the market, and the companies left behind may be some industry giants. At this time, the brand and quality can finally be formed, and the market can be healthy and orderly.
Author's point of view
In the author's view, the quality is strong, the country is strong, and the quality is good. On November 10 last year, General Secretary Xi Jinping put forward the reform proposal of “strengthening the supply-side structural reform and focusing on improving the quality and efficiency of the supply system†at the 11th meeting of the Central Financial and Economic Leading Group. This year’s two sessions, Premier Li Keqiang When deploying the main objectives, tasks and major measures during the 13th Five-Year Plan period in the government work report, it clearly stated that “building a quality and strong countryâ€; on March 29, at the second China Quality Awards, Li Keqiang made another important instruction. All regions and departments are required to vigorously implement the strategy of strengthening the country with quality, adhere to reform and innovation, strengthen policy guidance, and promote quality as an important starting point for promoting the upgrading of supply structure and demand structure.
Therefore, the author believes that under the strong support of the policy, the government should strengthen the supervision and management of the LED display industry and improve the quality standards. We will work hard to increase the quality of guidance and combat counterfeiting and counterfeiting, and create a good environment for quality development.
At the same time, we will focus on cultivating quality culture and entrepreneurship, and motivate companies to focus on long-term quality development and short-term interests. Encourage the development of quality social organizations, unblock the channels of consumer quality and safety, and form a good atmosphere in which everyone cares about quality and everyone shares quality.
Secondly, from the perspective of the production of the enterprise, the production of LED display screens is from strict production management to professional development and design; from the selection of components and materials to the strict quality control of the production process (including intermediate components). The aging process), each link affects the quality of LED display products. Therefore, LED display manufacturers must promote the spirit of craftsmen.
The so-called craftsmanship spirit refers to the spirit of craftsman's careful craftsmanship and excellence. The craftsmen have high requirements for details and are obsessed with improving the quality from 99% to 99.99%. Only by continuously improving the production and manufacturing processes and strengthening the quality of the products can we ensure the continuous demand of LED displays and have higher market competitiveness.
In addition, under the confinement of the LED display industry homogenization, LED screen enterprises must increase capital investment, increase the research and development of new products, and increase the added value of products. Second, there must be breakthroughs in technology and innovation. To build your own core competencies, you can win the market in the high-quality and high-tech customer demand that is increasingly focused on products.
2016 is the hard-working year on the supply side and the first year of the 13th Five-Year Plan. Under the new normal, the important role of quality in economic and social development is constantly being amplified, and improving quality has become an important driving force for promoting supply-side structural reforms and even the entire economic transformation and development. The author hopes that LED screen enterprises should be soberly aware that product quality is the foundation of the company's survival, and the hot gimmick can not make up for the negative impact of inferior products. Enterprises should spend more on product development, improve service quality, and launch more "grounded gas" products based on customer feedback, so that they can last forever.
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