Great Wall Wang Zhenfeng: LED is the trend is not revolution

On June 18 this year, Great Wall Display held the launching ceremony and press conference of the Great Wall Display “V Smile 2010” with the theme of “Green Great Wall, V Smile Expo” in Shichahai, Beijing. After the press conference, we conducted an exclusive interview with Mr. Wang Zhenfeng, Director of Great Wall Display Marketing. The questions raised by Mr. Wang Zhenfeng brought us many wonderful answers.


From the current market situation, major display manufacturers are vigorously promoting the use of LED backlight design LCD display products, and from the consumer level, everyone is very concerned about this type of display, and can also Drive sales of some models. It seems to be a mature LED backlight LCD market, but it is still in its infancy. The current LED market is still making cakes, and how to find the right way to cut the cake is a problem.

In response to this question, Mr. Wang Zhenfeng said:

I think this way, the current display market is more familiar. The competition in these two years is fierce. In addition to various competitors, as you said, everyone is robbing this cake, it is competing, more is LCD, for LCD, because LCD Many competitors, including many panel manufacturers, have completed the depreciation of their LED production line fixed assets. I think that LEDs will occupy more than 50% of the future. In order to gain more market share, we will not hesitate to put the last cake of LCD, LCD. Already done, but rushed to grab it. At the same time, LEDs are being done in the future. I think it may be at least. In at least a few days, we will complete the full range of LCD products in three months and develop a new product in Beijing in September.

What you said about how to deal with the LED market, in fact, I think in the new product stage, the most important in the early stage is fast, one is your research and development cycle, the promotion cycle is even faster, and the market expectation, the preheating is also fast. More maintenance and comparison or relationship with the upstream will get good resources when the resources are tight in the early stage.

From the current market point of view, the share of LED-backlit liquid crystal displays is still gradually expanding, and major mainstream brands, including the Great Wall, have placed LED LCD production in the most important position. After continuous expansion, the future LED LCD market share will exceed 50%. However, LED-backlit displays are changes that consumers cannot identify in an intuitive way. Therefore, it is not a revolutionary technology. Instead, touch and 3D are revolutionary developments, and LED backlight models are only a development trend. However, due to many limitations, touch and 3D liquid crystal displays are difficult for consumers to accept quickly.

PPT for live speech--Competition

However, LED-backlit LCD monitors are different. They have already begun to approach the traditional CCFL backlight models in terms of selling price. Together with the publicity and wide acceptance of consumers, after a certain period of accumulation and channel business strategy changes, Will make this cake mature. In the early stage, it took the lead in preempting the LED backlight market share. When it was cut into cakes in the later stage, it occupied enough advantages. Therefore, the design and implementation of the new LED-backlit liquid crystal display is very necessary and important.

In the current LCD era where the cost is rapidly compressed and the profit margin is gradually reduced, LED backlights are more advantageous in terms of cost and have certain profit margins. Therefore, its promotion and launch will inevitably become the major display manufacturers. New turn.

How manufacturers compete during the industry downturn

As far as the current development trend is concerned, the entire DIY market has been shrinking due to the pressure from brand computers and notebook computers. In the display market we know, the industry has already experienced a landslide. In the face of such a trend, how will Great Wall Display respond?

Live speech PPT--display is irreplaceable

For this question, Mr. Wang Zhenfeng replied:

I like to answer this question. Because I think we have done a good job.

First of all, I definitely want to tell you about it. I personally think that everyone understands the misunderstanding and the sales of monitors are declining. Actually, I think this is wrong. If we are rigorous, we should do this. From the foundry side, the sales side of the factory is increasing every year. For example, if you want to make a brand machine or even a small notebook, you must have a display device. As the computer penetration rate continues to increase, the overall number, from the factory, increases a lot every year. But from our display brand, it is equal to the DIY market that everyone often mentions. I am directly working on a monitor independent sales channel, and its share is shrinking. This is an indisputable fact. The overall market share is constantly shrinking. At the earliest possible 100%, there was no brand at that time. The computer just came out. The Zhongguancun Computer City supporting market may be all installed. At the end of the brand machine, the DIY market share is shrinking, and finally the notebook appears. The proportion is shrinking, which is a fact of ironclad.

However, the total amount of data obtained from our side has not decreased. I looked at the market in the mainland. About 10% of the annual growth is less than this. Compared with notebooks, notebooks have 30% per year. This is already very slow. The total share is declining, but as the base volume increases, the total is still rising and slowly rising. Because the Chinese market is too large, not only geographical, North-South differences, but also a lot of depth, we have the capital Beijing, provincial-level cities, and even with home appliances to the countryside, stimulated a lot of the following, the peasant brothers on the computer boom. Now I see the data, in the central city, our DIY installed capacity is falling rapidly. Because the students have chosen notebooks, it turns out that our largest installed base is students. Now students have chosen notebooks. The DIY in the fourth township below us has expanded greatly. However, the brand machine, the brand share of the whole machine is constantly shrinking. Therefore, the Chinese market is very complicated and the depth is relatively large.

Now you don't have such a big change in the capital, for example, we have been launching an "emerging plan" in Zhejiang some time ago. In the “Hundred County Tour Training” activity in Henan, there is a small county. I don’t know. I can install nearly 100 machines in a good month. I have never heard of a small county. It is totally unimaginable. And there is no light season at all. For the whole year, there is no big off-season season, and our sales have been more clearly reflected. If our channels are deeper and more thorough, we can expand to the following five or six cities, and the market share is rising. I used to go to the computer city every day to pull students. In this case, I personally feel that I still have to seek a certain breakthrough in sales.

In response to Mr. Wang Zhenfeng's answer, we can understand that according to the data of the Great Wall factory, the whole industry has not experienced a landslide, but only in the DIY part of the market has shrunk, the overall display production continues to increase. From this we can see that the current landslide is only the retail market, while in the industry market and other aspects, the outlook is still optimistic. In China's third- and fourth-tier cities or lower regions, current CRT users are still very common, so there is still some prospects in the retail market in this part of the region. For some users, such as Internet cafes or enterprises, the replacement speed of LCD monitors is very slow. As the current product price gradually declines, the replacement of this part of the user will also stimulate the overall new opportunities and development of the display market, so the current display industry outlook is still very optimistic.

Future display development tends to be polarized

In the past two years, Great Wall's LCD products have also undergone a gradual transformation, including display technology and appearance. In the next product planning, Great Wall will also launch a golf series with revolutionary design. Mr. Wang Zhenfeng did not disclose more information. The current LCD products have been developed and innovated in terms of hardware configuration and internal software design, and what will be the future development trend of displays?

Live Speech PPT--Great Wall Display New Product Planning

In response to the development trend of the display, Mr. Wang Zhenfeng, Marketing Director of Great Wall Display, mentioned to me:

I guess you know better now. In the past few years, our products have been doing very poorly. I feel that they have done a very bad job. Because from the sales side, I feel the same. Because I feel that if we want to do a good job for a company like this, we must be very pragmatic. We must not avoid talking about our weaknesses. For example, I just talked about our brand analysis. I never said that we are very strong. We have shortcomings that we should admit. I have nothing wrong with me. I said that our products from previous years, from our sales side, I feel very bad. Even for a while I can feel that we have done a lot of shops without a good machine to put on, we have done a lot of very beautiful storefronts, put on, the same M99 swing two, put three.

There is another one, which has something to do with my personal experience. I am a sales person and the product is not very familiar. The product involves a series of things. I came to the headquarters in 2008. I was paying attention to this piece. Frankly speaking, I feel that I am not doing well, I am very anxious, but I can’t start. At the same time, we manage the structure. Originally, our product department is more of a department behind us. It belongs to our R&D department. The R&D department is more likely to do some project tracking and do some technical public relations. It is not very keen on the market. Or the products developed, our sales are not very realistic, or our sales come up with products, it is difficult to meet in a short time. In this regard, we, Mr. Wang, including us quickly realized this problem, and immediately made great adjustments to our organization. Not only include products, but even our business, our business department has always been done in the same way as logistics. There is a link in it, it can not provide good services to our agents. Now the business department has also made great adjustments. The business is directly assigned to the sales department. On the first line, it provides better service and more intimate service to partners at any time and place.

The second focus is on products. The products are extracted from the R&D, and from all of us, basically speaking, our sales department is setting up our product department, the product department under my marketing system, when we talk about the top talents in our entire and even mainland China. made. Including our engineers, his basic salary is higher than mine, and the general capital is very deep. And the head of our products was originally from the group of relatively high-level people. Organized a team that can't be called "dream team", but still very elite. We have 7 people in the product, and several of them have been to us. We are outside and far away from the city center. They went to the product to tackle the problem, except for going home on Saturday and Sunday, staying at the factory, working overtime every day to 11 o'clock, because of their efforts, our new products launched very quickly. Even including our packaging, we have improved the old product technology. In the past, many products, I think it is a slow step, I hope that LEDs are half a step faster than most competitors. Sense of shame and then courage.

According to Mr. Wang Zhenfeng's introduction, the future display will develop into two directions: “minimalist” and “extremely complex”. The so-called "minimal", that is, the liquid crystal display will be designed and manufactured for a specific user group, as tailored for this part of the user. The so-called "extremely complex", this part of the liquid crystal display products will cover all current functional performance, technical features, may be equipped with LED backlights and wide viewing angle panels, may be equipped with all current interface types, etc., these products will Suitable for all people, the most comprehensive function.

In general, Great Wall Display will focus on the production and promotion of LED-backlit LCD monitors in the next period, while touch monitors and other products designed for specific groups will be launched later. Only by taking the lead, can we take up more shares in the next market and further expand the brand's strength. Faced with competition and changes in the industry, Great Wall Display is very confident to be able to achieve a very good level, and ultimately enhance the competitiveness of Chinese display companies.

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