Gigabyte, which plays two-faced roles and eats and ruins the pot, is about to see its good days in the mainland market come to an end

Gigabyte, an electronics brand from Taiwan Province of China, was exposed for publishing inappropriate content on its official website, which not only belittled Made in China, but also openly created two Chinas and challenged national sovereignty.

After the incident, e-commerce platforms such as JD.com, Suning, and Taobao quickly removed all Gigabyte products from their shelves. When Gigabyte realized that something was wrong and was powerless to remedy the situation, it urgently issued an apology statement on Weibo, saying that "it was due to poor internal management of the company" and that it would "strengthen internal management training." It then issued a statement emphasizing that Gigabyte supports the one-China principle. I have to say that Gigabyte is really a master of acting. You have been doing business in the mainland for 20 years. Do you need to emphasize this most basic point again after the incident?

Such an apology statement seems a bit bland, not only does it not identify the offender, but also does not give follow-up rectification measures. Moreover, the entity that made the inappropriate remarks was Gigabyte Taiwan headquarters, but the one responsible for the apology was Ningbo Zhongjia Technology and Trade Co., Ltd. Gigabyte, which avoided the main issue, is obviously deliberately blurring the principle of who is sick and who takes the medicine, hoping to use a simple excuse to get away with it.

What is even more infuriating is that, judging from Gigabyte's usual practice, this incident does not seem to be caused by temporary workers smuggling private goods. After sorting out the information, some netizens found that Gigabyte's official website outside mainland China lists "Taiwan" as a separate country.

It seems that Gigabyte is a habitual offender in "playing two faces" and after this incident, they have not made any statement on social platforms outside of mainland China. It is very likely that they hope to continue to play deaf and dumb and wait for the storm to pass, so that big things will be small and small things will disappear.

So, who gave Gigabyte the courage to "eat and smash the pot"?

Obviously, the most important reason is that Gigabyte has a high market share. In 2019, Gigabyte's motherboard shipments in mainland China officially surpassed ASUS, becoming the motherboard manufacturer with the highest sales share in China. Although there have been ups and downs since then, its market share has never fallen out of the top three.

In addition, GIGABYTE's graphics cards, notebooks and other products also have good sales in China. Perhaps it is the high market share that makes GIGABYTE feel That After seeing the changes, they began to feel confident, thinking that even if they were two-faced, the market would give them a break.

However, Gigabyte obviously overthought and was wrong. Today, motherboards and computers are no longer considered high-tech industries. Not only can Asus and MSI take over your market share, but GALAXY and Colorful can also compete with it.

Gigabyte's confidence was misplaced, and this "eating and smashing the pot" behavior is even more despicable. Now that Gigabyte has decisively chosen to spit in its own bowl, it may not be so easy to eat this meal in the future.

In the past two years, the computer DIY market has been shrinking. Since last year, the massive price increase of graphics cards brought about by the mining boom has discouraged countless players. And Gigabyte's sales are not optimistic. Taking the data from August 2020 as an example, although Gigabyte's sales ranked third in China, it has been left behind by MSI, which ranked first, by half.

And as mentioned above, Gigabyte is not irreplaceable. Unlike TSMC and MediaTek, which have mastered core technologies, Gigabyte does not have outstanding hard power. Many people even jokingly call it a "OEM factory". Its products do not have an absolute advantage over brands such as ASUS and MSI. Once this incident happened, it almost gave up its motherboard market share of nearly 20 million pieces a year.

After this incident, it is almost impossible for Gigabyte to save its reputation in China. Many people asked Gigabyte to apologize on overseas social platforms, but unfortunately this is almost impossible. In today's speech environment, it is better not to speak out. Once you choose to make such a statement, there is basically no possibility of having both ends. Therefore, for Gigabyte, it can only face the situation of choosing between the mainland market and the overseas market.

This situation is completely beyond Gigabyte's control, and all of this is due to its stupidity and greed, and all the consequences can only be borne by itself. I just don't know if Gigabyte has noticed that many of its motherboards are clearly marked with "Made in China". Aren't you slapping yourself in the face by doing this?

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.