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Introduction: Established in 1986 in Taiwan, GIGABYTE Technology has always regarded itself as "Made in Taiwan" and is proud of its excellent product quality.
However, this position was questioned by the Communist Youth League Central Committee on May 11, sparking heated discussions about GIGABYTE's "disparagement of Made in China". The voice on social media intensified, plunging the company into a crisis of public opinion.
In order to calm the controversy, GIGABYTE issued an apology statement, acknowledging that the company's internal management had caused the text released to be seriously inconsistent with the facts.
However, despite the apology statement, GIGABYTE products were quickly removed from e-commerce platforms.
This incident not only exposes how companies should balance the conflict between local identity and international demand in the era of globalization, but also reminds companies to act cautiously in communication to avoid causing unnecessary turmoil. The original text has changed a lot, and I will repeat it from a new angle.
【Summary】GIGABYTE Technology: Brand Crisis and Conflict under Globalization 【Opening】GIGABYTE Technology, a Taiwanese company founded in 1986, is known for its excellent product quality and pride in manufacturing in Taiwan.
However, on May 11, the company was questioned by the Communist Youth League Central Committee for its disparaging attitude toward Made in China, sparking a debate about the conflict between corporate values and market demand.
This incident not only exposed the brand crisis faced by GIGABYTE Technology, but also reminded companies to exercise caution in communication, especially when it comes to sensitive topics. 【Title】The brand turmoil caused by the voice of doubt [Nature paragraph 1] GIGABYTE Technology, a company established in Taiwan, is proud of its official website "Made in Taiwan" and emphasizes strict product quality control.
However, on social media, "Gigabyte, who gave you so much courage?" ”
The Communist Youth League Central Committee's Weibo questioning sparked controversy over Gigabyte's "disparagement of Made in China." GIGABYTE's disdain for Made in China is evident on its global website, claiming to be committed to "superior and high-performance" products, unlike other brands that choose low cost and reduced quality.
However, this stance has sparked skepticism, and GIGABYTE claims to be a world-renowned motherboard supplier, but the skepticism has intensified. 【Natural Segment 2】In addition to being a motherboard supplier, GIGABYTE also manufactures AORUS, an esports notebook, and supports esports clubs.
However, netizens on social media expressed their dissatisfaction in the comments section of GIGABYTE AORUS Esports and GIGABYTE Technology's official Weibo.
In order to calm public opinion, GIGABYTE issued an apology statement at noon on the 11th, admitting that the company's internal management had caused the published text to be seriously inconsistent with the facts.
The statement noted that "production lines are spread over Chinese mainland with a capacity ratio of more than 90%, and GIGABYTE is proud of the quality of its production in China. The company said it would strengthen internal management and training to ensure that employees pay attention to issues.
【Nature Paragraph 3】However, despite the apology statement, GIGABYTE products were quickly removed from the shelves by e-commerce platforms such as Taobao, JD.com and Suning.com. In addition, the expression "disparaging Made in China" on GIGABYTE Global's official website has not changed so far.
The incident forced agents to take urgent action and resell GIGABYTE products at low prices on social media, claiming that they were "Internet celebrity hits, super beautiful prices, GIGABYTE B450, support salted fish trading". Enterprises are facing consumer dissatisfaction and resistance from e-commerce platforms, the product market has been impacted, and agents can only adopt the strategy of selling at low prices.
【Nature Paragraph 4】This incident is not only a brand crisis for GIGABYTE Technology, but also a microcosm of the conflict between corporate values and market needs in a globalized economy. It reminds companies to exercise caution in communication, especially when it comes to sensitive topics such as national identity, and need to express them accurately to avoid causing unnecessary turmoil.