Interview with LG Song Jiaoyu

Founded in 1947, LG Group has annual sales of US$82,096 million (2008 figures) and currently employs 170,000 people worldwide. It is an international enterprise group that leads the world's industrial development.

The entire LG Electronics Division faced an unprecedented challenge in 2012. The fluctuations in the external global economic situation caused turbulence in production and retail channels. The adjustment of the internal retail distribution system allowed LG Electronics’ Appliance Division to experience a phoenix-like atmosphere. Rebirth. Song Jiaoyu, who once held the LG Display business, is well aware of the current upstream and downstream of the home appliance industry. Today, he will be the chief executive officer of LG Electronics’ home appliance business. He will lead the team in a counterattack.

In 2012, for the home appliance industry, the mass production of ultra-large-size 4k resolution LCD TVs is undoubtedly the most important technological innovation. This once-concept product has already been placed on retail channels in more than 60 cities in China. It was the panel supply of Japanese companies and local brands, and the dedication to the technology once again allowed LG to obtain its due recognition. This time we interviewed Song Jiaoyi, CEO of LG Electronics’ Appliance Division, and he again brought us shocking news.

If mass production of ultra-large-size 4k resolution LCD TVs is a test of production capacity, mass production of OLED screen TVs is a subversion of industrial technology. Here, Song Jiaoyu has repeatedly emphasized that he will lead the world in bringing OLED screen televisions to the shelves and allow the technology to help the company's position in the industry. It can be foreseen that in 2013, the color TV industry will face a true revolution. From the most direct senses, it is no longer the “smart clouds” that once confided consumers.

From 2010 to the present, Japanese household electrical appliance companies have encountered operational problems one after another until the core technology renewal has stagnated. At this critical time point, LG was given plenty of opportunities. Facts have proved that LG has completed an enterprise's "triple jump" in just a few years. The essence promoted by Song Jiaoyu does not depend on three major factors: R&D, technology, and mass production.

LG, as a representative of Korean home appliance companies, has no shortage of good people to compare it with Japanese companies. Song Jiaoyi has his own set of opinions. Compared with Japanese companies, LG should pay more attention to local home appliance companies. In the analysis of objective advantages, local home appliance companies have the most powerful manufacturing capabilities in the world, and have the most extensive channel network in the marketing system, plus China is the world's largest home appliance consumer market. With the improvement of the technical strength of China’s domestic home appliance companies, the war with LG’s rivals and friends will be inevitable in the future.

Although he gained such a wealth of technological innovation in 2012, Song Jiaoqi still has a little expectation for the LG Electronics Appliances Division currently in charge. Since it is necessary to understand the rules when it comes to cultivating the Chinese market, fluent Putonghua has already shown Song Xie's sincerity in deepening the Chinese market. In the next year, Song Jiaozheng, such as National Jubilee, New Year, Spring Festival and Labor Day, listed key points for marketing that need attention. Therefore, in the marketing side, consumers should be selected. For example, how advanced technology owned by LG allows consumers to understand the first time, polarized 3D is interpreted as "not flash 3D" is more intuitive and so on.

In mid-2012, LG opened an e-commerce channel for JD.com and Suning.com in China, and also established an official flagship store in Taobao. Song Jiaoyu firmly believes that in the future, e-commerce channels in China will become the largest supplement to retail channels, and will insist on customizing products for e-commerce channels as a complementary and differentiated product. In 2012, e-commerce channels accounted for 5% of LG's total sales in China. Song Jiaoyu is confident that this figure will be gradually expanded to the leading level in the industry.

With the new challenges in 2013, the Chinese economy will also usher in a new takeoff, with opportunities and challenges coexisting. Microsoft, a technology company, also realized the change in the challenge of marketing company Apple. Doesn’t LG want to win a bigger battlefield?