Leyard’s latest call: The LED industry must shift from price competition to value co-creation

Recently, Leyard, a global leader in the LED display industry, made a public statement and issued a thought-provoking call for industry ecology. This call was like a pebble thrown into the middle of a lake, causing deep ripples in the industry about the future.

The call profoundly pointed out that the current LED industry urgently needs to get out of the dilemma of "theater effect" - when people in the first row stand up, people in the back row have to stand on tiptoes. In the end, everyone is exhausted, but no one sees a better scenery. Therefore, the industry must make up its mind to abandon the ineffective involution centered on price wars and promote the industry from pure price games to a more sustainable new stage of "value co-creation".

This is not only the calm thinking of Leyard as a leader, but also a proposition that the entire industry needs to answer urgently at the juncture of the times: Can we escape from the fatigue of "involution" and instead join hands in the starry sea of value?

The following is the full text of the appeal. Let’s think about together with the vast number of industry colleagues: where should the industry go beyond “involution”.

Source: Xinhua News Agency

In the current business context, "involution" seems to have become an unavoidable high-frequency word, and a deep anxiety is spreading. In the LED display industry, this anxiety has materialized into endless price wars, one after another parameter competition, and vicious dumping even at the expense of quality.

On March 5, the 2026 Government Work Report clearly stated that it is necessary to "deeply rectify 'involution' competition, strengthen anti-monopoly and anti-unfair competition, and comprehensively use production capacity regulation, standard guidance, price enforcement and other means to create a good market ecology." This policy vane is not only a wake-up call for market chaos, but also the greatest encouragement for enterprises that insist on high-quality development.

As a leader in the global LED display industry, Leyard Group Chairman Li Jun reiterated at a recent internal meeting: "Leyard will never participate in low-dimensional price wars. We must penetrate involution with 'value' and win respect with 'technology.'"

Get out of the "theater effect" and reject ineffective involution.

There is a famous "theatre effect" in economics: when people in the front row stand up to watch a play, people in the back row have to stand up to see it. In the end, everyone watches the whole play standing up. Not only are they more tired, but they can't see clearly as before.

This is a true portrayal of some current industry sectors.

In the stock game stage where growth is slowing down, many companies are forced to get involved in the vortex of "price war" in order to compete for orders. Pure price competition is a low-dimensional competition in the business world.

The "comprehensive use of production capacity regulation, standard guidance, price enforcement, quality supervision and other means" proposed in the government work report is precisely to break this dead cycle from the root.

As an industry leader, Liard refuses to be the one who "stands up to watch the show", preferring to sit down and build a better stage so that everyone can see the wonderful performance.

Leading with "standards" and breaking through with "quality"

How to truly fight against involution? Liard's answer is just two words: up.

Because the confidence to fight involution comes from hard power. When you can define the heights of your industry, you don’t have to dance with mediocrity in the lows. In Leyard's view, the most powerful weapon to break involution is not lower prices, but higher standards.

This is perfectly consistent with the "standard leadership" and "quality supervision" emphasized in the government work report.

Over the years, Leyard has always been the setter of industry standards and participated in the drafting of a number of national and industry standards, using high standards to force industrial upgrading. While the industry is still debating the definition of Mini LED and Micro LED, Leyard has used its strict quality system and mature mass production technology to provide "Leyard's answer."

Leyard stated that it insists on not engaging in price wars and insists that "quality is life". The stability of every screen is related to customer trust and even national security. Therefore, Leyard chooses to use high-quality product experience to tell the market: good products deserve reasonable prices.

Leyard believes that the spark of innovation cannot burst out in fatigue, and long-term competitiveness cannot be based on excessive consumption of employees. Therefore, we firmly oppose the "996" work system and advocate a culture of no overtime work on weekends and getting off work at 5:30. As Li Jun said: "The quality of life of employees has improved, and the company will have long-term vitality."

Full-chain resonance, doing "difficult but right" things

In the recent article "Full-chain Resonance: Nearly 50 display companies try to say goodbye to involution" published by Experts, Leyard's active exploration in industry self-discipline and high-quality development was mentioned.

Why does Leyard take the lead in advocating "anti-dumping and anti-involution"?

Because Leyard knows very well that as the leader of China's LED display industry going global, it is responsible not only for the growth of sales, but also for the maintenance of the industry's ecology.

From the beginning of its establishment, Leyard has relied not on low-price dumping, but on technological innovation. From the first full-color technology to the original small spacing to the first mass production of Micro LED, every technological breakthrough is an "increment" rather than a grab for "stock".

Leyard opposes dumping because dumping is a contempt for intellectual property rights and a trampling on the spirit of craftsmanship.

Leyard calls on enterprises upstream and downstream of the industrial chain to join hands and shift from pure price games to value co-creation. This is a difficult path to take because it requires sustained high investment and long-term concentration, but it is definitely the right path.

Create a good ecology and go to the stars and the sea together

The essence of business competition should not be a zero-sum game, but a positive-sum game.

The competition in the future is a competition in total factor productivity, a competition in digitalization and intelligence. The anti-involution advocated by Leyard is not to lie down or give up competition, but to shift from "internal friction" to "external expansion."

Looking outward, the market is huge. With the rapid iteration of display technology, the boundaries of application scenarios are extending infinitely.

Look inward and practice inner strength. Reduce costs and increase efficiency through digital management, and increase added value through technology iteration.

Leyard hopes to build such a market ecosystem: companies compete for technical content, compete for service quality, and win customer reputation. Let innovators be rewarded and tillers reap the fruits.

"In-depth rectification of 'involution' competition" is the call of the country and the proposition of the times.

As an industry leader, Leyard hereby solemnly declares: We will unswervingly follow the path of high-quality development, resolutely resist low-price dumping, and resolutely oppose vicious involution.

The road may be bumpy, but when the future is where you stand, you don’t have to look back.