CooerMaster hoping to be a total thermal solution provider with 'CoolerMaster Inside'
[ Grace Won 2007-06-21 ]  
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TAIPEI, Taiwan (AVING Special Report on 'Candid Talks with Taiwan IT Leaders') -- <Visual News> CoolerMaster, Taiwan-based cooling system specialist, celebrates its 15th anniversary this year. Having built its reputation as top brand in cooler industry, the company has recently trying to expand its product line to high-end chassis, power supply and other pc peripherals targeting gaming enthusiasts. During Computex Taipei 2007 AVING had an opportunity to talk to Joan Wu, Director of Coolermaster and Coco. Joan has been spearheading global sales and marketing business of CoolerMaster for over 10 years whereas Coco Lee recently joined this rapidly growing ‘cooler master’.

Can you briefly introduce ‘CoolerMaster’?

As our company name indicates, we started from cooler, and that’s why we are called CoolerMaster. Our company was established in 1992 and this year is our 15th anniversary. We actually had a celebrating party two days ago with our customers. We started from a trading company with cooler. But after 3 or 4 years later, we started to produce coolers for our customers like HP, IBM, Intel and AMD which are all global brands. Right now we have two factories in China, one for export and another for China market.

Today, we have two big business units, one is called electronic cooling for OEM and ODM oriented business. Another one is we call retail business for OBM business. And our main focus is own brand business. Our own brand business is not only limited to cooler, but we also have case, power supply, hard enclosure, and notebook accessory. That’s why some customers made a joke, saying that we should change our company name to CaseMaster, not CoolerMaster. Actually, cooler is just our concept, and we try to make all of our products related to cooler as a thermal solution provider. So we want to deliver total thermal solution for venders. We are not just a provider of a cooler, a product component, not a case only. Actually it’s total system concept to deliver our products to customer. So, in OEM and ODM business we can provide the total solution to some customers who make not only PCs but also LED light, POS, and ATM machines. These are different business parts, but all of them use our thermal solution. This is our fundamental, so we use this technology and our engineer force to deliver this advantage to our customers.

On the other hand, we also have our own brand business. We now have global marketing activity with global brand image to provide services for customer. And in the future like other global brands have their name such as ‘Intel Inside’ and ‘Microsoft Vista’ we hope that we also can have CoolerMaster Inside.

Today, we have two big business units, one is called electronic cooling for OEM and ODM oriented business. Another one is we call retail business for OBM business. And our main focus is own brand business. Our own brand business is not only limited to cooler, but we also have case, power supply, hard enclosure, and notebook accessory. That’s why some customers made a joke, saying that we should change our company name to CaseMaster, not CoolerMaster. Actually, cooler is just our concept, and we try to make all of our products related to cooler as a thermal solution provider. So we want to deliver total thermal solution for venders. We are not just a provider of a cooler, a product component, not a case only. Actually it’s total system concept to deliver our products to customer. So, in OEM and ODM business we can provide the total solution to some customers who make not only PCs but also LED light, POS, and ATM machines. These are different business parts, but all of them use our thermal solution. This is our fundamental, so we use this technology and our engineer force to deliver this advantage to our customers.

On the other hand, we also have our own brand business. We now have global marketing activity with global brand image to provide services for customer. And in the future like other global brands have their name such as ‘Intel Inside’ and ‘Microsoft Vista’ we hope that we also can have CoolerMaster Inside.

How is the ratio between OEM and OBM business? and What is your plan about own brand marketing? I heard in some countries like Korea your major business is based on B2B, not directly dealing with end-users.

For the ratio, I would say 6:4 or 7:3. And as for B2B business in Korea market, it’s not the same case for other markets. In Korea market there is a strong local pc brand like Samsung and it is not easy for to get in to the market and deal with end-users. That’s why we considered B2B business there.

Then, what kind of activities do you do with end-users?

So far, CoolerMaster is famous for very good quality and brand name, but it has become different to the market in the future. We are trying to do integrated marketing like Nike shoes in basket ball games. We are going to develop our products targeting focus group like high-end users and professional users like gamers. The point is what kind of users we consider and what they need, and then what kind of products we specifically develop for them.

What is your vision or aim?

Actually CoolerMaster is a leader in cooling industry and cooling business. What CoolerMaster wants to do is to maintain the leadership position in the market. We will work together with big brands like ASUS and the other pc component leaders. We provide our solution to them and to the retail market. As pc becomes more proliferates, people can use cooler solution in home entertainment, pc community and game community. So in the future CoolerMaster maybe makes product not directly related to the thermal solution. At the time, we may have to change company name to ‘Master for everything’ or something. Our mission is to make people see ‘CoolerMaster Inside’ in home entertainment, TV gaming and media consoles and every device requiring a sort of thermal solution. That’s our aim or vision.

What was the key sufficient factor for CoolerMaster to do branding in 15 years?

About five years ago, we started our own brand business under the CoolerMaster. I think that our customers really helped CoolerMaster a lot to promote our products and to build reputation. In OEM business, HP and NVIDIA helped us to build up system of quality and improvement. Of course we provide service for our competitors because they need some our unique technology. And normally for OEM, we make different design and looks and the products are more focused on price and performance. But for own brand business customers need something more attractive and they ask better performance with fancy design. Compared to them, OEM and ODM products are more like standard.

What do you think about Computex Taipei 2007 and do you have any suggestion to show organizers?

In fact Computex Taipei is the most important trade show in Taiwan. Computex Taiwan has been quite successful in this way so far, but we now expect Computex to be a place for Taiwan companies to jump up to another level since Chinese companies emerged in world economy in production. Now Computex exhibition area is divided into four halls in terms of product categories. But people don’t really understand what they expect to see in hall 1 and in hall2. So I suggest Computex in the future be organized in another way for example by ‘focus’. For example, home entertainment products for hall 1, and game or pc power for hall 2, and interactive activity for hall 3 something like that. Then buyers can see what they really want in a clearer way.

Global News Network 'AVING'
by Grace Won (www.aving.net)

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