Elec­tron­ics firms up their game

E-sports and gam­ing mar­ket ex­pe­ri­enc­ing rapid growth

China Daily (Hong Kong) - - CHINA INTERNATIONAL IMPORT EXPO - By HE WEI in Shang­hai hewei@chi­nadaily.com.cn Ouyang Shi­jia, Ren Xiao­jin and Shi Jing con­trib­uted to this story.

The lift­ing of bans on gam­ing con­soles, the ad­vent of cross-bor­der e-com­merce, and the pur­suit and em­brac­ing of tech­no­log­i­cal ad­vance­ment are in­ject­ing a fresh vigor into China’s con­sumer elec­tron­ics mar­ket, ac­cord­ing to in­dus­try play­ers and ob­servers.

Con­sumer elec­tron­ics are de­fined as elec­tronic de­vices that are in­tended for daily use such as smart­phones, tablets, PCs, gam­ing con­soles, TVs and cam­eras, ac­cord­ing to a mar­ket re­search by Tech­navios.

The size of China’s con­sumer elec­tron­ics mar­ket has al­most tripled to 2 tril­lion yuan ($290 bil­lion) in 2015, from 844 bil­lion yuan in 2009, ac­cord­ing to Zhiyan, a Chi­nese con­sult­ing firm.

The eas­ing of bans has al­lowed for­eign en­ter­prises to man­u­fac­ture con­soles in Shang­hai’s free trade zone. Con­se­quently, com­pa­nies such as Sony and Mi­crosoft are adopt­ing ag­gres­sive mar­ket­ing strate­gies to cap­ture this sec­tor dur­ing the next cou­ple of years.

US per­sonal com­puter maker Dell is hop­ing to cash in on the boom­ing sec­tor af­ter open­ing its first Alien­ware flag­ship store in East China’s Suzhou city in late Septem­ber. The fa­cil­ity also houses an e-sta­dium ded­i­cated to e-sports and pro­vides ul­tra-con­fig­u­ra­tion PCs, mon­i­tors, head­sets and other pe­riph­er­als as well as a bat­tle stage for e-sports en­thu­si­asts and pro­fes­sional play­ers.

Ac­cord­ing to Frank Azor, vice-pres­i­dent and gen­eral man­ager of Alien­ware, the store open­ing il­lus­trates how Alien­ware has changed and not only re­volves around power, fu­tur­ism and tech­nol­ogy, but also seeks to com­mu­ni­cate a sim­ple, fash­ion­able and high-qual­ity life­style.

“As a leader in PC gam­ing, we con­tinue to in­no­vate, im­prove play­ers’ gam­ing equip­ment, par­tic­i­pate in e-sports ac­tiv­i­ties, and ex­pand Dell and Alien­ware’s brand port­fo­lios to meet the ad­vanced needs of play­ers, fos­ter­ing a healthy and pos­i­tive gam­ing en­vi­ron­ment,” Azor said.

Razer Inc, one of the names best known by gamers, is bring­ing a vir­tual re­al­ity ex­pe­ri­ence room to the China In­ter­na­tional Im­port Expo, pam­per­ing gamers who crave an im­mer­sive ex­pe­ri­ence with the com­pany’s lat­est gam­ing lap­top Razer Blade 15 Se­ries and its Mamba Elite gam­ing mice.

Razer says China’s e-sports and gam­ing mar­ket is ex­pe­ri­enc­ing ex­plo­sive growth. Ac­cord­ing to data from Niko Part­ners, the num­ber of gamers in China will sur­pass 768 mil­lion and the mar­ket is pro­jected to gen­er­ate $42 bil­lion of rev­enue by 2022.

“At Razer, we are proud to en­rich such growth by of­fer­ing gamers the best-in-class gam­ing ex­pe­ri­ence, driv­ing the in­dus­try evo­lu­tion to a new era,” said Min Liang Tan, co-founder and CEO of Razer.

Mean­while, the quick up­take of e-com­merce por­tals is ex­pected to have a pos­i­tive im­pact on con­sumers as it gives them a plat­form to com­pare the prices of smart­phones or tablets. Th­ese por­tals also as­sist in com­par­ing the spec­i­fi­ca­tions of elec­tronic de­vices and al­low con­sumers to buy and sell their gad­gets on­line.

Elec­tronic de­vices have en­joyed the most ro­bust growth on cross-bor­der e-tail and the va­ri­ety has ex­panded from PCs and smart­phones to more per­son­al­ized of­fer­ings like smart speak­ers and beauty and mas­sage ma­chines, said Zhang Tian­bing, Deloitte Asia Pa­cific Con­sumer Prod­ucts and Re­tail In­dus­try Leader.

Chi­nese peo­ple’s grow­ing pur­suit of a higher qual­ity life are draw­ing com­pa­nies like Nutri Air So­lu­tion Inc from Canada to de­but its Nutrisleep6 sleep-aid de­vice at the CIIE.

“Through our patented NAI chip tech­nol­ogy, which can shorten slow-wave sleep la­tency and ex­tend slow-wave deep sleep du­ra­tion, we are con­fi­dent the prod­uct will be a great catch among Chi­nese who have sleep­ing trou­bles and are will­ing to pay a premium to change the sta­tus quo,” said Teng Shu­jie, the com­pany’s Asia re­gional di­rec­tor.

State-of-art so­lu­tions

Fin­nish speaker maker Gen­elec, which has an on­line pres­ence via Chi­nese lead­ing epor­tal Tmall, is among the eight man­u­fac­tur­ing brands be­ing dis­played at the Fin­nish Na­tional Pav­il­ion dur­ing the CIIE.

“To­day more Chi­nese are pur­su­ing the qual­ity of life through elec­tronic goods. We want to win over the hearts of those who are will­ing to pay a premium for qual­ity goods, by show­cas­ing our ca­pa­bil­ity in the crafts­man­ship of man­u­fac­tur­ing,” said Feng Hany­ing, di­rec­tor of Gen­elec China.

Tech­nolo­gies that power con­sumer elec­tronic items can have en­ter­pris­ing un­der­tak­ings. As China vies for man­u­fac­tur­ing supremacy through con­stant tech­no­log­i­cal up­grade, the CIIE of­fers the coun­try a glimpse of state-ofthe-art so­lu­tions that are adopted by for­eign play­ers.

Om­ron Corp, the com­pany known for its house­hold elec­tronic ther­mome­ters and smart blood pres­sure mon­i­tors, flexed a bit of mus­cle on fac­tory au­to­ma­tion so­lu­tions dur­ing the show. It pre­sented an AI-pow­ered ta­ble ten­nis ro­bot that can make highly ac­cu­rate tra­jec­tory pre­dic­tions in mil­lisec­onds and mem­o­rize the char­ac­ter­is­tics of the player.

The pro­to­type lever­ages deep learn­ing time-se­ries anal­y­sis and syn­chro­nized con­trol, tech­nolo­gies that can be widely ap­plied in man­u­fac­tur­ing sce­nar­ios for bet­ter pre­ci­sion.

“In­tel­li­gent man­u­fac­tur­ing de­vel­op­ment and in­no­va­tion of man­u­fac­tur­ing are the hot top­ics around the globe,” said Nakamichi No­ri­aki, gen­eral man­ager of Om­ron China. “CIIE is the im­por­tant plat­form for Om­ron to demon­strate our unique ‘iAu­toma­tion’ con­cept, which will con­trib­ute to the trans­for­ma­tion and up­grade of the in­dus­try.”

To­day more Chi­nese are pur­su­ing the qual­ity of life through elec­tronic goods. We want to win over the hearts of those who are will­ing to pay a premium for qual­ity goods …” Feng Hany­ing, di­rec­tor of Gen­elec China


A Sam­sung rep­re­sen­ta­tive in­tro­duces func­tions of its mo­bile phones to the au­di­ence on Fri­day.

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