Razer co-founder Tan Min-Liang ap­plies his un­der­stand­ing of what gamers need to de­velop gaming gear and ac­ces­sories that have won the com­pany a cult-like fol­low­ing around the world



Brand Owner 品牌舵主

Tan Min-Liang, co-founder and chief ex­ec­u­tive of gaming hard­ware com­pany Razer, is a for­mer lawyer who grad­u­ated from the Na­tional Uni­ver­sity of Sin­ga­pore. The 40-year-old made his de­but on the Forbes Sin­ga­pore Rich List last year with a net worth of US$600 mil­lion (S$820 mil­lion). 律师出身的雷蛇(Razer)新加坡籍首席执行官陈民亮(40岁)去年在新加坡《福布斯》财富榜上排行第41名,拥有约6亿美元(8.2亿新元)的身家,也是去年《海峡时报》年度亚洲人物之一。

Brand Story 品牌故事

Tan co-founded Razer in Cal­i­for­nia with tech vet­eran Robert Krakoff in 2005. The brand’s key busi­ness lies in the pro­duc­tion and sales of gaming pe­riph­er­als, such as gaming mice, key­boards and mouse pads, which bear a green tri-headed snake logo. The com­pany also man­u­fac­tures lap­top com­put­ers de­signed for gaming and gaming de­sign.

It has ac­quired a cult-like sta­tus among gaming fans around the world. Nearly half of its sales come from the Amer­i­can mar­ket, while the China mar­ket makes up an­other 13 per cent.

陈民亮与伙伴克拉科夫(Robert Krakoff)于2005年在美国加利福尼亚创办雷蛇,主营业务为生产及销售电脑游戏周边产品,如鼠标、键盘、鼠标垫,以及专门为电动游戏及电竞设计的笔记本电脑。雷蛇受到全球许多电脑游戏玩家的青睐,近50%的销量来自美国市场,中国市场销量约占13%。

Se­cret To Suc­cess 成功秘诀

Tan and his em­ploy­ees are all gamers, which means they fully grasp the needs of gamers. This un­der­stand­ing trans­lates into a laser-sharp fo­cus: Razer de­votes all its re­sources to de­vel­op­ing gaming prod­ucts, ser­vices and ac­tiv­i­ties, and is ded­i­cated to serv­ing the gaming mar­ket. The com­pany of­fers a wide va­ri­ety of prod­ucts and in­vests more in de­sign com­pared to its com­peti­tors. This gives Razer a strong com­pet­i­tive edge.

“While there are plenty of com­pet­ing prod­ucts on the mar­ket now, there are very few ded­i­cated gaming pe­riph­eral man­u­fac­tur­ers,” notes Tan. “Most of the more re­cent en­tries have core busi­ness from else­where in the tech­nol­ogy sec­tor. So while I think com­pe­ti­tion is good to keep the mar­ket evolv­ing and grow­ing, I don’t see other man­u­fac­tur­ers with a range of prod­ucts as broad and as es­tab­lished as ours.”

The com­pany also main­tains a close con­nec­tion with its users by ac­tively en­gag­ing them on so­cial me­dia. It now has 1 mil­lion fol­low­ers on In­sta­gram, over 2 mil­lion on Twit­ter and more than 7 mil­lion fans on Face­book. In all, it counts about 35 mil­lion reg­is­tered users in its ecosys­tem of hard­ware, soft­ware and ser­vices.

With the global gaming mar­ket es­ti­mated to be worth over US$100 bil­lion and count­ing, Razer looks set to reap great growth po­ten­tial. 陈民亮和其员工都是电玩家,能完全理解电玩家的需求。雷蛇把所有资源投入在发展电玩产品、服务和活动等,专注服务电玩市场。雷蛇的电玩产品多元化,设计投资比竞争对手多,让公司保持竞争优势。

此外,雷蛇也通过社交媒体与粉丝保持紧密互动,目前雷蛇在In­sta­gram有100百万个追随者,在面簿有超过700万个粉丝。公司甚至设立Razer In­sid­er网上论坛让电玩家能互相交流,其产品和服务生态系统也拥有3500万名注册使用者。


Sig­nif­i­cance To Sin­ga­pore 对新加坡的意义

Tan cred­its the govern­ment for giv­ing fledg­ling en­ter­prises here a help­ing hand, such as via var­i­ous grants and tax breaks.

“En­trepreneurs and start-ups in Sin­ga­pore to­day have a plethora of great op­por­tu­ni­ties. The govern­ment in Sin­ga­pore has done a great job in help­ing en­trepreneurs get off the ground,” he says.

More im­por­tantly, he says his suc­cess is proof that cre­ativ­ity abounds in Sin­ga­pore.

“En­trepreneurs and start-ups in Sin­ga­pore to­day have a plethora of great op­por­tu­ni­ties. The govern­ment in Sin­ga­pore has done a great job in help­ing en­trepreneurs get off the ground.” — Tan Min-Liang

“I’d like to think we’ve proven that tal­ent and cre­ativ­ity can come from any­where and that they are not just the prov­ince of Sil­i­con Val­ley or Shen­zhen. Sin­ga­pore is our Asia-Pa­cific head­quar­ters and one of our main R&D cen­tres, with more than a third of our global staff lo­cated here.” 陈民亮说:“我觉得我们证明了人才和创意能来自任何地方,不单单只是硅谷或深圳而已。新加坡是雷蛇亚太总部,也是其中一个主要研发中心,全球三分之一的员工都在这里。初创企业在这里有很多机会,因为新加坡政府提供了很多帮助。”

Plans For The Fu­ture 未来计划

Razer is pre­par­ing to list on the Hong Kong stock ex­change in Oc­to­ber with a val­u­a­tion of up to US$5 bil­lion, ac­cord­ing to Bloomberg. The com­pany is said to be de­vel­op­ing a mo­bile phone pitched at its base of hard­core gamers. It also plans to in­tro­duce its own vir­tual cur­rency, with which gamers would be able to pur­chase more than 2,500 games.

“We plan to de­velop the busi­ness by cre­at­ing the best pos­si­ble ex­pe­ri­ences for gamers,” says Tan. “Rein­vent­ing and cre­at­ing new tech­nol­ogy for gamers is at the ab­so­lute core of what Razer is and al­ways will be. Where we go from here is lit­er­ally up to the gamers we serve.” 雷蛇准备在今年10月左右于香港上市,上市后市值可能高达50亿美元(约70亿新元)。据悉,该公司希望把筹得的资金用来发展自己品牌的手机。此外,雷蛇也计划推出自己的虚拟货币,让电玩家能够购买超过2500个游戏。


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