Colorful Technology is a Chinese PC hardware manufacturer. Its name can be somewhat unfamiliar to South Koreans. However, Colorful Technology has been a top-ranked company in the graphics card market for more than a decade in China. And Colorful Technology also manufactures motherboards, SSDs(solid-state drive), power supplies and computer cases.
Colorful Technology has been manufacturing motherboards since 2002. And now it is in the 2nd ~ 3rd place in the motherboard market in China. Colorful Technology has also advanced into foreign markets. Currently, Colorful Technology has branch offices or local offices in more than 200 countries, including South Korea, Germany, Russia, UAE, and Southeast Asian countries. In South Korea, ‘DSH’ distributes motherboards of Colorful Technology.
Founded in 1995, Colorful Technology has been manufacturing PC hardware for over 20 years. Therefore, Colorful Technology has a variety of technologies. Recognized for these technologies, Colorful Technology has become a core partner of Intel and NVIDIA.
Colorful Technology created the gaming hardware brand 'iGAME' about 10 years ago. Sometimes, Colorful Technology collaborates with game companies like Tencent and NetEase in China. Colorful Technology is also a sponsor of 'RNG'(Royal Never Give Up) which is Chinese 'League of Legends' e-sports team.
Headquarter of Colorful Technology is located in Shenzhen, Guangdong, China. Shenzhen is a sub-provincial city of Guangdong Province. The headquarters of some IT companies such as Tencent and Huawei are in Shenzhen. There are also many manufacturing factories in Shenzhen, including the factory where motherboards of Colorful Technology are produced. For reference, all buses and taxies in Shenzhen are electric vehicles.
Gamevu had an interview with Gary Ding, a general manager of motherboard department of Colorful Technology. He talked about graphics cards and motherboards of Colorful Technology and South Korean market.
|General Manager Gary Ding|
Q. For South Korean people who are not familiar with Colorful Technology, please introduce Colorful Technology.
Gary Ding: Colorful Technology is a Chinese PC hardware company founded in 1995. The main products of Colorful Technology are graphics cards, motherboards, SSDs. And Colorful Technology also produces power supplies, computer cases, and All-in-One Computers. Colorful Technology is a core partner of NVIDIA and Intel.
Colorful Technology started as a graphics card manufacturer. And since 2002, Colorful Technology has started to manufacture motherboards. Colorful Technology has been the No.1 graphics card company in China for 16 years. In the motherboard area, Colorful Technology is ranked second or third in China. And Colorful Technology began exporting motherboards to foreign countries four years ago. For reference, Intel was the company that advised us to export the motherboard overseas.
Q. Does the name ‘Colorful Technology’ have any special meaning?
Gary Ding: Colorful Technology is a company that started with a graphics card. We wanted to emphasize the performance of our graphics card to users. So we put the word 'colorful' in our company name.
|Motherboard Department of Colorful Technology HQ|
Q. What are the reasons that Colorful Technology has been able to maintain its No. 1 position in the Chinese graphics card industry? What are the advantages of graphics cards of Colorful Technology?
Gary Ding: Colorful Technology has been developing new technologies in the graphics cards industry. For example, we were the first to develop a way to cool graphics cards without a cooling fan. We also developed a technology that over-clocks a graphics card by pressing a button on the graphics card.
Q. Colorful Technology has been manufacturing products for over 20 years. What was the most difficult thing in this business?
Gary Ding: It's the hardest thing to maintain the quality of our products while continuing to apply new technologies.
Q. What do you think about the South Korean PC hardware market?
Gary Ding: Gaming hardware market is getting bigger. Among them, South Korea, Japan, and China stand out. Especially, ‘Game' is a very important keyword for the South Korean market. Therefore, I believe that it is very important to manufacture gaming products and conduct game-related marketing activities in the South Korean PC market.
Q. Is there a branch office in South Korea?
Gary Ding: Colorful Technology founded a branch office in South Korea in 2008. At that time, only graphics cards of Colorful Technology were sold in South Korea. And South Korean branch was also handling local marketing. Then we cut down a lot of people working in the South Korean branch. Now, it is more like a small local office, than a branch office. Colorful Technology cooperates with local distributors through this office.
Q. Are you going to establish a branch office in South Korea again?
Gary Ding: We are planning to re-establish a branch office in South Korea in a few years.
Q. BenQ and MSI sponsored e-sports competitions in South Korea and conducted a lot of marketing related to games. Now, they are famous in South Korea. Colorful Technology is doing great in China. But in South Korea, not a lot of people know Colorful Technology. I think Colorful Technology needs to do more aggressive marketing in South Korea. What do you think about that?
Gary Ding: First, I agree that game-related marketing is important. About 10 years ago, Colorful Technology launched ‘iGame’ brand. It’s something like 'ROG' of ASUS. In China, we collaborate with game companies such as Tencent and NetEase to conduct game marketing. In addition, we are a sponsor of ‘RNG’(Royal Never Give Up), Chinese e-sports team of 'League of Legends'
This is a little different story, but the South Korean game industry and the Chinese game industry are similar in many ways. For example, the 'League of Legends' world championship was held in Beijing, China. And ‘RNG’ went to the finals. In 2018, there will be 'League of Legend' championship in South Korea. We hope that RNG will have a good performance in the championship so that more people in South Korea know Colorful Technology.
Speaking of marketing, when new products were launched in 2017, Intel and Colorful Technology held a press conference in Seoul together. And Colorful Technology is considering doing various activities related to games in South Korea. Our marketing team is divided into online and offline, the online marketing team cooperates with various South Korean internet media. The offline marketing team plans and prepares a press conference or game event. We will continue this activity and we will try to supply the best products to South Korean consumers.
Q. Please tell me about your plan regarding customer service in South Korea.
Gary Ding: Colorful Technology has some basis in graphics cards industry in South Korea. On the other hand, motherboards of Colorful Technology entered in South Korea three years ago. For now, a local distributor is in charge of customer service. Later, we plan to create a customer service center that will cover all kind of products of Colorful Technology.
Q. What is the important thing when Colorful Technology makes a contract with the South Korean distributor?
Gary Ding: When we choose South Korean motherboard distributors, it is important that they are able to build up a basic foundation with Colorful Technology in the South Korean market. And we consider whether they can continue to work and collaborate in difficult situations.
Q. Does Colorful Technology plan to advance into other businesses such as VR(Virtual Reality) devices and drones?
Colorful Technology has already made VR devices. However, in order for VR business to go well, it is necessary to have good hardware and software, etc. We are a hardware company. Unless there is a big improvement in the VR software area, I do not think it is time to advance into VR industry. If we meet a good VR software partner and see something new, so if we can do well together, we are willing to advance into VR industry. We are waiting for the right time.
Q. Finally, Anything you would like to say to South Korean people?
Colorful Technology has been manufacturing PC hardware for a long time. We have the ability to do research and development and to manufacture good products. We consider ourselves a very good manufacturer. Though it has been only 3 years since motherboards of Colorful Technology entered in South Korea, I am confident that Colorful Technology can supply good products to South Korean consumers.
|General Manager Gary Ding|
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