On the afternoon of April 24th, ASUS held a new product launch conference for open platforms in Beijing in 2018. It introduced motherboards, mainframes, keyboards, headphones, monitors, routers and many other new products.
After the conference, several Asus executives jointly accepted media interviews and talked about some hot topics related to the motherboard industry.
interview target--Pan Ruting, Senior Director of Asustek Computer's Global Motherboard Products, Ng Zhuogang, Product Director, Asustek Computer Global ROG Motherboard, Zhang Qiaohui, Global Product Manager, Asustek Computer, Zhang Qiang, Product Director, Asustek Computer Open Platform Division, Chairman of National Water Cooling Hardware Expert Committee, AI-MASK MOD Studio general manager Wei Zheng.
The following is the content of the interview:
Zhiyou Unbounded ASUS 2018 Open Platform New Product Launch Board High-level Group Visit
Reporter: From the previous year to the present, the prices of memory and graphics cards have been rising, which has pushed up the price trend of the entire DIY market to a certain extent. In this case, what has changed in the promotion and sales strategy of Asus high-end products? In the current environment, how does ASUS lead more consumers to pay attention to ASUS high-end motherboards?
Asus Computer Global ROG Motherboard Product Director Wu Zhuogang (middle)
Wu Zhuogang: The high price of graphics cards and memory will not affect the wishes of the motherboard buyers. In fact, from the sales and market demand feedback, we do not feel strongly about this, especially in the ultra-high-end target users. Pursuit has not been too obvious because of this price gap.
If yes, of course, we will immediately summarize the information and supply arrangements in the global market, integrate the advantages of other product lines, introduce better overall solutions, and provide users with the most ideal solutions in real time. This is also a difference from other homes. The obvious advantage of only the manufacturer of the board.
ASUS Computer Open Platform Division Product Center Product Director Zhang Qiang
Zhang Qiang: In this part, I will talk about the domestic market. Last year, our flagship R6E motherboard, its design concept, features, features, and personality, was adopted by many motherboard products in the past. This thing is what we always hope to make. In this way, the motherboard is more attractive and forward-looking for high-end users.
also, Although our R6E motherboard sells for 1,0001 yuan, customers are still willing to pay for it, and the sales data is better than the previous X99 series. We call it consumption upgrade. Consumers actually have this purchasing power.
Reporter: The e-sports community is very large. E-sports players also have some 95, 00, some people's economic income level is not so ideal. For users with relatively large economic conditions, Asus will have any guidelines?
Asustek Computer Global Board Product Senior Director Pan Ruting
Pan Ruting: Asustek’s e-sports campaign began 12 years ago. We realized that e-sports and players should take it very seriously and should be subdivided. Among them is a group of people who hope his computer is relatively stable and of good quality. Very durable, good compatibility. Of course these people may be young, and may have different requirements for appearance.
This is why we started in 2017. In addition to the ROG and ROG STRIX series motherboards, we also derived a mid-range series, that is, TUF GAMING.
TUF GAMING has inherited many excellent places in the TUF series. It is extremely durable and uses certified military-grade certified materials. It is introduced into the game-related series. It hopes to bring great experiences to the average consumer.
Zhang Qiang: How do young people's spending power fail? The starting point of the TUF GAMING series is based on this background. We want to put this issue into more detail. It is not simply a background issue. When we were doing ROG STRIX, it was a more professional way to go. It didn't need much overclocking or other features. It just put ROG's game-specific elements on the product line more.
Reporter: The M9E motherboard adopts a full-coverage water-cooled head design, which makes it very convenient and does not require third-party customization. Will this design follow-up Asus will be applied to more motherboards?
Wu Zhuo Gang: At present, we have positioned the EXTREME series as motherboards for water-cooled enthusiasts. We have long discovered that when high-end water-cooled players purchase or self-assemble high-end water-cooled consoles, the motherboards are mostly player country EXTREME series, so we wonder why We don't directly create a ROG-style water-cooled head on the motherboard, so that the overall ID shape is more in line with our motherboard style, and compatibility can be verified in advance. The function can also communicate better with the motherboard.
But actually operating down, we found The water-cooled head design still has to match the expertise of the water-cooled head manufacturers, production capacity and production schedule. The production process often takes a long time, thus delaying the production and listing progress of the motherboard.
Furthermore, we all know that the motherboard needs to work with the progress of the chipset. There are certain requirements on time. Too late to launch will affect the sales of our motherboards, especially the high-end motherboards.
With this experience, We will consider and choose which EXTREME series motherboards are suitable for this kind of planning, and select water-cooling plant partners with more stringent specifications, so that product characteristics and production schedule can be more in line to meet the needs of high-end users.
In addition, in terms of water cooling layout, in addition to hardware, we also hope to have more features in the software, allowing users to enjoy the benefits of water cooling more directly and more conveniently. Not only the appearance of cool, cooling, system status Monitoring and assembly can also be more efficient and easier to use.
Reporter: I feel that the TUF GAMING series ROG STRIX is relatively close. How does the player choose?
Zhang Qiang: Product positioning is based on our segmentation of customer groups and needs. The product line concept is completely non-conflict. ROG STRIX prefers professional e-sports. It is hoped that all the selling points of this product will be for professional e-sports, with more professional appeal. TUF GAMING is for players who like eSports, but not so professional, as long as it reaches the basic level. The eSports feature is fine, and it may be more personal.
Zhang Qiang: Our products can be detailed to each line. There is a corresponding consumer portrait. For example, if you want to install 300,000 computers, the motherboard is definitely R6E. If you want to do an extreme water cooling solution, the first reaction is M9F, if you want to do the most extreme, it is ROG MAXIMUS X APEX, it was born to create a world record, APEX this name has the meaning of the extreme point of the track inside.
Reporter: Asus sponsored RW team this year's performance can be, ASUS hope RW can bring?
Zhang Qiang: As a product, we have a completely independent operation of the RW team. We still hope that they will still focus on the game. For the time being, it has not yet been made commercially because it is a real, very pure team and proved by his achievements. I represent ROG.
Reporter: ROG's ability to innovate has always been a benchmark in the industry, and is also a target for friends and businessmen to imitate. At present, the space for innovation on the main board is relatively limited. It is difficult for people to say something special and unique. The situation of the motherboard industry is not very good, and the data is not very good. How will the future ROG maintain its unique and innovative leadership? Are there any innovative plans that can tell us?
Wu Zhuogang: Today's graphics cards and motherboards have reached a considerable degree of performance, can meet most of the game and use requirements, and often even have excess performance. Therefore, we are not only focusing on the pursuit of performance, but also thinking about how to let users use us. The product can be more interesting and more convenient.
For example, we introduced the integrated I/O design on top of our products this time. In addition to dust protection and aesthetics, we have also increased the motherboard protection capabilities. It also simplifies the steps for users to install the motherboard and makes it easier to assemble the motherboard. We will now focus on This idea.
In addition, we have introduced a LiveDash OLED system status display on the M10F motherboard that can directly display the operating status of the system. In addition to displaying the system status and providing fault detection information, it can also add some personalized features or display. Your own image, more personal style.
In the continuous promotion of creative direction, we will see more such designs in the future. Of course, there will be persistence in performance and will not disappoint ROG believers!
ASUS has a large number of product lines. We will also conduct horizontal and vertical communication with other product lines to provide more complete solutions and stimulate more creative sparks. In the future, users can also expect ROG to have similar creative ideas.
Reporter: Nowadays, domestic players have paid less attention to overclocking. The focus of everyone is on eSports. When ASUS ROG develops products, will it be concerned about overclocking?
Wu Zhuogang: Actually, we have a motherboard that specializes in overclocking. The APXE series is specifically designed for transcendence. There are a lot of extreme overclocking functions. The materials are also tested at extremely low temperatures, which allows the motherboard to get even better. Good overclocking results.
In fact, in order to explore the limits on each platform, we have a team within the company that specializes in doing these tasks. The ultimate overclocking requirements are still there, and it is also the ROG industry. We have not put aside the ultimate overclocking thinking in product development.
Pan Ruting: People who are overclocking are really less and less, but The world of overclocking is a bit like a demonstration of faith and kung fu. We still hope to demonstrate this technical strength and finally return to brand value.
The client still needs to know that you are a very important brand. You are a provider that allows people to trust the product. We can do a lot of different and different marketing. We are still trying hard to continue researching in overclocking this piece.
After finishing the interviews with the top executives of ASUS motherboards, we discovered that everything including eSports layout and product planning is under Asustek's control, strategically forward looking, but tactically pragmatic! Believe in the future of ASUS motherboards The road will be more and more open!
