The global memory price slump has been ongoing for years resulting from continuously shrinking PC shipment volumes. A considerable number of Taiwan-based memory makers do not have their own brands and lack the ability to develop critical technologies and therefore are having difficulty making ends meet. In comparison, AVEXIR Technologies, founded in 2006, has secured its position in the high-end memory market with robust R&D capabilities and marketing strategies.
Total revenues have continued to set new records for years. The share of revenues generated from sales of own-brand products broke the 80% level in 2015, and is likely to go over 90% in 2016. This shows that with strong determination and devotion of time and effort, vendors can develop their own brands and compete with international players at a global level.
Taking a retrospective look at the history of the company established ten years ago, Han-Hong Cheng, general manager, AVEXIR Technologies, says, "Taiwan-based memory vendors mostly operated on an OEM basis at that time. There were a handful of makers working on their own brands, but most of them only provided conventional memory modules. Unable to introduce offerings distinguished from other brands, it was only natural that they fell into price wars. However, a look at the business strategies of globally well-known brands would show that they all put great emphasis on R&D and innovation. Their products are aimed at midrange to high-end market segments to set themselves apart from the competition and build up their brand value."
As such, AVEXIR Technologies was established with an aim at the high-end memory market in hopes of becoming a world leader in memory application products. A decision was made for the company to target the consumer market with the AVEXIR brand name. However, in consideration that their own brand lacked visibility at the start-up stage and most large distributors were less willing to work with AVEXIR Technologies, the company decided to operate on the OEM model as the main track and own-brand business as a side track, hoping to gradually increase its brand awareness on the memory market. Also by providing professional customization services that are unique around the market, AVEXIR Technologies enables more people to see its R&D and innovation abilities.
Committed to R&D, AVEXIR Technologies holds more than sixty patents
With semiconductor fabrication technologies continuing to advance, Cheng found that memory modules produced by different brand vendors are growing more and more similar in terms of performance and reliability in recent years. Common consumers would have difficulty discerning the differences among the variety of brands. Cheng therefore started to think about a future course of action for the company to grow on top of its high-end memory business and walk a new path different from the competitors'. In observing the changes in the consumer market, Cheng found gamers not only favor high-end memory with superior performance and reliability but also place emphasis on the combination of peripherals, such as the headphone and mouse. He therefore decided to expand into the gaming market six years ago, launching memory products specifically designed for gamers.
"Innovation on memory should not be limited to improvements on performance and reliability but it can also be about studying consumer needs and turning it into actual products on the market. This is the reasoning behind the launch of the Core series, the first on the market with lighting effects, developed from the perspectives of gamers. The series combines AVEXIR's in-house-developed LED tubes and light guide sticks blinking in a rhythm similar to breathing to deliver lighting effects that gamers love. AVEXIR Technologies has put years of efforts into innovative design, which has enabled the company to win international design awards including iF and Red Dot for many consecutive years and has attracted partnership deals with multiple distributors and motherboard makers," indicated Cheng.
Over the years, AVEXIR Technologies has delivered a host of products that amaze the market. With a focus on building up a patent system, AVEXIR Technologies has filed more than sixty patent applications in Taiwan, China, Europe and the U.S. for the purpose of protecting its R&D achievements. Furthermore, since 2012, the company has also been partnering with major motherboard makers to launch a variety of product lines through licensing deals and cross-sector cooperation. For example, two ASUS ROG-certified gaming memory products were on exhibition at Computex 2015, which stirred up quite a craze at the event. The win-win partnership strategy has successfully boosted AVEXIR Technologies' revenues as well as AVEXIR's brand image around the globe.
Belief makes the brand
A priest in a small town in Texas where it had not rained for a long time decided to gather the townspeople outside the church to pray for rain. Although the people all lowered their heads to pray with sincerity, still not a drop of rain came down. When the crowd started to murmur and question the existence of God, the priest couldn't help blaming the people for being unfaithful. The people did not really believe in God as there was only one little girl that brought an umbrella.
Cheng uses the story to elucidate belief and explain the motto written on the back of his company's business cards — "What We Believe is How We Behave." He stresses that AVEXIR Technologies is a business that acts on its belief because it is the power that drives the team forward. He is confident that AVEXIR Technologies will make the world's best gaming memory and become a pioneer in high-end memory modules. AVEXIR Technologies will build a world-class brand on the foundation of its establishment in Taiwan.
Citing a Robert Frost poem, "two roads diverged in a wood, and I, / I took the one less traveled by, / And that has made all the difference," Cheng elaborates on his business philosophy and the AVEXIR brand spirit one more time. He expects to see the company take the No. 1 spot in terms of its global market share of high-end memory in one to two years. However, that is not the ultimate goal as being competitive does not mean to hold onto a position but to keep on advancing to glorify the Made in Taiwan label. This will set a foundation that the company will build on top of over the next ten years.
Han-Hong Cheng, general manager, AVEXIR Technologies
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