Founded in 1989, ASUS Computer is one of the leading 3C solution providers in the world, and is committed to providing the most innovative products and application solutions for individuals and business users. With the support of the world's top engineering technology R&D team, ASUS's product line covers all 3C products such as notebook computers, PDA portable computers, motherboards, graphics cards, servers, optical storage, wired/wireless network communication products and mobile phones. With branches in more than 20 countries and regions and more than 62,000 employees, * * * will build ASUS into an information industry giant with an annual turnover of more than 654.38+006 billion US dollars.
Business philosophy
Cultivate, cherish and care for employees, so that ASUS people can give full play to their potential.
Adhere to the right path of honesty, diligence, respect for the foundation and pragmatism.
Endless pursuit of the world's first quality, speed, service, innovation and cost.
Become a world-class high-tech leader and make tangible contributions to human society [edit this paragraph] ASUS: a low-key invisible lion.
1April 1989 10, four former colleagues, Xu Shichang, Tong Zixian, Liao and Xie Weiqi, started their business with NT$100000 (about RMB 2.5 million). At the beginning of the venture, ASUS entrepreneurs put the company's initial breakthrough point on the design and manufacture of computer motherboards that were not favored by most people.
In the market environment at that time, the design and manufacture of computer motherboards was a small business that many large enterprises did not care about, and people were not optimistic about its future development. However, from the broad market prospect of PC, ASUS entrepreneurs have seen a huge potential market for computer motherboards, especially high-quality computer motherboards.
Seeing an opportunity, we must be able to seize it. In order to stand out in the market, ASUS, which has just been founded and is unknown, has adopted a seemingly ordinary method-distinguishing itself from other brands in the market with its "high-quality" product positioning. Soon, ASUS opened up its market influence with its pursuit of product quality, leading R&D technology and rapid market response speed, and then established the market reputation of "ASUS quality is rock solid" on a global scale.
In 14, ASUS, which insists on "pragmatism", has developed into a global enterprise group, with 1 1 branches and global marketing network in America, Europe and Asia. At present, ASUS has about 40,000 employees around the world, including 33,000 employees in the factory in Suzhou Industrial Park. In 2002, the turnover of the whole ASUS Group reached RMB 27.3 billion, and the sales in 2003 are expected to climb to NT$ 200 billion (about RMB 50 billion).
From10,000 to 200 billion, the achievements made by ASUS in 14 are obvious to all.
Banlou Foundation
The lion ASUS began to "decline" from the computer motherboard industry.
At the beginning of ASUS's establishment, the pursuit of product quality and technology became the focus of entrepreneurs' work. A few months later, this group of engineers set a record for the motherboard industry in Taiwan Province Province at that time: 1990, ASUS and IBM launched 486 motherboards at the same time, which was the record of the first 486 motherboards independently developed and produced in Taiwan Province Province, which was more than half a year ahead of their counterparts in Taiwan Province Province.
The market sales of PC increased rapidly in the 1990s, and ASUS also started its own rapid development. After launching high-quality and high-tech products, ASUS quickly opened up its market influence and established its leading position in the global motherboard field.
1992 65438+ 10, the monthly shipment of ASUS motherboards exceeded 30,000 pieces for the first time; 1993, ASUS took the lead in launching the world's first motherboard with dual Pentium processors.
From the end of 1996, OEM orders for motherboards from international first-tier manufacturers came to ASUS like snowflakes. In just a few years, the development pace of ASUS is like a runaway wild horse. Its products are sold all over the world and quickly become the largest motherboard manufacturer in the world.
In the following days, ASUS successively launched the first "onboard PBSDRAM solution", the first K7 motherboard, the first Pentium 4 motherboard, the first onboard Gigabit network card motherboard and so on. In the industry, ASUS's motherboard is known as the "hard currency" of the market.
In the third quarter of 2003, the latest statistics released by IDC showed that one out of every 4.2 computers in the world used the motherboard produced by ASUS.
After the motherboard, ASUS turned its attention to graphics cards, optical storage, network communication and other products. To this end, ASUS has invested a lot of manpower and funds to set up a number of research teams to carry out research and development and design of new technologies and products. Shi Chongtang, chairman of ASUS, said in an interview that "ASUS has a requirement for product positioning, that is, it surpasses the Japanese in manufacturing and quality, and the Americans in system technology, plus the speed, flexibility, efficiency and cost of ASUS".
Notebooks bring brilliant results.
Lions dominate the forest, in addition to identifying the target, they also need to attack in all directions to hunt better prey.
From 65438 to 0996, Shi Chongtang, the head of ASUS, decided that 3C integrated products with functions of information technology, communication and consumer electronics would be the future development direction of the market.
After ASUS entered the graphics card, optical storage and network products, it has achieved quite good results. After accumulating profound experience in the fields of PC accessories such as motherboard, optical storage and graphics card, the whole machine product has become the inevitable goal of ASUS. This time, ASUS locked the new target in the notebook. Asustek started a new round of industrial layout with notebooks as the core.
1997, ASUS officially launched its own notebook computer to the market, because in the initial stage, this product of ASUS was thick and heavy. Tong Zixian, vice chairman of ASUS, recalled that many colleagues despised it at that time and even cited it as a joke. Because ASUS's initial goal in the notebook field is very simple, this product designed, developed and produced in a down-to-earth manner made a small profit in the first year because of its high unit price, low investment in production equipment, limited material preparation and no inventory backlog. Generally speaking, if a company cuts into the notebook industry, it will not be profitable in two or three years.
1998, the fledgling ASUS notebook set a world record that was still leading before a project-"ASUS notebook ran smoothly on the Russian Mir space station for more than 700 days without any trouble". Under the influence of pragmatic culture, ASUS successfully extended the profound skill and persistent pursuit of quality of the motherboard to notebook computers.
Subsequently, the speed at which ASUS launched new notebook products began to accelerate. 1999, ASUS led the industry in launching the world's first lightest and thinnest fully built-in notebook computer; In 2000, M8 series products were launched; According to the market survey data released by IDC in the third quarter of 2000/kloc-0, ASUS series notebooks have occupied the first position in the market of Taiwan Province province. In 2002, the classic product S 1 series launched by ASUS even won the highest industrial design award in Japan "G-Mark", and subsequent related products also won the industrial design "IF" award at CeBIT Computer Show in Hanover, Germany, which is known as the "Oscar Award for World Industrial Design".
In 2003, ASUS notebooks entered a period of rapid growth. In addition to the output of notebook computers entering the top five in the world, many products such as S 1N, M2N, M3N and S200N have been well received by the market. S200N is as light as 920g, only half the size of A4 copy paper, and it also sets a record for the lightest Centrino notebook computer in the world.
After six years of continuous exploration and accumulation, ASUS has established a complete notebook computer design, manufacturing, sales and service system, and ASUS notebooks have gradually grown into important products outside the motherboard.
In 2000, motherboards and notebook computers accounted for 52% and 265,438+0% of Asustek's computer revenue respectively. In 2002, the revenue of ASUS notebook computers reached a new record of NT$ 77.9 billion (about RMB 654.38+09 billion). According to the latest statistics from June 5438 to October 2003 10, the revenue of ASUS notebooks has reached 40% of the company's total operating income, almost keeping pace with the turnover of the main board.
Under the guidance of 3C integration strategy, ASUS has made great achievements in diversification strategy. While maintaining the first place in the motherboard market, ASUS graphics card production has ranked second in the world, optical storage products have also entered the top five in the world, and notebooks have entered the top five in the global manufacturing industry in 2003.
Someone once asked Shi Chongtang, the head of ASUS, "Why can you do so well by entering the notebook ten years later than others?" . Teacher Shi's answer is quite meaningful. "The advantage of being late is the advantage of being early. The strength of ASUS is to make products better and technology more refined. "
The basis of technical quality
Lions in the jungle keep running. Hunting for food, running speed and accuracy of attack are the fundamental factors for the success of lion hunting.
Someone once asked Shi Chongtang, the head of ASUS, "Why can ASUS achieve such good results?" Teacher Shi's answer is very simple, with only four words: "pragmatic". He believes that the development of any enterprise must return to the root, that is, technology and products. Without these two things, everything is empty talk. In every industry, people will remember Mount Everest, but who will know the second highest mountain in the world? The principle of ASUS is to become a world-class manufacturer no matter what you do, and its own brand with high added value is the only way for ASUS. The products that ASUS decided to invest in should be aimed at pursuing the largest output in the world.
For every employee of ASUS, quality has become a natural "dogma", and every product, including every component, must be carefully selected and strictly tested. In order to ensure product quality, ASUS has also invested heavily in building a world-class electromagnetic testing laboratory; Buy the only military infrared detector in Asia to detect the heat distribution of the product. The purpose of these practices of ASUS is to provide users with a different and tested product. Take ASUS notebook as an example. At present, ASUS notebooks have passed TCO'99 certification. To pass TCO certification, we must meet extremely strict standards in four aspects: ecology, energy, radiation and ergonomics. Among all notebook manufacturers in the world, ASUS's TCO'99 certification mark is the first and only one.
In ASUS culture, technology research and development is as important as quality. In the process of product research and development, ASUS will diversify the functions and technologies of products according to the needs of consumers. For example, ASUS has more than a dozen patents on the additional functions of the motherboard BIOS, and the breadth and depth of technology research and development far exceed other motherboard manufacturers. Asus also has many unique technologies in graphics cards, optical storage, notebook computers, network devices and PDA portable computers.
Shi Chongtang often emphasized that enterprises must combine product technology with the market and persist in technological leadership if they want to continue to operate. He cited Intel as an example. Intel's decision makers are all technical experts. They use technology to observe market trends, decide product strategies, improve the company's physique and become the cutting edge of competition. If ASUS wants to continue to develop and operate, it must give full play to its technological advantages.
In fact, in terms of broadband and communication network products, ASUS, which is well-known in the industry for its computer peripheral products, has made great achievements. Asustek was once one of the most important suppliers of ISDN equipment in the world, and it is also one of the important suppliers of broadband and network communication equipment at present, occupying a very important market share in the world. At present, ASUS is one of the important members of the international 3G standard-setting committee, ranking in the top six in terms of its contribution to standard-setting, alongside Nokia, Motorola and other enterprises. Asustek's R&D teams in 802. 1 1B, GPRS and WCDMA have gained a lot in this field.
At present, ASUS has covered motherboards, notebook computers, servers, multimedia accessories, information appliances, optical storage, broadband and network communication products, PDA portable computers and other fields. On June 10 and 14, 2003, the J 100 mobile phone independently developed by ASUS officially appeared, which filled the gap in communication terminal products of ASUS.
Shi Chongtang said that what he has been trying to do is to achieve a spirit and strength of constantly exploring the "essence" within ASUS, and a spirit of getting to the bottom of the matter and taking root at the grassroots level. "The corporate culture that pays attention to technical standards and has a global vision is the driving force of ASUS operations." By 2003, Asustek Computer had been selected by Businessweek Global IT 100 for six consecutive years, and was selected as the best word-of-mouth benchmark enterprise by Taiwan Province Federated magazine for six consecutive years, but Shi Chongtang's speech in the company was still "We are not that good, we are no better than others".
"The tree of hugging was born in a little bit, and the nine-story platform began in the soil." The brilliant achievements of ASUS have attracted worldwide attention, but every employee of ASUS still works hard. The future development will focus on the ferocity of lions in Chinese mainland, which is inseparable from the environment of big forests. For ASUS, a fierce lion that has already gone down the mountain, a higher level can only be achieved by taking the mainland as a manufacturing R&D base and looking globally.
In the mid-1990s, the IT industry in Taiwan Province Province encountered a development bottleneck. Many experts pointed out that "like the transformation of the American economy, the manufacturing industry in Taiwan Province Province has reached a bottleneck, and it can no longer rely on the local manufacturing industry in Taiwan Province Province to make money, so enterprises in Taiwan Province Province must turn to higher added value". "Enterprises in Taiwan Province Province must change. The market in Taiwan Province Province is too small and has no market base, so it is very important to cooperate with the mainland. Enterprises rooted in Taiwan Province Province must consider the global layout. "
Shi Chongtang, the chairman of ASUS, who has always taken precautions, regards the mainland as a new world for the development of ASUS. He believes that in the future industrial competition, in addition to strengthening the basic skills of concentration and value-added, the ability to control costs will be the third important competitive condition. Asustek's products should have the largest production capacity in the world. No matter from the perspective of cost and development, the mainland of the motherland is a place worth working hard for. For ASUS, the huge market potential of the mainland will be not only its production center and R&D center, but also the future market center and an important position for ASUS to build its brand.
At the end of 1998, ASUS announced the establishment of a manufacturing center in Suzhou. At the beginning of 2002, ASUS identified two major business groups: China Manufacturing Group and China Business Group. China Manufacturing Group is headquartered in Suzhou and supplies ASUS products to the world. China Business Group is responsible for the sales of ASUS products in the domestic market. In the past five years, according to the company's development strategy, Suzhou factory has gradually expanded, and the product fields produced have also gradually expanded. At present, ASUS has 33,000 employees in Chinese mainland, and the third phase construction of Suzhou factory covering an area of 540,000 square meters is nearing completion.
From the growth of sales revenue, since 2002, the operating income of ASUS in Chinese mainland has been greater than that of Taiwan Province Province. In 2002, according to the statistics released by the Ministry of Foreign Trade and Economic Cooperation of China, the export volume of ASUS ranked 20th in China and 1st in Jiangsu Province.
In 2003, the sales volume and brand influence of ASUS in the domestic market showed a comprehensive and rapid growth. At the same time, the market sales of ASUS notebooks, PDA notebooks, quasi-systems and portable PCs are also blooming, rising steadily. Take notebook computers as an example. In September, the monthly sales volume of ASUS notebook computers exceeded 7,000 units, with a year-on-year growth rate of over 200%, ranking among the top in the market. Won the second place and the first place in the single ranking of "Most Potential Domestic Notebook Brand" in Sina.com, China and Pacific Computer Network respectively. At present, ASUS has launched five series of Centrino notebook products in China, which are among the best in domestic brands. [Edit this paragraph] The story of ASUS: Only paranoia can survive.
In March, 2004, it was rainy in Taipei, but the ASUS Computer Staff Games was packed with people, and tens of thousands of people set out regardless of the wind and rain. ASUS 15 held such a large-scale event for the first time. An old man who has been reluctant to show his face, came out enthusiastically and took the lead in leading the symbolic 1500m.
As he ran, he told his colleagues to run faster than him. "Otherwise, he will be fired and investigated." Everyone rushed to the front of him.
1500m, 15, no one knows what complicated feelings he had when he ran this extraordinary distance. ...
He is Shi Chongtang, chairman of ASUS, an affable, taciturn and low-key person, whose image and temperament resemble those of a university professor. He is thin and weak, like a sage-like man, without the potbellies of most famous businessmen, so that when you occasionally see such a person on the street, you will never equate him with the chairman of a Fortune 500 company.
However, there is no doubt that under the leadership of such a person, ASUS Group achieved a revenue of more than RMB 654.38+02 billion in 2006 and entered the top 500 in the world!
IT is also the helm of this IT giant who accepted the challenge of Big Mac Intel in 1995 without fear, destroying Intel's dream of dominating the motherboard in one fell swoop, and defeating American company Micronics and replacing it with the number one in the world; In 2008, when Shanghai Nanhui IT production base, which can employ 65,438+10,000 people, is completed, he will once again approach his dream of "Giant Lion"-the annual revenue will reach 200 billion RMB! -a number that mainland private enterprises dare not even think about.
"A thousand years in a dark room, Yi Deng shines", Shi Chongtang has some remarks that ordinary people can't understand, but there is no doubt that there is always a "bright lamp" to illuminate his chest, which makes him suddenly enlightened and hides an imperceptible but extremely powerful heart under his weak appearance.
Four "technical paranoia"
Bill Gates, a college student, took his operating system to IBM for verification. It was IBM's relentless ridicule that inspired Gates to create the future Microsoft empire. This kind of enterprises include Oracle Bone Inscriptions, Cisco, Sun Microsystems ... The proud elephant slipped away from one Fortune 500 company after another with a slight negligence.
Elephants can't see the gold under their feet because of their pets, and many business legends are born because of these negligence.
1989 Just after the Spring Festival, Tong Zixian, Xu Shichang, Xie Weiqi and Liao walked into the office of Acer Chairman Shi in fear and trembling, and offered their resignation to the boss. They are all senior engineers of Acer, and this time they decided to go out to start a business collectively. After hearing the truth, Shi felt a little lost, but he didn't ask. He knew he couldn't stay.
In this way, a future Fortune 500 company began to sprout because of Acer's negligence. 1On April 2, 989, four young people with boiling blood rented a 35-square-meter apartment in changchun road, Taipei, and invested NT$100000 (2.5 million RMB) to set up a "small but beautiful" ASUS, which was specially designed for computer motherboard manufacturers and charged consulting fees.