Acer continues its transformation into a "lifestyle brand," with its subsidiary playing a crucial role in this shift. Acerpure is making strides into the large appliance market, having already introduced televisions in India, with air conditioning products set to follow.
Andrew Hou, president of Acer's Pan-Asia Pacific Operations and chairman of Acerpure, noted that the group's strategic direction aims to transition from being a rational brand focused on computer sales to an emotional brand that better meets consumer lifestyle needs. He pointed out that while IT sales focus on performance and price, lifestyle brands prioritize feelings and community engagement.
Stanley Kao, president of Acerpure, stated that through the Acerpure brand, the company is steadily advancing towards becoming a lifestyle brand. From initially offering one product, it has developed 20 products within four years, expanding beyond small appliances to include larger ones to meet market demand.
Acerpure is projected to achieve revenue of NT$834 million (approx. US$25.5 million) in 2024, marking a significant year-on-year growth of 47%. Kao highlighted that if we look solely at the revenue generated by the Acerpure brand, it has seen a remarkable increase of 205%, with triple-digit growth recorded in Singapore, Thailand, and the Philippines, while Taiwan's market grew by 66%. Additionally, Acerpure has already established a strong presence upon entering markets in India and Indonesia.
Kao mentioned that Acerpure will establish its first overseas subsidiary in India in May 2024. Within just six months, its revenue has surpassed other markets, primarily due to India's population of 1.5 billion. Furthermore, Acerpure is launching large appliances like televisions in India, with air conditioning products expected to hit the market soon, showcasing the company's ambitious plans.
Acerpure debuted in Indonesia earlier this year. Kao pointed out that Indonesia represents the final piece in the Asia-Pacific market puzzle—not because it is less important, but because it is critical for launching the entire Acerpure product line simultaneously. He stressed that both Indonesia and India are key markets.
Kao stated that brand business revenue grew exponentially in 2024, with similar growth anticipated in 2025. Besides existing channels, the company will explore different sales avenues, such as participating in hairdressing events in Malaysia, home exhibitions in Thailand, and collaborating with well-known salons in Taipei's Xinyi District.
Recently, Acerpure also launched a new water dispenser product, which has been well-received on crowdfunding platforms. Kao stated that the company will continue to introduce new products in both small and large appliances. Acerpure also offers smart air quality solutions and hotel and rental management services.