In the competitive global technology field, Stephen Liu, the founder of Sceptre, had a vision for the brand to reach the iconic height of “what Coca-Cola is to soda, Sceptre is to screens.” Since immigrating to the United States in 1981, Liu has not only established Sceptre as a key supplier of high-performance and cost-effective products in the North American market but has also showcased a unique Asian entrepreneurial spirit that transcends cultures, delves into markets, and centers on family values.
Sceptre’s success in the U.S. market hinges on the philosophy of “understanding the market, not just adapting.” Liu emphasizes that the key to success lies in providing products that meet the demands of American consumers rather than just products he personally wishes to create.
He has implemented an operational process centered around the actual needs of the American market, effectively avoiding product failures due to “cultural disconnect.” This process involves collecting real demands from the U.S. market, refining them into precise product specifications by the U.S. team, and then manufacturing them in Asian factories.
This approach demonstrates how Asian entrepreneurs in the era of globalization utilize Asia’s robust manufacturing capabilities while maintaining a strong sensitivity to the cultural nuances and demands of target markets.
In terms of the supply chain, Sceptre adopts an integrated “one-stop-shop” model from production to distribution, providing seamless and satisfactory logistics services for North American businesses, directly translating into sales performance.
Facing the diverse and complex U.S. market landscape, Liu views each sales channel as an independent battlefield, tailoring products accordingly. For platforms like Amazon, which require dealing with fast shipping rhythms and high return rates, operations need to be agile and responsive. Meanwhile, physical retail outlets such as Costco, Walmart, and Staples prioritize supply stability and large-scale deliveries to ensure consistent product availability. As for the “business-to-business” (B2B) channels, the focus lies on meeting customized demands and providing comprehensive after-sales services to nurture long-term partnerships.
This meticulous channel strategy is key to Sceptre’s solid footing in the North American market. Back in the 1990s, Liu successfully penetrated mainstream retail channels with high-priced products through perseverance and strategic planning. In 1997, during a time of high costs and technological barriers, he decisively entered the LCD monitor market, seizing a pivotal moment for the company’s rapid growth.
“It’s a time of display revolution,” Liu declares. With technology advancing from cathode ray tubes, plasma, LED to today, screens have evolved into core devices for multifunctional and multisituation applications. Sceptre is actively investing in AI display research in preparation for the next wave of technological transformation.
In the future, screens will remain essential, especially for gamers and professionals. Sceptre will continue to enhance existing products, incorporating AI smart features such as automatic brightness and color adjustments, power-saving modes, and potentially integrating smart home systems to enhance automated user experiences.
Behind Sceptre’s over forty years of steady development lies a strong family foundation, exemplifying the concept of “community” in Asian entrepreneurial spirit.
Liu’s wife, Cathy Liu, oversees company logistics and marketing affairs, serving as a crucial pivot in the overall company planning and a significant driver of Liu’s success.
Alan Liu, the son of Stephen Liu, a graduate in Computer Engineering from Cal Poly, has carved out a new territory in the gaming monitor sector, aligning with the younger generation’s preferences.
Alan Liu, well-versed in esports trends, integrated features like curved displays, borderless designs, high-speed, and high resolution into products, making Sceptre’s gaming monitors a top choice in the market.
Despite potential conflicts arising from family members jointly managing the company, Sceptre resolves them through clear division of labor and responsibilities. Cathy Liu notes, “Everyone has their own expertise and decision-making authority within their respective areas.”
Sceptre encourages all employees to voice their opinions while respecting each individual’s domain expertise. This management philosophy balances operational efficiency of a family business and ensures innovation and professionalism through an “open suggestion culture.”
Sceptre not only stands as a successful case of a Taiwanese entrepreneur establishing a brand in the U.S. but also embodies the unique resilience of Asian entrepreneurs. Rooted in a pragmatic spirit of cultivating markets, propelled by an integrated supply chain and precise channel strategy, and navigated by the stable force of family entrepreneurship, Sceptre sails towards every new era of technological wave.