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CES 2021


MSI has a phenomenal market share in both Europe and America. Yesterday’s CES launching event, MSI announced a series of new product lines partnered with Intel Core 10th gen processor and the latest NVIDIA RTX 30 graphics. What’s their secret of competing with ASUS ROG by ensuring all laptops to be fully stocked on time?

MSI has come forward with 13 new laptops on January 14th ’s CES online launching event, all of which are powered by Intel Core Processor along with NVIDIA Graphics Technology. Derek Chen, sales and marketing director of MSI Laptop, has highlighted all lines will be stocked on January 26th compared to ASUS ROG’s AMD+NVIDIA version.

Higher Value with Wi-Fi 6E and aluminum chassis.

Different from ASUS ROG’s AMD+NVIDIA strategy, MSI continues ahead by putting Intel Gen 10th Core Processor and the latest NVIDIA RTX 30 Graphics in the gaming laptop industry. With GE and GS series supporting Wi-Fi 6E in an all-aluminum chassis, MSI’s versatile configuration sets the standard for better price performance ratio.
CES 2021
The battle is on for the leading brand of gaming laptop in 2021. Derek Chen pointed out MSI has a 35% share of RTX series (NVIDIA’s upper-intermediate level graphics), placing us first in the market. On the other hand, ASUS indicated that the total share of RTX Graphics in the world is 29%. It is quite obvious that the two rival brands are fairly competitive in Europe and America markets. Mr. Chen also pinpointed that MSI is the top seller of gaming laptop in France, Spain, Italy, Benelux and Russia, and that we strive for a double digits percentage improvement on both sales and growth.

40% Growth in 2020, 2021 is the Year for Ecommerce.

MSI entered the scene of business laptop in 2020 with the new Business and Productivity series. By now the sales has reached 20% of the entire MSI laptop market. The annual sales of gaming laptop has increase to an exceptional 40%. It is significantly higher than the standard global growth of 15% to 20%.

Derek Chen identified the key factor as speedy adjustment of sales channel after the global pandemic broke out; by having swiftly shifted sales channels to online, sellout hit 35% increase of annual sales in April. The rest is history. Laptop sales were soaring and online sellout had a remarkable 60%-70% share.

Looking forward to 2021, MSI estimated the overall increase of gaming laptop market would mitigate to a mere 8%-10%. Yet MSI will still aim at double digits percentage growth, and continues to reinforce the expansion of its online sales channels. Mr. Chen indicated that the infrastructure of ecommerce in South-East Asia are not as prevalent. During the transition of sales channels in early 2020, due to low penetration rate of credit card usage and inefficient logistics service, their sales conversion were slower than that of Europe and America. However, MSI expects it to be a lot better in 2021.

Facing the price hike of all sorts of components, Mr. Chen also revealed that there’s no plans for raising the price of laptops so far. Yet the price of newly launched products will be determined by the cost and market competition, which implies when there’s a platform refresh happening, the rise of cost will be inevitably reflected on the components.


CES 2021


In 2020, 95% of MSI’s laptops were pivoted on Intel. Mr. Chen marked that this year will be no difference in contrast to ASUS, who made AMD the focal point. So why Intel? The answer to that is NVIDIA possesses high graphics performance, which is in need of higher PCIe bandwidth to connect with CPU. Structurally speaking, the fact that Intel supports PCIe 4.0 is a comfortable victory over AMD processor.

While laptop demands were incredibly high in 2020, scarcity of IC panels dashed lots of brands hope. Mr. Chen highlighted that MSI is one of the few gaming laptop brands that carries a streamline of service. FAEs were able to make haste decision on certifying new parts suppliers. Procuring parts were much faster than other competitions. Relatively speaking, the impact was a lot smaller under such circumstance.

Intel Core Processor plus the latest NVIDIA Graphics Technology

Inspired by the genesis of all western gods, Tiamat, the new GE76 Raider has arrived. In addition to its aluminum chassis and 300Hz refresh rate display, it is also powered by up to Intel i9-10980HK processor and NVIDIA RTX 30 series graphics for the highest gaming performance.

Aside from the high-end GE Raider series, MSI’s GP Leopard series has also been reposition it market segment to target engineers with gaming demands. Without the hardcore gaming element like RGB lighting, the new GP lineup comes with a low-profile and sleek design with 144 Hz refresh rate panel and aluminum cover.


CES 2021


GS Stealth series is a high-end thin and light gaming laptop with aluminum chassis, 300Hz refresh rate panel and a 99.9Whr battery capacity, the largest capacity allowed to carry onto the planes. This series is also ideal for business user with its ultra-portability.

Stealth 15M is the thinnest 15 in mainstream gaming series carrying the latest Intel Tiger Lake-H processors launched at CES 2021 and NVIDIA RTX 3060 graphics, targeting the student users with aluminum lid and keyboard panel.

However, Intel hasn’t launch the latest 11th gen standard TDP processor just yt, so MSI focuses on 10th gen up to i9 processors for this launch. Stealth 15M is the only model that supports low TDP i7 H25 processors, targeting the entry-level gaming market.

Mooly Wang (2021). 【CES 2021】放話不缺貨、產品最多!微星搶當電競霸主為何重押英特爾配NVIDIA. Taipei, Taiwan: Business Next.
https://www.bnext.com.tw/article/60924/2021-ces-msi-ge-ga-wifi6e