Nestled in the vibrant manufacturing hub of Huangjiang, Dongguan, Suoai Electronics has forged a remarkable growth trajectory over two decades of dedicated development — evolving from a trade and OEM contractor to a company with proprietary brands, and from a market follower to a technology leader. Today, Suoai is a comprehensive peripherals enterprise integrating R&D, manufacturing, branding, and sales. Its products are exported to over 100 countries and regions worldwide, with keyboard shipment volume consistently ranking among the top globally.
From a small stall in Huaqiangbei to a 100,000-square-meter modern industrial park; from an obscure contract factory to an industry backbone with mastery of core technologies. Every step of Suoai’s journey bears the imprint of China’s manufacturing transformation and upgrading, and embodies the perseverance and dedication of founder Liu Yunfei and every member of the Suoai team.
I. Humble Beginnings: Perseverance and Breakthrough in the Early Years
In the late 1990s, China’s electronics industry was burgeoning with potential. Founder Liu Yunfei, driven by a deep passion for the electronics industry, led his team to embark on an entrepreneurial journey in Huaqiangbei, Shenzhen. Starting with the trading of computer peripherals and building from the fundamentals — sourcing, quality control, and client relations — the team steadily accumulated industry experience and customer resources step by step.
The path of entrepreneurship is never smooth. During the darkest hours of industry volatility and financial hardship, the team chose not to give up. Through unwavering resilience and the strong support of business partners, they overcame crises one by one, regrouped, and pressed forward.
These formative years of ups and downs have shaped Suoai’s most precious corporate DNA — rooted in real industry, founded on quality, and always keeping core capabilities in our own hands.
II. Brand Breakthrough: Building a Chinese Peripherals Brand of Our Own
The year 2011 marked a pivotal turning point in Suoai’s development history.
At that time, international brands dominated China’s esports peripherals market, and domestic products were often equated with “low price, low quality.” Liu Yunfei and his team keenly identified the rising opportunities in the esports industry, driven by a founding aspiration — with world-class manufacturing capabilities, China deserved its own high-end peripherals brand.
In August of the same year, the “AULA” brand was officially launched, with its debut product — the Shikong gaming mouse — introduced to the market.
From the very beginning of the brand, Suoai established the product philosophy of “quality first.” Rather than engaging in pure price wars, the company channeled R&D investment toward user experience: key feel was refined through dozens of iterations, weight balance was calibrated to the gram, and lighting effects underwent multiple rounds of user testing. Every product must pass stringent reliability and durability testing before launch.
Riding the wave of China’s booming esports industry, AULA quickly built a strong reputation among gamers through solid product performance and outstanding value for money. From deep cultivation of internet café channels to aggressive expansion in e-commerce, from sponsoring top-tier esports tournaments to building a complete product matrix, AULA gradually broke the market monopoly of international brands and grew into a leading domestic esports peripherals brand.
In 2013, Dongguan Suoai Electronic Technology Co., Ltd. was formally incorporated. To support rapid brand expansion and further enhance quality control and delivery capabilities, the company made a strategic decision: relocate its production base to Huangjiang, Dongguan, build a self-owned industrial park, and comprehensively deploy in-house manufacturing.
III. End-to-End Self-Sufficiency: Building a Fortress of Hardcore Manufacturing
At a time when the industry普遍 adopted the asset-light OEM model, Suoai chose a “heavier” yet more solid path — full end-to-end control of the industrial chain. This strategic decision, controversial at the time, was rooted in a profound understanding of the long-term value of manufacturing.
From mold design and injection molding, to SMT mounting and switch R&D, to final assembly and quality inspection, Suoai has brought every core环节 of keyboard manufacturing into its own system. Within its 100,000-square-meter modern industrial park, the entire production process — from raw materials to finished products — is completed in-house.
This is a strategic choice requiring long-term investment with a lengthy return cycle, yet it has built competitive moats for Suoai that are difficult to replicate:
- Controllable Quality: With a fully in-house production system, every process is traceable, and product consistency and yield rates are industry-leading.
- Controllable Cost: Eliminating intermediate环节 delivers greater value to consumers and partners.
- Fast Response: The cycle from product conception to mass production delivery is significantly shortened, enabling rapid response to market changes.
- Technological Autonomy: Core component R&D is not dependent on external suppliers, creating fertile ground for technological innovation.
Today, Suoai stands as one of the very few domestic enterprises achieving fully self-sufficient end-to-end peripherals production. Key components such as Hall sensors, master control chips, and magnetic switch structures are all developed and manufactured in-house. Particularly in the field of magnetic switch technology, Suoai has broken foreign technology monopolies and launched magnetic switch solutions with independent intellectual property rights, marking a new era for domestic peripherals brands entering the first tier of core technology.
Beyond its flagship brand AULA, Suoai has incubated sub-brands including LEOBOG, which focuses on the custom keyboard segment. Together, they form a comprehensive product matrix covering multiple scenarios — esports, office work, and custom builds — across various price points, catering to the diverse needs of different user communities.
IV. Going Global: Let the World Witness China’s Smart Manufacturing
While firmly rooted in the domestic market, Suoai has set its sights on the broader global stage.
With solid manufacturing expertise and continuous technological innovation, Suoai’s products now reach over 100 countries and regions worldwide. In key markets across Southeast Asia, Europe, and North America, the AULA brand has gained growing recognition and affection from overseas gamers. Cross-border e-commerce, overseas warehouses, and localized operation systems have been gradually refined, making overseas business a major growth engine for Suoai.
Of even greater industry significance is the rapid growth of Suoai’s international OEM/ODM business. Leveraging its end-to-end manufacturing capabilities and core technology advantages such as magnetic switches, Suoai has become a deep strategic partner for many renowned overseas peripherals brands. From product definition and structural design to manufacturing, Suoai provides one-stop customized solutions serving global clients.
From “selling products” to “exporting manufacturing capabilities and technical solutions,” from a market follower to an industry enabler — Suoai is proving the strength of China’s smart manufacturing to the world in its own way.
V. A New Chapter in Smart Manufacturing: Suoai Smart Manufacturing Headquarters Project Launches
Standing at a new developmental milestone, Suoai takes another critical step toward strategic upgrading.
In January 2026, the Guangdong Suoai Smart Manufacturing Headquarters Project, with a total investment of RMB 300 million, officially broke ground at Tianmei North Industrial Zone in Huangjiang Town. Covering approximately 40 mu (around 26,700 square meters) and scheduled for completion and production in 2028, the project will build a modern industrial base integrating an R&D center, intelligent production lines, and a global operations headquarters.
This is not merely a capacity expansion, but a comprehensive upgrade for Suoai’s next phase of development:
- R&D Upgrade: Establishing a high-level R&D center, attracting top technical talent, and continuously breaking through core technologies.
- Manufacturing Upgrade: Introducing higher-level automated production lines and smart manufacturing systems to improve production efficiency and quality precision.
- Category Upgrade: Expanding R&D and manufacturing capabilities across the full product range — keyboards, mice, headphones, and speakers — to complete the product ecosystem.
- Operations Upgrade: Building a global operation system to support the sustained growth of overseas and OEM businesses.
From the industrial park in Changlong Village to the Smart Manufacturing Headquarters in Tianmei North, what changes is scale and capability; what remains unchanged is Suoai’s dedication to real industry and commitment to quality.
VI. Craftsmanship for the Future: Two Decades of Foundation, A New Journey Begins
Through more than two decades of trials and triumphs, Suoai has grown from a small stall in Huaqiangbei into a significant force in the global peripherals industry.
Looking back, there were no shortcuts and no miracles. What has carried Suoai to where it stands today is the relentless pursuit of product quality, continuous investment in core technologies, and long-term commitment to real manufacturing. Under the leadership of Chairman Liu Yunfei, all Suoai employees have always upheld the belief of “craftsmanship in products, steadfastness in business,” moving forward step by step.
As a homegrown Guangdong manufacturing enterprise, Suoai deeply understands that the foundation of manufacturing lies in solid execution, and the confidence of a brand comes from technological excellence. Looking ahead, Suoai will continue to deepen its roots in the peripherals industry, driving development through technological innovation, strengthening its foundation through smart manufacturing, and steadily advancing toward the goal of becoming “a world-leading peripherals enterprise.”
Two decades of craftsmanship, smart manufacturing going global. The next chapter of Suoai is unfolding steadily in the vibrant land of Huangjiang.