Logitech CEO Hanneke Faber said, 'This is my third time in China this year.' Hanneke Faber joined Logitech as CEO on December 1, 2023 and attaches great importance to the Chinese market.

'Rapid innovation is a phenomenon seen in the Chinese market, which has also given us a lot of inspiration. China's speed is faster than anywhere else.' Hanneke Faber repeatedly emphasized the deep impression left by Chinese innovation in the interview.

This year, Logitech proposed the 'In China, For China' strategy and collaborated with partners such as Baidu and JD.com to explore AI products and channel terminals. It is reported that Baidu's Wenxin Yiyu model will be built into the Logitech Logi Options+ application and released with the recently launched Amber Series K98M customized wireless mechanical keyboard.

Hanneke Faber said that the huge market size, complete supply chain, and diverse ecosystem partners make the Chinese market occupy a crucial position in Logitech's global development strategy.

Below is the interview transcript:

As an international technology company from a global perspective, how do you evaluate the role of the Chinese market and the future layout of Logitech in the Chinese market?

Hanneke Faber: We have been in China for over 30 years. China is a very important market, not only because it is a large market, but also because it is a global production center. We have a smart factory in Suzhou with more than 2400 employees.

This is my third time coming to China this year. It is a particularly innovative and trendy market. I have learned a lot from Chinese consumers, which is a source of inspiration. For example, the newly launched amber series K98M keyboard is a product that we have identified the changing needs and customization demands of users in the wave of AI development in China. Other markets will also think highly of this product.

In the future, the Chinese market will be just as important as it is today. Logitech will do more in China than in other markets, and work together with local partners. Everything is faster here, and the speed in China is faster than anywhere else. This makes us faster and stronger. I especially like this situation. The speed in China can benefit the whole company of Logitech.

As AI is a very hot topic nowadays, Logitech has also launched its first AI customized wireless mechanical keyboard. Please introduce Logitech's AI research and development direction.

Hanneke Faber: We have three aspects in our approach to AI. The first is to enhance our own productivity, using AI to make software engineers' work simpler and marketing colleagues' work easier. This is something that everyone needs and every company is doing, including us and other companies.

Second is to build a bridge with AI. For example, Logitech products can become a bridge, such as integrating the Baidu Wenxin Yiyin large model function, which is our AI ecological cooperation, and providing shortcuts to different AI tools through Logitech products, allowing users to connect different functions through Logitech products.

Third is to use AI to enhance product capabilities. For example, AI-driven headphones and microphones can achieve two-way noise-free communication, helping users filter out noise during calls. During video conferences, AI cameras can recognize speakers and automatically capture conference participants who are speaking. Large models can help us improve products in audio, video, and other aspects.

Science and Technology Innovation Board Daily: Logitech has cooperated with Baidu and JD.com. This time, Baidu's large language model Wenxin Yiyin will be built into the Logitech Logi Options+ application, and it will be launched with the Amber series keyboard. Previously, Logitech also collaborated with Ding Ding, an Alibaba-owned company, to launch intelligent mouse and keyboard based on Ding Ding AI technology. Can you talk about the future partner plan?

Hanneke Faber: Logitech is a Swiss company, and Switzerland has always been neutral. Logitech also adheres to this principle. Therefore, we hope to cooperate with different partners, whether it is the USA, China, or Europe, with a particularly neutral attitude. This is a unique advantage of Logitech. Chinese partners are very dynamic, and we enjoy working with Chinese partners.

Science and Technology Innovation Board Daily: Does Logitech encounter any challenges in AI product development?

Hanneke Faber: It requires a lot of engineers, so we have been recruiting various talents. We are very grateful to the domestic team for promoting product development.

Science and Technology Innovation Board Daily: Logitech has proposed a strategy in China, for China. How do you view the difference between the Chinese market and other markets?

Hanneke Faber: In terms of commonality, Chinese users want to improve work efficiency, play games better, and communicate more conveniently with others, which is the same as in other places. But we also see some differences. For example, partners are different, such as JD.com, Alibaba, Tencent, Baidu. Even the game content is different, like the latest "Black Goku" game, which is a phenomenon. We will make adjustments according to market needs.

The speed of China's innovative rise is particularly fast. We need to become the best company in order to compete with other manufacturers. Rapid innovation is a phenomenon we have seen in China, and it has also given us a source of inspiration.

The "Science and Technology Innovation Board Daily": Logitech joins the Paris Agreement commitment to limit greenhouse gas emissions. Logitech has achieved carbon neutrality in 2020. By 2023, it has achieved a 65% reduction in carbon emissions. The Logitech China subsidiary has adopted 100% renewable energy and neutralized GHG emissions. The target is to achieve zero carbon emissions by 2030. What achievements have been made in energy conservation and emission reduction so far?

Hanneke Faber: This is a very important thing for Logitech. We have our commitments and goals. On the one hand, we make improvements in our own factories to minimize energy consumption. On the other hand, a lot of work is done in the supply chain, how our suppliers and users use our products, which is a more challenging issue in energy conservation and emission reduction. At present, we are striving to achieve zero carbon emissions by using recyclable and environmentally friendly plastics to replace the original plastics, and adopting low-carbon aluminum, etc.

In China, Logitech is working with JD.com to explore whether products can be traded in for new ones instead of simply disposing of them. We are studying how to deal with these things. In addition, through these efforts, Logitech also hopes to influence larger companies, especially in the electronics industry, and hopes that everyone can do the same and better help our planet.