Leading the Transformation of His Company; Helping Farmers Sell Products

/ Peter Chen / Chairman and CEO of Qisda Corporation

Peter Chen, Chairman and CEO of Qisda Corporation, has led his company in its successful transformation from an original equipment manufacturer to a supplier of high value-added products. Under his leadership in a “large fleet” business model, Qisda manages to share resources with other enterprises, exercise its power to help small farmers sell their products, and narrow the digital gap between urban and rural areas.

Always Think Ahead to Become Influential in the Industry

Chairman Chen studied in the Department of Electrical Engineering at NCKU from 1981 to 1985. Recalling his college years, he said straightforwardly, “It was very tough!” while specifying 3Es— Electric Circuits, Electromagnetic Fields and Waves, and Electronics, as the most difficult required courses. “As usual, the professor would fail half of the students enrolled in each class. On the first day of school, the classroom was packed, with half of the students retaking the course. Everyone was tensed up, listening attentively during the class.”

Despite all this, he believes that these tough courses helped them acquire the solid practical knowledge and skills required for a successful career. “Be the best at what you do. Always think ahead and move faster than the others. This is why engineering graduates from NCKU have been influential in the industry.”

Speaking of his mentor, Prof. Mao Chi-Wu, an electromagnetic expert, Chen said, “Electromagnetic fields are invisible, but Prof. Mao would always be able to deliver profound knowledge in layman’s terms. At our weekly meetings, he often shared with us his college life in Germany and gave us advice on interpersonal relationships.” Back then Chen was assigned to take the minutes and always completed his task before the bell rang. Prof. Mao was impressed with his performance as an efficient minutes taker. They have maintained a very cordial relationship till today.

Transforming the Company from a Less Profitable Traditional Manufacturer to a More Competitive Enterprise

As a typical practical-minded NCKU alumnus, Chen has held several key positions in BenQ and Qisda during his tenure of employment, boosting the market share of BenQ DLP projectors to world number one, and elevating Qisda to the world number 2 LCD manufacturer and as a top DLP projector manufacturer.

Since 2014, he has endeavored to transform the company by optimizing its existing foundry business, and deploying its operational strategies for high value-added industries, including healthcare, Artificial Intelligence Internet of Things (AIoT), and 5G infrastructure.

He is optimistic about the prospect of the healthcare industry as the next “Sacred Mountain Safeguarding the Nation” in Taiwan. As hospitals are the most important distribution channels for health care products, Qisda manages BenQ Medical Centers in Nanjing and Suzhou, while engaging in the business of medical instruments in the upstream of the industry.

“It is the brand that really makes a difference in the world,” he said. BenQ products are marketed in over 100 countries, bringing great convenience to consumers.

In addition to its business reform, Qisda has acquired 70 or 80 companies in recent years. Based on a “large fleet” model, it aspires to share resources with the participating companies, create a mutually beneficial win-win situation, and jointly move towards an industrial transformation for high value-added products.

Chen is hoping that the transformation success of Qisda can help upgrade Taiwan’s industries with greater profitability and competitiveness.

Chen is distinguished for his efforts to transform Qisda successfully in the electronics industry and establish a “Large Fleet” model in business operations. He has received the “National Distinguished Accomplishment Award” by the Chinese Professional Management Association, “the Taiwan M&A Awards – M&A Outstanding Achievement Deal Award” by the Taiwan Merger & Acquisitions and Private Equity Council, among many other awards.

Assisting Farmers with Marketing Strategies and Sharing the Convenience of Digital Life

Apart from corporate management, Peter Chen has contributed to society. Born to a farming family in Tainan, Peter Chen has helped out in the farm since he was a child. Referring to his farming experience, he said, “I carried very heavy bamboo shoots. That’s why I have more muscular calves than average people.” Chen knows that farmers work hard and are at the mercy of the elements. However, most of the profits from their crop are taken by intermediate dealers. “Bamboo shoots are sold at NT$30 to 40 per catty (about US$1.3 to 1.8 per pound) in the market, but only at NT$5 (about US$0.2) at farm gates.” He hopes to help the farmers make profits based on his expertise.

The BenQ Foundation under Qisda Corporation helps farmers construct websites and design the packaging to improve the visual appeal of their products. The farmers sell their produce on the websites to consumers and gain better profits with a sense of accomplishment. “Farmers can make profits independently. The most important thing is to mitigate information inequality so farmers can also enjoy the convenience and benefits of digital life.”

By transforming his company and creating win-win relationships with other enterprises, Chen has contributed to the industrial elevation in Taiwan and the expansion of BenQ’s networks and influence across the world. Peter Chen is recognized as a successful entrepreneur who has made individual and global achievements.
(Photo courtesy of Peter Chen)

NCKUer ｜
Class ｜
Honors and Achievements ｜

Peter Chen

Department of Electrical Engineering, Class of 1985

・Received the “Distinguished Alumni Award” by NCKU in 2018

・Awarded the “EY Entrepreneur of The Year™” in 2019

・Received the “National Distinguished Accomplishment Award” by the Chinese Professional Management Association in 2020

・Received the “Taiwan M&A Awards – M&A Outstanding Achievement Deal Award” by the Taiwan Merger & Acquisitions and Private Equity Council in 2020

Peter Chen / Department of Electrical Engineering Class ‘85