Sinya Digital - Closing the Digital Gap for Disadvantaged Teens

2024.11.24

Closing the Digital Gap for Disadvantaged Teens

欣亞數位為青少年中途之家打造數位學習環境

35年前，欣亞數位只是一間販售3C裝備的5坪小店，憑藉服務熱忱和專業，並持續升級轉型，如今不僅躍升為國際品牌最信賴的授權夥伴，更是電競玩家的首選通路。擴大市場版圖之際，欣亞也啟動「安欣計畫」，為青少年中途之家打造數位學習環境，從高雄出發，足跡已遍及全台各縣市。

　　「阿姨，這些電腦是給我們的嗎？」一群12到18歲的中學生，吱吱喳喳的圍在嶄新的電腦前，難掩興奮之情，過一會兒之後，有人輕聲說道，「但三個月之後，電腦就會搬走了吧？」

　　男孩不經意的一句話，讓欣亞數位股份有限公司董事長魏碧芬當場愣住了；或許往年的公益團體，善意總是短暫，捐贈的物品沒多久就會被收回，在孩子的心中留下遺憾。因此，魏碧芬當場承諾，「這10台電腦會永遠放在這裡，你們要認真學習喔！」

　　魏碧芬還加碼，表示隔年回訪時會檢查功課，進步最多的人，就能得到一台電腦當禮物，馬上引爆孩子雀躍的歡呼聲。

　　1989年成立的欣亞數位，歷史超過35年，是國內數一數二，電競周邊產品和專業服務通路。2020年開始，欣亞數位啟動了「欣亞公益安欣計畫」，為許多收容青少年的中途之家，捐贈電腦教室，打造完善的網路學習環境。更重要的是，欣亞數位與安置機構皆保持緊密聯繫，提供全年365天的維修服務，一旦電腦軟硬體故障，就會派人專程前往維修，確保孩子們學習不中斷。

    “Auntie, are these computers for us?” A group of middle school students, aged 12 to 18, gathered around the new computers, their excitement barely contained. After a while, someone timidly asked, “But will the computers be taken away in three months?”

    This innocent question caught Sinya Digital Chairwoman Wei Bi-Fen off guard. Perhaps past charity groups’ goodwill had often been short-lived, leaving children disappointed when donated items were reclaimed. To address this, Wei made a promise on the spot: “These ten computers will stay here forever. Study hard, okay?”

      Wei went further, pledging to revisit the following year and reward the most improved student with a computer. This announcement sparked cheers among the children.

    Founded in 1989, Sinya Digital has over 35 years of history and is one of the leading providers of gaming peripherals and professional IT services in Taiwan. In 2020, it launched the “Sinya Care Program,” donating computer classrooms to youth shelters and creating robust online learning environments. Most importantly, Sinya maintains close contact with these institutions, offering 365-day repair services. If hardware or software malfunctions occur, technicians are dispatched to ensure uninterrupted learning.

    Contrary to popular belief, ESG (Environmental, Social, and Governance) is not exclusive to large corporations. Sinya Digital began participating in charitable initiatives even in its early operational stages. For instance, during the devastating Typhoon Morakot in 2009, Sinya didn’t just donate funds; it sent employees directly to the disaster-stricken Xiaolin Village to register affected residents and provided monthly financial aid for two years until government assistance arrived.

   Over the years, Sinya has also sponsored after-school programs at Kaohsiung’s Kaihsuan and Aiguo elementary schools, funded a little league team at Jintan Elementary School, donated computers to the Teacher Chang Foundation's hotline, and supported the Garden of Hope Foundation’s shelter for girls.

      “Instead of adding flowers to a bouquet, it’s better to offer help during the snow,” says Wei. As Southern President of the Taiwan Construction Association, she noted the lack of attention given to disadvantaged youth aged 12 to 18. These teenagers, especially in junior and senior high schools, often need computers for homework but lack sufficient resources. Sinya addressed these gaps by donating computers annually, providing lifetime warranties, and offering free repairs to empower underprivileged youth through education.

      Additionally, Sinya encourages employees from its 13 nationwide stores to participate in its annual “One Store, One Charity” initiative, which includes volunteering at orphanages, nursing homes, street cleanups, and beach cleanups. Sinya also motivates participation through internal incentives. For example, during a pineapple surplus year, the company purchased excess pineapples as rewards for its charitable activities, creating a positive feedback loop.

Vicky Wei, Chairman of Sinya Digital leads the company transform into a brand that focus on e-sports market.

欣亞董事長魏碧芬，帶領欣亞數位成功轉型走向專業電競通路，並啟動包括安欣計畫在內的多項社會關懷專案。

    In 1989, Sinya Digital was a small 5-ping shop called Sinya Information Society located in Kaohsiung's Jianguo computer district. With growing local reputation and operational scale, the company transitioned to e-commerce in 2000, renaming itself Sinya Digital and moving toward chain-store operations.

    By 2010, Sinya had launched a 3C shopping platform and, in 2011, obtained APPLE's flagship store authorization. The following year, it opened its first APPLE and Lenovo flagship store in Kaohsiung's Jianguo district. In 2017, responding to the rise of e-commerce, Sinya underwent its second transformation, reducing its 45 physical stores by half within three months. This marked its transition to becoming Taiwan’s first O2O (Online-to-Offline) IT retail chain, targeting individuals aged 18 to 38 and strengthening its presence on e-commerce and social platforms.

    “Unbeatable prices! Grab them while you can!” With enthusiastic staff promotions, Sinya attracted esports players eager to snag deals, creating an electrifying event atmosphere.

      Fast forward to 2024, Sinya Digital made its debut at the WirForce Esports Festival, Asia’s largest gaming carnival, held in mid-November at Taipei's Yuanshan Expo Park. Sinya provided onsite repair services for thousands of BYOC (Bring Your Own Computer) players, ensuring smooth gaming experiences.

      With its esports brand firmly established, Sinya now generates annual revenue exceeding NT$3 billion. It is the only industry player serving both B2C and B2B markets. In 2023, Sinya began diversifying into six major business sectors, including “laptop systems,” “esports components,” and “cloud software services,” while preparing for its IPO. In August 2023, it officially launched its IPO plan, going public in 2024.

E-sports players lined up in Sinya's store for e-sports gadgets and gaming accessories.

電競玩家在欣亞門市前排隊等候。

    Sinya Digital’s success lies in its professional services and meticulous SOPs.

      Wei recalls how, in 2004, SONY sought a distributor in southern Taiwan and sent mystery shoppers to inspect Sinya stores in Hsinchu and Taipei. Back then, CRT monitors were prone to dust accumulation. However, when SONY’s representative checked, they found even the smallest corners spotless. This meticulous care for display items helped Sinya outperform larger competitors, earning SONY’s first 3C retail certification.

    Every Sinya employee serves as both a computer consultant and a retail expert. From countertop arrangements to drawer contents, everything follows strict SOPs. Treating customers as friends has also been key to their success.

      Wei shares a heartwarming story from Sinya’s early days. Two middle school siblings visited Kaohsiung's Jianguo computer district daily, asking stores about assembling a computer. Most shopkeepers grew impatient, but Sinya staff patiently answered all their questions.

      One day, the siblings returned to Sinya, deciding to buy a computer with a bag filled with NT$10 coins they had saved for over a year. The total was over NT$15,000. All staff paused their work to count the coins, helping the siblings fulfill their dream. This story illustrates Sinya Digital’s unwavering commitment to exceptional service for all customers, big or small.

Sinya's corporate retreat.

欣亞員工旅遊。