In 2007, Steve Jobs redefined the mobile phone industry with the debut of the first-generation iPhone, igniting a boom in the 3C accessories market. That same year, DEVIA quietly came into being. Starting with the design of its first iPod and iPhone accessories, the brand has forged ahead for 19 years, evolving into a world-renowned premium supplier of Apple digital accessories and a core officially authorized partner under Apple’s 3PP program in China.
Today, the 3C accessories industry is plagued by cutthroat competition, rampant product homogenization and endless price wars. Many brands chase fleeting trends and pour energy into marketing gimmicks while losing sight of their original commitment to products. DEVIA, however, has always adhered to the principle of "Quality First". By focusing on retail channels and serving end consumers, it has secured a solid foothold amid fierce market rivalry.
We are honored to conduct an exclusive interview with Mr. Gao Jingliang, Founder and General Manager of Siteng Group, to hear about DEVIA’s 19 years of perseverance and founding aspirations. He shares how the brand has upheld its core promise of "delivering absolute peace of mind to users" amid an impetuous industry landscape, empowered retail partners, and fulfilled its brand mission and vision.
Interviewer: Hello, Mr. Gao. DEVIA was founded in 2007, the same year the first-generation iPhone launched. What motivated you to commit fully to the Apple accessories track back then?
Mr. Gao: Hello. Our decision stemmed from one core factor: we identified prominent market pain points and aspired to create accessories we ourselves could trust, ones that would reassure all users. After the first iPhone hit shelves in 2007, most third-party accessories available were unbranded generic goods that merely "worked". They featured shoddy craftsmanship, poor device compatibility, often damaged hardware, or broke down after just a few days of use. Consumers struggled to find reliable alternatives.
Our team boasts deep expertise in the digital sector. We understood that a high-quality accessory must not only fit devices perfectly but also guarantee safety and durability. Therefore, we set a foundational rule from day one: to craft high-end Apple accessories with superior build quality and seamless compatibility. This unwavering dedication quickly earned us official Apple 3PP authorization in China, establishing DEVIA as a core proprietary brand under Siteng Group — an honor that brings with it immense accountability.
We threw ourselves wholeheartedly into R&D and manufacturing starting with our very first iPod and iPhone accessories in 2007. We rejected short-term traffic-driven tactics and opportunistic shortcuts, pouring all our energy into refining products. This single-minded dedication has endured for 19 years.
Interviewer: What constitutes DEVIA’s core competitive advantage, enabling steady growth over nearly two decades in this industry?
Mr. Gao: Simply put, our competitive edge lies in three pillars: staying true to our founding mission, prioritizing quality above all, and understanding our retail partners deeply.
First, we never lose sight of our core mission: serving end users. Amid unrelenting industry competition, we have never lowered our product standards. Instead, we continuously upgrade our R&D capabilities and manufacturing techniques. Every stage, from raw material screening to post-production quality inspection, undergoes rigorous oversight to ensure every product reaching consumers is safe and dependable.
Second, quality remains our top priority. As an Apple 3PP authorized brand, our products must satisfy not only national industrial standards but also Apple’s stringent internal audits. We pursue perfection in every detail — consistent electric current output for charging cables, precise cutouts for phone cases and screen protectors, and more. Backed by Siteng Group’s comprehensive industrial strength, we retain full in-house control over the entire value chain, covering supply chain production, product R&D, and sales operations. Our complete self-owned manufacturing network forms the bedrock of consistent product quality.
Third, we empathize with the challenges faced by retail operators. Countless mobile retail stores today grapple with difficulties including cumbersome product selection, excessive inventory pressure, and insufficient operational capabilities. We specialize in delivering all-in-one one-stop solution packages for retail partners, offering comprehensive support spanning product supply, marketing planning and operational guidance. This lowers store operating costs, boosts profitability, and fosters win-win collaboration. This sets us apart from competitors: we do not operate in isolation, but collaborate hand-in-hand with retail partners to build a sustainable industrial ecosystem.
Interviewer: We understand DEVIA holds clear brand missions and visions: "Empower Chinese accessory brands to lead the world and create a better life for all", paired with the long-term goal of "becoming the world’s No.1 offline 3C accessories brand". How have these ideals been integrated into the brand’s development strategy?
Mr. Gao: Our mission and vision are not empty slogans hung on office walls — they guide every step of our growth, spanning four key dimensions: employees, customers, retail partners, and society at large.
First, for our staff: our mission explicitly prioritizes "pursuing both material and spiritual well-being for every team member". I firmly believe employees form the cornerstone of any brand. Only happy, fulfilled staff can dedicate themselves to crafting premium products and delivering exceptional customer service. Over the years, we have strived to build supportive working environments and clear career advancement paths, enabling every employee at DEVIA to realize personal value and cultivate a strong sense of belonging. This is critical to retaining our core team and sustaining continuous innovation.
Second, for consumers and end users: we strive to "enrich daily life through high-quality, technologically innovative 3C accessories". Today’s consumers hold increasingly high expectations — products must perform flawlessly while remaining safe, convenient, and aesthetically refined. We allocate substantial annual investment to R&D, closely aligning our product roadmap with Apple’s hardware upgrade cycle to launch accessories with enhanced compatibility and versatile functionality. Standout innovations such as our 45W Gallium Nitride fast chargers and self-repairable EPU screen protectors directly address real consumer pain points through technological breakthroughs, significantly elevating user experience.
Third, for retail partners: our objective is to "support one million mobile retail stores in achieving high-quality development". The offline 3C retail sector faces mounting headwinds, including widespread store closures, intensifying competition from brand-owned direct outlets, and e-commerce platforms squeezing profit margins, leaving many retailers stranded amid digital transformation. As a brand with 19 years of industry experience, we bear both the responsibility and capability to empower offline retailers. Our integrated one-stop solutions help stores curate optimal product lines, drive sales performance and deliver superior customer service, allowing retail outlets to survive and thrive amid industry consolidation and achieve sustainable, high-quality growth.
Lastly, for the broader industry and society: we uphold the values of resource integration, sustained innovation, open collaboration and shared prosperity, advocating healthy industrial development and collective ecosystem construction. Through our persistent efforts, we aim to motivate fellow manufacturers to prioritize quality and technological advancement, collectively standardizing China’s 3C accessories sector. We seek to help domestic accessory brands expand globally and claim leadership on the world stage — a core responsibility we bear as a Chinese enterprise.
Interviewer: Could you elaborate on DEVIA’s specific initiatives to empower retail partners? What plans are in store for the future?
Mr. Gao: Our retail empowerment strategy unfolds on two fronts.
First, we supply a full spectrum of high-quality Apple accessories, covering fast chargers, phone cases, screen films, audio peripherals and more. Retailers can source their complete product portfolio in one place without the hassle of coordinating multiple suppliers.
Second, we deliver end-to-end operational support, including customized marketing campaigns, in-store display consultancy and staff training programs to strengthen retailers’ operational proficiency. We also provide full-category customized corporate gifting services to diversify store revenue streams and satisfy varied business demands. Having operated across dozens of countries and regions globally, we possess extensive cross-border operational experience, enabling us to tailor bespoke solution packages for different store formats and regional markets.
Moving forward, we will deepen our retail enablement system. We will refine our one-stop solutions by aligning with emerging industry trends and unmet retail pain points, while scaling up R&D investment to launch more technologically advanced products — including accessories optimized for Apple’s next-generation hardware and more portable fast-charging devices. We will also expand open cross-industry cooperation with retail partners and peer manufacturers to build a healthy, sustainable industrial ecosystem. We will march steadily toward our goal of becoming the world’s top offline 3C accessories brand, alongside realizing our long-term corporate vision of building a century-old enterprise that brings happiness to staff, delights customers and delivers value to society.
Interviewer: To conclude, could you share a few words for DEVIA’s consumers, retail partners and industry peers?
Mr. Gao: First, I wish to express sincere gratitude to every consumer for your trust and support — this is the greatest driving force behind DEVIA’s 19 years of growth. Moving forward, we will remain committed to uncompromising quality standards, refining every product line to repay user confidence with safer, more convenient, superior 3C accessories.
Second, thank you to all our retail partners for walking alongside us on this journey. DEVIA’s growth would not have been possible without your backing. We will continue to deliver robust retail empowerment services, stand side-by-side with all partners to resolve operational hurdles, and pursue shared growth and profitability, supporting one million mobile retail stores to flourish sustainably.
Finally, I invite all industry peers to uphold strict quality benchmarks, embrace innovation as a core growth engine, integrate industrial resources and pursue open collaboration. Together, we can standardize China’s 3C accessories sector and elevate its global standing, winning worldwide recognition for Chinese accessory brands and designing products that enrich and beautify everyday life.
Nineteen years of steady, dedicated development separates DEVIA’s debut Apple accessory line from its current status as an internationally acclaimed premium brand. DEVIA’s growth has relied not on sensational marketing stunts, but on down-to-earth persistence. This exclusive interview with Group General Manager Mr. Gao Jingliang reflects unyielding dedication to product quality, sincere partnership, and a profound sense of industry accountability.
DEVIA holds fast to its founding promise of reassuring every user. While continuously refining product quality, it empowers offline retail channels and lives out its core mission: "Empower Chinese accessory brands to lead the world and create a better life for all".
Under the leadership of General Manager Mr. Gao Jingliang, DEVIA will continue to deepen its footprint in the 3C accessories sector, driving sustained innovation and cross-party collaboration. Beyond claiming the title of the world’s leading offline 3C accessories brand, it will propel China’s entire 3C accessories industry toward higher-quality development, bringing trustworthy, reliable domestically manufactured accessories to users worldwide.
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