A Decade of Honing the Blade: The Craftsmanship Journey of INNOVV

On a summer night in Guangzhou in 2013, Rock Liu sat in front of his computer in a rented apartment, his fingers gliding over product images from the Huaqiangbei market, his brow furrowed in thought. At that time, he had just concluded his career as a project manager at a century-old German luxury packaging company. He had witnessed high-end packaging, priced in the thousands, conquering the market through exquisite craftsmanship and brand value. He had also observed the chaos in the domestic digital product market, where ‘low price over quality’ prevailed — especially in the motorcycle accessory sector, which was flooded with low-quality, unbranded products that ignored the pain points of users. That night, a thought began to take shape in his mind: ‘I want to create a truly high-quality, thoughtful motorcycle electronics brand to break the industry's disorder.’ This marked the beginning of INNOVV.

Cross-cultural experiences planted the seeds of craftsmanship.

Rock Liu's professional foundation was laid as early as 2004.When he first entered a large trading company in Shenzhen, he started at the grassroots level in the project engineering department. With determination and grit, he grew into a project supervisor, honing his ability to manage the complexities of supply chain management and project coordination, and developing an acute eye for detail. After moving on to a project manager role in another company, he co-founded a B2B platform for the packaging industry, “Rock-Package,” in Huizhou in 2008, in partnership with Japanese colleagues. Modeled after Alibaba, the platform targeted businesses and aimed to streamline the packaging industry. During those days, he spent his days visiting suppliers and organizing data, and his nights syncing with his team in Japan to keep the project on track. It was an immersive experience in the rigor and efficiency of Japanese management. Unfortunately, due to the financial crisis and a failed round of funding, the project was forced to cease. However, this startup journey from scratch deeply shaped his understanding of the market’s harsh realities and the importance of perseverance.

A turning point in his destiny came in 2011 when Rock Liu joined an international packaging company headquartered in Austria. He was responsible for the production and operation of packaging for a well-known FMCG shampoo brand. From half a year of system training in China to over a month of advanced studies in Europe, Rock spent time learning across factories in Germany, France, and Austria. What left the deepest impression on him was the strict expectations of a German mentor: "One German report is worth three Chinese records." This pursuit of efficiency and precision subtly transformed his work habits. In the factories, automated equipment ran flawlessly, workspaces were spotless, production reports were auto-generated with zero errors—these details taught him that “quality is never just a slogan; it lies in the meticulousness of every process.”

Two years later, Rock Liu moved to a German-Austrian luxury packaging family business with a 144-year history, becoming the first project manager in China. He worked closely with factories in both China and Germany. It was here that he witnessed firsthand how a single packaging box, with exquisite design and brand heritage, could command a factory price of one to two thousand yuan. This completely reshaped his understanding of "brand value." He realized: “True luxury is when the product speaks for itself, winning long-term trust from users through quality and service.”

Anchor the brand’s original intent amidst the chaos.

Around 2013, the domestic digital product market was experiencing explosive growth.Huaqiangbei, as the core hub, was flooded with unbranded, low-priced products with no after-sales service. "Having a brand means traceability, and the vendors in Huaqiangbei simply didn’t want to take on that responsibility," Rock Liu knew all too well that to escape the mire of price-based competition, he had to take the path of branding. He began by refining the brand name. After much consideration, he settled on “INNOVV” — building on his original inspiration, he added a “V,” which symbolized both “Victory” and “Value.” The simple yet powerful combination of letters embodied his obsession with winning through quality.

Initially, the logo design was criticized for resembling the Lenovo symbol, with accusations of trying to “ride on the coattails” of a bigger brand. Without hesitation, he changed everything to uppercase, using a more straightforward and minimalist visual language to proclaim, “INNOVV will walk its own path.”

No distributors were willing to cooperate, so he started from online forums.During the day, he worked on product design in his spare time, applying his years of cross-industry experience in production management to ensure the quality of every single component. At night, he immersed himself in motorcycle enthusiast forums, engaging in one-on-one communication with users, addressing their needs, and answering questions. His English was not fluent, so he began by repeatedly sending emails. If a couple of emails didn’t solve the problem, he would pick up the phone and make international calls. Even if the other party didn’t understand, they could feel the sincerity behind the after-sales service that crossed borders.

When a user reported a product failure after six months, Rock Liu didn’t hesitate — he immediately sent them a brand-new product. At a time when customer service was often lacking, this "clumsy approach" actually touched users. Word-of-mouth grew like a snowball. “I stuck to one principle: no matter how small the company, the quality and service could never be compromised.” Thanks to this persistence, more and more distributors came to him, and INNOVV gradually grew from a one-person project into a formal brand with a core team.

Breakthrough through technology to carve out a new path.

"Innovation is not about following trends, but about solving the real pain points of users."This is a phrase that Rock Liu often repeats. Thanks to his early experience working with companies from Japan, Germany, and the United States, he developed an almost obsessive pursuit of technological research and development. In 2015, INNOVV launched the world’s first motorcycle dashcam with GPS functionality, the K1. It integrated the screen, control unit, and two cameras into a single system, reshaping the landscape of modern motorcycle dashcams. Soon after, the K5, a 4K+1080P dual-camera dashcam, and the H5 motorcycle helmet camera were released, with each being a "trailblazer" in the industry.

The most labor-intensive project was the development of a motorcycle radar system. Seeing how the Thirdeye radar system used in cars could effectively improve driving safety, Rock Liu came up with the idea of adapting it for motorcycles. However, car radars were too large and expensive to be suitable for motorcycle installations. To overcome this challenge, he led his team to visit research institutions at various universities across China. After four years of repeated testing, they finally developed a miniaturized Thirdeye radar system tailored for motorcycles, filling a significant gap in the industry. Meanwhile, the K5, INNOVV’s first 4K dashcam with exceptionally long battery life, became a "must-have" product for long-distance motorcycle travelers due to its replaceable battery and ability to record continuously for four to five hours.

In recent years, the launch of the K7 next-generation motorcycle dashcam and the N2 next-generation motorcycle onboard system built upon the excellent experiences of past products. By gathering extensive user feedback and using technological innovation, INNOVV was able to bring riders a whole new range of experiences. In 2025, K7 sales exceeded 20,000 units, while the N2, which incorporated BMW's quick-release version in its technological innovation, marked the beginning of INNOVV’s new era of quick-release products.

"Some people like it, others may doubt it, but as long as it’s what users need, we’re willing to invest."This user-centered innovation philosophy has allowed INNOVV to firmly establish itself in a highly competitive market. With increasing competition in the automotive industry, more companies are entering the motorcycle accessory market. Despite facing unprecedented pressure as a small player, Rock Liu remains steadfast in his belief: “The market will change, the scale will change, but the core principle of making great products and serving users will never change.”

A decade of accumulation has forged the strength of the brand.

From a thought in 2013 to over a decade of deepening its roots in the industry, the growth trajectory of INNOVV is a reflection of Rock Liu's personal journey.From a grassroots employee at a Shenzhen trading company to a manager at an international enterprise, and then to the founder of his own brand, every experience has contributed to nurturing the brand — the precision of Japanese management, the perfection of German craftsmanship, and the warmth of American customer service, all of which have coalesced into INNOVV's brand philosophy: "Quality first, innovation as the soul, and service as the foundation."

Today, when you visit INNOVV.COM, the clear product matrix, detailed technical specifications, and thoughtful after-sales guides all reflect the brand’s commitment to its customers. From one person’s persistence to a team’s shared journey, INNOVV has proven over the past ten years that true brand strength lies not in the scale, but in the ability to stay true to one’s core values after enduring the trials of the market, and in winning long-term trust from users through quality and innovation.

"The road ahead is still long, but we will continue to do what we believe is right, make each product well, and provide thoughtful service every time."Rock Liu’s words are simple, yet they carry the most unwavering strength. This is the story of INNOVV — a story of perseverance, craftsmanship, and innovation. It is still unfolding, and will eventually write more brilliant chapters in the world of motorcycle electronics.