Talking about the original intention and significance of the Shenzhen Sound Exhibition, interviewed Mr. Liu Xiaolan, President of the Shenzhen Association
The 2019 Shenzhen International Audio Exhibition (hereinafter referred to as Shenzhen Audio Exhibition), sponsored by the China Electronic Audio Industry Association and sponsored by the Shenzhen Audio Industry Association, will be held at the Shenzhen Convention and Exhibition Center from September 20th to 22nd. This is the first time for the Shenzhen Acoustics Exhibition. The significance is extraordinary. The Acoustics Building interviewed Mr. Liu Xiaolan, the president of Shenzhen Audio Association.
Acoustics Building: Liu Huichang, as a veteran of the audio industry, what is his opinion on the development of the domestic audio industry?
Liu Xiaotong: China's audio industry is a relatively small industry in the industry segmentation, but it has a total industrial output value of more than 300 billion yuan, of which about 200 billion is exported. This export volume (including e-commerce channels) is the finished products of speakers, headphones, keyboards, speakers, etc. According to industry data analysis, it accounts for about 2/3 of the world. If the parts are also included, the export volume accounts for at least 80% of the world, which means that the Chinese audio manufacturing industry has controlled more than 80% of the global product share. In this sense, the Chinese audio industry is also an important category in the manufacturing industry.
Acoustics Building: When it comes to audio, most consumers often think of foreign brands. There is no obvious perception of the global product share of domestic audio products of more than 80%. Why is this happening?
Liu Xiaotong: Because a large part of the products are OEM for foreign brands. Many people do not understand the audio industry, which has caused such a conflict: the output of the domestic audio industry is so large in the world, but many of the audio brands that people think of are foreign, so that they have less perception of the strength of the audio industry. In fact, most of the products of these foreign brands are produced in China, but the intellectual property rights of these products do not belong to China, so the original R&D and design of the products are not China.
Acoustics Building: In fact, China's brand audio manufacturing strength is strong, but why is the Chinese audio brand less famous than foreign brands?
Liu Xiaotong: Foreign countries have had speaker patents since 1876. The audio industry began industrialization in the early 20th century. In the 30s and 50s of the 20th century, during the Second World War, a large number of audio brands were born in Europe and America, and they continued to penetrate into everyday life. in life. At that time, China was in the period of the War of Resistance, and China had almost no such industry. At the time of the development of European and American audio brands, our country is far behind.
Our start was relatively late. After the founding of the People's Republic of China, we established a large-scale electroacoustic enterprise belonging to the Ministry of Electronics Industry. At that time, there was the saying of “Tiannan Haibei”, namely Tianjin Electroacoustic Factory, Nanjing Electroacoustic Factory, Shanghai Feile (China No. 1 Branch listed stocks, Beijing 797, these are relatively famous, starting from components, then speakers, microphones, etc., in the Chinese market for some time. Today, we have not found some companies and products. Many companies are no longer in the process of reform, which creates a fault.
In 1996 and 1997, the popular whirlwind of audio products was blown up in China and around the world, mainly because VCD entered the family. Every family has a home theater and can watch movies at home. At that time, China's audio industry was hot, and many brands, including audio brands that are still retained and profitable, such as Love Wave, Swans, CAV, and ramblers, all grew up in that wave. Later, the market was saturated, and everyone's attention and heat to these products decreased, and many brands disappeared.
After the 21st century, domestic audio manufacturers are mostly foreign OEMs, and domestic audio brands are in a state of loss. Although China's annual audio output value and export volume have basically maintained growth, it has not actually grown in the form of a brand.
Acoustics Building: I have lost some development opportunities in the past. With the rapid development of the Internet in recent years, is there any unfortunate change in the Chinese audio industry? What do you think of these changes?
Liu Xiaotong: In recent years, Internet giants, such as Google, Amazon, Baidu, and Alibaba, have tried to open up Internet traffic portals other than mobile phones, paying special attention to audio products. Their intervention has brought a lot of capital and technology investment to the audio industry, making the audio products hot again. Domestic independent manufacturing audio companies, as well as manufacturers for domestic and foreign brands, also invested in this field to produce new products.
This also has some phenomena: First, the Internet technicians who are involved in the field of intelligent audio are mostly doing mobile phones, computers, tablets, and even games, and are not familiar with the audio industry and the supply chain. Second, new manufacturers in the industry are not familiar enough with customers, technical solutions, and solution chips. These "newbies" need to have a deep understanding of the audio industry, and have in-depth understanding of components, assembly technology, materials, foundries, suppliers, customers, and even the supply chain.
Based on this, new requirements have arisen, just as customers need to find suppliers, suppliers also need to find customers, everyone is deeply in need of each other.
Acoustics Building: Indeed, every member of the current audio industry industry chain needs to be in depth with each other. Is there an effective channel or platform to meet this demand?
Liu Xiaotong: I have an impression about this exhibition twenty or thirty years ago. However, the audio industry has been quiet for many years. In recent years, there have been basically no platforms, exhibitions or events that can be used for the audio industry chain. In this case, it is very necessary to integrate our industry chain and create a platform for the audio industry, so that you can find the technology, solutions, equipment, suppliers and customers at home and abroad.
Because there is no such exhibition, domestic audio supply chain companies and brands have gone to the United States to participate in the CES International Consumer Electronics Show and to participate in the Munich Audio Show in Germany. Like electronics exhibitions, the theme is not clear, a mix of products, and the efficiency of finding suppliers and customers is not so high.
If there is such an exhibition in the country, then everyone can find what they want at the lowest cost and the highest efficiency at home. This is actually the original intention of our Shenzhen Audio Association to establish Shenzhen Audio Show, to create a one-stop service platform, effectively connect the audio industry supply chain, so that everyone can get what they need efficiently and at low cost.
Acoustics Building: It is a very good practice to let everyone take what they need through the Shenzhen Audio Show connection and service industry chain. Is there any other consideration?
Liu Xiaotong: In the past 30 years of reform and opening up, our country's modern industrialization has started from export processing, and has produced a large number of enterprises, trained a large number of industrial workers and technicians, and also produced a lot of production capacity and even surplus capacity. . To do OEM work, it is a very meager processing fee. It is possible that a speaker has a processing fee of only RMB 10, and the high profit is taken away by the brand and its channels.
Therefore, we encourage more companies to create and export their own brands and intellectual property rights, to achieve higher profits, but also to make the brand more dynamic and "longevity." Like our hydropower stations, highways, and high-speed rails, we first export it. Later, we exported Haier, Hisense and other domestic white goods. Now it is our turn to output the domestic brands of speakers and headphones.
In fact, there are already domestic companies that have done a very good job in this area. For example, Anker, starting from the power charging treasure, has become the largest brand of such products in the US market. It was later invested in the audio industry and was very successful and ranked among the best in Amazon. Another headset brand, One More, has also been very successful and has become a very popular brand abroad in all price ranges. These companies have set a good example for domestic companies, and we believe that we can also achieve and succeed.
Whether it is sustainable foundry, independent intellectual property rights, or to make your own brand into a ubiquitous brand, we want to encourage everyone to work in this direction through Shenzhen Sound Exhibition.
Acoustics Building: Is Shenzhen Sound Show for professional audio or civilian audio? What is the difference between other domestic audio exhibitions? Please introduce President Liu systematically.
Liu Xiaotong: At present, the domestic audio exhibitions can be divided into two categories. The first one is based on civilian Hi-Fi products, such as Guangzhou International Audio Recording Exhibition, Guangzhou International Advanced Audio Exhibition, Beijing International Music and Audio Exhibition. The other is the professional audio exhibition, there are two in Guangzhou, both in Beijing and Shanghai. In fact, professional audio products, the domestic output value of about 1.2 billion US dollars, exports only 240 million US dollars. On the other hand, the civilian audio, 2017 data shows that portable Bluetooth audio, smart audio and other multimedia audio exports will be about 6.8 billion US dollars a year, headphones exports 7 billion US dollars a year, the output value and scale of civilian audio is far greater than professional audio.
However, professional audio is about 100,000 square meters per year. The two professional audio exhibitions in Guangzhou alone have more than 200,000 square meters. However, there is no exhibition for consumer electronics audio products. This Shenzhen Audio Show is the main consumer audio product, covering some professional audio products. Focus on integrating the consumer audio industry chain, allowing customers at home and abroad to visit all the elements needed from technology to products, from materials to finished products, from chips to solutions, from manufacturing equipment to test instruments. . Suppliers can meet global buyers at their doorsteps without having to travel across the ocean. At the same time, create a consumption atmosphere, so that new consumers can compare the effects of new and old products and make the most accurate consumption decisions.
Acoustics Building: China's audio industry is in great need of Shenzhen Sound Exhibition, which is committed to connecting the industry chain, but the exhibition is a bit "late", is it for some reason?
Liu Xiaotong: Take this opportunity to explain this situation in particular. We attach great importance to this exhibition and do not want to set it up in a remote place. Shenzhen is the largest R&D and production base of intelligent wearable devices in China. It is at the forefront of the intelligent audio industry. It is helpful to support the audio industry. As we all know, the venue of the Shenzhen Convention and Exhibition Center is very tight. We have been fighting for a long time and finally got the schedule, and now we can meet with you.
At present, Shenzhen Audio Show has 10+ professional media support, 200+ exhibitor product display, 36+ industry expert keynote speech, 600+ audio enterprise representative participation, 100+ industry chain core technology participation, 2000+ audio technology engineer participation, 30 % core audio enterprise technology participation. Sincerely welcome friends from the audio industry to pay attention and exhibit, please contact Mr. Yang 13923455488, Mr. Wang 13249445288, thank you.
Shenzhen Audio Industry Association:
On March 20, 2017, Shenzhen Audio Industry Association (referred to as “Deep Music Association”), after more than two years of preparations and preparations, was officially established by the relevant departments of the Shenzhen Municipal Government (unified social credit code). Is: 51440300MJL1770060). The establishment of the deep sound association will standardize the industry order and guide the innovation consciousness of the whole industry and promote the new trend of the industry.
The deep sound association will give full play to the role of bridges and ties between the government and enterprises. In the future, it will carry out major research projects in the industry to provide decision-making and support for the government; learn and study economic characteristics, and further guide Shenzhen audio industry enterprises to expand emerging markets; Kinds of exhibitions, training activities, continuous improvement of service capabilities; strengthening exchanges and cooperation at home and abroad, enhancing the internal and external influence of the Shenzhen audio industry, helping enterprises to innovate in science and technology; accelerating the transformation and upgrading of the industry, strengthening the independent innovation capability of the industry, enhancing the competitiveness and brand of the enterprise Development.