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INFORMATION TECHNOLOGY | Staff Reporter, Hong Kong
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How Sound Concepts remains a leading force in the AV industry

Despite the competitive nature of the audio-video industry in Hong Kong and even in mainland China, Sound Concepts continues to be successful, remaining on top of the competition ahead of its rivals and new upstarts in the industry.

Our goal has always been to provide quality audio and home theatre products with reasonable prices in Hong Kong and China and partnered with topnotch after-sales service to our valued customers, said Sherry Chung who established the company in January 1990 in Hong Kong and who has been working in the audio industry since 1978.

Over the past decade, there have been rapid changes in the AV industry, including the sale of many historic brands to huge corporations. As a result, many of these historic brands suffered under the hands of their new owners who were not as knowledgeable and deeply passionate about them. “These new owners thought they could sell badly designed or unreliable products under historic famous brand names for a lot of money,” Chung said.

The company used to distribute some of these historic brands, but because of these changes, it had to let them go. “We’ve always wanted to provide the best value to our customers by providing quality and reliable products within the right price range to our customers,” added Chung. Sound Concepts then concentrated in growing operations with the remaining manufacturers who are really dedicated to producing best-quality and best-value products such as ATC, Atlantic Technology, Bricasti & Parasound, among others. Sound Concepts has been noted in the industry for its exceptional array of innovative and award-winning audio and home theatre products from world-class manufacturers, which are constantly working with the company to provide fully integrated systems.

The company is one of the fastest growing distributors of integrated AV solutions for commercial, residential, and marine applications in Hong Kong. The company, which only started with four employees but now employs 15 people, has been sought out for its customized home entertainment solutions and systems for residential houses, hotel suites, recording studios, as well as commercial properties.

Expanding the business
The decision to diversify its markets is proved to be a successful one for the Sound Concepts. “Instead of focusing ourselves in the consumers market, we have expanded our business in the pro market,” said Chung.

The company partnered with Acoustic Transducer Company (ATC), a topnotch British manufacturer, to provide quality loudspeaker systems and solutions to commercial establishments. All systems and components have been designed and built in England to achieve performance levels that are far superior in the industry’s current standards. The company’s decision to partner with ATC has been proven to be a good choice, because ATC has been known to specialize in customized sound reinforcement systems for concert hall as well as nightclub environments, such as the Walt Disney Concert Hall in Los Angeles, Wigmore Hall in London, The Royal Opera House in London, Sydney Opera House, New World Symphony Hall in Miami, Bing Concert Hall in Stanford, United Kingdom, among others.

Because of its company’s pristine record, the ATC loudspeaker system was selected to be installed at the recently built Shanghai Symphony Hall, a concert hall with 1,200 seating and chamber hall with 400 seating just last June.

The company has also been recognized for being in the forefront of the digital convergence trend, providing and installing products ranging from entertainment systems to home automation, security, lighting, and computer networks. “We found that the clients have always been looking for us to provide them with excellent total solutions to meet with their needs and budget, are user-friendly and reliable, as well as to be able to blend into their interior design,” Chung said.

Latest products
Among the company’s latest product offerings include: ATC’s new Entry Series (Hi Fi Passive) speakers that have been honored by prestigious audio magazines with awards and well-received by the audiophiles all over the world; the Atlantic Technology revolutionary 44-DA Dolby Atmos Enabled Speaker that has been known to provide unprecedented degree of realism to movie soundtracks; Bricasti’s M1 Dual Mono D/A converter and the M28 Monoblock Amplifier; and the award-winning Axium audio and control system.

To keep abreast with the latest trends and products in digital information technology and consumer electric products, Sound Concepts is always part of international trade shows and oversees trainings by manufacturers to learn about new products and technologies as well as gain insights about developments in the industry.

From its humble roots in 1990, the company has certainly come a long way. Chung is really proud of their company, which has been known by customers for its professional installation as well as excellent after-sales service.

She noted that Sound Concepts values honesty to its valued customers. “We want to have happy customers. It has always been our goal,” Chung added.

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