Audiofly, West Australia’s home-grown headphone brand, has launched aggressively into China, with the debut of its custom-made In-Ear Monitors at the Shanghai International High-End Hi-Fi Show (SIAV) back in April.
The show, held in Shanghai from April 13-15, marked the brand’s first tradeshow in China, and represents the brand’s bigger ambition to move into this key market with a clear point of difference for 2018 and beyond through a focus on custom In-Ear Monitors (IEM). At the official launch, Australian dignitaries attended and showed support for the home-grown brand.
Custom fitted to an individual’s ears, the Audiofly Custom IEM Program will provide musicians, audio engineers and audiophiles increased comfort and ergonomics, important for performing on stage and in-studio use. The dedicated service follows feedback and high demand from musicians for the brand to offer custom moulds.
Audiofly also engaged with West Australian musical talent to bring a distinct Aussie flavour to its SIAV presence, with local artist Sydnee Carter being flown to the show by the company to perform at the Audiofly showroom throughout the exhibition. Carter is part of Audiofly’s Mates on Stage program, an initiative that both supports local artists and ensures Audiofly remains connected to up-and-coming talent.
In addition to the custom range, Audiofly also previewed its first true wireless model, its wireless Bluetooth headphones that have been so well received in the Australian market, and launched upgraded product and packaging designs in time for the show.
Audiofly joined elite company at the event, with SIAV connecting the world’s leading high-end audio brands with audiophiles, industry professionals and other music enthusiasts from across China. In its 26th year history, it has grown to become a prominent industry convention where international audio manufacturers launch new innovations and showcase investment in R&D.
Audiofly already has a presence in Europe and parts of Asia, with SIAV marking the brand’s growth into the Chinese market after a soft launch in previous years.
“We want to buck the trend of electronics just coming one way, from China to Australia, and show that we can develop an exciting business through a key point of difference, personalisation and Australian innovation.” said Matt Rowett, International Sales Manager of Audiofly.
“After an initial soft launch in China back in 2016, we saw huge potential in this important market and have spent the last year laying the groundwork for this. We first set out to provide professional musicians with a superior listening experience, and we’re excited to not just take our product offerings to the next level at SIAV but also embark on our goal to grow into China as an Australian business.”