Sennheiser Asia celebrates 20th anniversary and looks to the future
SINGAPORE: Sennheiser Electronic Asia (Sennheiser Asia) recently celebrated 20 years of presence and growth in Asia at an event held at Zouk Singapore, during which it outlined a five-year growth plan and announced its ‘Sound Heroes’.
Sennheiser Asia revealed that its main goals are to achieve a double-digit compounded annual sales growth from 2013 to 2017, accelerate growth in its developing markets – including Malaysia, Indonesia, Thailand, Vietnam and the Philippines – from 2013 to 2017, and to establish a leadership position in Singapore and South Korea by 2017.
‘Our plan is an ambitious one, but we are optimistic of realising our goals,’ said Ng Chee Soon, president and managing director, Sennheiser Asia. ‘In the last three years, we have expanded our sales channels and brand presence, reinforced our leadership positioning, and almost doubled our sales. We are confident that we are on track to meet our aspirations.’ Daniel Sennheiser, president of strategy and finance, and Paul Whiting, president of global sales, were also in attendance.
Singapore and South Korea are currently Sennheiser Asia’s largest markets in terms of revenue, and the company aims to become ‘the number one audio solution brand’ in both markets by expanding sales and marketing resources, enhancing after-sales engagements and support, and establishing leadership in areas such as digital audio, service and anti-counterfeit efforts.
In order to address the developing market, the company will invest in ‘go to market’ activities and partner collaborations, as well as introducing new concept stores. The five-year plan will also see Sennheiser Asia work closely with its partner ecosystem to provide ‘one-stop-shop’ services including consulting services and customised vertical solutions, and will also invest in employee and partner training and development.
‘Sennheiser is constantly looking to shape the audio world,’ stated Mr Chee Soon. ‘This is an ambition that we hold dearly to and we believe that we will be able to achieve this through our history, our culture of innovation and our passion for excellence.’
To celebrate the company’s milestone, Sennheiser Asia selected 11 ‘Sound Heroes’ from across Asia to showcase the brand’s range of audio solutions and products. The Sennheiser Sound Heroes programme is part of a broader ‘The Pursuit of Perfect Sound’ marketing campaign launched earlier this year.
‘At Sennheiser, we are fascinated by how sound impacts emotion,’ said Mervin Wang, head of market services, Sennheiser Asia. ‘The more intense the sound, the more emotional response there will be. Our Sound Heroes share the same view and they have the same drive to pursue perfection in their music and passion.’
The DJ Sound Heroes were announced as DJ Goldfish, DJ Blink, DJ Ghetto and DJ Eclipse, whilst Trisno Trio represented the Band Sound Heroes category. Team Euro represented the gaming category, whilst Sim Min Jung and Im Seo Yeon were announced in the campus sound section. YouTube Sound Hero went to Clarence Liew, sport sound to John Virgino, and KBS Broadcast Station was announced as Site Sound Hero.
‘In 1992, Sennheiser started the first Asian subsidiary here in Singapore,’ said Mr Chee Soon. ‘From a humble 12sq-m office, we have built this subsidiary into a full-fledged sales, marketing and service operation, spanning 20 markets in the region through a trusted network of distribution partners.
‘Just this year alone, we will have launched five new concept stores around the region, and our products can be found in world-class performance theatres, mega churches, broadcast stations and theme parks.’