Sound Concepts soars beyond sound philosophy

Find out why Sound Concepts is unparalled.

Happy customers and honesty coupled with quality and top-notch sound equipment is the Sound Concepts’ success equation. Sound Concepts was established in January 1990 in Hong Kong by Sherry Chung, who has been working in the audio industry since 1978. The company’s goals to import premium quality audio and home theatre products with incredible performance but reasonable prices into Hong Kong and China and to provide excellent after-sales-service to all their valued customers. The company specializes in whole-house entertainment systems, with full automation and smart controls. Their sound systems are actually used during the Cannes Movie Awards Ceremonies in France, the Oscar Awards in USA, the Disney Hall in Los Angeles, USA, and the New World Symphony Hall in Miami, Florida. They also have their equipment installed in multi-billion dollar homes as well as large music and movie production companies.

Humble beginnings
But all success stories stem from humble beginnings. “When we set up the company in 1990, there were only 4 people and today, we have totally 15 people working together. The goal of Sound Concepts has always been to bring in the high end, high quality audio products at reasonable prices into our market,” shares Chung. In the beginning, they were purely a distribution company and sold the products only through dealers. In the last few months of 1993, they had set up their own showroom to provide a good demo of the products under their exclusive
distribution. They have also been selling the high end models directly to customers. “In 1998, we started to provide customers with high quality home entertainment AV solutions. In 2001, we worked together with interior designers to design and install the luxury Integrated Home Entertainment Systems with a custom home cinema including the easy to use luxury home automation system for a luxury smart home,” says Chung.

Overcoming challenges
Like all businesses, the company also faced a fair share of challenges. “During all these years, many of our vendors changed. They either sold to a big investment company due to retirement, or the big corporates have to consolidate due to the economy problem in the U.S. and Europe. We found the products are never the same as before,” Chung recalls. According to her, it came to a point where it seemed that the products lost its soul – its value as well as its selling point. She shares that it hurts to see those things happen but over the years, they learned to let go and move on. Currently, Sound Concepts is working together Additionally, Bricasti has also launched the state-of-the-art D/Aconverter, the M1, which allows users to playback their music collections via different built-in flters to meet with their own taste in music. 

Furthermore, they may opt connect their HD music collection to their computer in for playback through the D/A Converter which is capable of decoding DSD music fles via USB. Their new home entertainment systems also provide high quality audio and video distribution throughout the house. “You can access your entire CD collection in every room via our music server with the actual album cover art displayed on your touch panel. High quality video distribution allows DVD's or BluRay’s to be accessed from a hard drive flm server (ReQuest) at high defnition quality,” says Chung. “Our systems will even upscale your old DVD's to a quality that rivals Blue Ray!” she adds. A stable vision Chung’s vision for Sound Concepts in three to fve years is a constant and stable one. “We’ll keep growing slowly and steadily. We’ll be more focused in the Chinese market as it is a growing potential market for us.” Recently, Sound Concepts has set up a branch offce in Shanghai which is managed by around 3 employees with their key vendor, ATC UK, to supply and install the sound reinforcement system for the Shanghai Symphony Hall, which will be completed in early 2014. “It is a bit challenging for us as it is the frst time we are doing such a big project. We are learning a lot from the guidance, assistance, and expertise of ATC,” says Chung.

Excellence in workmanship
Chung shares that after they have completed the installation of their frst big project, new customers came to them. Both happy and satisfed clients as well as the designers who worked with them referred them outside the company. Their excellence in workmanship was spread through word-of-mouth. Furthermore, they are continuously bringing in the new high tech good quality products into their market exclusively for their own distribution. “‘Happy customers’ & ‘Honesty’ are the key words for our success, and this set us apart from our competitors,” notes Chung. This year has been a good one for Sound Concepts. “ATC has recently launched a new series of loudspeakers withtheir own new tweeter and it sounds great. You won’t be able to imagine how good the sound can be from a compact bookshelf speaker,” Chung shares.

Fast facts:
• Sound Concepts Limited was established in January 1990 in Hong Kong, by Ms Sherry Chung, who has been working in the audio industry since 1978.

• Our goal is to import into Hong Kong and China premium quality audio and home theatre products with first class highend performance but reasonable prices, and to provide an excellent after-salesservice to all our valued customers.