US top headphone eyes Chinese market

Updated: 2013-08-08 15:55

By Wang Chao (

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Headsets are no longer only about sounds and portability, but more about being cool and hippy--and it seems that American headphone brand Beats have successfully delivered this message to Chinese customers who love pop music.

Recently, president and COO of Beats Electronics LLC, Luke Wood, has taken a tour in Guangzhou, Shanghai and Beijing to promote its new product line, a new generation of Beats Studio, in China. The new line is soon to be launched in the Chinese market, to cater to young rap lovers and those who have high requirements on sound effect.

Unlike the promotion of other electronic products, the Beats one is more like a pop music show as it brought Californian rapper Kendrick Lamar and Miami's DJ E-Feezy to join the promotion party in Hong Kong and Shanghai.

Established in Santa Monica, California, in 2006, Beats was co-founded by music producer Dr. Dre and record company Interscope Geffen A&M president Jimmy Iovine. Beats by Dr Dre is a subsidiary of Beats Electronics LLC.

The first generation of Beats Studio earned the company fame and fortune, and it is labeled as the first headset to reproduce the full spectrum of sound captured in professional recording studios yet with relatively affordable price. The sharp appeal and design also distinguish it from other brands.

In 2012, the brand ranks first in the US market among medium to high-end headphones(above $100).

But as some fans complained about the sound leak and short range of batteries, the company has made improvements to the new generation of Studio. The company says revisions will be made on the design, the sound effect, and the batteries--the new Studio can be charged on USB outlets.

"We wanted to prove the sound effect of the first generation of Studio and we achieved that goal," Iovine says. "Now we want to make a breakthrough and achieve the balance between music, precision and emotion. This is the sound of future."

Taiwan cellphone maker HTC bought 51 percent of Beats'stake in 2011, and launched the first HTC phone bearing the Beats audio the same year.