Chinese gadget maker Baseus launches premium sound line at IFA Berlin in overseas push
Chinese consumer electronics maker Baseus launched a premium line of audio products at a global trade fair on Thursday, bolstering its international presence at a time when intense competition at home is pushing more domestic gadget firms to look overseas.
Shenzhen-based Baseus unveiled its Inspire line at the Internationale Funkausstellung Berlin, also known as the IFA Berlin trade fair, which includes three headphones and earbuds developed in partnership with Bose, the US company known for premium sound equipment.
Baseus' Inspire line brings what founder and chief executive He Shiyou described as an affordable, but "uncompromised sound experience", to a wider group of young consumers through competitive pricing and a development process built on close collaboration with Bose.
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"[The Inspire line] is not expensive but still comes with moving and professional sound quality," He said at the unveiling of the products, adding that "premium sound should not be a privilege for just a few people".
The initial line-up includes the XP1 earbuds, XC1 open-ear buds and the XH1 headphones, priced between US$129.99 and US$149.99. All are now available on global mainstream online shopping sites.
The pricing is half that of the typical US$350 and above charged by Bose and Sony for similar audio products at the high end.
Despite the lower price, the Baseus Inspire line still claims to deliver a premium acoustic experience, offering high-fidelity sound with rich detail, long-lasting battery life, as well as sleek, comfortable design across all models.
The launch of the product line came as Baseus looked to bolster its global presence, especially in the US and Germany, He said. The firm also has regional offices in other parts of Europe, including Spain and Poland.
Founded in 2011, Baseus started manufacturing chargers before expanding into audio equipment, office gadgets, security and automobile accessories.
It has more than 100 product series sold across 100 countries to more than 300 million users globally, according to He, who added that the company's products have won nearly 200 design awards and secured 2,500 patents globally.
IFA Berlin, which runs from September 3-9, also features a bevy of other Chinese consumer electronics firms from Anker to Roborock, as they look to expand outside a fiercely competitive domestic market.
Leo Wu, head of Baseus' audio product line, said in an interview on Thursday that the global wireless stereo market was a "red sea" of competition, but he emphasised that the company's products stood out by offering a blend of design, comfort, noise-cancelling technology, and finely tuned sound - all at a compelling price point.
The strength of the Chinese tech supply chain also played a part in helping the company stay competitive, He said.
The combination of Baseus' engineering research and development, and industrial design iterations, gave its products a competitive edge, He said.
He added that fierce competition benefited consumers as it drove brands to come up with products they actually needed. "As long as competition benefits consumers, I think it's a good thing."
This article was reported as part of a trip supported by Baseus.
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This article originally appeared on the South China Morning Post (www.scmp.com), the leading news media reporting on China and Asia.
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