I believe that many friends who play guitar or musical instruments are not unfamiliar with Enya's ukulele and guitar, they were born in 2011, dedicated to the millet of the musical instrument industry, which is a good product model with a generous price.
Image courtesy of enya instruments
In recent years, they have developed very well, and at present, I have heard that ukulele and guitar shipments have reached 350,000 pieces a year, and the unicorns of ukulele domestic and foreign independent brands, guitars are leaders in major platforms, and they have also won Tmall 6.18 consecutively, the first of the double eleven major activities, and overseas exports to nearly 50 countries;
1. Precise positioning: small and beautiful, quickly become a unicorn in a subdivision category!
Enya is a rare brand that can sell well in both guitar and ukulele brands, of course, this may benefit from the current market environment and the problem of value tendencies between the pattern of some opponents.
Image from: enya musical instrument (this picture is a joint model of Enya and Jay Chou ukulele)
Enya started from a very subdivided niche instrument in ukulele, but they achieved the ultimate, not only in the traditional high-end products dare to invest, beautiful design, patented sharp angle electric guitar design, sustain groove, curvature fingerboard, research and development of ukulele Nissan polymer special strings, hpl's new material technology is to make the new material perfectly used in the instrument and many other tributes to tradition but embrace innovative layout;
Image from: enya musical instrument (Enya with Universal Studios Minion)
At the same time, Enya is a dual brand strategy of enya and kaka, high-end main offline, low-end main online to seize the price of the ecological position, quickly through the Internet to seize the commanding heights! Continuously beat the foreign brands and imported high-quality brands that have an advantage over them!
Image from: enya instrument (famous musician Chen Liang concert using Enya x2 guitar)
2. Innovation and accumulation: left hand tradition, right hand innovation, combination attack!
Since 2013, Mr. Hu Haiming, the founder of Enya, has felt that innovation is the way out for our guitar industry, because the foreign cultural mountains are too big, and we can only build our own high-speed railway to make our fast trains unimpeded;
Savings for two years, in 2015 Enya opened a R & D and manufacturing plant, began to design, research and development, manufacturing, marketing, retail integration model; and in 2016 listed China's first hpl new material main instrument, at that time I also paid attention to, a little interesting, because hpl applied to the instrument, the sound is better is more difficult to achieve, the need for materials, acoustics, physics and structural science have a deep understanding and testing We all know that martin guitars have hpl series guitars, and perhaps Enya's thinking is also proud of this; but Enya is deeply involved in ukulele, and through the depth of this technology, it is quickly applied to the guitar, and in 2017, the enya x1 guitar, which is also Enya's first new material series of guitars, was born!
In 2018 and 2019, the Enya team successively released the X series until x2, x2 pro, the original carbon fiber x3, the 95% true carbon fiber x4 combined with the hpl, and the ukulele with the smart light of the first generation of connecting apps with voice recognition right and wrong; and the new composite carbon fiber nova series of 19 years;
Consecutive innovations, so that Enya cost a lot of money, but the harvest is average; consumers face innovation, although there is a tribute and respect, expressing willingness to support, but most of them are not willing to pay for it, perhaps one is the price of the problem, more should be the degree of innovation is not large enough, and there may be immature or unstable factors!
Due to the simultaneous grasp of tradition and innovation, the concentration is not concentrated enough, resulting in a trend of decline in Enya many times, and the team began to rethink the future direction! In any case, after several years of trying, Enya has accumulated a group of innovative technicians and marketers; rethinking + a group of combative warriors + continuous optimization and integration of the supply chain system has laid a solid foundation for the later Enya acceleration!
In 2020, the outbreak of the epidemic, overseas orders appeared a lot of slow sales, many oem-for-life factories have faced closure, Enya quickly stepped up the whip, won the 25 years of manufacturing accumulation of Taiwan Quanfeng factory of the acoustic guitar production line, harvested the good materials stored for many years, a 20-year teacher, a high-quality production of acoustic guitar workshop.
Rapid launch of t10, t10s, t-05, q1, t-05a, huahai, q1m and x1pro and other more competitive products, in the traditional market suddenly rushed to the forefront, this year's guitar industry, we all heard that it can be changed to called "Enya Year", the circle of friends saw the dynamics of the guitar is all Enya.
It is understood that after the layout of the complete production line, Enya's three independently developed and produced guitar and ukulele production lines have been laid out, reaching a production capacity of 28,000-34,000 per month, and these two years have been 100% revenue growth every year, becoming one of the fastest growing musical instrument brands in the industry.
3. Outbreak: Overwhelming investment, bet everything!
The epidemic continues in 2021, but it has improved a lot, but the guitar industry is still sluggish, freight costs have doubled, the exhibition cannot be held as scheduled, offline stores continue to suffer from suspension, entertainment venues are closed, and the activity of the offline market is greatly reduced; everyone is at home, and there is no obvious promotion of online sales, and perhaps the entire consumption power is declining;
Many brands in the industry have not made any big moves, in addition to a few thicker foundations, such as lava me3 with fire, guitar with screen, this innovation is also very interesting, very cool, very attractive to me at the time, almost ordered to buy, but Enya another set of combination punches, let the industry re-recognize Enya, which is the focus of this issue! Next up high energy ahead:
First punch
On July 31, 2021, Enya united all the gods, teachers and Internet celebrities at its Huizhou headquarters to release nova go, lightweight, travel, smart, in fact, it is a carbon fiber travel guitar with live broadcast function, with headphone monitor function, app drum machine, equalization regulator, metronome, Bluetooth playing songs, etc., which was very attractive to me at the time, because this is the world's first guitar with live broadcast function!
The predecessor of this product should be Enya's nova u ukulele, Enya from the HPL technology to the carbon fiber technology from 19 years, and began to use more advanced abrasive die casting, integrated molding mode, this is said to be very efficient, but the research and development preparation that needs to be done in the early stage should be quite large, so the research and development investment will be very high.
The shape of this piano is what I like more, because lp is basically like this, there is a sense of familiarity; the sound of the travel guitar is relatively small, so if it is small and clever, I think this point is grasped, and then there is a shock match, headphone monitoring, live broadcast and other functions, which is a very selling point!
I thought this was all, but I didn't expect it to be just a starter, and the main course was about to debut!
Second punch, super heavy!
Apparently, on October 20th, Enya's new product was released with a little longer preparation time and a huge investment, because his complexity is much greater than any guitar I see in the world so far!
He was—Enya Nexg.
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Message from the Editor-in-Chief
This is no longer a traditional guitar, relying on wood and technology to sound, it is more like an electronic consumer product, like a speaker; this benefits from Enya's long-term innovation experience accumulation, integration of resources, speaker algorithm technology, Bluetooth technology, body structure of carbon fiber technology, disassembly technology, spare parts design, including that wireless charging rack is also full of fashion sense!
If you must match the reason for buying, I think the following points are enough for us to try this new product:
1. The embedded audio of 50w comes from the same Harman Kardon supporting hardware, worth at least 3,000 yuan, and the neodymium magnetic horn and suspension patent design make the sound and piano only 3kg more, really light!
2. Distribution of wireless K-song microphones, professional dual-cavity monitoring headphones, these two market procurement also have 800-1000 yuan
3. In order to charge quickly, at home put on the wireless charging rack while charging while listening to songs, but also gave away wireless 30w fast charging, at least 100 pieces
4. On the sum of these, Enya officially sells 4499, and the price of double eleven discount 3759 is equal to the guitar is sent! This point must be Amway, it is really priced and touching!
5. I heard that there is also a one-click silencer, any song can be k song, this is to take out at any time to sing, roadshow, where is the stage!
6. People who play guitar are also more fun, the app that comes with it, there is a mixer, the adjustment of guitar sound effects, the balance of vocal proportions, the effect, can be adjusted, and this should be more mature!
Enya's combination of punches is a heavy blow at once, changing the guitar hundreds of years of spelling materials, the form of the inner volume of the spelling process, and starting to open a new track in the field of algorithms and sound design, and the ecology composed of software and hardware is a strong move in the future! I look forward to Enya's future expansion in the audio field, and I hope that Enya can always work hard for China's manufacturing exports, always stand with consumers, let your music immediately connect with the world's music, and enjoy more fun brought by music!
Together, you can tell us which point of nexg you like in the comments section?