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Loud and clear commitment to Chinese market by WS Audiology

Signia, a major hearing aid brand from the Denmark-headquartered WS Audiology, has demonstrated its unwavering determination and confidence in the Chinese market by attending the China International Import Expo for four consecutive years.

The CIIE is an important platform to showcase China's new development paradigm and highquality opening-up, said WSA president Jan Makela at the ongoing seventh CIIE which opened on Tuesday in Shanghai.

Jan Makela, president of WS Audiology

Moreover, it drives innovation by displaying new products and technologies, while offering valuable insights into the latest trends and industrial developments, Makela said.

"Over the past four years, we have gained fruitful results through the event. These enable us to better engage in the Chinese market and contribute to the Healthy China 2030 initiative," he said.

WSA was founded in 2019 through a merger between Widex and Sivantos. It now operates in 45 nations and regions, with a diverse range of brands including Signia, Widex, Vibe and Rexton.

In China, the group has built its Asian manufacturing center in Suzhou, Jiangsu province. It has also set up a distribution network with more than 6,000 professional hearing care partners around the country.

"China is the fastest-growing market for us and it is very important for our global supply chain," Makela said. In the last financial year, WSA gave a remarkable performance in the Chinese mainland, with an annual revenue increase of more than 30 percent.

Makela emphasized that they have seen tremendous opportunities in China, including the thriving digital economy, the favorable business environment supported by opening-up policies, as well as encouragement from the Chinese government for new quality productive forces, which aligns with WSA's dedication to innovation.

Meanwhile, China's growing elderly population, along with an increased awareness in aural health, is expected to fuel demand for hearing aids. Data from the Ministry of Civil Affairs showed that the country had 296.97 million people aged 60 and above by the end of 2023, accounting for more than one-fifth of the national population.

"We will continue to invest in China and join hands with our Chinese partners to provide consumers with better hearing solutions and foster the growth of China's hearing health industry," Makela said.

｜The booth of Signia at the seventh China International Import Expo

｜Products supported by Signia's Integrated Xperience platform

Dedication

During this year's CIIE, WSA is displaying an array of Signia hearing aids, which can ensure uninterrupted conversations even in a noisy environment.

The products feature easy recharging and unique design, allowing users to join in multipleperson conversations, based on its self-developed Integrated Xperience platform.

"We have two distinct sound philosophies. One regarding Signia is to enhance hearing performance by offering innovative audiological features through our Integrated Xperience technology," Makela said. "We are committed to pushingthe boundaries of technology and coming up with new solutions to help people hear better."

Currently, WSA has established seven research and development hubs and offices worldwide, with more than 1,000 tech experts and 50 research institute partners.

The research team is making efforts to connect hearing aids with other digital devices such as smartphones and laptops; and incorporate artificial intelligence and deep learning technologies into their devices and solutions.

Makela said that the two are among the latest trends in the hearing health industry and WSA has managed to stay ahead of the game.

According to the group, it invested more than 170 million euros ($183.43 million) in R&D in 2023, representing an R&D to sales ratio of 7 percent.

｜A mobile fitting van of Signia

Accessibility

"For many years, we have strived to make hearing aids and services accessible to all people, regardless of their location or socioeconomic background," Makela said.

Seizing upon the digital economy trend in China, WSA acquired the Chinese hearing aid e-commerce company Longkang in 2022 to develop its online-to-offline strategy and improve the accessibility of its products and services.

"Our goal is to reach a broader range of consumers through the online platform, giving them tailored product recommendations and guiding them to the offline stores of our professional partners for comprehensive audiometry and try-on services," Makela said.

According to figures from WSA, China now has some 10,000 professional hearing service outlets, leaving a shortfall of 90,000 outlets to cover the country's hearing-impaired population.

In 2022, Signia brand launched the Mobile Fitting Van initiative in China to serve remote regions and elderly communities facing hearing care infrastructure challenges.

Featuring a consultation area and a test room, the vans are equipped to perform comprehensive hearing tests, fittings and adjustments.

Since June 2023, Signia has held 1,136 community activities across more than 100 cities in China and more than 50,000 people have received hearing care services via nearly 30 vans.

Signia is also showcasing a mobile fitting van during the CIIE, which can offer visitors audiometry services.

In addition, a hearing loss simulator is set up at its booth, with the aim of enhancing people's awareness of hearing health and dispelling misconceptions and prejudices about people with hearing impairments.