SoundWear: Redefining Hearing with 20 Years of Innovation

For nearly a century, while the hearing aid industry has been dominated by the "Big Five" international hearing groups, Chinese brands have remained committed to independent innovation and breaking through the blockade. In 2024, marking the 20th anniversary of Xiamen NewSound Technology, the new brand SoundWear—built on a foundation of deep technical expertise and a mission of accessibility—was officially launched.

SoundWear is no newcomer appearing out of thin air; it is the internal incubation of NewSound Technology, a leader in China’s hearing aid manufacturing industry. Drawing on founder Mr. Yu Shihu’s two decades of industry experience, the brand uses "AI Smart Fitting" as its core technological moat. It has established a dual-track service system of "Online Dedicated Remote Fitting + Premium In-store Service," ensuring professional, precise, and accessible hearing care for more people in China. If NewSound Technology is the "technical bedrock" of Chinese hearing aid manufacturing, then SoundWear is the "intelligent terminal" facing the future and the user.

I. Development History: From "Made in China" to "Chinese Technology" Breakthroughs

Origins: The Vision of a Master in Materials Science

The story of SoundWear begins in 1989. That year, Yu Shihu, a graduate student with a Master’s degree in Metal Materials and Heat Treatment from Central South University, headed south to Xiamen, fueled by the aspirations of the Reform and Opening-up era. He joined GN ReSound (China)—one of the first international hearing product companies established by foreign investment in China.

Over the next 11 years, he helped GN ReSound build one of the world's leading professional hearing aid production bases in Xiamen, which consequently became China's largest manufacturing hub for these devices. During this process, he became acutely aware of the industry's pain points: high technological barriers and exorbitant prices, with units costing between 10,000 to 30,000 RMB, resulting in a penetration rate of less than 5% among China's hearing-impaired population.

This realization solidified his mission: hearing aids should not be luxury items affordable only to a few, but accessible healthcare products for the general public.

In 2004, Yu Shihu left the foreign enterprise to found NewSound Technology in the Xiamen Torch High-tech Zone. He took a solemn vow: To create China's own hearing aids, ensuring more fellow citizens can afford and benefit from them.

The Journey: Two Decades of Technological Milestones

From 2004 to the present, the history of NewSound Technology is a reflection of the evolution of Chinese hearing aid technology:

2005–2007: The first product was launched and received ISO certification, marking the brand's entry into European and Middle Eastern markets.

2011: Launched the Bee series In-The-Canal (ITC) devices, pioneering domestically produced custom-fit hearing aids.

2012: Introduced the Happy Hearing "Ready-to-Wear" series.

2013: World’s first to launch rechargeable lithium-battery hearing aids, solving the user pain point of frequent button cell battery replacements.

2015–2016: Released rechargeable models and intelligent fitting series.

2017: Launched App-controlled hearing aids, ushering in the era of smart listening.

2018: Released hearing aids with detachable chargers. CCTV’s "Quality" program featured a special report on NewSound titled "Accompanying You to Hear a New World," highlighting its path toward high-quality development.

2019: Launched the "HearGood" remote fitting smart App and RF wireless charging hearing aids. Simultaneously released True Wireless Bluetooth hearing aids, leading the industry's technological shift.

2020: Introduced TWS (True Wireless Stereo) healthy hearing products and rechargeable Bluetooth custom-fit hearing aids; expanded into the hearing-aid-integrated eyewear business.

2021: Launched the "Smart Hearing" development strategy and completed a brand VI upgrade; successfully selected as a national-level "Little Giant" enterprise by the Ministry of Industry and Information Technology.

2022: Launched the "SoundWear Ear X-Series" and released OTC hearing aid custom fitting technology.

2024: NewSound Technology celebrated its 20th anniversary, and the new sub-brand "SoundWear" officially debuted at the CMEF exhibition.

2025: Launched the AI Intelligent Noise Reduction hearing aid, Primo RMA801 MP.

Honors and Recognition: From "Little Giant" to "Hidden Champion"

Over the past two decades, NewSound Technology has earned numerous prestigious titles, including the national-level "Little Giant" enterprise (specialized, refined, differential, and innovative), National High-Tech Enterprise, and the "Made in China: Hidden Champion" award (the only company in the hearing aid industry to be selected). It has also received the Fujian Provincial Product Quality Award.

The company’s product portfolio encompasses a full range of hearing aids, including Behind-the-Ear (BTE), In-the-Ear (ITE), Body-worn, and TWS models. Bolstered by 89 national technical patents, the company has obtained authoritative international certifications such as ISO 13485, CE, and FDA. With products exported to over 110 countries and regions and cumulative sales exceeding 10 million units, NewSound continues to deepen its roots in hearing health, serving as a benchmark for local industry excellence.

II. Deep Tech: Driving Accessibility through Innovation and Professionalism

Core Technological Barriers: From Cost Reduction to Intelligent Upgrading

The technical confidence of the SoundWear brand stems from NewSound Technology’s consistent, high-intensity R&D investment—allocating no less than 7% of its annual primary business revenue to technological innovation and product development.

1. World-First Rechargeable Technology

In 2013, NewSound Technology launched the world’s first professional rechargeable lithium-battery hearing aid, disrupting the industry’s long-standing reliance on disposable zinc-air button cell batteries. This innovation not only freed users from the hassle of frequent battery replacements (saving approximately 500 RMB in battery costs annually) but also ushered in a new era of eco-friendly and convenient hearing solutions. Today, rechargeable technology has become the industry mainstream.

2. Remote Fitting: Reshaping the Industry Service Model

The high cost of hearing aids is closely linked to the expenses of professional offline fitting services. In 2018, NewSound Technology took the lead by launching hearing aids that support self-adjustment via APP, and further upgraded to remote fitting capabilities in 2019. Users can complete hearing self-tests and adjustments through a smartphone app; if professional help is needed, audiologists can provide guidance remotely.

This breakthrough transitioned hearing aids from being "exclusive to hospitals/clinics" to "accessible at home," truly realizing the goal of "professional service at your doorstep without leaving the house."

3. AI Smart Fitting: The Technical Core of SoundWear

As NewSound Technology's new brand, SoundWear focuses on the deep application of AI smart fitting technology. Relying on HiSilicon’s dedicated hearing aid chip combined with AI learning algorithms, SoundWear hearing aids can automatically perceive the environment and distinguish complex sounds in different scenarios—amplifying useful information while weakening or eliminating noise and interference.

"We want everyone to know that Chinese-made hearing aids are just as good," Yu Shihu stated at the 2024 Xiamen Specialized, Refined, Differential, and Innovative Enterprise Exhibition.

Commitment to Quality: Every Hearing Aid Endures "18 Levels of Testing"

In NewSound Technology's factory, every tiny hearing aid—from prototype to market—undergoes at least a 3-year development cycle and "18 levels of testing," including precision machining, acoustic testing, and reliability verification. Every step strictly adheres to international standards such as ISO 13485, EU CE, and US FDA.

Dual-Track Service System: Online Convenience + Offline Premium

SoundWear has built a unique "Dual-Track Service System":

Online Dedicated Remote Fitting: Users can complete hearing self-tests, remote adjustments, and online consultations via the APP, enjoying professional services without leaving their homes.

Offline Premium In-store Service: Experience centers are strategically located in key cities across the country to provide face-to-face support for users who require in-person care.

This model effectively solves the industry pain points of "high fitting barriers and difficult after-sales support," while ensuring that professional, one-on-one service remains accessible to everyone.

III. Brand Vision: Helping Everyone Hear Better, Bringing Chinese Hearing Aids to the World

Mission: Public Welfare, Ensuring Everyone Can "Afford and Benefit"

The core mission of SoundWear stems from the founder's simple original intention: to break the high-price monopoly in the hearing aid industry and make hearing aids an accessible health product for all.

"Accessibility" here does not mean low quality for a low price; rather, it refers to reducing product costs at the source through technological innovation—allowing users to obtain high-quality hearing aids at a reasonable price. Based on this philosophy and its independent core technology, SoundWear brings high-end product experiences to ordinary consumers in a more affordable way, ensuring that premium hearing products are no longer out of reach.

Culture: Built on Trust, Transparency, and Integrity

Yu Shihu has deeply embedded the values of "Trust, Transparency, Sharing, and Integrity" into the SoundWear brand culture. Information regarding suppliers and product costs is fully open to the team, and employee capabilities are nurtured without reservation. In external operations, the brand maintains a "down-to-earth and direct" communication style, adhering strictly to the philosophy of honest business practices.

"Trust is the guarantee of maximum efficiency," says Yu Shihu. He believes that building trust through transparent communication and sincere service is far more efficient than relying on complex processes or institutional constraints.

The Future: Becoming China’s Premier Homegrown Hearing Aid Brand

Standing at a new starting point after over twenty years of development, SoundWear’s brand vision has become increasingly clear: to establish a firm foothold locally while expanding globally, becoming China’s premier homegrown hearing aid brand—built on quality and sustained by service.

Yu Shihu believes that China's hearing aid manufacturing industry has entered a "golden age" of development, with R&D and manufacturing levels maturing, user awareness rising significantly, and the industrial chain becoming more complete. SoundWear will leverage the dual advantages of the "Chinese Supply Chain + Independent Core Technology" to deeply cultivate the domestic market while steadily expanding globally.

SoundWear remains committed to long-termism, prioritizing steady development over short-term profits. It views technology, service, and culture as its long-term core competitive strengths. As Yu Shihu puts it: "Longevity is what matters most for an enterprise. Our focus should always be on making excellent products, building a strong reputation, and providing top-tier service."

Conclusion

From 2004 to 2026, and from "NewSound" to "SoundWear," what has changed is the constant iteration of technology and products; what remains unchanged is the original mission to "Help People Hear Better."  Sound never ceases, and we listen for love. SoundWear is more than just a brand name; it is a promise—a promise to return hearing aids to their essence of public welfare through technological innovation, and a promise to let every ear hear the beauty of the world through professional service. As more and more Chinese families regain clarity through SoundWear, we believe that the voice of Chinese hearing aid brands will ultimately resonate across the globe.