EarFun founder Wang Zili has worked in audio R&D for 20 years. In 2018 he founded EarFun to bring well-crafted sound to more people.

In a talk, he described a non-linear path: starting in Europe and the US, turning in Japan, then taking those lessons worldwide.

01. Product positioning: mid-range trade-offs

EarFun positions in the mid-range, about $50–100, mainstream around $70, targeting people with a clear budget who care about daily experience.

"Why mid-range? For a new brand, low-end means squeezing prices, making quality and performance less competitive. High-end means fewer consumers know the brand, so trial and conversion drop," Wang said.

Mid-range is not an average price; it is hard because budgets are limited but performance and features still need to be good.

EarFun does not want users to endure daily hassles just because they paid less. The mid-range opportunity lies not in low competition but in balancing quality and price—not adding expensive specs, but investing where experience matters most.

Wang believes price sets the budget; quality and performance decide whether users stay.

02. Three commitments: chips, reliability, real scenarios

Wang shared three practices.

First, sticking to a technical route. Since 2021, EarFun has used Qualcomm solutions—rare in the industry because Qualcomm costs more. EarFun accepts this because Qualcomm offers more stable connections, better sound, and clearer calls. But the chip is only the start; acoustic tuning, device adaptation, and connection verification must all be done well.

In Japan, commuting and office use are key. If sound drops in the subway, or Bluetooth must be reconnected when switching from phone to computer, users notice daily. They may not remember the chip, but they remember whether it worked smoothly. That is why EarFun spends more: to reduce daily hassles.

Second, investing in what consumers cannot see. Salt spray testing puts products in a corrosive environment. The industry usually requires 48 hours; EarFun raised it to 96 hours. The extra cost is invisible on the product page, but EarFun does it to strengthen reliability. In value products, invisible parts are the easiest to cut.

Third, taking products into real environments. Japanese users ride crowded trains, where interference is high. A headphone that works in the office may fail there.

The R&D team cannot fly to Tokyo daily, so EarFun tested at Shenzhen North Station in dense crowds—at least 50 such tests per product. It sounds clumsy, but the disconnection that matters may not occur in a quiet room.

Chip choice, reliability, and real-scenario testing look like three things, but for EarFun they are one: let users hear good sound at all times. These investments may not bring immediate sales, but EarFun has kept them for years.

03. Turning point: a spontaneous review that exploded

The breakout came in April 2023. Thomas, a Japanese tech blogger with millions of followers, bought an EarFun headphone on Amazon with his own money, compared it with AirPods 3, and posted a viral review. It was not paid, and can still be found online.

What moved Wang most was not "great value," but Thomas writing, "I decided to switch to it." Thomas had used a top brand, but it connected unstably with his laptop, affecting video editing. After switching to EarFun's AirPods 3, connections improved and phone-to-computer switching became smoother. Wang felt his persistence had been truly felt. Good products come first; good reputation follows.

The result was impressive: after the video went live, EarFun's one-month Amazon Japan inventory sold out in three days.

The team realized that making a good product and having its goodness understood are not the same.

Wang said: "Good wine also fears a remote alley. EarFun cannot arrange the next spontaneous review or rely on one creator, but it can keep improving products and let trusted experts explain the value. That adds something as important as product polishing: building trust with users.

04. Trust building: from Japan to global professional media

After that, EarFun paid more attention to authoritative media, not just for exposure but to let professionals judge its products.

On Good Press's buying page, Boss sits left and EarFun right; readers can compare features, usage, and sound. For a brand unknown a few years ago, this placement was an opportunity. It does not mean equal quality; EarFun cares whether reviews reflect real use.

EarFun also asked "Home Appliance Criticism," a Japanese electronics review magazine, to test products. The magazine obtains physical units, invites experts to compare, and awards Best Buy to outstanding products. EarFun seeks people who can clearly explain reasons, not just praise.

Wang said the Japan social media lesson was later brought to the US and Europe—not the same copy or media list, but the same question: Why should local users trust EarFun?

Over the years, EarFun has used global professional media to address doubts. CNN called EarFun's AirPods 3 the best headphone under $80; Cnet praised Air Pro 4's value; by 2026, Clip 2 entered CNN's buying list.

Professional media in Europe and the US did not start only after Japan.

But Japan strengthened this path: products must keep improving, and recognition must be continuously earned. Globalization means carrying lessons from each market to the next, because users' lives keep changing.

05. User feedback: ear clip products and AI features

In 2024, EarFun combined market information from Europe, the US, and Japan with Amazon-assisted user profiles and identified three key feedback points—

First, ears get tired, and people want more comfortable headphones. Second, they want to hear surrounding sounds while listening to music. Third, headphones are becoming accessories and self-expression.

Wang concluded that users may not want a slightly better product; they may want a different way to live with devices.

These insights pushed EarFun into ear clip products.

Using country feedback, EarFun optimized the Clip's ear fit: Western users often exercise and want a stable fit; Asian users want a lighter feel for long wear. EarFun also developed AI call noise reduction and app-based AI translation. Users do not need to understand the tech; the product just needs to feel easier.

06. Good sound has no borders

Looking back, EarFun's path was not straight: it started in Europe and the US, found a turning point in Japan, and brought the lessons back to the world. The route changed, but the original purpose did not.

As an R&D engineer, Wang always asked whether headphones could be a little better. As a brand founder, he asks one more question: can more people afford and enjoy them? Good sound has no borders. No matter where users are, limited budgets should not block them from good experiences. Better sound, better life—this is EarFun's founding mission and what it will continue to pursue.

(Source: Cifnews Editorial Team)

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Source: Cifnews
Original link: https://www.cifnews.com/article/189668