If you are a fan of headphones, you must have heard of the audio-technica iron triangle. Whether it is a professional earphone store or a general store, you can see their headphones. Not only looks beautiful, but also has many earphones, from earmuffs, ear canals and earplugs. There are all kinds of ear hooks, and the price is also very flexible. From the entry-level models of hundreds of yuan to the high-end styles of tens of thousands of yuan, they are very popular among young people. but do you know? The Iron Triangle is an old company with more than 50 years of experience. It not only has a wealth of earphone products, but also a wireless microphone. Even the food production equipment and LCD panel industry have related products. This headset topic allows us to take a quick look at the history of the development of the Iron Triangle.
Starting from the vinyl pickup
Established in 1962, the audio-technica Iron Triangle, with its headquarters in Tokyo, Japan, is considered to be a long-established audio company for more than half a century, but do you know? At the beginning of the establishment of the Iron Triangle, the products were not earphones, but MM cartridges for the production of vinyl discs, models AT-1 and AT-3. The president and founder of the time was Mr. Hideki Matsushita. It was said that after he heard the classical music played by the phonograph in his childhood, he buried the seeds of love music. After the war, Matsushita Hideaki worked at Bridgestone. The company, until the age of 42 because of the inability to give up the love of music, resolutely joined the audio industry, set up a company selling audio equipment, which is now audio-technica.
Left: The AT-1 cartridge has been highly rated by professional media, making more people notice the products of the Iron Triangle. Right: AT-1, AT-3 MM cartridges.
However, the two MM cartridges that were launched that year did not respond well to the market. At the time when Matsushita Hideo believed that it was about to fail, a professional audio magazine gave the AT-1 pickup a high rating in the report. Injecting a strong shot into the Iron Triangle, and gradually began to receive orders from audio stores across Japan, allowing the company to operate smoothly. If you want to expand your business, you must let the products go out of the market. However, the MM cartridges have been patented in Shure in the US and Elac in Europe, making it impossible for the iron-made MM pickups made by Japan to export to overseas markets. competition.
Patented VM pickup enters international
In order to overcome this problem, the Iron Triangle published its own patented VM series pickups (AT-VM35, AT-VM8, AT-VM3) in 1967, which can be said to be their famous works. During the period of mono conversion to stereo, the VM series cartridges have achieved world patents with the dual-magnet structure design used in stereo, enabling the iron triangle to successfully cross the overseas market. At the peak of the period, the automatic production line has a monthly output of 1 million sings. Headquarters, a branch office was established in Ohio soon to expand the scale of business.
The dual-magnet structure design used in the VM series cartridges has achieved world patents, enabling the Iron Triangle to successfully cross the overseas market.
VM type pickup automatic production equipment.
Headphone brand with the highest market share in Japan
As for the now-famous iron triangle earphones, it was originally suggested by John Kerry, the president of the US branch. He thought that he could use the existing pickup channel to sell earphone products, so the iron triangle began to develop, and then In 1974, the first AT-700 earmuffs earphone was introduced. It should be known that the earphone products of the year can only be regarded as the "gifts" attached to the audio equipment. I did not expect the iron triangle to be able to sail smoothly in the earphone field for the first time. Headphone development has become the company's main profit-making project so far. According to the current president, Matsushita Kazuo (son of Matsushita Hideo), who came to Taiwan to host a product launch event in 2012, pointed out that the headset products have grown to as much as 38 billion in the Japanese market. The iron triangle headphones still maintain the No. 1 market share in the Japanese market, accounting for 33.1% of the company's revenue, followed by 29.3% of wireless microphones.
The first AT-700 earmuffs headset was introduced in 1974.
The overall revenue ratio was 33.1% for headsets, followed by 29.3% for microphone wireless systems.
Microphone system active on the world stage
In 1978, the Iron Triangle introduced the first microphone AT800, which was also suggested by John Kerry. Because American amateur music lovers were very popular in the "live recording", John thought that this microphone had a good chance of success, but unfortunately this The boom in the “live recording†of the stock did not last long, making the sales of the AT800 microphone not as good as expected.
AT800 series microphone
It was not until 1985 that the UniPoint small microphone was introduced that it was widely used in conference halls, lecture halls, etc., and the iron triangle once again leapt to the international stage. For example, the Grammy Awards Ceremony held in Los Angeles for 13 consecutive years have designated the use of the microphone system of the Iron Triangle, as well as the Atlanta Olympics from 1996 to the London Olympics in 2012, and each of the Olympic events also adopted the company’s The microphone system is undoubtedly a high degree of certainty and glory for the Iron Triangle. After that, the karaoke wireless microphone and the 5000 series wireless microphone made the iron triangle more active on the world stage.
UniPoint small microphones are widely used in conference halls, lecture halls, etc., allowing the Iron Triangle to once again leap to the international stage.
Karaoke wireless microphone
5000 Series Wireless Microphone
Since the development of the VM cartridge, the new product triangle has developed rapidly in the field of analog vinyl audio equipment, and the market share of related products has reached as high as 6, 70%. It can be said that it is in the position of leader. However, with the rapid spread of digital equipment in 1982, the sales of analog equipment declined year by year, which made the company face great challenges. In order to find a way out, the Iron Triangle began to try different fields, such as the current time. I put forward the idea that “although I can make sushi at home, but if I can eat sushi, it should be good,†I produced a hand-held sushi machine called “Sushi Kid (ã«ãŽã‚Šã£ã“)â€. I found it. Kent. Kent Derricott spoke for the product, but the sushi kid was not popular, but he was the spokesperson of Mr. Kent. Although the home market has not been popularized, the "Sushi Maker", a commercial automatic sushi machine, has been well received for sending sushi, large-scale banquets, and sushi restaurants.
The commercial sushi machine - "Sushi Maker" is well received for sushi, large banquets and sushi restaurants! Right: Home hand-held sushi machine - "Sushi Kid (ã«ãŽã‚Šã£ã“)".
Another product is the "TechniClean" destaticizer. Because the iron triangle has a record cleaning machine, it can remove the static electricity on the surface of the record and make the dust not easy to attach. This is a very important technology for the printing industry. The negative film used was stained with dust, and the printing quality was bound to be greatly affected. Therefore, the printing factory found the iron triangle to help develop a special static elimination device for printing to remove static electricity from the printing negative film. This product not only has won the recognition of the printing industry, but also has a good anti-static effect in the process of liquid crystal substrate production. In recent years, it has played an indispensable role in the process of liquid crystal production.
"TechniClean" destaticizer
"Selection and concentration" reform
In 1993, Mr. Matsushita Kazuo took over the post of President of the Iron Triangle. In the face of the company's various operational difficulties, the first task after the succession was “choice and concentrationâ€. Simply put, it stopped production of products that they thought were not promising. Focus on audio-related products, automatic sushi machines and TechniClean. In addition to the adjustment of the exhibit strategy, the financial side also began to improve. President Matsushita Kazuo said that the success rate of the successor was 12.4 billion baht, while the bank loan was more than 5 billion baht and the self-owned capital ratio was only 29%. Therefore, it was decided to abolish stock trading and foreign investment. With financial reforms, the Iron Triangle paid off all borrowings in March 1997 and its operating profit increased by 5%. Today, the Iron Triangle has 23 locations in Japan and 13 locations around the world. In Taiwan, in addition to the Zhongli head office/factory, there is one office in Taipei and Kaohsiung.
After half a century of hard work, the Iron Triangle has 36 locations around the world.
In Taiwan, in addition to the Taipei and Kaohsiung offices, the head office/factory is located in the middle of Taoyuan.
Taiwan's iron triangle official website can be seen that Taiwan's product strategy is quite clear, mainly based on audio-related products, mainly divided into four categories of headphones, microphones, car audio and analog cartridges, such as microphone products, from Entertainment karaoke microphones, to professional-grade microphones, in addition to wired and wireless categories, are also designed for a variety of different needs, product categories are quite rich. Then comes the part of the car audio. The iron triangle is in the field of car audio. It is based on Hi-Fi audio and video cables, speaker cables, digital cables or other terminal components. Even the sound absorbing materials and vibrations of the car are used. Materials and tuning kits are available. The opening triangle of the Iron Triangle - analog pickups and related peripheral accessories have not been abandoned, for the vinyl fans, it is a great gospel!
The car audio wire and terminal parts are also one of the main products of the iron triangle. At the scene of the 50th anniversary celebration at the end of 2011, the original factory directly dismantled a door to install the wire and related parts of the car.
Emphasize Hi-Fi grade car audio cables.
As for the strongest main force of the Iron Triangle - the earphones, from the product classification of the official website, the headphone classification has everything from headwear, ear hooks, earplugs, wireless Bluetooth, active anti-noise, DJ monitoring and even children's headphones. And the items are even more numerous. Next, we expect to select several more representative headphones for everyone to introduce, so stay tuned!
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