The new showroom is located at LHK Building on Sims Drive, and the company moved there recently after Peace Centre was sold en bloc. Their refreshed business model became part of the strategy to connect with the younger crowd, turning their new outlet into a "hybrid" store that serves as an extension of their online shop. Going digital out of necessity proved to be a good move for the future, as it has helped position City Music to engage the younger generation who may not have heard of them, Yeegn Lougn added. E-commerce totally saved us, because there wasn't even much B2B (business-to-business) sales going on at the time, let alone consumer sales," said Yeegn Lougn, who added that the company started selling online in 2009.Ĭity Music managed to retain all their staff without cutting salaries. "We were fortunate that we had a few good years before the crisis hit to buffer us and to survive. He is the eldest child of City Music founder Willy Hoe, who set up shop at Peace Centre in 1980.Īs retail stores were forced to shut during the pandemic, the company had to turn to digital channels such as livestreaming and podcasting platforms, and produced online content centred around equipment maintenance and usage – they distributed these through social media as well – to market their products. We were able to sell so many hundred sets of USB microphones when everybody suddenly realised they needed better mics than the ones on their computers for Zoom calls," said sales director Yeegn Lougn, 47. "USB mics were an essential item at that point, and we were lucky to have them in stock when others didn't. But for 43-year-old City Music Singapore, digitisation saved the company during COVID. SINGAPORE - USB mics and Zoom don't really make natural bedfellows with a decades-old family business largely selling musical instruments. From left: City Music Singapore's Hoe Yeegn Lougn, Willy Hoe and Hoe Hsin Loong.
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