When Hezong Meets Clair Brothers: A Fusion of "Sound" and "Bar"

To pursue innovation, one must first understand where its source lies: identify the pain points in the industry. Only by addressing these issues can an enterprise stand out from the crowd. In today’s society, where pressure is mounting, we aim to create a leisure and entertainment space for everyone—and this is our mission.

——President of Hezong Group, Bi Qiquan

When Clair Brothers Meets Hezong Culture

With the vigorous development of the economy, a growing number of innovative and distinctive industries have emerged in cities. Everyone is contemplating how to innovate and stand out. Through more than a decade of tempering, Hezong has rooted itself in China with a unique approach and leading pace, continuously expanding in major cities and evolving into a top-tier entertainment and cultural brand in the country.

Today, Hezong boasts 12 brands under its umbrella—from Soho Bar and True Color Bar to Hutaoli and beyond. Hezong has always remained committed to music-related businesses, with "music" as the core that binds every single one of its brands.

In 2017, Hezong further focused on launching two key projects. First, it developed AMG LIVE Beijing, integrating electronic music venues with live performance spaces to break away from the traditional model of the performance market and create an innovative interactive form of party-style concerts. Hezong also joined forces with celebrity artists such as Wong Cho-lam, Teresa Carpio, and Zhang Shaogang to jointly sound the clarion call for AMG's launch. Meanwhile, it integrated resources under Hezong Music—trainee teams, artists, DJs, and bands all got the opportunity to perform live on this grand stage, pioneering a one-of-a-kind online-offline music venue model in China. Leveraging the "Internet +" ecosystem and core music technology, Hezong has crafted a distinctive live music experience, signaling the upcoming innovative breakthroughs of its new brands.

For Hezong, its top priority is to deliver a comfortable and flawless audio experience to guests. That’s why it spares no expense in investing in audio equipment. To achieve these world-class effects and create a stunning audio-visual feast, Hezong ultimately chose to join forces with Clair Brothers ("The Legend of the Audio Industry"), forging a powerful alliance for the AMG project.

In addition to the AMG LIVE Beijing project, True Color Bar (Guangzhou), under Hezong’s umbrella, has also completed its renovation. Adhering to the brand positioning of "International, Artistic, High-Quality, and Respectful", True Color is dedicated to creating an "upscale and healthy nightclub" that leads international trends. As the first nightclub in China to introduce a catwalk and cranes into its venue, the performance style of True Color has been imitated by peers yet never surpassed: the catwalk show is its core performance. Through the seamless integration of a full set of stage equipment—lighting, cranes, video walls, and more—it delivers an unparalleled stage experience! Furthermore, Hezong will showcase internationally popular fashion through the catwalk, presenting a tempting grand show reminiscent of "Victoria’s Secret"! New stage technologies have also been incorporated into various performances, including elevating stages, large-scale laser lights, and confetti cannons, all combining to deliver an extraordinary and stunning effect in one go!

Following this renovation of True Color Bar (Guangzhou), Clair Brothers has brought an unparalleled audio experience to this flagship venue.

“The first time we met Clair Brothers was at a music festival in Las Vegas, USA. Their sound left a deep impression on us—clean and delicate, well-layered with rich nuances, and an extraordinary sense of spatial dimension. It boasted abundant detail reproduction, while the deep-diving sub-bass delivered a surging, enveloping airflow. Even at high sound pressure levels, it remained non-fatiguing, free of oppression, and highly listenable over extended periods—perfectly aligning with the audio quality required for electronic music,” recalled Bi Qiquan, President of Hezong Group, in a conversational tone.

Hezong Group President Bi Qiquan

 The collaboration between Guangzhou Bense and Clair Brothers has thus embarked on a new chapter once again.

For the audience, an exciting performance stems not only from stunning visual and audio effects but more importantly from the performers' ability to deliver a strong on-site performance and maintain good control. Therefore, during the on-site installation and commissioning, Transnew Technology Co., Ltd., the general agent of Clair Brothers in Greater China, dispatched technical personnel to provide full-process professional technical support for the sound reinforcement system.

The legendary history of Clair Brothers has long been a topic of great interest. Having graced the stages of Elvis Presley, Faye Wong, Mayday, and Eason Chan's China tours, Clair Brothers delivered one soul-stirring audio-visual feast after another to the superstars' legions of fans.

Hezong Culture Group adheres to high-standard operations for its bar culture, so its requirements for the sound quality of audio products are extremely stringent and meticulous. "We have installed a decibel meter in each bar to measure the sound pressure at different time periods. We aim to create a comfortable environment and an ultimate audio experience for our guests—sometimes quiet and soothing, sometimes dynamic and passionate—but there must be no harsh noise. This is our pursuit of sound. We hope this standardized management model can provide customers with a comfortable leisure experience," added Bi Qiquan.

From the selection of audio equipment to the on-site installation, Bi Qiquan listens carefully with dedication. He also told the author that the group loves and trusts Clair Brothers' speaker systems. Compared with other sound reinforcement speakers, Clair Brothers can deliver greater power in the same or even more compact enclosures, with distinct high-frequency advantages that perfectly align with the sound quality required by Bense.

In managing its bar brands, Hezong has always adhered to a professional attitude, meticulous attention to detail, and even embodies a cultivation of art and culture. Every city boasts its unique cultural characteristics. Rooted in music, Bense Bar was meant to be a simple cultural landmark, delivering extraordinary experiences in the more approachable corners of the city. Yet, precisely because of these distinct urban traits, Bense quietly exudes its own charm in the hidden spots of each city.

As of 2017, Hezong Culture had owned 12 entertainment brands, including SOHO Bar, Bense Bar, Chun K, Hutaoli Music Bistro, Zaka Café, Funhua, Taijiong Music Restaurant, and Shiwai. Delivering an excellent customer experience is the ultimate pursuit of the brands. Born in the 1980s and 1990s, the post-80s and post-90s generations have grown into the main consumer group in the market, with strong cultural demands. Responding to this, Hezong’s 12 brands prioritize products and services, replacing single-content consumption with scenario-based consumption to create surprising cultural scenes for consumers—this is the winning formula of Hezong’s brands.

    Behind Hezong Culture’s 12 sub-brands lies a complete industrial chain—a one-stop integrated music-oriented industrial ecosystem covering music creation, artist development, performance operation, bar and catering chain management, as well as talent training, supply chain management, engineering design, software R&D, Wanyu Warehouse, logistics and distribution, and independent brand alcohol development. Hezong has established a full-service, all-encompassing professional franchise chain support system, spanning music, design, training, promotion, logistics, food ingredients, software, and audio-visual services.

Hezong Culture continues to create unique musical spaces for society and bring more wonderful entertainment lifestyles to consumers. This not only addresses social needs and pain points but also represents the business opportunities for Hezong Culture.

The rhythm and progress of the times are changing rapidly and unpredictably—no one can easily stay ahead. We know that corporate culture is the soul of an enterprise. Those leading in corporate culture building will surely gain a competitive edge first in market competition, and Hezong Culture Group is precisely such an enterprise. With more than a decade of accumulation and precipitation, it has innovated musical productivity through inclusiveness, creation, art, and win-win cooperation, ultimately growing into China’s largest comprehensive music entity and contributing significantly to the development of social entertainment culture! For enterprises that continuously innovate and aspire to be influential, Bi Qiquan understands that the development of the entire entertainment and cultural industry cannot rely solely on one’s own strength. He hopes that all peers will work together to enhance their musical literacy, as well as their love and passion for music, and expand China’s bar market. The concepts of "professionalism" and "diversity" are the eternal pursuits of Hezong Culture Group. The author firmly believes that in the future, Hezong Group will achieve unlimited potential and shine brightly in the entertainment and cultural markets both in China and abroad.

Stay true to the original aspiration and forge ahead.