Born into a family of 7 siblings, Dennix Yeow Wah Fuong was the youngest child who always had a knack for experimenting with everything. Since his secondary school days, he took the initiative and ventured in direct sales activities. These activities include the distribution of frozen fish to roadside stalls as well as the selling of jeans to students in his university. In the infancy stage of his journey in the business world, he did not abandon his artistic side as he composed, arranged and produced music for artistes. Music was practically his passion. This passion evolved into the realization that perhaps maybe he could combine both his hobby and his job together into one. To many, the very idea of combing both hobby and job would be berated as an extremely risky move. However, Dennix believed that his passion for music and his skills for entrepreneurship could merge. And thus with that encouragement, he ventured into the audio visual industry.
With the desire to fulfill the dream of combining passion and job, he took the risk and left his job and went on to establish his own company, Search Music Sdn. Bhd. From the start he choose to position his company at an upstream level in the supply chain. One of the biggest challenges faced by him was the funding and the sourcing of products for distribution. Possessing the honesty to do business as well as integrity, Dennix was able to garner favour from local suppliers to support him with the products and credit facilities. Since he was a dealer for these suppliers, he saw that this couldn’t be done for the long term due to the profit margins wouldn’t suffice. Thus, Dennix took a step ahead and started to commence action to source for products. Overseas trips to exhibitions and factory visits were necessary for him to find the precise products that were suitable in the Malaysian market.
After funds began to come in and stabilize, the company, with its expanded network, gained the trust of international manufacturers and was able to obtain certain exclusive distribution rights in Malaysia. In 2010, he created his ODM own brand of audio visual products that are quality controlled by himself, called Edge Acoustic Systems. With the successful marketing strategy, this brand is now well distributed throughout the whole nation. In 2011, he started a new marketing plan which is to expend Edge Acoustic Systems into Indonesia’s market. Challenges faced in the initial steps of this were the partnerships formed. With trial and error, he was able to discern and choose partners who shared the same vision and direction as him to tackle this emerging market. With encouraging responses from consumers, they were able
to be awarded some major projects in the country. Currently, he is in the process of penetrating other emerging markets in South East Asia in an expected time frame of three years. His determination and emphasis for quality over the value of money helped him emerge the company as one of the fastest growing young companies in the industry. To further expand the business, dedicated people were employed into the company. It is through these experiences that Dennix was able to get to know the tricks and the trade of the industry.
However, in 2012, the company experienced a stagnation period whereby they were stuck in a comfort zone. Recognizing the seriousness of the situation in the long term, Dennix took a leap of faith and took the risk of re-strategizing the entire company with a new direction and a new business model. A new subsidiary of Search Music Sdn. Bhd. was created, named Musicians Corner Sdn. Bhd., focusing on providing a one stop solution for audio visual needs. “With this new business model, we believe that we can achieve the goal of being a key player in the industry,” Dennix explains.
Dennix Yeow Wah Fuong did not get to where he is now by sheer luck. His vision of caring and commitment to whatever he does is testament to where he stands now. Instilling these values into his employees as well, Dennix believes in a win- win situation whereby the people he works with can work together with him, with the commitment and care to achieve success. As Dennix puts it in his own words, “If everybody wins, I win,” This is encapsulated in his principle of giving without the intention of receiving something back.
“Problems often show up as opportunities in disguise, it’s all in how you view them. And the cool part is, the choice is yours.” This quote by Jeffrey Gitomer perfectly sums up what has helped Dennix go through trials and tribulations in the past and will continue to help him to drive his passion of music deeply and thereby flourish into one of the sustainable leaders in the market.