Preparation for Music China 2016 is in full swing with 90 percent of the exhibition area reserved. As this leading musical instrument trade event in Asia continues to gain momentum in the industry, the 2016 edition will be expanded to 10 halls, occupying 113,000 sqm of the exhibition area at the Shanghai New International Expo Centre in China from 26 – 29 October 2016.
Ms Judy Cheung, Deputy General Manager of Messe Frankfurt (Shanghai) Co Ltd explained the need for expansion: “The demand for musical instruments in China is enjoying substantial growth, mainly driven by an expanding market and enhanced aesthetic appreciation of quality musical instruments. The increasing importance of music education in schools in recent years is also one of the many factors stimulating the demand for all kinds of musical instruments. In view of that, we will also be welcoming a bigger hall for bowed instruments this edition on top of last year’s expanded halls for pianos as well as woodwind and brass instruments. The larger halls and positive market response reflect that Music China is the ideal platform to reach all segments of the musical instrument market.”
Past exhibitor Artes Fines Violins from Switzerland agrees with that statement and is eager to return this year with an enlarged booth to tap the lucrative Chinese market for bowed instruments and accessories. Mr Ioan Gramatic, President of the company remarked: “We are a company specialising in high-end modern and antique string instruments and accessories. With a steady growth in the Chinese instrumental market, we see an increment in affluent individuals who can afford high-end European brands. Participating in Music China has certainly increased our chances of meeting these targeted buyers, and we are confident that our brand will make way into the profitable Chinese
Exhibitors’ responses are overwhelming this year. The floor space for pianos as well as woodwind and brass instruments is fully occupied, and global notable brands are planning to return to Music China in the upcoming edition, such as Alfred, BG, Blüthner, Casio, D’Addario, Fazioli, Fender, GEWA, Ibanez, Kawai, Ludwig, Marshall, Medeli, Music Sales, Ovation, Pearl, Pearl River, Petrof, PRS, Roland, Samick, Schimmel, Steinway, Tama, Taylor and Yamaha. Long-standing international groups and pavilions are also actively planning their participation this year, including those from Belgium, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, Taiwan and the UK.
The impressive line-up of key brands has always been a distinctive feature of Music China. For industry heavyweights, this fair is a must-attend platform for them to gain unrivalled exposure to marketing and networking opportunities. German exhibitor Julius Blüthner Pianofortefabrik GmbH is present at Music China every year and the company’s continuous support is a strong testament to their confidence in the show’s offerings. President of the company Dr Christian Blüthner-Haessler commented: “We have been here since the very beginning. Music China is the leading trade show for musical instruments in the entire Asia-Pacific region, making it a must-go event for us. This is the occasion where we meet up and have conversations with our distributing offices and dealer networks in China. It is a remarkable marketing and networking platform we enjoy annually.”
China’s music education creates a surge in demand for musical instruments
Huge investment in music education by the Chinese government in recent years has certainly added a boost to the flourishing music scene in China, further stimulating the demand for musical instruments. According to a Chinese trade publication in Music Weekly, the government is planning to invest USD 124 billion (RMB 800 billion) in constructing standardised facilities for schools, of which a large share of the USD 6.2 billion (RMB 40 billion) allocated for equipment purchase will be spent on music education. This large sum of money will certainly create a broader prospect for music education in classrooms and extra-curricular activities such as symphony orchestras and bands, folk orchestras as well as choral and dancing groups, and in turn create more demand for musical instruments.
Music China is an all-encompassing platform offering a diversified range of products and engaging music education-related events. New arrangements and events prepared for showgoers every year also reflect how the fair strives to grow in line with market demand and be the pioneer of the industry. As the music education sector continues to expand, the 2016 edition of Music China will attract even more exhibitors and visitors from music education and related sectors to join this musical feast.