Final Report of Music China 2017
Jointly organized by China Musical Instrument Association, Shanghai Intex Exhibition Co., Ltd, and Messe Frankfurt (HK) Ltd, Music China 2017 was held successfully at Shanghai New International Expo Centre on Oct. 11-14.
Thanks to the development trend and demand of cultural consumption market, the exhibition takes place with a much more magnificent scale than last year. Our exhibition grows 13,000 M²，from 112,000 M2 last year to 125,000 M2 this year, attracting 2,124 exhibitors from 30 countries and regions. This year 12 national and regional pavilions exhibited, including Belgium, Czech Republic, France, Germany, Italy, Japan, Netherlands, Spain, UK and China Taiwan, as well as featuring new pavilions from Bulgaria and Poland that added to the levels of multiculturalism at the show.
Many famous MI brands like Pearl River, Dunhuang, Hsinghai, Youngchang, Fengling, Hailun, AXL, Jinbao, Parsons, Best Friend, Jinyin, Medeli, Starsun, Yuehai, Ringway, Kapok, Yamaha, Casio, Steinway, Roland, Samick etc, have brought their new and fine products to display on site.
The substantial expansion in the market of music education culture is also a highlight of the exhibition. This year, it was the first time that the exhibition area of music education institutions had been displayed in an independent hall, gathering various types of education and training institutions from both home and abroad. This move was seen to be an opportunity to popularize the emerging education methods for the vast audience and to deeply explore business models and development opportunities in the potential consumer market.
Although the four-day exhibition was rainy and cloudy this year, the 11 halls were still packed with enthusiastic visitors. The exhibition totally attracts 105,125 professional visitors from 81 countries and regions and increases nearly 17% compared with last year. The total number of visits reaches 156,825 with an increase of 16% over last year. Distributors/agencies, retailers/wholesalers, music academies, performing groups…all kinds of people gather in Music China to spot business opportunities and make business cooperation. With the influence of our exhibition, more music lovers come to the show and enjoy it as well.
Visitor Statistics
According to the survey, 97% exhibitors were satisfied with on-site orders; 96% exhibitors established new business links via the show; 97% exhibitors were satisfied with visitors’ quality; 94% exhibitors were positive on the visitors’ numbers.
Main area of interest
| 2016 | 2017 | |
| Stringed instruments | 48% | 58% |
| Traditional Chinese instruments | 38% | 45% |
| Piano and keyboards | 38% | 43% |
| Brass and woodwind instruments | 39% | 35% |
| Percussion instruments | 28% | 34% |
| Accessories & furniture | 30% | 32% |
| Education institutions | 8% | 30% |
| Electronic & electric instruments | 28% | 29% |
| Sheet music | 26% | 29% |
| Music related computer hardware & software | 19% | 18% |
| Harmonica & accordions | 13% | 14% |
| Associations / media | 10% | 11% |
| others | 2% | 2% |
The result shows there is a substantial increase on attention to musical education institutions, reflecting a huge potential for educational market development. Meanwhile, increasing yet varying levels of audience interests in stringed instruments, traditional Chinese instruments and pianos are revealing the changing taste of musical instruments in China.
Nature of business
| 2016 | 2017 | |
| Conservatory / Music School & Education Center | 39% | 43% |
| Retailer/Wholesaler | 15% | 13% |
| Youth center/ Primary and Secondary school / University | 9% | 10% |
| Art Group/Performance Troupe | 8% | 8% |
| Importer / Exporter / Agent/ Distributor | 10% | 7% |
| Manufacturer | 8% | 6% |
| Association | 2% | 3% |
| Media | 1% | 2% |
From the audience’s group classification, the visitors from Music School and Education Center and the Conservatory have continued to grow, which has increased by 4% this year. The main components of audiences are distributors, retailers, wholesalers, art groups and people from music education sectors.
Objective pursued
| 2016 | 2017 | |
| Product purchases at the fair | 41% | 53% |
| Collect market and product information | 33% | 44% |
| Attend Shows and Programs | 27% | 28% |
| Attend Seminars and Forums | 38% | 27% |
| Look for future cooperation partners | 19% | 26% |
| Keep in touch with existing business contacts | 15% | 21% |
| Compare with different suppliers or competitors | 15% | 21% |
According to the visitor survey, it shows that the primary purpose of the exhibition is to purchase product at the fair and collect market and product information. Meanwhile, the demand for consolidating the original distribution channels and comparing with different suppliers has been further increased than last year. It reaffirms that the role Music China plays as a trade platform, which promotes business negotiation, international cooperation and networking with peers, is becoming more and more significant and stable.
Programme Summary
In order to boost professional competence of musical instruments industry, Music China continued to hold brand activities, such as NAMM CMIA Industry Forum and How-to Sessions. NAMM CMIA Industry Forum that seeks to improve China’s industry from a global perspective has been running successfully for 12 years. This year, it focused on the issue of popularizing community musical instruments and music education. Furthermore, How to session was designed for the majority of China’s musical instruments retailers and music lessons centers to answer their questions, and to provide all kinds of hands-on experience for the practice of business. Every year, it attracts a large number of industry players from all over the country to join in the sessions. This year’s sessions are featuring diversified speakers from the leading position of conservatory operators, speakers from the emerging music retailer of the second and third tier cites, and influential experts at home and abroad in music education and community promotion. And their sharing topics are more rich and diverse, consisting of music store management, school management, education and integrated program.
To set up a platform for new products launching and technological innovation displaying, Music China held a series of innovation activities, including MI & Audio Technology Innovation Award and Music Lab, in response to the guidance of national strategy of science and technology, and the demand of industry development. Among them, Music Lab, as a new exhibition area being set up for the very first year, is an important activity not only to enhance the exhibition in promoting the innovation, but also to attract enterprises to launch their new products at the show. Besides MI & Audio Technology Innovation Award and Music Lab, there were two other activities, 2017 Shanghai International MIDI Forum and Training course for Senior Piano Technicians, focusing on developing music technology and innovation as well.
Music education is not only a matter of daily life, but also of vital importance to the long-term development of Chinese musical instruments industry. Master Classes and Music Trial Classes were finely designed in answering to the need. The exhibition invited several music educators to share their educational ideas in Master Classes. In addition, Music Trial Classes were held to display education model up to date in sync with an annual increase in education exhibition area. Many topics of education have been shared and explored, which vividly demonstrating the teaching model of music education and successfully setting up a precise platform for business cooperation.
Music China plays a significant role in culture exchanges. This year, a variety of forums and master classes were successfully held for sharing the beauty of the music, including Global Forum on Chinese Traditional Music, Master Workshop, Art Salon and All about Jazz. In addition, there were a large number of interaction experiences and activities, such as Kids’ Music Castle and Never-ending Music-Live Shows.
Overall, Music China 2017 comes to a satisfactory ending. It is each customer’s faith and support that the show become a highly spotlight industry event and accomplish today’s brilliant. We sincerely thank all the parties; leaders and partners who have been giving us care and guidance. Thank you for your long support and understanding from our exhibitors, and thanks to our friends all the time. And we really look forward to seeing you again on Music China 2018 in Shanghai New International Expo Centre on Oct. 11-14.
For more information: please call 86-21-62956677 or browse the official website www.musicchina-expo.com.
Music China Organizing Committee
December 2017
