Music China 2015: International MI Community Gathers in ‘The Pearl of the Orient’

The news out of China this past summer was mostly centered around the nation’s stock market crash – a main source of global economic volatility for many month – but if anyone suspected that such recent instability would have a negative impact on the Music China show, the turnout and of October’s gathering in Shanghai quickly put such thoughts to rest.

Numbers were up across the board, with 80,468 total visitors attending in 2015 (up 12 percent from last year) and 1,782 exhibiting companies from 30 countries and regions on-hand (up slightly from 2014’s tally of 1,775). 10 dedicated pavilions were fielded, from Belgium, the Czech Republic, Italy, Japan, Germany, the Netherlands, Spain, the UK, and Taiwan. Prolight + Sound Shanghai also saw steady increases with 2,455 total visitors (up nearly 6 percent from 2014) and roughly 500 exhibitors.

Nearly everyone we spoke with commented on the ever-increasing importance of attending Music China. “For us Asia is a very important market, so the Shanghai show is a must for us,” observed JodyJazz, Inc.’s Jody Espina. “It allows us to see our Asian and Australian dealers and distributors who might not come to the NAMM show. Also for us it is a brand building opportunity for the Chinese market.”

Saga Musical Instruments’ David Gartland adds, “If you want to learn about what’s happening in the world, Shanghai is right at the epicenter right now of everything that’s happening in the music business.”

While there was some consistent criticism of certain features of the get-together (unchecked noise was a common complaint – there are no “decibel police” such as what one sees in Anaheim), it seems the Music China is only going to grow in stature.

Changes in Store for Frankfurt

“Musikmesse needs a revolution and not an evolution,” said Stephan Kurzawski, senior vice president of Messe Frankfurt Exhibition GmbH at a press conference on October 15^th. He then outlined a number of significant changes in store for the Frankfurt Show, beginning this coming spring.

New features will include:

·      Musikmesse Insider

The Musikmesse Insider customer program returns again in Hall 11.1, aimed at European retailers from all segments of the musical instrument sector with max. 50 employees. The program attracted over 1,700 registrations at the last show and is being expanded again for 2016.

·      Business Academy

Experienced speakers contribute to an educational program tailored exactly to the needs of decision makers in the musical-instrument sector.

·      Hall 11.1

Exhibitors can book an exhibition stand in the ‘Business Meets Business’ area as a stand-alone solution – or in addition to their presentations in the themed music halls, 8.0, 9.0, 9.1, 10.2 and 11.0. There are no restrictions on stand design in Hall 11.1. There, they can present their products to an audience of trade visitors and demonstrate them via headphones or soundproof cabins. Musikmesse offers complete packages at a special price for companies wanting to exhibit in both the themed halls and Hall 11.1, as well as for small companies. These small stands are grouped together in the Market Place of Hall 11.1.

·      Business Lounge

The Business Lounge, a modern conference area in loft design for undisturbed conversations in a B2B context, is located in the immediate vicinity of the Market Place. Exhibitors from the themed halls can also use it as a meeting place for specialist and business discussions. Additionally, all Musikmesse exhibitors have the chance to book fully furnished meeting rooms in the Office Lane for a certain period. Measuring 12 square meters, these rooms cannot be seen into from the outside and offer complete confidentiality.

·      Future Shop

The Future Shop in Hall 11.1 shows retailers how to present musical instruments effectively and make visiting the shop a positive experience. It also offers valuable insights into the opportunities offered by multi-channel marketing.

·      Business Breakfast

Open to both exhibitors and trade visitors on the second day of the fair in Hall 11.1. There will be a keynote lecture by a top speaker as well. There is also a new Matchmaking program, especially designed to actively bring together exhibitors and trade visitors.

·      Consumers

The themed music halls (8.0, 9.0, 9.1, 10.2 and 11.0) are open not only to retailers and distributors but also to consumers on all four days of the fair, with stages for live performances, workshops, lectures, themed catering, and meeting lounges. There will be cheaper tickets for private visitors from Friday to Sunday.

“Musikmesse Frankfurt is not one of our most profitable exhibitions,” conceded Kurzawksi. “But modern trade shows are much more than just buying and selling. Sometimes Musikmesse has caused headaches, but we are working – even with headaches – with heart.”

Some are skeptical though. As JodyJazz’ Espina put it: “NAMM is a must show for everyone and Frankfurt is almost irrelevant by now. The changes they have implemented for 2016 seem like a dying breath, a desperate scramble to try something that will revive the show. We are going in 2016, but it could likely be our last year.”

Voices from the Show Floor

“The biggest take away for us was how the show is really shifting from a ‘outsourcing’ show from the West, to being more focused on the Chinese domestic market. With the focus of the Music China show turning towards China’s domestic market, I think that the show in Shanghai will be so important for companies like ours in that emerging market. There is so much opportunity for the MI industry in a county that is home to nearly 20 percent of the world’s population. 

“I think that the way this show compliments the other [trade shows] is that it opens up our brand to an emerging market that in some circumstances wouldn’t have that exposure otherwise.”

– Ryan J. Richman, Eastman Music Company

“I’ve been twice [to Music China] now and each time I am impressed with the organization, the diversity of exhibitors and the growth of the Chinese market in general.

“Speaking as a retailer, to me it looks primarily like a Chinese gathering, and of western brands selling into China. With that being said, there is a vibrancy to the market that is very exciting. NAMM has been providing NAMM U sessions at Music China for ten years now, and the Chinese retailers pack every session. They are extremely eager & hungry to learn. NAMM also hosted the China Music Education Conference concurrently with Music China this year and I was really impressed with the emphasis and value placed on music education. There are great things happening in China & the Shanghai gathering is serving that market very well. 

In my opinion, whenever and wherever our industry comes together to improve and grow it’s a good thing. Of course each show has its own unique character, but I suspect it will come as no surprise that my favorite has always been the NAMM Show!”

– Mark Goff, WH Paige & Company and NAMM chairman

“The profile of Music China has really transitioned over the years. When the show started it was primarily an ‘Export’ show with the emphasis more on local Chinese manufacturers of Musical Instruments trying to find customers for their products. Few of the large international brands would exhibit and their attendance was primarily an exercise in product sourcing. But over recent years the profile of the show has changed significantly concurrent with the rapid growth and significantly increasing business potential of the local Chinese market. The emphasis of the show is now far more on existing international brands including all the major international brands and/or their Chinese distributors exhibiting in order to establish their brand in the Chinese market and looking to support existing and new customers. With that, the show it itself has rapidly expanded in size year after year. In 2015 I think we can say that the transition of the Music China show from an ‘Export’ show to a show primarily for the China market has truly been completed.

“The Music China show is increasingly becoming the primary show for distributors and dealers from Southeast Asia and Australasia. This is where they go to meet with the U.S. and European manufacturers. Many of the major distributors and dealers from these regions certainly do go to Winter NAMM, but increasingly few now go to Frankfurt. But there are a great many mid-level distributors and dealers who do not go to Winter NAMM and certainly do not go to Frankfurt, and the Music China show has become the primary show and of great importance for them.

“China and Southeast Asia are some of our largest and fastest growing markets. In addition to providing a meeting opportunity for our distributors and dealers from this region, it also enables us to gain valuable insights into the rapidly expanding Chinese market. At the Music China show we are able to meet and talk to dealers, teachers, artists, and end-users and obtain valuable feedback about our brand and our products from each of these groups. Learning first-hand of their perceptions and about the various challenges they face and the product features and qualities they are looking for, always yields a wealth of useful and important information.”

– Colin Schofield, JodyJazz, Inc.

“The show was very good for us, we always manage to find some new distributors from other countries other than China. Last year we made an exclusive agreement with a Chinese company and we were very happy about that, they are doing a great job for us. This year was just as good, as we made some distribution agreements in other countries. Some of these new customers I don’t think we would have met in either NAAM or in Frankfurt. Therefore it’s an important show for me and we will go back next year.

“I wish that the show was better managed especially with the sound control – It was torture sometimes. Also the quality of the venue is not up to par with the other shows we do. I fell on my ass when my chair went through a hole that was covered by the carpet. They told me not to put the chair there any longer. Right – how stupid of me! I guess in the future they will learn??”

– Richard Cocco, Jr., La Bella Strings

“Some observations from this year’s show: More and more overseas exhibitors attended Music China; the music education business is growing fast in the Chinese market; the market for digital musical instruments is growing fast in China.

“Shanghai is an international metropolis in China and acts an important role in worldwide culture and fashion. It has become one of the best gathering’s ‘place’ based on Chinese market. Music China in Shanghai grows faster, compared to NAMM and Frankfurt Messe.”

– June Wang, Guangzhou Pearl River Piano Group Co. Ltd.

“This was actually my first time at Music China. It was quite different than I had expected, but still very positive. In other trade shows I had not seen more than one distributor showing similar products, with the booth displays usually being operated by the manufacturers. This was the first time for me to see products in more than one booth, or more than one hall during a show.

“The market in China is of course very exciting as it is still has such huge growth potential. It seems to still be very controlled by distributors, and it can be challenging as a customer at the store level when compared to North American or European markets. It was interesting to see such a huge influence on product availability by the music schools, many of which are working to produce their own branded products for students. In other markets, much of the MI industry was driven by the needs of professional musicians. There are less opportunities for working musicians in China at this time, but as the next generation of performers come online it will be exciting to see how the MI and live performance develop in parallel.

“For the developing MI markets, I think this show in China is invaluable. Many of the worlds best products are shown and most importantly people in the region are able to communicate in their own language to distributors and manufacturers.”

– Darren Kopas, Soul Tone Cymbals

“Music China 2015 will go into my annals of music trade shows as a watershed moment for the keyboard industry. The bland flavor of past music shows in Shanghai incorporated regurgitations of what NAMM and, to a lesser degree Musikmesse in Frankfurt, had presented earlier in the year. And while the show was always very important to present products to the Chinese domestic market, its main offer to Western buyers, at least for the keyboard segment, was to identify low-priced suppliers that can provide a cost-advantage back in the U.S. or Europe. Music China 2015 shattered that mold and a new show emerged: for the first time, manufacturers across booths and isles offered new technologies that were not presented before in other markets and that opened new business opportunities. Here are some examples: integrating digital technology and acoustic piano for learning purposes, focusing on iPad or Android and the power of apps to smoothly bridge interaction between the piano students and the piano, and last but not least a definite focus on quality amongst Chinese manufacturers. The musical year used to start with the NAMM Show, but if the trend continues, we will all switch to the ‘Chinese’ calendar with Music China being the place where innovation is first shown.

– Basilios Strmec, Hailun Pianos

“The Music China show is an important show for us for three reasons. We meet with our international customers, we meet with our domestic China customers, and we are able to meet with our suppliers. Over the last few years we have noticed less international importers attending the show, but we have seen an uptick in Chinese domestic business. This is an important show for our China Office and I believe this show focus will be the trend going forward.

“The Music Industry is a close knit industry full of passionate people. Working in the industry you love is a special gift. Expanding business in China is a difficult, but very important task. With over 1.4 billion people in China bringing MI products to market is an exciting opportunity.

“With NAMM and Frankfurt so close some people are deciding to only attend one or the other. As a USA-based company for us NAMM has always been our most important show and I don’t see that changing anytime soon. Being an international company selling in over 80 countries the Frankfurt show does give us the opportunity to meet with some European and African customers that only attend that show. In the same regard, some of our Pacific Rim customers only attend the Music China show. In totality the three shows give us the opportunity to meet with all of our customers at least once a year.”

– Tom Tedesco, The Music People! Inc.