From October 11 to 14, 2023, the 20th Music Chinawas held at the Shanghai National Exhibition and Convention Center. Co-organized by the China Musical Instrument Association (CMIA), Shanghai New International Expo Center (SNIEC). and Messe Frankfurt (HK) Ltd., Music China, as one of the world's largest musical instrument fairs, has brought together 1,822 well-known companies from more than 70 countries and regions. It filled the Shanghai National Exhibition and Convention Center, with an exhibition area reaching 120,000 square meters, 20% larger than in 2020, including 10 halls and 3 outdoor exhibition areas. At the same time, it presented over 100 forums and lectures and over 400 indoor and outdoor performances, creating a cultural feast of music that integrates industry trade, new product launches, educational promotion, cultural performances and information release for musical instrument companies worldwide and audiences across the industry.
01 Well-known domestic and foreign companies participate to create new vitality for the development of the musical instrument industry
After 20 years of innovative development, Music China has become one of the most influential and largest international musical instrument fairs in the industry. Today, Music China is already among the world's top 100 exhibitions, and is one of the most important trading platforms for the musical instrument market in China and even globally. The fair brings together well-known domestic and foreign brands and businessmen, serving as a trading and cultural innovation platform for Chinese musical instruments to enter the world and let the world understand Chinese musical instruments. Exhibitors and exhibits at Music China cover a diverse range of elements including folk instruments, brass instruments, string instruments, percussion instruments, woodwind instruments, pianos and keyboard instruments, electric instruments, instrument accessories, professional audio and recording equipment, computer hardware and software related to music, music-related services, institutions and media. This exhibition has invited leading domestic enterprises such as Pearl River, Hailun, and Dunhuang, as well as many well-known foreign companies such as Steinway, Yamaha, Korg, etc. Exhibition groups from countries and regions including Germany, Italy, Czech Republic, Spain, France, Japan, and featured musical instrument industrial clusters in China like Yangzhou, Queshan, Zheng'an, Raoyang, Lankao, Suning, Meicun brought all their new products and innovations, together creating new vitality for the development of the musical instrument industry.
02 Integrating resources from all parties to strengthen cooperation and empower high-quality development of the musical instrument industry
Faced with changes in market environment and domestic consumption concepts, how the musical instrument industry can innovate and cope with new situations is a major issue for most enterprises today. This exhibition integrated resources from all parties to strengthen exchanges and cooperation between domestic and international industries, used modern means to promote and showcase Chinese musical instruments, strengthened the communication power and influence of Chinese civilization, and promoted high-quality musical instrument products and musical culture to go global. Built by the organizers of Music China, the "Global Industry New Product Launch" event continued to implement the concept of "innovation, practicality and sense of times" based on its prior success. It empowers technological innovation across the musical instrument industry – the organizing committee set up an expert review committee to select the "Best New Product" based on "innovative concepts, product design, product craftsmanship, and market expectations"; and mobilized users to vote online for the "Internet Popularity Award". Meanwhile, through a series of powerful publicity methods such as "new product launch events, media interviews, product roadshows, expert reviews and industry evaluations", and a series of display and promotion activities, the high-quality development of the musical instrument industry is facilitated, and the international visibility and competitiveness of China's outstanding musical instrument cultural products and services are enhanced.
03 Innovating musical instrument consumption scenarios to boost confidence in the musical instrument manufacturing industry
As a classic business event highly anticipated by professional buyers, this year’s dealer training courses will focus on the practical problems faced by music store and school operators in the post-epidemic period, revealing music store and school development strategies in the form of business practical training classes. The highly popular themed area Music Lab Music Technology Lab will hold a series of activities including the International MIDI Technology Application and Development Forum, Music of the Future show, "Music Products of the Future" evaluation, display of music technology products, new product launches, player sharing, etc., creating an immersive experience scene and non-stop enrichment activities throughout the day for MIDI technology, electronic music production, digital music, computer music, electric products, DJ equipment and other content. The on-site Music Lab Music Technology Lab also features authoritative brands, interactive electronic music fun, and cutting-edge electronic music equipment - more than 20 internationally renowned brands such as ASM, Ample Sound, Antelope, CME, Donner have settled in for fun on site. Here, industry leaders and veteran musicians will gather to present a feast that explores the future development trends of electronic music technology.
04 Masters impart knowledge and clarify doubts to improve the music literacy of the people
While providing a high-end business matching platform for professional musical instrument players, the fair has always focused on promoting the cultivation of music literacy among the general public. This year, the Master Classes have invited prestigious music educators in the music education industry to share their unique insights into music education based on their teaching experience, impart knowledge to a wide range of music teachers and students, and clarify doubts for countless music class students and parents; Music Sharing Classes invite music education companies to share advanced teaching models and practical cases, starting from multiple perspectives such as music competitions, basic teaching, and digital teaching, to bring exchanges and sharing of various educational models to the audience; Renyin University Seminar also invited music education experts to provide new cutting-edge information and discuss music education topics with practitioners. At the same time, Music China once again collaborated with music+TalksTM to organize music education themed forums focusing on new opportunities in the music education industry. Through keynote speeches, forum sharing, roundtable meetings and other formats, it helped front-line music educators plan their personal growth and professional development paths, and provided more possibilities and suggestions to tap the personal teaching and innovation capabilities of teachers.
05 Perspectives
As an international trading platform for musical instruments, Music China actively implements the strategies of building China into a manufacturing powerhouse, quality powerhouse, cultural powerhouse, and promotes dual circulation. Focusing on five core areas of industry trade, new product launches, educational promotion, cultural performances and information dissemination, the exhibition stimulates new consumption vitality through market supply innovation, strives to unblock industrial and supply chains, boosts confidence in the development of the musical instrument manufacturing industry, strengthens exchanges and cooperation between domestic and foreign industries, and promotes outstanding musical instrument products and musical culture to go global. This will truly make Chinese musical instruments an effective carrier for the world to perceive China and for China to embrace the world, build a comprehensive music exchange platform for global musical instrument companies and industry audiences, and contribute the platform's strength to China's historic leap from the world's largest producer and consumer of musical instruments to a strong country with high-quality development.
Text & Images Source | Music China Official Website
Text | Hua Hongqi
Layout | Chen Yifan
Editor | Mao Haijun
