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Renowned brands look forward to this month’s Music China

09 ottobre 2020

As fair organisers celebrate its recent listing in the “Global Top 100
Trade Shows 2020”, preparations for Music China, Asia’s largest
trade fair for musical instruments, continue in full swing. Opening
from 28 to 31 October 2020, the 19th edition of the show has
attracted a large contingent of international brands, largely
represented by their local sales offices due to travel restrictions.

In just about two weeks, a number of quality manufacturers, suppliers,
agents, professional buyers and music lovers will gather in high spirits
under one roof at the Shanghai New International Expo Centre where
they can discuss business face to face, demonstrate their latest models
of products and enjoy a variety of educational fringe events and live
music shows. Exhibitors taking the opportunities to spur business growth
during the 4-day show include C. Bechstein, Casio, ESI, Hsinghai,
Kawai, Pearl River, Roland, Samick, Schimmel, Seiko, Steinway, Taylor
Guitars, Yamaha and many more.

Despite the fact that many overseas representatives of international
brands are unable to travel to Music China, Taylor Guitars is among
many overseas players to respond positively to the current circumstance
by arranging their local representatives to attend the show. Commenting
on how their local partner is helping them to capitalise on opportunities at
Music China this year, Mr Monte Montefusco, Vice President of Sales for
Taylor Guitars, one of the world’s leading manufacturers of premium
acoustic guitars explained: “It’s unfortunate that our team is unable to
attend Music China this year. Our leadership group always looks forward
to visiting Shanghai and we are already making plans to return in 2021.
We are very confident in the ability of our distributor to deliver an
experience that is reflective of the Taylor Guitars brand. We have worked
together for many years and they know how to best serve Chinese
customers. Having a trusted partner that can effectively demonstrate our
latest guitars and meet the needs of Chinese guitar players is a benefit
of working with our distributor.”

Asked about Music China’s role, especially during the pandemic, he
adds: “Music China continues to grow in importance to the musical
instrument industry. Each year we reconnect with dealers and
distributors from around the world. Being able to display our new guitars
at Music China and help our dealers plan for the future is a welcome
event amid the global pandemic.”

Music China recognised among the "Global Top 100 Trade Shows"

For the first time, Music China has been successfully selected among
Imp-Exp Executive magazine’s "Global Top 100 Trade Shows", ranking
88th1 for 2020. Taking commercial trade fairs from around the world into
account, the 2020 ranking was determined using exhibition area and
internationalism as the main selection criteria. The selected trade fairs
are deemed effective platforms that set a benchmark in their respective
industry. The ranking excludes exhibitions with government
backgrounds, and its main purpose is profile building. Music China was
among 24 trade fairs held in China which were recognised in 2020.

1 “Imp-Exp Executive”,,, retrieved
July 2020

“We are honoured that Music China is listed among the ‘Global Top 100
Trade Shows’. The achievement proves the value of Music China as a
truly effective platform for Chinese companies to do business
internationally, as well as its position as a gateway for overseas
companies to tap into the enormous Chinese market. Thanks to the huge
support from our exhibitors and visitors, we have achieved this new
accomplishment, signifying that Music China has reached a whole new
level,” comments Ms Judy Cheung, the Deputy General Manager of
Messe Frankfurt (HK) Ltd.

Launched in 2008, the annual "Global Top 100 Trade Shows" is based
on independent research conducted and published by “Sail by
Exhibition” under the Imp-Exp Executive magazine. Founded in 1988,
the authoritative Chinese business magazine focuses on international

Fringe programme and live performances continue to connect
industry players

The industry’s prestigious fringe programme will once again feature a
line-up of educational events such as the NAMM CMIA Industry Forum,
the NAMM University Courses and the National Music Education
Conference, as well as many seminars and workshops such as the
Training Course for Senior Piano Technicians, Violin-Making Master
Workshop and music+Talks™ to accommodate different needs.
Participants will also be able to view the industry’s latest products at the
Music China New Product Global Launch and learn the trending
electronic music technologies at the Shanghai International MIDI Forum
& 2020 International Electronic Music Competition. A variety of exciting
live shows, competitions and product presentations will also be held
throughout the 4-day show.

Music China is organised by Messe Frankfurt (HK) Ltd, the China
Musical Instruments Association and Shanghai Intex Exhibition Co Ltd.

For more details, visit or email the
show’s organisers at More press information and photographic material can be found here: 

Other shows under the Musikmesse brand include:

NAMM Musikmesse Russia
16 – 18 September 2021, Moscow

22 – 24 October 2021, Frankfurt

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