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Music China generates substantial attention for new innovations

03 agosto 2021

As one of the world’s largest trade fairs for musical instruments, Music China provides a convergence point for professionals and enthusiasts alike to sample new innovations and novelties. Both on the show floor and at the fair’s New Product Global Launch awards, the fair has become renowned for its variety. This year the selection will be as broad as ever, with many local and international brands confirmed to join the upcoming 2021 edition, taking place from 13 – 16 October at the Shanghai New International Expo Centre. Celebrating its 20th anniversary, the fair will encompass a wider variety of Chinese musical instruments while a number of domestic pavilions will also be formed.

Some of the leading companies exhibiting across 11 halls this year
include AKG, Algam, C. Bechstein, Conn-Selmer, Fazioli, Fender,
GEWA, Martin, Pearl River, Petrof, Petz, Pioneer DJ, Recording King,
Roland, Samick, Schimmel, Seiler, Steinway, Taylor, VHT, Yamaha,
Yanagisawa, and many more.

As the pandemic gradually subsides, Music China is poised to play an
important role as a platform for domestic industry players to boost their
business growth. In 2021, the exhibition space devoted to Chinese
musical instruments will expand by 25% when compared to last year.
With the support of the local government, a number of domestic pavilions
will be set up, including the returning Suning pavilion which will increase
in scale by 600 sqm. Other local pavilions from Yangzhou, Lankao and
Raoyang have also been formed.

Ms Judy Cheung, Deputy General Manager of Messe Frankfurt (HK) Ltd,
says: “China is one of the promising markets for both local and
international companies, especially during the post-pandemic recovery
phase. To capture opportunities in the market, many industry players are
turning their attention to Music China, where they can find partners to
scale up their business in China and across Asia.”

International players make the most of Music China

Business leaders are adopting a positive mindset to stay competitive and
deal with the ever-changing business environment. For instance, despite
the current travel restrictions, some international companies are making
full use of their local Chinese resources and network to seize the
business opportunities that Music China has to offer. Meanwhile, they
continue to launch new products to meet demand as the market

“It is a shame that it seems we will be unable to travel to Music China
due to COVID-related immigration restrictions. But with our local sales
and marketing team in China, we will be fully represented at the show
with a fine selection of our products across all of our famous brands such
as Bach, Ludwig, Conn, Musser, King and Leblanc. Of course, it would
have been nice to also work with our international distributors and
business partners from all over the world during Music China 2021, but
we are determined to make the best of it by focusing this year on
Chinese dealers, artists and consumers,” says Mr Markus Theinert, VP
Product & International Sales, Conn-Selmer.

Conn-Selmer’s booth will display their new line of fully modular
extensions for their Bach Stradivarius Artisan trombone line, as well as
new saxophones, trumpets, trombones and clarinets for both students
and intermediate players. For Ludwig fans, some never-before-seen
novelties will also be showcased.

“The pandemic has had a substantial impact on demand, especially in
the field of music education. But right now we are seeing positive trends,
in the US in particular, where schools have begun buying again as they
gradually reopen their music programmes. Some community ensembles
and most of the major symphony orchestras have begun to plan their
2021/2022 season and there is a good chance that those could happen
with little to no restrictions. One other aspect could be observed pretty
clearly in the last 15 months: online retailers have definitely suffered far
less revenue losses than their brick & mortar counterparts. We have also
seen an upward trend from hobbyists purchasing digital pianos, e-drums,
guitars and saxophones versus more traditional band & orchestra
instruments. But that trend has already started to turnaround a little,”
adds Mr Theinert.

Also sending their local distributor to meet potential customers at Music
China is Petz, a well-known wholesaler and specialist in string
instruments and accessories from Austria. They will showcase
“ResoundingFingerboard”, a new innovative tool designed to help
students master vibrato for violin, viola, cello and double bass. The
company will also promote VioGlove, the first glove in history designed
to improve every aspect of left-hand technique for string instruments.

“Amid the pandemic, of course I don’t expect attendance from the
international community, but we are grateful for the loyalty and interest
shown by domestic visitors. Music China has developed into one of the
world's leading trade fairs in our industry. All global companies and
specialists in their genre should attend the event. This fair offers the best
opportunity to build awareness of new products worldwide and is an
optimal platform to make personal contacts with Asian companies,” says
Mr Rudolf Koegl, President of PetzVienna.

Asked about recent market changes, he points out: “As a supplier of
violin makers and music shops in more than 60 countries and regions,
we have noticed in many parts of the world that people’s interest in
music making is increasing. Even in the classical field.”

Celebrating inventive new products
As innovation grows in importance, a guaranteed way for exhibitors to
garner attention for their creativity is at Music China’s New Product
Global Launch awards. Organised since 2018, the awards aim to foster
industry development and to encourage both local and overseas
exhibitors to take full advantage of exposure on the Music China

This year, participating products will be carefully selected based on
innovative concepts, product design, craftsmanship, practicality and
unique features. The entries will first be screened and shortlisted before
a judging committee comprising of local and overseas industry
associations, music educators, professional performers and well-known
media will select the 20 best new products. An award ceremony will be
held on the first show day, and the winning products will be displayed
throughout the four-day event. Just as with previous editions, the 20
Best New Products are anticipated to gain much attention from onsite
buyers and via the show’s promotion and media coverage.

Interested companies should submit their entries on or before 1
September, or contact for more

Music China is organised by Messe Frankfurt (HK) Ltd, the China
Musical Instruments Association and Shanghai Intex Exhibition Co Ltd.
The organisers will closely monitor the pandemic situation and will strictly
follow the local government’s protection guidelines.

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

Other shows under the Musikmesse brand include:

NAMM Musikmesse Russia
16 – 18 September 2021, Moscow

Musikmesse + Musikmesse Festival
29 April – 1 May 2022, Frankfurt

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