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EXECUTIVE SUMMARY CHINA MUSICAL INSTRUMENT INDUSTRY REPORT September, 2019

EXECUTIVE SUMMARY CHINA MUSICAL INSTRUMENT INDUSTRY REPORT September, 2019

EXECUTIVE SUMMARY INDUSTRY REPORT September, 2019

INTRODUCTION

Objectives

 This research report is an update of the 2018 Edition of the China Musical Instrument Industry Report, and was conducted with the following key objectives:

1. Provide an update on the high-level overview of musical instrument industry overview, competitive landscape concerning domestic production, sales and distribution of key musical instruments (especially and ), as well as consumer groups in terms of their preferences and purchasing channels.

2. Identify key market trends, potential barriers and opportunities for Italian manufacturers interested in approaching and/or entering the Chinese market, and provide practical considerations supported by database of potential distributors and musical conservatories.

Conducting Market Research in China and Our methodology

 Generally speaking, market research in China is different and significantly more challenging than it is in developed countries because of 1) the size and diversity of the country; 2) lack of fully reliable centralized / official information databases; 3) constant and extremely rapid change – the whole Chinese economic system is still far from being in equilibrium. Therefore, solid market research work must be based on multiple resources and activities.

 Our methodology leverages a combination of resources / activities such as:

 All relevant background information from Italian Trade Commission regarding the import and export statistics on relevant product categories, report’s priority focuses;

 Secondary research (in both Chinese and English), which includes multiple sources from China Customs, trade associations, company websites, relevant news articles, other government websites, etc.;

 Primary research, which includes access to external business network, interviews with industry insiders, private schools, conservatories, visits to stores for musical instruments, etc.; and

 Collective China knowledge / sector expertise / market research expertise with hundreds of research projects executed in and outside China.

Format of this report

 The report is organized in such a way as to provide various level of details in different places – executive summary, overviews, and paragraphs in the body of the report, summaries, and appendices; bullet points are used throughout the entire report to make reading easier.

1

Information Sources

This report is based on information sources detailed below. Therefore, there may be some cases where individual companies had different experience from those found in this report or experience from a different perspective that is not reflected in this report.

 Key sources of information for this report include:

 All background information from the Italian Trade Commission;

 Various secondary sources such as China Musical Instrument Association (CMIA), China Light Industry Information Center, China Customs, etc.;

 Interviews with industry insiders and experts; and

 Ongoing analysis of all key facts and data collected

 In the report, sources are mentioned for charts, tables and key data; secondary sources include dozens of Chinese sources (news reports, magazines, publications, government statistics, etc.) as well as all companies’ websites, press releases from various magazines, etc.

 We mention “Sovereign Analysis” as a key reference; this refers to our elaboration and analysis of qualitative and quantitative data collected throughout the project.

 Ongoing analysis and re-elaboration of all data collected is key to cross-check data and information and identify key trends and industry dynamics.

Note for the report

 Exchange rate: We use the exchange rate of US $1 = 6.75 RMB, where appropriate throughout this report.

 This report is an update of the high-level overview of the musical instrument industry in China, for easy reading with essential information for Italian musical instrument enterprises operating in or intend to enter the China market; it focuses on:

 Providing general statistics and information with most up-to-date information; and

 Capturing the latest key trends and market dynamics.

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EXECUTIVE SUMMARY

Industry Overview

 China is currently the largest manufacturer, consumer, and exporter of musical instruments; over 60% of musical instruments sold in the world are manufactured in China. Although this sector has been experiencing fast development in recent years, over half of the instruments produced in China are mid to low level products.

 China’s high-end musical instrument sales account for only a small proportion of the total musical instrument market; the high-end segment is dominated by imported brands while domestic production remains focused on the mid-end and mainstream segments.

 The market is comprised of 6,000+ manufacturers; micro and small-sized enterprises represent 96% of western and traditional Chinese musical instruments and relevant manufacturing businesses in China.

 China’s musical instrument market is fragmented in terms of the separated retail networks; however, the piano and violin sectors are still dominated by a number of established foreign and domestic players including Pearl River and Yamaha.

 China’s continuously rising demand for imported and foreign branded musical instruments has driven many international players to establish joint production bases in China to manufacture mid-end and mainstream products.

 Both high-end and mainstream market segments are anticipated to experience increasing competition, with the leading domestic and Japanese and Korean brands attempting to move upmarket and continuous upsurges in manufacturing costs in China.

 Overall, the musical instrument sector in China is experiencing a shift towards higher end products and better quality; meanwhile, the uncertain international trading environment and impact from artificial intelligence bring both challenges and opportunities to the sector.

Supply Side Analysis

 There are about 240 above-scale enterprises that achieved a combined turnover of US $5.8 billion (RMB 39 billion) in 2018. Over half are specialized in production of western musical instruments, 14% produce traditional Chinese musical instruments, 9% produce electric musical instruments, and 19% produce other instruments, parts and accessories.

, , , , Hebei, and remained the top 6 provinces for musical instrument production, accounting for more than 70% of total domestic production value.

 String instruments occupy a small part of the musical instruments sector, around 30%. The town of Huangqiao located in Jiangsu province is specialized in producing while Huiyang (Guangdong province) and Zheng’an ( province) are specialized in . The local governments there offer preferential policies to support the industry development.

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 Imported string instruments occupy a small fragment of the market, and the main buyers are music professionals, conservatories and collectors, and so on.

 The major brands in the string instruments segment are Jiangsu Fengling (Fine Legend), Guangdong Kopak, Hebei Jinying, Stentor (United Kingdom), Franz Sandner (Germany) and GCV (Italy), Suzuki (Japan), Fender (USA), and (Japan).

 The entire string instruments segment is emphasizing innovation, it not only encourages manufacturers to improve the technique, but also exploring the possibility to apply AI, 5G, 4K and VR in the production and products.

 A large number of leading musical instrument manufacturers and retailers have extended their business lines by incorporating , due in part to the teachers’ significant influence on students regarding what instruments to purchase.

 Many established domestic and foreign players in the musical instrument market leverage cross-channel sales and marketing strategy, using more than distribution channels in building and maintaining brand awareness among consumers.

 Business-to-Consumer (B2C) ecommerce platforms like Tmall and JD are increasingly popular among Chinese consumers for purchasing musical instruments; however, high-end musical instrument brands still choose to bypass it due to the rampant counterfeiting problem.

Demand Side Analysis

 The demand for western musical instruments has been growing steadily in the past decade, primarily driven by the improving living standards and growing household income especially in the Tier 1 and 2 cities such as , , , , and Qingdao.

 Specifically, Chinese parents in middle and upper middle-class households are still the major buyers of musical instruments, because they have become increasingly willing to dedicate substantial budget towards the personal development of their children.

 It is estimated that the market size of general art education and training could reach US $11.9 billion (RMB 80 billion); this drives the demand for musical instruments.

 Key consumer groups of high-end musical instruments (including Italian violins, cellos, , harps, and so on) are music professionals, high net worth households and established musical institution such as conservatories and theatres.

 China’s demand for high-end and mainstream musical instruments is expected to continue growing, coupled with the central government’s continuously increasing investment in musical facilities, cultural enterprises, and music education.

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 Consumers are paying more attention to the brand and value for money when they purchase musical instruments; after-sales service has also become a more important purchase consideration for them as well.

 Consumers now tend to prefer individualized, high technology and mid to high end musical instruments to meet their individual needs; distributors usually order a small quantity of different SKUs which diversifies their offerings.

Considerations for Italian Players

 Opportunities exist for Italian musical instrument enterprises to access and expand in the China market, especially with the central government’s continued endeavor in different fields to promote cultural sophistication and build a cultural superpower.

 Italian musical instruments, despite generally being revered as high-end with superior craftsmanship, remain relatively obscure to the majority of the Chinese buyers; Italian brands remain a cult favorite among music professionals and instrument collectors.

 Moreover, the intensifying competition particularly in the high-end market segment and relatively nascent stage of musical literacy among Chinese consumers pose further challenges to Italian players attempting to penetrate the market.

 Therefore, Italian players could consider direct concerted efforts through partnership with reliable local partners with strong sales network and connections with target customers in educational marketing campaigns to strengthen brand identity.

For the whole report, please refer to Italian Trade Agency, Shanghai office: [email protected]

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APPENDIX A.1 – Key Distributors & Importers of Musical Instruments in China Company Company Established No. Name Name Website Headquarter Legal Entity Instrument Contact Notes Year (English) (Chinese) 1. The largest musical instrument retailer in China with 100+ Guitars, Violins, retail stores in Tier 1 and 2 cities Parsons 1 柏斯琴行 www.parsonsmusic.com.cn Shanghai WFOE (HK) 1986 Violas, Cellos, Basses, 021-6431 6337 2. Works with 500+ distributors across China Music etc. 3. Proxy brands - Fazioli, Kawai, Toyama, , Roland, Selmer and Bach, etc 1. A subsidiary of Tom Lee Group (Hong Kong) 2. Distributes more than 60 sound and musical instrument brands 雅登音响乐 Piano, Guitars, 021-6233 2626 worldwide

2 Acton 器(上海)有 www.actonchina.com Shanghai WFOE (HK) 2002 Basses, Keyboard 010-8580 3355 3. Has 4 retail stores in China; works with 250 distributors 限公司 and drums (Beijing) 4. Proxy Brands – Sauter, Carl Johann,, Martin, Darco strings, Sigma, PRS, SE guitars by PRS, Mesa, Vox, Wittner, Austrian Audio. 1. Established 30+ retail chains and music schools in Hebei 河北秦川文 Various instruments Qinchuan province and Tianjin Shijiazhuang, Private incl. pianos, guitars, 3 Culture 体乐器有限 www.qinchuan.com.cn 1989 0311-8699 2326 2. Proxy brands - Steinway, Baldwin, Schimmel, Heintzman, Hebei Province Chinese drums, clarinets, Bechstein, Boston, Essex, Taylor, Fender, Julius Feurich, Selmer, Music 公司 guzhen, etc Roland, , etc. 1. Proxy brands - YAMAHA, Pearl River, Casio, San Carlo, Blast, Violins, Basses, Lee Guitars, Roland, etc Best Friend Private Pianos, Guitars and

4 知音琴行 www.bestfriendmusic.com Shanghai 1997 021-5241 3636 2. Operates 20+ retail stores and 12 training schools in Shanghai Chinese many other Music and Jiangsu province instruments 3. Service centres for Yamaha, Pearl River, San Carlo, etc 1. Established over 10 direct retail stores in province, with 110+ franchise stores in China Hai Zhi Yin 合肥海知音 Private 0551-6262 4886 2. A top distributor in Anhui with wide city coverage in the 5 www.hfhzypiano.com Hefei 2001 Pianos and guzhen Music 琴行 Chinese 0551-6262 9818 province; large market share in piano category 3. Master agent in Anhui for Bechstein, Schimmel, River, Young , Kawai, Pearl River, etc. 1. Established 6 direct stores in Tianjin, Beijing, and Guangzhou; 100+ franchise stores across China Guitars, drums, 2. Covers instrument sales and training courses percussion, pianos, WFOE 3. Employed 2,000+ staff, and established a factory in Tianjin 6 KHS 功学社集团 www.chinakhs.com Tianjin 2005 woodwind, reed 022-6712 4640 () producing own brands incl. Jupiter, Mapex, Majestic, Hercules, instruments and Condor, Azumi, etc accessories 4. Proxy Brands – Sonor, Zildjian, Vandoren, Vic Firth, Remo, , Aulos, Miraphone, Denis Wick, etc Table to be continued…

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…Table continued Company Company Established No. Name Name Website Headquarter Legal Entity Instrument Contact Notes Year (English) (Chinese) 1. Has strong connections with multiple music schools and 北京卡丹萨 conservatories in China Cadenza Handmade violins, Private 010-6641 6075 2. Works with dozens of distributors across China 7 Musical 文化艺术有 www.cadenzayueqi.com Beijing 1984 violas, cellos, harps, Chinese 185 110 34718 3. Proxy brands – Klaus Ludwig Clement, Pollmann, Alfred pianos, etc Instruments 限公司 Meyer, Semmliner, Baroco , etc. 4. Manufactures pianos under its own Cadenza brands 1. One of the earliest violin sellers in Handmade Violins, +86 950-4033- 3. Proxy brands – Otto Jos. Klier, Aubert, etc Shanghai WFOE 8 Otto Musica 欧德提琴 www.ottomusica.com 2005 violas, cellos and 9739 (Shanghai) 4. Collaborates with Strings (HK) which carries various Beijing (Taiwan) accessories 010-6950 8253 string products of European brands such as Liutheria Dimitri Atanassov, and Diego del Valle 1. Master agent of a few premium foreign music instrument in Guitars, Basses, Shenzhen, China; works with dozens of distributors across China 千帆乐器有 Private Acoustics, 0755-2306 8406

9 Ivan Music www.ivan-music.com Guangdong 2004 2. Proxy brands - Taylor, Breedlove, Almansa, Deering , 限公司 Chinese Percussion and 0755-2376 3621 Province Elixir, Randall, etc other accessories 3. Extensive distribution network coverage across China 1. Works with 30+ distributors across China 2. Has their own contracted artists, and organizes acoustic competitions in China Qingdao, Guitar 吉他平方乐 Private Guitars, Basses and 3. Proxy brands - Lowden, G7th,Santa Cruz, Lakewood, Larrivee,

10 www.guitarsquare.com Shandong 2005 0532-8727 6977 器有限公司 Chinese Accessories L.R.Baggs, TUSQ, MONO, Fredkelly, Clayton, Prohands, Square Province Augustine, LuteHole, etc 3. Dealers mostly locate coastal areas in Beijing, , Shandong, Jiangsu, Zhejiang, , Guangdong province 1. One of the largest piano distributors in China, with 90+ branches across China Shenzhen, 2. Carries 70+ international brands including high-end ones such Private Mid to high-end 11 Ouge Piano 欧歌钢琴城 www.ougepiano.com Guangdong 2001 0755-8379 8982 as Petrof, Bechstein, Steinway, Seiler, and Fazioli as well as mid- Chinese Pianos Province end ones manufactured in China through joint or OEM production such as Bachendorff and Heintzman 3. Sells 36,000+ pianos every year Pianos, violins, 1. Proxy brands: Steinway, Essex, Boston, Bechstein, Schimmel, guitars, wind Yamaha, W.Hoffmann, Pearl River, Roland, Suzuki, Martin, of 盛世雅歌琴 Private 12 http://www.sosmusic.cn Beijing 1997 organs, drums, 010-6406 9939 Jupiter, Fender, etc 行 Chinese Music , 2. Established 11 stores in Beijing percussion, etc 3. Offers musical instrument rental and maintenance Table to be continued…

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…Table continued Company Company Established No. Name Name Website Headquarter Legal Entity Instrument Contact Notes Year (English) (Chinese) Pianos, Chinese 1. Established 50+ retail locations across China, selling 3,000+ Hangzhou, Tian Mu 浙江天目琴 Private Traditional types of musical instruments 13 N/A Zhejiang 1992 0571-8883 9893 Music 行 Chinese Instruments, Guitars 2. Offers music education and instrument training services, with Province and Basses 600+ training locations and 200,000+ trained students 上海捷森竖 1. Established harp centers in Beijing and Shanghai, offering harp Jason Harp Private Harps and 021-6473 0108 training courses offline and online 14 琴文化发展 www.harp.com.cn Shanghai 2011 Center Chinese accessories 158 0068 4971 2. Also provides rental services 有限公司 3. Proxy brands – Salvi and Lyon & Healy 1. Registered capital US $3.8 million 2. A Japanese brand formulated in 1938 Guitars, Basses, 3. Brands – Gibson, Taylor, Fender, YAMAHA, Cakamine for string Drums, Electronic Ishibashi WFOE instruments, as other worldwide brands

15 石桥乐器 www.ishibashi-music.cn Shanghai 2011 Pianos and Other 021-5307 9132 (Japan) 4. Has a Tmall monopolized store selling musical instruments, of Music Accessories and which many were imported from Japan Equipment 5. Also operates a JD monopolized store selling various second- hand musical instruments 博声联众电 1. Master agent of a number of violin brands for Greater China Global Violins and 2. Proxy Brands: Ciro Caliendo, TWI, Codabow, Warchal, Prim, 16 Sound 子商务有限 www.globalsoundhk.com Beijing WFOE (HK) 2008 010-8598 5055 accessories Melos, VLM, Bachmann, Josef Teller, Karl Klier, Old Wood, etc Network 公司 3. Operates a Taobao store selling various musical instruments 1. The first one-stop instruments purchasing company Violins, Basses, 2. Distributes over 300 brands already Lige Musical Pianos, Guitars, and 3. Cooperates with various music schools and conservatories as 17 里歌乐器 www.ligemall.com Beijing WFOE (HK) 2005 010-5879 1944 Instrument many other music well as such as China Conservatory of Music and instruments Shanghai Conservatory of Music 4. Offers instrument training and maintenance services 帝声专业乐 1. A subsidiary of Dixon Taiwan Beijing Percussion, electric 2. Works with ~40 distributors across China 器通路 Hangzhou, WFOE 010-8788 8958 18 DS Musical www.ds-musical.com 2014 musical instruments, 3. Proxy brands – Cort, Alvarez, Fernandes, Hamilton, Ovation 睿达乐器(杭 Zhejiang (Taiwan) 010-8788 9958 wind organs, etc Guitars, Traveller Guitar, SIT Strings, Antigua, Canopus, Vic Firth, province 州)有限公司 SJC, Gibraltar, etc 1. Established 12 retail stores and 7 musical instrument training Pianos, accordions, schools in Shanghai 上海海音乐 Private 19 Haiyin www.sh-haiyin.com Shanghai 1999 percussion, 021-6318 8518 2. Proxy brands – Yamaha, Hailun, Strauss, Fender, Suzuki, AXL, 器有限公司 Chinese keyboard, etc Roland, Dunhuang, Jinbao, etc 3. Also sells second-hand musical instruments 1. Established art training school in 1995 and its own brand Guangzhou, Pianos, guitars, Da Tong Private Harrison, with 2,000 sqm flagship store in Guangzhou 20 大同琴行 www.dtqh.com Guangdong 1954 violins, accordions, 020-8383 5150 Piano Chinese 2. Carries 50+ proxy brands – Xinghai, Palatino, May-Berlin, province , drums, etc Harmony, etc Table to be continued…

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…Table continued Company Company Established No. Name Name Website Headquarter Legal Entity Instrument Contact Notes Year (English) (Chinese) Pianos, Guitars, 1. Established 12 retail stores and 7 music training schools in violins, percussion, Guangzhou, Guangdong and Fujian province Daqian 广州大千琴 Private keyboards, wind 21 www.dqpianos.cn Guangdong 1999 020-3882 7663 2. Also operates a Tmall monopolized store Pianos 行 Chinese organs, traditional province 3. Proxy brands: Bluthner, Yamaha, Vibra, Baldwin, Schulze Chinese instruments, Pollmann, Fazioli, Schiller, Irmler, etc and accessories 江西宏声文 Pianos, keyboards, 1. Established 15+ retail stores and multiple music training Nanchang, Private violins, guitars, schools in Jiangxi province 22 Hongsheng 化艺术发展 N/A Jiangxi 2003 0791-8833 2160 Chinese guzhen, wind organs, 2. Proxy brands: Schimmel, Pearl River, Haessler, Irmler, province 有限公司 etc Schiller, Jinyin, Fine Legend, Kapok, etc Pianos, keyboards, 1. Established 4 retail stores located in Zhejiang province Ningbo, 宁波四明琴 Private guitars, violins, 2. Offers music and instrument training services 23 Siming Music www.nbsmqh.com Zhejiang 1994 0574-87265448 行 Chinese percussions, and 3. Proxy brands – Yamaha, Strauss, Schimmel, Pearl River, province accessories Irmler, Paiste, Jinbao, Fine Legend, Palatino, etc 1. Established 4 retail stores and a training school with 5 branches located in Dalian, Liaoning province Pianos, keyboards, Dalian, 2. Offers art and instrument training services 大连福音琴 Private guitars, wind organs, 24 Fuyin Music www.fuyinmusic.cn Liaoning 1994 0411-83704332 3. Proxy brands – Steinway, Boston, Bechstein, W.Hoffmann, 行 Chinese percussions, and province Yamaha, Kayserburg, Pearl River, Martin, Taylor, Fender, accessories Gibson, Farida, , Warwick, Bluthner, Buffet, Selmer, Bach, Mapex, etc 1. Established 3 branches in total locate in Jiangsu and Zhejiang province, and a Tmall monopolized store 2. Cooperate with certain music collages in such as Changzhou, Guitars, Basses, Private 0519-8685 7720 University of the Arts 25 Fly Music 飞琴行乐器 www.flymusic.cn Jiangsu 2003 Keyboards and Chinese 0519-8338 7720 3. Proxy brands – Yamaha, Kurzweil, Korg, Flymusic, Farida, Province Accessories Martin, Gibson, Taylor, Mayson, Lando, Dove, Ovation, Dreambow, Ayers, Kempa, Majic, etc. 4. Also offers instrument lease, training and maintenance 1. Established 4 retail stores and 3 music training schools Shenyang, Pianos, guitars, drums, Wangzu 沈阳旺族琴 Private 2. Also operates a Tmall monopolized store 26 N/A Liaoning 1994 basses, violins, wind 024-2399 6615 Music 行有限公司 Chinese 3. Proxy brands: Steinway, Bluthner, Yamaha, Pearl River, province organs, etc Ritmuller, Fender, , Ibanez, Ayers, Kapok, etc 1. Established 4 retail stores in Hangzhou 杭州珠江三 Hangzhou, 2. Proxy brands: Steinway, Boston, Kawai, Pearl River, Private

27 Simon Music 毛琴行有限 www.3maomusic.com Zhejiang 1981 Pianos 0571-8805 0757 Yangtze River, Simon, Lang Lang, etc Chinese 公司 Province 3. Offers music and instrument training, rental, and maintenance services Table to be continued…

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…Table continued Company Company Established No. Name Name Website Headquarter Legal Entity Instrument Contact Notes Year (English) (Chinese) Neuschwan 1. Works with 20+ distributors across China Guangzhou, Musical 广州市领弦 Private Acoustic guitars and 2. Has 4 authorized Taobao stores 28 www.neuschwan.com Guangdong 2016 020-3696 9695 Instrument 乐器 Chinese components 3. Proxy brands: Hanika, Gomra, Lago, Schertler, Philippe province (NMI) Bosset, , etc 1. Part of Xi’An Conservatory of Music Pianos, string 2. Offers instrument distribution and maintenance services Que 西安音乐学 Xi’an, instruments such as 029-8523 3242 29 www.xayyxyzqqh.com State-owned 1989 3. Proxy brands: Ritmuller, Kayserburg, Pearl River, Strauss, Music 院朱雀琴行 province violins, guitars, guzhen, 029-8525 2558 Hailun, Wendl & Lung, Kapok, Dunhuang, etc , etc 4. Makes guzhen under its own brand “Zhu Que” 1. Importer of dozens of foreign brands Percussion, drums, Harbin, 2. Works with dozens of distributors across China 哈尔滨七星 Private other electric 30 Seven Stars N/A Heilongjiang 2016 0451-8432 4947 3. Proxy brands: C&C Drum, Black Swamp Percussion, 乐器 Chinese instruments, and province Dunnett, Gon Bops, Bergantino, SJC, Acoustic Custom, Trick accessories Drums, AXIS, Crescent, etc 深圳市玛斯 1. Established 3 exhibition showrooms and music training Master Shenzhen, schools in Shenzhen specifically for violins and pianos 特文化艺术 Private Violins, strings, and 0755-8822 8500 31 Music www.mastdoo.com Guangdong 2010 2. Master agent of GCV Violins in Shenzhen 发展有限公 Chinese other accessories 0755-8822 8501 Education province 3. Proxy brands: GCV Violins, FOM, Euro String, etc 司 4. Operates a Taobao store 1. Currently works with 7 distributors in Beijing, Hebei, 北京华宜天 Guitars, Basses, other , and Jilin province Huayi Private electric musical 2. Master agent of GCV Violins in Shenzhen 32 Musical 成乐器进出 www.huayimusical.com/ Beijing 2016 010-5826 3700 Chinese instruments and 3. Proxy brands: Corona, Relish, SJC, Buffalo, KHDK, Instruments 口有限公司 accessories Istanbul, etc

1. Importer of various musical instruments Shenzhen, Pianos, Guitars, Pastorale 深圳市田园 Private 2. Offers music education and training services 33 N/A Guangdong 1997 Electroacoustic Musical 0755-8219 3409 Music 琴行 Chinese 3. Proxy brands: , Yamaha, Kawai, Franz Sandner, Province Instruments Pearl River, Ibanez, Squier, etc 1. Established 7 retail stores in Suzhou and carries more than 20 brands in Suzhou Suzhou, Pianos, string, 苏州华韵琴 Private 2. Offers music and art education and training 34 HYSZ Music www.hysz-music.com Jiangsu 2011 percussion Instruments, 0512-6519 9899 行 Chinese 3. Proxy brands: Seiler, Bernstein, Samick, Pramberger, province etc Xinghai ,Yamaha, Pearl River, Kapok, Medeli, Vibra, Ringway, etc 1. Mainly offers music instrument training in Shenyang, 歌德音 学 Shenyang, ( province), and Chongqing Cristofori 乐 WFOE Music instrument +86 158 4008 35 www.cristofori.asia Liaoning 2011 2. Singapore parent company carries violins and pianos 校 (Singapore) education and training 4045 province under its own brand “Cristofori” 3. Proxy brands: Suzuki, Greg Bennett, etc 达利斯（天 1.Mainly offers music instruments and accessories Private Pianos, Guitars, drums, 36 Dallas 津）商贸有 www.dallasmusic.com.cn Tianjin 2012 022-82153230 2.Has its own brand Dallas Chinese violins and accessories 限公司 3.Proxy brands: Altus, Jupiter, etc.

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Qingdao, 1.Focus on pianos and relevant services Home of Private 37 正一琴行 www.zhengyipiano.com Shandong 2004 Pianos 186 6981 9567 2.Proxy brands: Bluthner, Sauter, Schimmel, Pleyel, Music Chinese province Bechstein, Pearl River, etc. 1. Has stores in Shanghai, and Beijing 2. Offers musical training as well Private Pianos, electronic 3. Proxy brands: Ravenscroft, Yamaha, Pearl River, Hailun, 38 Da Yin 大音琴行 www.dayinqh.com Shanghai 2001 021-6320 1630 Chinese pianos and drums Bechstein, Knabe & Co, Pramberger , Steingrneber & Sohne, Kawai, Essex, Zimmermann, Petrof, Boston, Samick, Baldwin, Fazioli, Rosler, Hottinghan, etc. 1. In 2016, revenue over RMB 100 million Electronic keyboards, 2. Has a Tmall store as well Private drums, guitars, load 3. Proxy brands: Roland, Yamaha, Medeli, Tama, Warwick, 39 Ai Yue 深圳爱乐 www.aiyuego.com Shenzhen 2005 0755-3663 1226 Chinese speakers and Peavey, Orange, , Ibanez, Fishman, Digitech, Fender, accessories Crush, AKG, Sennheiser, Samson, Meinl, Sabian, etc.

1. Has a Taobao store Electronic guitars, Private 2. Proxy brands: Martin, Taylor, Breedlove, Takamine, 40 Solo Solo 琴行 www.solomusic.cn Beijing 1999 guitars, , 010-6618 2549 Chinese Gibson, , Parkwood, Fender, Ibanez, PRS, LTD, Cort, accessories Jackson, etc. 1. Has 3 stores in Tianjin 022-8388 5162 2. Offers musical training and education as well Private Pianos and Chinese 41 Yun 博韵琴行 www.boyunpiano.com Tianjin 2009 022-2325 1125 3. Proxy brands: C Bechstein, W.Hoffmann, Zimmermann, Chinese instruments 022-2426 8890 Pleyel, Niedorf, Xinghai, Schumann, Schulze Pollmann, Feurich, Yamaha, Pearl River, etc. 1. An instruments distributor and wholesaler 上海 音琴 Pianos, guitars, electric Waen 维 Private 2. Offers musical classes too 42 www.wyshopping.cn Shanghai 2001 drums, gu zheng and 021-6288 7895 Musical 行 Chinese 3. Proxy brands: Roland, Yamaha, Harrodser, Yokoyama, parts. etc. 1. Has a Taobao store 2. A large integrated musical instruments distributor and Private Guitars, violins and wholesaler 43 Music Midi 迷笛琴行 www.music-.com/ Shanghai 2013 152 1688 2722 Chinese accessories 3. Offers musical training too 4. Proxy brands: Carbonado, Casio, Fender, Martin & Co, Yamaha, etc. Dalian, Pianos, electric Private 1.8 stores in Dalian 44 Zhongyin 中音琴行 www.china-zhongyin.cn Liaoning 2000 keyboards, guitars and 0411-8368 3405 Chinese 2.Proxy brands: Steinway, Kawai, Dokoso, Petrof, etc. Province others 1. One of the largest distributor and retailer in Southwest Moonlight Private Pianos, guitars and China 45 月光琴行 www.cqyueguang.com/ Chongqing 2000 023-6786 3756 Art Chinese accessories. 2. Proxy brands: Grotrian, Yamaha, Roland, Kawai, Sauter, Ronisch, Steinberg, Hupfeld, Challen, etc. Source: Sovereign analysis based on multiple sources including company websites

11 China Musical Instrument Industry Report ______APPENDIX A.2 – Top Music Schools and Conservatories in China Institution Institution No Headqua Establish Name Name Website Syllabus Contact Notes . rter ed Year (English) (Chinese) 1. Enrolled students numbered ~1,700 with matching number of teaching and administrative staffs , Music of ~700 Education, Voice and Central 2. Owns over 500 pianos and a 中央音乐 www.ccom.edu , Piano, Orchestral 010-6642 1 Conservatory Beijing 1950 large number of other musical I 学院 .cn Instruments and Chinese 5597 of Music instruments, its educational Traditional Instruments, facilities include an Academic Studies music studio with advanced recording and video equipment, and a violin workshop. Keyboard Instruments, The Affiliated 1. Enrolled students numbered Orchestral Instruments, High School of ~1000 中央音乐 www.fuzhong.c Chinese Traditional 010-8768 2 Central Beijing 1950 2. Number of international music 学院附中 com.edu.cn Instruments, Music 0907 Conservatory competition winners amounted to Composing and of Music 459 Musicology 1. Has over 300 staff and faculty, more than 120 assistant and full professors China Performance Arts, Music 中国音乐 www.ccmusic.e 010-6487 2. Offers music programs for 3 Conservatory Beijing 1964 Composing, 学院 du.cn 4884 secondary school students, of Music and Musical Technology undergraduates, research graduates, adults, as well as foreign exchange students. The Affiliated High School of Performance Arts, Music 中国音乐 www.msccmusi 010-8582 Top secondary professional music 4 China Beijing 1968 Composing, Music Theory 学院附中 c.com 9992 school in Beijing Conservatory and Musical Technology of Music 1. 14 departments and with Voice Opera, Orchestral Shanghai affiliated Secondary Professional 上海音乐 www.shcmusic. Piano, Music Composing, 021-6431 5 Conservatory Shanghai 1927 Music School 学院 edu.cn Music Education, 2000 of Music 2. qualified to confer Bachelor’s, Musicology Master’s, and Doctorate degree Keyboard instruments, The Affiliated 1. Secondary professional music Orchestral instruments, High School of school affiliated with the Shanghai www.shmusics Chinese Traditional 021-6431 6 Shanghai 上音附中 Shanghai 1951 Conservatory of Music chool.com Instruments, Music 3528 Conservatory 2. Best secondary professional Theory, Contemporary of Music music school in Shanghai Instruments 1. Around 350 professors and Conducting, Piano, associate professors with 16,000 Sichuan Chengdu, , Wind and 四川音乐 028-8543 students enrolled at school, with 18 7 conservatory www.sccm.cn Sichuan 1939 , Chinese 学院 0202 research centres of music province Traditional Instruments, 2. Qualified to confer Bachelor’s, Voice and Opera, Dance Master’s, and Doctorate degree Conducting, Musicology, 1. New music school established Music Education, Voice recently Hangzho Zhejiang and Opera, Piano, 2. Has one grand theatre, 3 music 浙江音乐 www.zjcm.edu. u, 0571-2886 8 Conservatory 2016 Orchestral Instruments halls, 906 instrument rooms, music 学院 cn Zhejiang 7357 of Music and Chinese Traditional production center, etc province Instruments and Music 3. 2,400+ students enrolled at Academic Studies school every year Table to be continued…

12 China Musical Instrument Industry Report ______…Table continued Institution Institution No Headqua Establish Name Name Website Syllabus Contact Notes . rter ed Year (English) (Chinese) 1. Department of teaching covers Tianjin wind and string instrument, piano, 天津音乐学 www.tjcm.edu Music, Dance, Drama, Film 9 Conservator Tianjin 1958 022-6053 1290 accordion, music education, etc 院 .cn and Television y of Music 2. Qualified to confer Bachelor’s and Master’s degree The Singing, Chinese Traditional 1.More than 80 professional Affiliated Instruments, Orchestral teachers & professors, 20 associate High School 天津音乐学 www.tjcm.edu Instruments, Keyboard 10 Tianjin 1958 022-2416 0003 professors, 39 lecturers of Tianjin 院附属中学 .cn Instruments, Contemporary 2. Majors cover keyboard, wind and Conservator Instruments and Dance string instruments, etc y of Music Performances 1. Musical instrument performance is a key major in the conservatory 2. Covers department of piano, Wuhan Wuhan, 武汉音乐学 www.whcm.e Composing, Piano and wind and string instrument, 11 Conservator 1985 027-8806 6354 院 du.cn , Music Education traditional Chinese instrument, etc y of Music province 3. The only top independent Conservatory of Music in 1. Four different campuses in Shenyang Piano, Accordion, Wind and Shenyang Shenyang 2. Serves around 8,000 students in 沈阳音乐学 www.sycm.co String Instrument, Chinese 12 Conservator , Liaoning 1958 024-2389 4405 undergraduate, graduate, and 院 m.cn Traditional Instruments, y of Music province professional studies Voice and Opera, Dance 3. Best conservatory of music in Piano, Accordion, Wind and 1. With 800+ staff Xi'An Xi‘An, 西安音乐学 www.xacom.e String Instrument, Chinese 2. Around 3,600 students, of which 13 Conservator Shaanxi 1951 029-8525 1287 院 du.cn Traditional Instruments, 350 are master students and 400 y of Music province Voice and Opera, Dance are affiliated high school students Piano, Accordion, Wind and Guangzh String Instrument, Chinese 1. With 660+ staff Xinghai ou, Traditional Instruments, 星海音乐学 www.xhcom.e 2. Around 5,600 students, of which 14 Conservator Guangdo 1985 Voice and Opera, Dance 020-3936 3636 院 du.cn 250 are graduate students and 655 y of Music ng (Chinese Classical Dance are affiliated high school students province and Chinese Folk Dance) and Singing Performance Piano, Accordion, Wind and The Guangzh String Instrument, Chinese 1. Majors cover piano, wind and Affiliated 星海音乐学 ou, Traditional Instruments, string instruments, etc High School www.fuzhong 15 院附属中等 Guangdo 1985 Voice and Opera, Dance 020-3724 6575 2. Top secondary professional of Xinghai xh.com ng (Chinese Classical school in Southern China Conservator 音乐学校 province and Chinese Folk Dance) y of Music and Singing Performance 1. Newly established independent conservatory of music Harbin, Harbin Music and dance, music 2. The conservatory was equipped 哈尔滨音乐 www.hrbcm.e Heilongji 0451-5859 16 Conservator 2016 theory, Music performance, with 300 Steinway & Sons pianos 学院 du.cn ang 7677 y of Music composing, etc 3. Has a music hall that can hold province 800 people, 294 instrument rooms, concert halls, etc Table to be continued…

13 China Musical Instrument Industry Report ______…Table continued Institution Institution No Headquart Established Name Name Website Syllabus Contact Notes . er Year (English) (Chinese) Performance, 1. Serves around 2,600 students Shanghai Directing, Stage art, 上海戏剧学 www.sta.edu. 2. qualified to confer Bachelor’s 17 Theatre Shanghai 1945 Film and television, 021-6248 2920 院 cn and Master’s, and Doctor’s Academy Drama, Drama degree literature, Dance, etc Performance, Directing, Stage art, 1.Established strategic Musical theatre, cooperation with Beijing Star , Film Express Art School which The Central 中国戏剧学 www.chnthea and television, provides art education for 18 Academy of Beijing 1950 010-5662 0314 院 tre.edu.cn Drama, Drama teenagers Drama literature, 2. qualified to confer Bachelor’s Broadcasting and and Master’s, and Doctor’s Hosting art, Dance, degree etc Performance, Directing, Sound Art, 1. Serves around 3,000 composing, Musical students, and the college is theatre, Film and constructing another campus to Beijing Film 北京电影学 www.bfa.edu. television, increase the number of 19 Beijing 1950 010-8204 8291 Academy 院 cn Photography, students to 6,000 Literature, 2. Qualified to confer Bachelor’s Broadcasting and and Master’s, and Doctor’s Hosting art, Dance, degree etc Chinese classical Beijing 北京舞蹈学 www.bda.edu. dance, Ballet, 010-6893 5695 Serves 2,000 full-time students; 20 Dance Beijing 1954 院 cn ballroom dance, 010-6893 5854 600+ staff Academy musical theatre, etc Has over 100,000 students, including 8,997 undergraduates, 908 master's degree candidates, Nanjing 南京艺术学 www.njarti.ed Arts, Music and 109 doctoral candidates, more 21 University of Nanjing 1959 025-8349 8131 院 u.cn Design than 50 international students, Arts 1,600 registered adult learners and 400 attached middle school students Piano, Accordion, Wind and String Serves around 8,000 students, Jilin Instrument, Chinese 吉林艺术学 www.jlart.edu of which there are 710 master 22 University of Jilin 1958 Traditional 0431-85618333 院 .cn students and ~7,000 Arts Instruments, Voice undergraduate students and Opera, Dance and Singing Performance Piano, Accordion, 1. music school is one of the key Wind and String departments Shandong 山东艺术学 www.sdca.ed Instrument, Chinese 2. Established provincial music 23 University of Shandong 1958 0531-8642 3680 院 u.cn Traditional culture research foundation Arts Instruments, Voice 3. Serves 10,400+ full-time and Opera, Dance students 1. Serves More than 14,000 广西艺术学 www.gxai.edu Fine Arts, Music, students 24 University of Guangxi 1938 0771-532 3319 院 .cn Drama, etc 2. With more than 1,000 staff, Arts including 695 full-time teachers Drama Studies, 1. More than 7,000 students Musicology, Study of and ~600 teachers 云南艺术学 www.ynart.ed 25 University of Yunnan 1959 Art Design, Study of 0871-624 9078 2. Significant population of 院 u.cn Arts Fine Arts, Dance international students on Studies campus Institution Institution No Headquart Established Name Name Website Syllabus Contact Notes . er Year (English) (Chinese) 1. Serves 6,500+ full-time Music, Dance, Design, students Arts 新疆艺术学 www.xjart.ed Urumqi, Media, Drama and 2. Keyboard, wind, string, and 26 1958 0991-255 4104 University 院 u.cn Xinjiang Film, Culture and Art, percussion Instruments are etc important majors in the Music school

14 China Musical Instrument Industry Report ______

1. Serves nearly 5,000 full-time students Inner Hohhot, Music and Dance, 2. The Music school covers Mongolia 内蒙古艺术 www.imac.ed 27 Inner 1957 Theatre and Film, 0471-497 3145 departments of opera, wind and Arts 学院 u.cn Mongolia Design, etc string instruments, traditional University Chinese instruments, piano, composing, etc 1. Serves 400+ full-time School of 北京大学艺 www.art.pku. Art theory, Film and students 28 Arts, Peking Beijing 2006 010-6275 1905 术学院 edu.cn television, Music, etc 2. Established Student University Orchestra in Peking University 1. Serves 1,000+ full-time Music, Composing, students The Wind and string 2. Hires famous professors from Academy of , 山西大学音 www.aom.sxu instruments, other top conservatories of 29 Music, 1996 0351-701 8678 乐学院 .edu.cn traditional Chinese music such as Shanghai Shanxi province instruments, Conservatory of Music and University keyboard, dance, etc international experts as visiting professors Film and television, 1. Serves a few hundreds of Drama, performance, School of www. Wuhan, students 武汉大学艺 Music, Dancing, 30 Arts, Wuhan art.whu.edu.c Hubei 2003 027-6875 2945 2. Qualified to confer Bachelor’s 术学院 University n province and Master’s, and Doctor’s instrument research degree centre, etc School of Music Art, Sound and Arts, 中国传媒大 Instrument, Theatre 1. Serves 1,000+ of students Communicat www.art.cuc.e and film, directing, 2. Qualified to confer Bachelor’s 31 学影视艺术 Beijing 2013 010-6577 9319 ion du.cn performance, and Master’s, and Doctor’s University of 学院 recording art degree China engineering, etc The Musicology, Academy of composing command, Qualified to confer Bachelor’s Music, 南京师范大 www.music.nj 32 Nanjing 2000 Piano, Vocal, Musical 025-8359 8231 and Master’s, and Doctor’s Nanjing 学音乐学院 nu.edu.cn Instrument, Dance, degree Normal etc. University Musicology, Music art 1. Serves 600+ students language, piano art, 2. Equipped with 2 music halls, Department sound and instrument 7 dancing classrooms, 2 digital of Music, art, conducting art, 华东师范大 www.music.ec piano classrooms, 277 33 Shanghai 1946 performance, 021-5434 5320 学音乐学院 nu.edu.cn instrument rooms, etc Normal violin performance, 3. Established East China University western music Normal University Orchestra in history, music 2006 education ,etc Music, Communication & 1. Nearly 12,000 students Media, Film & Dalian Art 大连艺术学 www.dac.edu. 2. Has been granted the 34 Dalian 2000 Television, Fine Arts, 0411-3925 6188 College 院 cn ‘Excellent Organization Award’ Art & Design, Fashion, by the Ministry of Education Culture and Art Management, etc. Broadcast Announcing Arts, 1. 13,000 undergraduate Communicat Journalism & students ion 浙江传媒大 www.zjicm.ed 35 Hangzhou 1978 Communication, 0571-8683 2039 2. One of the top universities in University of 学 u.cn Music, Literature, Art China in the field of media and Zhejiang & Design, Media & communications Communication, etc. Sichuan Music and Dance, 1. Over 13,580 students University of 四川文化艺 www.sca.edu. Fine Art, Media, 36 Mianyang 2001 0816-6357 889 2. Music and Art Design are Culture and 术学院 cn Culture & Economic, focused top majors Arts Vocational Education , National 1. Around 2,600 students Performance, Academy of 中国戏曲学 www.nacta.ed 2. Top theatre school in China 37 Beijing 1950 Director, Music, 010-6333 6624 Chinese 院 u.cn 3. Qualified to confer Bachelor’s Theatre Literature, Theatre Arts and Master’s degree Arts, New Media, etc. Source: Sovereign analysis based on multiple sources including company websit

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