Press Hong Kong, October 2013 Final Report Music China International Trade Fair for Musical Instruments and Services Shanghai New International Expo Centre Shanghai, China, 10 13 October 2013 Telly Cheuk Tel. +852 2238 9956 Fax +852 2519 6800 telly.cheuk@hongkong.messefrankfurt.com www.messefrankfurt.com.hk www.musikmesse-china.com MC13_FR.doc Music China sets new record for exhibitor and visitor numbers as well as for business opportunities Visitors impressed with product quality and variety Fringe programmes offered knowledge and live entertainment Asia s best known music event, Music China attracted a record number of exhibitors and visitors when it was held from 10 to 13 October 2013 at the Shanghai New International Expo Centre. The record breaking four-day event featured 1,680 exhibitors from 29 countries and regions who showed their products and technologies in eight halls of exhibition space. Visitors to the show numbered 68,621 from 86 countries and regions, a 14 percent increase compared to the previous year s show. Commenting on the show, Ms Fiona Chiew, Deputy General Manager for Messe Frankfurt (Shanghai) Co Ltd said: Music China continues to grow in scale and popularity as it is recognised as an important event by the domestic and international musical instrument industry because it reaches both the fast growing Chinese market and other Asian countries. Show provided multiple business opportunities for exhibitors Included in the record breaking number of exhibitors were pavilions from 11 countries and regions Belgium, the Czech Republic, Finland, France, Germany, Italy, Japan, the Netherlands, Spain, Taiwan and the UK. Messe Frankfurt (HK) Ltd. 3506, China Resources Building 26 Harbour Road Wanchai, Hong Kong
Page 2 Japan, was one of the biggest pavilions with a 39 percent increase in space. Pavilion supporter, Mr Nobushige Yanagisawa, Chairman of the Overseas Exhibition Committee of Japan Musical Instruments Association, a coalition of Japanese musical instrument manufacturers, wholesalers, and retailers commented: Exhibiting in the Japanese pavilion is very useful for us to promote made in Japan products with the cooperation of all the exhibitors. This year s Italian pavilion attracted 39 participants. Pavilion organiser, Ms Cinzia Bruno from the Consumer Goods Office of the Italian Trade Commission said: The pavilion is a great help to small to medium sized manufacturers, to introduce their high quality products to this burgeoning market. Mr Antonio Miscena, Director for the Associazione Costruttori Italiani Strumenti Acustici added: Exhibitor feedback was very positive. The show also strengthens the music trade between Italy and China by promoting premium Italian products in China, and bringing Chinese manufactured instruments to our country. Making its first show appearance, the Finnish pavilion brought together the country s best sheet music publishers for exposure to an eager Chinese market. Mr Kari Laitinen, Information Manager for pavilion organiser Music Finland said: We have seen a growing number of music lovers in China. Many of our publishers want to sell their publishing licenses to this market, so this is why we are here. We received many enquiries for our classical violin music and we are happy with the results. The expanded piano zone at this year s Music China reflected China s increasing demand for high quality musical instruments. Located in the piano zone was the Czech Pavilion and its organiser Ms Lenka Koucka from Export Promotion Department of Ministry of Industry and Trade commented: Our musical instrument exports to China are increasing progressively so it is very important to take part in Music China. Our members are
Page 3 getting better business from the show every year. Next year we will return with a bigger scale. Music China is also well supported by leading international brands including Japanese brand Yamaha. Mr Mamoru Fukuzawa, Assistant General Manager, Yamaha Music & Electronics (China), Japan said: Music China is one of the most important industry events that we take part in every year. Here we can build up our connections with distributors, consumers and musicians, and also demonstrate our product s uniqueness by using professional performers. Popular American guitar brand Taylor Guitars was targeting young Chinese musicians. Mr Andy Lund, Export Sales Manager for the company commented: We know there are a lot of young children in China that want to play guitar, so we have a very strong presence here. Instrument mouthpiece maker Denis Wick Products from the UK said that Chinese musicians wanted quality musical products. Company Director Mr Stephen Wick explained: This is a great show for developing the Chinese market where people understand our product quality. Eighty percent of our Chinese customers are buying our mouthpieces which are made with gold. At the show I can get good contact with teachers, distributors and dealers from China and Asia. Newcomer Beijing Unicover Technology from China received a good response from local and international customers. Their representative Mr Yi Li said: It s been a good experience. We met with potential distributors and agents from China and overseas who are interested in our electronic and acoustic products. Odery Drums saw great potential in the Chinese market for their unique Brazilian drums and will open a local office next year.
Page 4 Mr Mauricio Odery, Chief Executive Officer for the company said: We have good business in Asia and Europe but we think the Chinese market will be even bigger. At the show I am able to find good potential distributors. I am looking forward to discussing cooperation opportunities with them. Other featured leading worldwide brands at the show included Alfred, algam, Alhambra, AXL, BAM, BG, Bluethner, Boesendorfer, Buffet, Camac, Conn-Selmer, D Addario, Dixon, Fazioli, Fender, Focusrite, Gewa, Hal Leonard, Ibanez, K&M, KHS, Kawai, Korg, Loree, Marshall, Mason & Hamlin, Maurigaux, Meinl, Music Sales, Novation, Orange, Peavey, Petrof, Roland, Salvi, Samick, Schimmel, Schott, Seiler, Steinway, T-Rex, Takamine, Tama, Tascam, Thomastik, Toyama and Zildjian. These brands brought the best of their products to the show which attracted buyers from around the world primarily from China, Korea, Taiwan, Hong Kong, Japan, USA, Malaysia, Thailand, India and Singapore. Danish buyer Mr Freddie Valgaard from Valgaard Musik was looking for pianos and related products. He remarked: There are more larger booths for piano suppliers this year. Music China is the most important platform for us now. Mr Saad Roamano a Brazilian buyer representing Turbo Percussion, came to look for guitars, drums and keyboards. He commented: The show has a great impact on the industry because you can find a huge variety of musical instruments in all price ranges here. It is also a good opportunity to maintain relationships with existing suppliers and to find new ones. Mr Ke Sheng Feng, General Manager for Wenzhou Pingyang Aojiang Zhong De Music Instrument Store was at the show to source and to enjoy the live performances. He said: I think the show is a good annual event for all music lovers. In addition to its excellent
Page 5 sourcing opportunities, Music China also provides a wide range of performances for music lovers. It s a fantastic experience. Fringe programmes offered knowledge and live entertainment Held concurrently with the show were educational programmes which included live performances. Among the educational programmes was the NAMM CMIA Industry Forum event where industry leaders from different sectors discussed the correlation between musical instrument manufacturing, retailing and music. One of the speakers, Mr Antoine Beaussant, President for the French Buffet Group commented: Music education is now a big part of Music China. We believe there are as many musicians in China as in the rest of the world, and all have to be trained more and more, so an educational programme is very important. China will be the leading country for music in the future. Mr Larry Morton, Chairman of the NAMM Executive Committee added: I was struck by the passion of my fellow panellists about the importance of learning music and keeping people playing. The audience was very engaged and interested in the wide range of backgrounds that were on the stage. Chinese audience member Mr Tian Xin Ding, Head of Training for Shandong Ri Zhao Ding Yang Piano said: There are more people learning music and music education in China is improving. A forum like this can give us new ideas on how to run our business. The two-day NAMM University Courses offered How To sessions covering retailing, brand building, piano after-sales service, case histories, team building and online business. Mr Qiang Qiang Liu, Vendor Manager for Amazon China spoke on how to locally adapt the US online purchase platform for the musical instrument category. He commented: Online shopping, especially for musical instruments, is becoming more common in China and more retail shops are developing online businesses too. For me the show is an excellent
Page 6 opportunity to share my online business experience and to discuss future development of this sector. Commenting on Mr Liu s seminar, audience member Mr Dan Liu from a Chinese training consultancy said: The seminar gave many useful tips for companies who want to start an online business, and what consumers should be aware of when doing online shopping. This year s debut Music China Educational Programme featured Japanese saxophone and flute player, arranger and composer, Ms Kaori Kobayashi. Speaking after her presentation which included a live performance, she said: I am amazed with the audience reaction. Chinese people are very passion about music which is why I came to the show. Though I cannot speak Chinese, music can connect all of us together. Audience member Mr Yin Xu, from local music production house Jiangsu Ying Huang Music Studio was a huge fan of Ms Kobayashi. I think her performance was outstanding, he said. It is a good idea to organise more music performances that we can enjoy or get inspiration from, apart from sourcing at the show. Equally popular were the live indoor and outdoor events which included DJ Champion Funk featuring DJ Angelo, SchoolJam champion band Goldmouth and Amadeus Guitar Duo. Next year s Music China will be held from 8 11 October 2014 at the Shanghai New International Expo Centre. Music China is organised by the Chinese Musical Instrument Association, INTEX Shanghai and Messe Frankfurt (HK) Ltd. The show is a brand event of Musikmesse which will be held from 12 15 March 2014 in Frankfurt, Germany. For more information about the Musikmesse fairs, please visit www.musikmesse.com. For more details about Music China, please visit www.musikmessechina.com or email music@hongkong.messefrankfurt.com -end-
Page 7 Background information on Messe Frankfurt Messe Frankfurt is one of the world's leading trade show organisers with 536.9 million euros in sales and 1,833 active employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries and approx. 50 international Sales Partners, giving it a presence for its customers in more than 150 countries. Events made by Messe Frankfurt take place at more than 30 locations around the globe. In 2012, Messe Frankfurt organised 109 trade fairs, of which more than half took place outside Germany. Messe Frankfurt s exhibition grounds, featuring 578,000 square metres, are currently home to ten exhibition halls and an adjacent Congress Center. The company is publicly owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent. For more information, please visit our website at: www.messefrankfurt.com