A woman stands in front of violins on display during the National Association of Music Merchants (NAMM) Show in Anaheim, the United States, Jan. 16, 2020. (Xinhua/Li Ying)
"Although the trade war created uncertainty for the musical instrument industry over the past 18 months, the show is still a significant platform for Chinese companies to exploit the worldwide market," said Wang Yingyao, a major organizer of the Chinese exhibition at the National Association of Music Merchants Show in the United States.
by Xinhua writer Gao Shan
LOS ANGELES, Jan. 17 (Xinhua) -- Around 220 Chinese companies, roughly the same as the record number last year, showcased their latest music, sound and entertainment technology products at the National Association of Music Merchants (NAMM) Show that kicked off Thursday at the Anaheim Convention Center in the U.S. state of California.
The 119-year-old NAMM Show is one of the world's biggest music industry trade shows. With more than 115,000 registrants from 130 countries and regions commanding an estimated 11+ billion U.S. dollars in buying power this year, the four-day event is a global crossroads of the music industry, featuring more than 7,000 brands, cutting-edge industry education, as well as exclusive special events, concerts and fan experiences.
"Although the trade war created uncertainty for the musical instrument industry over the past 18 months, the show is still a significant platform for Chinese companies to exploit the worldwide market," said Wang Yingyao, project manager of CIEC Exhibition Co., Ltd, a major organizer of the Chinese exhibition at the NAMM Show.
"As more attention is paid to the development of music education over the passing years, the musical instrument industry continues to flourish in China. It's certain and inevitable that the growing industry will look overseas for growth," she added.
A man visits the National Association of Music Merchants (NAMM) Show in Anaheim, the United States, Jan. 16, 2020. (Xinhua/Li Ying)
China's musical instrument industry's gross revenues reached 54 billion yuan (around 7.7 billion U.S. dollars) and the volume of export reached 11.4 billion yuan in 2018, according to figures released by the China Musical Instrument Association last year. China now is the biggest producer and exporter of musical instruments while the United States is the largest market for musical instruments.
"Our success in the U.S. market is really a big surprise," said Louis Lu, CEO of Lava Music, a Chinese music and technology provider who has created the world's first unibody injection-molded carbon-fiber guitar.
Lava Music released its first product in 2015 and entered the U.S. market in September 2019. The company sent its guitars to several prominent YouTube bloggers for performance, drawing attention from a large number of music fans. One of the videos got over a million hits in the first week.
"We became top traveler guitar seller on Amazon in only one month after we entered the U.S. market, selling hundreds of guitars each month," Lu told Xinhua, adding that the company is ready to expand sales in the United States.
"The NAMM Show is a great chance for us to be familiar with the U.S. market. Some U.S. retailers including the Guitar Center, the largest music retailer chain in the United States, have come to us," he said.
"Next year, we would like to get a much larger, more centered area on the NAMM Show," Lu said.
Traditional Chinese folk music performance in the exhibition area of Shanghai No.1 National Musical Instruments Factory attracted many visitors. It's the 12th time for the leading traditional Chinese musical instrument enterprise, founded in 1958, to take part in the NAMM Show.
"We need to cultivate and build up the traditional Chinese musical instrument market in North America. It's the reason for us to showcase various traditional Chinese musical instruments at the NAMM Show year-after-year," said Wang Guozhen, director of Shanghai No.1 National Musical Instruments Factory.
"We compiled English-language teaching materials and posted instructional videotapes for local Americans to learn traditional Chinese musical instruments," said Carol Chang, a local dealer in Los Angeles for Shanghai No.1 National Musical Instruments Factory.
"Not only Chinese Americans but also more and more kids from other racial groups are learning traditional Chinese musical instruments in the United States," she said, noting there are thousands alone in Los Angeles.
"I bought an erhu (a traditional Chinese stringed instrument) in Shanghai last November and am learning a little bit now," said Benedikt Brydern, a professional LA violinist.
Brydern performed erhu for a while and discussed the difference in playing skills between erhu and violin with Chinese artists.
"I love the sounds of erhu," said Brydern, adding that erhu, guzheng and other ancient Chinese instruments are beautiful and amazing instruments. ■
