Local pianos hit the right note

Everyone told her to buy an affordable Japanese instrument, but Cao set her sights on a W. Hoffmann, a spinoff brand from the German piano maker C. Bechstein, that used to be assembled in China.

"You don't really understand until you hear it with your own ears. The sound is sturdier and richer, the keys more firm and steady," Cao says. "And it offers the best value for money."

At the time, a W. Hoffmann upright made in Europe cost more than 100,000 yuan ($16,440) in China, but the one assembled in China and inspected by German technicians cost only 40,000 yuan.

Now, after practicing on the piano for three years, Cao's son has gained more strength in his fingers and has successfully passed grade 10 in the national piano exam, the highest level an amateur can reach in China. Cao is now considering buying a Chinese-made European grand piano as her son may pursue a career as a professional pianist.

European pianos, with their high quality and prestigious history, have been coveted by Chinese pianists for a long time. However, their high price has been a major barrier for local musicians. European piano makers are now coming to China to offer the same quality at more favorable prices as they look for closer collaboration with local piano manufacturers.

"With the rising demand for higher quality pianos in China, Chinese-made pianos with European origins are seeing a lot of potential here," says Zeng Zemin, secretary general of China Musical Instrument Association.

China is now the world's largest piano maker and consumer. In Europe, the number of piano manufacturers has declined from more than 300 to only nine since the early 20th century. The demand for pianos has also dropped sharply because of Europe's low birth rate and the financial crisis. In China, the rise of the middle class has boosted the demand for pianos. Being able to play the instrument is considered a sign of good upbringing.

China has more than 100 piano makers, who produced 380,000 pianos in 2012, making 77 percent of the global total. China exported 50,000 pianos in 2012 and imported twice as many, according to CMIA.

German piano maker C. Bechstein, among other European piano makers, has moved the production of its brand of Zimmermann pianos to China. The company designs, draws and trains the staff while the Chinese partner, Hailun Pianos, provides materials, staff and facilities.

Two German technicians from C. Bechstein are based at Hailun and follow the manufacturing process and oversee the final toning, the most important step that distinguishes a European piano from others.

"Hailun was interested in making a high quality product while we want to give Zimmermann a better opportunity price-wise in China and other places," says Leonard Duricic, chief technical officer of C. Bechstein.

"Things imported into China still have a heavy duty tax. To make the products more attractive, they have to be assembled or made in China," he says.

Although the labor cost in China is rising, it remains an appealing location for piano manufacturing, Duricic says.

"Wages here are rising quickly. It's no longer a place for cheap production compared to Indonesia. But at the same time, China has a tremendous concentration of piano making and supplies. And never forget the Chinese market itself," Duricic says.

Bluthner, a German piano maker that came to China in 2006, has invested a total of 2.1 billion yuan into building factories in China, where they produce Irmler, a sub brand of the company.

An Irmler piano originally made in Germany costs about 90,000 yuan while a made-in-China model costs half that. About 5,000 are sold each year, says the company's general manager Fang Yang. The company just built a new factory in Guangdong province that has an annual capacity of 15,000.

"The recognition of European pianos in China is relatively lower than Japanese and local pianos. But for brands with a solid brand name and good quality, the prospect is still attractive," Fang says.

Chinese piano makers look to the West for expertise. Most of the pianos produced in China are budget models. However, some have been trying to make a move into the high-end market by working with time-honored European brands.

Xinghai Piano, the oldest and one of the largest piano makers in China, bought Polish piano maker Calisia and is going into mass production while still retaining some of the hand-made techniques for some components.

"We want to maintain the essence of the tradition of European piano making while improving productivity," says Qin Jianqing, vice-general manager of Xinghai.

Hailun, C. Bechstein's partner in China, has also teamed up with Wundl & Lung, Feurich and Petrof to make European pianos with Chinese input.

"China is going to aim at a higher quality and a higher price because the wages are increasing. This is one of the main issues that convinced us to come here," Duricic from C. Bechstein says.

sunyuanqing@chinadaily.com.cn

(China Daily USA 02/25/2014 page8)