According to the figures, Conduct purchases at the fair, Collect market and product information, and Cultivate existing business contacts still make up a large proportion while the colorful fringe programs attracted more attendees.
Fringe programs
The dialogue between East and West——NAMM University
Following the success of NAMM University held in 2006, the organizers of Music China corporate with NAMM the second time to hold the program. The courses that lasted for three days well motivates the music exchange between east and west. With the invited guests discussing and debating seriously and heatedly, the audiences fully immersed in it. The forum moderated by Wu Bin, President of People’s Music Publishing House, with the theme Intellectual property rights for the sheet music industry in China is more practical and further detailed on this topic following last year’s forum. As a result, although it was arranged on the first day after the show was closed, it attracted over 80 attendees among which many of them from overseas. Another symposium themed on music education, which focused on the latest development of the cause of international music education and the comparison of the teaching methods in different areas, initiated a campaign advocating that in additional to the basic training of the musical instruments, the students from conservatories should also be offered courses related to multimedia music. Besides, eight sessions of “How to” retailer training courses specialized in Chinese market were also welcomed by trade visitors during which many listeners had to stand, not mention the 20 seats we added. NAMM courses were so favorable that 90% of the audience were satisfied with the contents and the moderators; 95% expressed their willingness to recommend it to others, revealed by the questionnaires.
An encounter between the educators and manufacturers——Principals’ Forum
This is the first time we held this forum and we invited about 30 representatives from distinguished domestic conservatories and music schools such as the conservatories of Shenyang, Tianjin, Wuhan and normal universities of Capital, Shanghai, Nanjing and Dongbei, etc. The attendees were so extensively invited that it covered most of the provinces and cities under direct jurisdiction. All of them are big men in their schools, being in charge of the faculties or purchasing departments. During the forum, they discussed face to face with the exhibitors of the show on the topics concerning the design and use of the instruments and the interaction between music schools and manufacturers. Some of the principals even took this opportunity to inquire about the prices of the products. Many of them were visiting the show for the first time and were surprised by the scale, arrangement and service of the show as vice principal of Shenyang Conservatory commented: “It’s my first time here and feel really good. I am happy to see so many exhibitors from all over the world and so many musical instruments. I hear that Music China has become the third biggest MI show in the world and hope it will have a bright future.” Satisfied with the meeting with the exhibitors, Ao Chang Qun, principal of Sichuan conservatory expressed his feeling: “With the forum held and opinions exchanged, I am confident that it will promote the development of the cause of music education and MI industry.” The principals offered their advices with no reservation and would recommend the show to others.
Conveying the new policies——3C（China Compulsory Certification）Seminar
The 3C seminar, which encompassed the flow of China Compulsory Certification, the testing criteria of electric organ and the requirement for Rohs test, was held on Oct.19. To promote the carrying out of 3C, the authentication committee invited experts specialized in this field to give lectures. The two-hour seminar drew dozens of attendees gave the participants a better understanding of the policies. As soon as the seminar was over, a couple of companies decided to go through the procedures in designated institutions.
Dazzle and Passion——The third edition of China International Drummers’ Festival
This year’s drummers’ festival still gathered brilliant stars and they entertained the 3 thousand audience with abundant performances for two whole days. Sponsors increased greatly compared with last year with their products covering drums, percussion instruments, drumheads and cymbals. It shows that with two years development, this program has been well confirmed by music lovers. This time we successfully invited 17 performers from America, Japan, Philippine, Canada as well as homeland players such as top drummer Will Calhoun from USA, who won the GRAMMYS Prize twice, the excellent player Dominic Bautista from Philippine, famous Japan performer Kumi Masunagaj and well-known Spanish percussionist Rafael Picó. Sponsors’ brand instruments like Yamaha、Mapex、DJ、Jinbao、Roland also exhibited on site during the program. While enjoying the show on stage, the fans could also have a close touch with their favorite star and brand. The fans, stars and sponsors were clasped by the program and were indispensable to each other.
An illuminative journey——Interactive Music Zone
Another highlight of this year’s show is the Interactive Music Zone we set targeted on children and adolescents. Being the pioneering music program idea, it attracted Kong Xiang-Dong music kindergarten and the kindergarten, primary school and middle school affiliated to Shanghai Fudan-Vanke experimental private school, etc. They all organized students to attend this program. With the public attendees, number of visitors amounted to over 2000. There were multiple ways to experience the music in the zone. With the introduction of the ABCs about music by the staff, the children began listening to the sound, touching the components of the instruments, seeing how it was made, observing the inner structure of them, trying to play different instruments, attending interesting activities, watching performances, competing in the games and enjoying DIY. No matter the kids or teenagers, they all learned a lot from this exciting exploration.
Always music——Live Shows
In order to present different styles of music to visitors, we together with the exhibitors organized over 30 sessions of shows on the outside square. Many famous bands played the music with passion and the fans around the stage enjoyed very much. Shows like Dun Huang New Age, Kawai - Electronic Piano Show, Lance Reegan - Diehl, Overall Guitar Music, Blues Grass Music by Saga, Albest - Saxophone solo, Farida - Svenson guitar show, Rock & Roll show by Rocktron and Warwick guitar solo - Ralf Jung seems not enough for the fans that several of the performers have to present more performances. With the free demo platform, the exhibitors who participated in this program were all satisfied with it.
‘Stars’ Around the World - Travel in the Dream Castle
On the well-decorated stage in outside tent, many bands like the Jazz band from Shanghai Conservatory and the 20088 kids’ band. Through this program, they brought the metal music to our show. With ten years of band experience, the Suffocated metal music band drew many fans from all over the country to enjoy their performance. FUNKY, being the image spokesman of Pearl, also came and his passionate show conquered countless audience.
About show promotion
Numbers of our partner trade media increased to 18 this year and they reported our show timely. They also corporated with us to organize programs like the Anti-fake musical instruments campaign and it was well reflected among the visitors. Their coverage also kept pace with our show and the information was well conveyed.
Concerning the public media, there was even more media engaged in our promotion. Media including 13 TV channels, 10 radio channels, 33 newspapers and 6 portals engaged in the report of our show. We extended our promotion targets and diversified our reporting ways with much more features. The media include the satellite TV channels such as the local channels of Shanghai, Hunan channel, the Travel channel and the PhoenixTV and the Channel NewsAsia, which covers Asia-Pacific region. The provincial radio stations of Zhejiang and Jiangsu also helped our promotion and strengthened our influence in the Changjiang river delta. Giving attention to both cultural and economic fields, our newspaper promotion took Shanghai as center and radiated Guangzhou, Zhejiang, Beijing, Hong Kong and Macao. In addition, we tried new promotion channels like the advisement on the moving TV on buses and DMs of many influential magazines. Besides, promotion targeted on the college students was particularly successful.
On-site Service
As Music China becoming more and more international, it is very important to make the on-site service thoughtful and professional. For example, the 3C（China Compulsory Certification） for electronic exhibits. The organizers invited some experts to give on-site speech, set up 3C Office and provided consultation for the exhibitors, which made exhibitors know the government policy better. Besides, the organizers kept the Intellectual Property Rights Office. Exhibitors were helped to deal with conflicts concerning pirate actions during the show period. Further more, the noise problem was improved. The organizers arranged time slots for exhibitors’ on-site demos, assigned staff to supervise and handle the problem promptly, which effectively kept an ideal environment in the hall. The organizers set up information counters at North and South Entry Hall and in each exhibition hall, where well-trained staff would help the exhibitors and visitors to solve their problems. This year we set up electric inquiry system for the first time, by which visitors can easily get information about the exhibitor such as booth number and exhibits as well as fringe programs of the show. Nonetheless, there still remains problems that need improvements and we will make great effort to make it better.
This year Music China has achieved what we expected. We hope it will bring you more next year and are sincerely looking forward to hearing advice and suggestion from all parties. Let’s do our best to make Music China an international brand!

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