Global and China Piano Industry Report, 2014-2017
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Global piano industry, which originated from Europe in the 18th century, has begun to shift to China since the late 1990s. At present, China has been the world’s largest piano producer, with the output for 2013 hitting 376,000 units, making up 79.6% of the global total.

Meanwhile, the piano demand in China has been growing, with the year 2013’s ownership of pianos per 100 urban households approaching 3.0 units. It is projected that this figure will rise to 3.25 units by 2015 and 4.0 units by 2020.

Driven by a boom in both output and sales volume, China’s pianos showed a steady growth in imports, with a CAGR of 29.3% during 2008-2013. In Jan.-Jul.2014, China imported a total of 75,000 pianos, up 15.4% from a year earlier.
In view of a certain gap in piano ownership between China and developed countries (20-30 pianos per 100 households) and the resultant great potential for growth, some well-known foreign manufacturers such as Yamaha and Steinway have sped up their layout in China.

Yamaha entered the Chinese market in 2002 and has so far established 6 subsidiaries in China, including a piano manufacturer -- Hangzhou Yamaha Musical Instruments that produced 67,000 pianos in 2013.

Steinway, which ventured into the Chinese market in 2013, mainly operates the following brands: Steinway, Boston, Essex, and Lang Lang. In 2013, the company’s piano revenue reached USD220 million, up 3.6% year on year, including revenue of USD15.6 million from China, an increase of 21.3% compared with the previous year.

In addition, the Chinese piano manufacturers are stepping up the layout of piano business, including Pearl River Piano and Hailun Piano, etc.

Pearl River Piano: as China's largest piano manufacturer, Pearl River Piano produced 139,000 pianos in 2013. In September 2014, the company made a proposed investment of RMB98 million (98%) to establish “Guangzhou Zhuguang Media Co., Ltd.” with Guangzhou Duoping Culture Industry Investment Co., Ltd. (2%), in an attempt to further improve the three major business pattern—piano, music education, and culture media.

Hailun Piano: In June 2013, a 17,500 units/a piano expansion project was formally put into operation, which raised the company’s total piano capacity to 42,500 units per year. In 2014, the company has been constructing Piano Manufacturing Technology Center and a 45,000 units/a piano movement manufacturing project, which are scheduled to go into operation in October 2014 and October 2016, respectively.

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Global and China Piano Industry Report, 2014-2017 by ResearchInChina mainly deals with the followings:
20120114.gifMarket size and competitive landscape, etc. of global pianos;
20120114.gifDevelopment environment of piano industry in China;
20120114.gifMarket size, competitive landscape, and imports & exports, etc. of pianos in China;
20120114.gifOperation and latest developments, etc. of 3 global and 8 Chinese piano manufacturers.

1. Overview of Piano Industry
1.1 Definition & Classification 
1.2 Main Structure 
1.3 Entry Barriers

2. Development of Global Piano Industry
2.1 Status Quo
2.2 Competitive Landscape

3. Development Environment for China Piano Industry
3.1 Policy Environment
3.2 Status Quo of China Musical Instrument Industry
3.2.1 Industrial Scale
3.2.2 Profitability

4. Development of China Piano Industry
4.1 Overview
4.2 Supply & Demand
4.2.1 Supply
4.2.2 Demand
4.3 Competitive Landscape
4.3.1 Production Pattern
4.3.2 Brand Competition
4.4 Import & Export
4.4.1 Export
4.4.2 Import
4.5 Market Price

5. Major Global Piano Manufacturers
5.1 Yamaha Corporation
5.1.1 Profile 
5.1.2 Operation
5.1.3 Revenue Structure 
5.1.4 Piano Business
5.1.5 Development in China
5.2 Steinway Musical Instruments, Inc.
5.2.1 Profile
5.2.2 Operation 
5.2.3 Revenue Structure 
5.2.4 Piano Business 
5.2.5 Development in China 
5.3 Kawai Musical Instruments
5.3.1 Profile
5.3.2 Operation
5.3.3 Revenue Structure
5.3.4 Piano Business
5.3.5 Development in China

6. Key Players in China’s Piano Industry 
6.1 Pearl River Piano
6.1.1 Profile
6.1.2 Operation
6.1.3 Revenue Structure
6.1.4 Gross Margin
6.1.5 Piano Business
6.1.6 Developments
6.2 Hailun Piano
6.2.1 Profile
6.2.2 Major Clients
6.2.3 Operation
6.2.4 Revenue Structure
6.2.5 Gross Margin
6.2.6 Piano Business
6.2.7 Developments
6.3 Xinghai Piano
6.3.1 Profile
6.3.2 Operation
6.3.3 Piano Business
6.3.4 Development Strategy
6.4 Yichang Jinbao
6.4.1 Profile
6.4.2 Operation
6.4.3 Piano Business
6.5 Tianjin Young Chang Music
6.5.1 Profile
6.5.2 Piano Business
6.6 Goodway Piano
6.6.1 Profile
6.6.2 Marketing Network
6.6.3 Piano Business
6.7 Others
6.7.1 Shanghai Eurasian Piano Company
6.7.2 Macao Piano

7. Summery & Forecast
7.1 Market
7.2 Enterprises
Modern Upright Piano and Grand Piano
Major Components of Piano
Global Piano Output, 2004-2017E
Global Piano Output Structure by Country/Region, 2013  
Ranking of Piano Brands in the World, 2013 
Policies on China’s Musical Instrument Industry, 2007-2014 
Number of Musical Instrument Manufacturers in China, 2008-2014
Industrial Sales Output Value of China Musical Instrument Manufacturing Industry, 2008-2013 
Export Delivery Value of China Musical Instrument Manufacturing Industry, 2008-2014 
Operating Revenue of China’s Musical Instrument Manufacturing Industry, 2008-2014
Total Profit of China’s Musical Instrument Manufacturing Industry, 2008-2014  
Gross Margin of China’s Musical Instrument Manufacturing Industry, 2008-2013 
Ownership of Pianos per 100 Urban Households in China, 2000-2020E
China’s Piano Output, 2008-2017E
Output Structure of Pianos in China by Product, 2005-2013
China’s Piano Apparent Consumption, 2008-2014  
China’s Piano Apparent Consumption Structure by Product, 2008-2013
Structure of the Number of Piano Enterprises in China, 2013  
Output of 5 Major Piano Manufacturers in China, 2011-2013 
Output Structure of Piano Enterprises in China by Corporate Type, 2012-2013
Brands of Major Piano Manufacturers in China, 2013  
Competition Structure of China Piano Market, 2013 
China’s Piano Export Volume, 2008-2014   
China’s Piano Export Structure by Destination, 2013-2014 
China’s Export Structure by Product, 2008-2013 
China’s Piano Import Volume, 2008-2014 
China’s Piano Import Structure by Product, 2008-2013  
China’s Piano Import Structure by Import Source, 2013-2014
Quoted Price of Major Piano Brands in China (Median), 2004-2014
Revenue and Net Income of Yamaha Corporation, FY2010-FY2015    
Revenue Structure of Yamaha Corporation by Product, FY2013-FY2015
Revenue of Yamaha Corporation by Region, FY2010-FY2015
Piano Output of Hangzhou Yamaha Musical Instruments, 2008/2013   
Revenue of Musical Instruments of Yamaha Corporation in China, FY2012-FY2014
Revenue and Net Income of Steinway Musical Instruments, 2008-2013  
Operating Revenue Structure of Steinway Musical Instruments by Product, 2012-2013
Piano Revenue of Steinway Musical Instruments, 2010-2013
Piano Revenue Structure of Steinway Musical Instruments by Region, 2013  
Piano Revenue of Steinway Musical Instruments in China, 2011-2013
Revenue and Net Income of KAWAI, FY2008-FY2014
Revenue of KAWAI by Product, FY2008-FY2014
Revenue Structure of KAWAI by region, FY2008-FY2014
KAWAI’s Main Piano Products
Piano Revenue Structure of KAWAI by Region, FY2012-FY2014
Revenue of KAWAI in China, FY2008-FY2014
Number of Employees of Pearl River Piano, 2010-2013  
Revenue and Net Income of Pearl River Piano, 2009-2014  
Revenue Structure of Pearl River Piano by Product, 2012-2014  
Revenue Structure of Pearl River Piano by Region, 2009-2014  
Gross Margin of Pearl River Piano by Product, 2009-2014   
(Piano) Revenue and Growth Rate of Pearl River Piano, 2009-2014  
(Piano) Output and Sales Volume of Pearl River Piano, 2012-2013  
Number of Employees of Hailun Piano, 2009-2013  
Revenue Structure of Hailun Piano’s Major Clients, 2012-2014   
Revenue and Net Income of Hailun Piano, 2009-2014  
Revenue Structure of Hailun Piano by Product, 2012-2014  
Revenue Structure of Hailun Piano by Region, 2009-2014  
Gross Margin of Hailun Piano by Product, 2009-2014  
(Piano) Revenue and Growth Rate of Hailun Piano, 2009-2014  
(Piano) Output and Sales Volume of Hailun Piano by Product, 2009-2013  
Revenue of Xinghai Piano, 2007-2014  
(Piano) Output of Xinghai Piano, 2008-2013  
Output Structure of Xinghai Piano by Product, 2013  
Revenue of Yichang Jinbao, 2008-2014  
Piano Output of Yichang Jinbao, 2008/2013  
Piano Output Structure of Yichang Jinbao by Product, 2013  
Piano Sales Volume of Yichang Jinbao, 2008-2013  
Output Structure of Tianjin Young Chang Music by Product, 2013  
Marketing Network of Goodway Piano in China, 2013  
Exports Proportion of Goodway Piano, 2013
Output of Goodway Piano by Product, 2008/2013  
Output of Shanghai Eurasian Piano by Product, 2008/2013  
Output of Macao Piano by Product, 2008/2013   
Growth Rate for Supply of Pianos in China and the World, 2008-2017E
Growth Rate for Piano Demand in China, 2009-2014
Import and Export Volume of Pianos in China, 2008-2014 
Growth Rate for Revenue of Major Global Piano Manufacturers, 2009-2014
Competitive Landscape of Piano Market in China, 2013 

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