2 Shanghai Show Daily 1.请您结合实际情况，介绍一下乐器销售市场的现状。 就2016-2017年来看，尤其是2017年，行业周期处于上升状态。因为中国市场是一个广泛且 可持续发展的市场，因此全世界的目光都投向了中国。再加上国家政策的支持，整个行业可谓处于 天时地利人和的状态。厂家的反馈普遍较好，2017年甚至比2016年形势更为喜人。好的钢琴品牌 供不应求，尤其值得一提的是，民族乐器也供不应求。各类厂家对国内市场的重视程度越来越高。大 型厂家处于上升期，而中小型厂家中的一部分则因为环保要求、税务政策等问题而不得不关停改造。 就整个行业而言，总体增量是可以肯定的，甚至国外品牌也都奔着中国市场而来。由于中国的情况特 殊，父母对孩子的艺术教育尤为重视，再加上中国的原材料厂遍地都是，这都有利于形成产业链,使 中国乐器厂家较国外的更易于生存。今年国家开始重视管控国外‘垃圾’工业废料,我们特别希望这 种管控能够延伸到国外的二手‘垃圾’钢琴，因为二手‘垃圾’钢琴严重危害我们的钢琴市场。特别 是，这些二手琴的维修维护根本得不到保障。总体说琴行对市场的反馈是比较严峻，而对于传统琴行 而言，其面临的竞争在加剧，客户在减少。这主要是分流所致，虽然市场在增加，但分食者却越来越 多。尤其是网络营销和艺术培训机构的迅速崛起更加速了这种分流现象。厂家和琴行除了面对日益增 多的‘垃圾’二手琴之外，还要面对这同行之间的相互竞争，厂家日益多元的销售实难兼顾琴行的利 益，琴行应积极改变，顺应市场，厂家也应该目光长远，在扩张中考虑琴行利益。只有双方以包容心 互换立场，诚信守约，主动沟通，建立互信才能双赢。也只有双赢才能持久发展、共同进步。 2.您认为这样的现状对于琴行来说是机遇还是挑战？乐器企业该如何应对此类现状改进销售和 推广策略？ 我认为挑战与机遇并存，总的来说是机遇大于挑战，但对于不同创业时期的琴行，情况仍有所 不同。对于传统琴行而言，可能挑战大于机遇。此类琴行普遍员工年纪较长，比较守旧，习惯旧的思 维模式，且难于接受新事物。而由于消费主体趋于年轻化，年轻一代的经营者成为了主力军，他们 了解消费主体的需求，比方说网络消费模式。中国大专院校音乐专业每年培养出数以十万计的音乐人 才，他们很多都成为琴行和艺术培训机构的生力军。他们有音乐基础、思想活跃，不被过去的框架约 束。对他们来说，机遇大于挑战。不管哪个时期的琴行，都面临着挑战。就目前而言，全国各地较有 竞争力的仍是历史较悠久的琴行，其具有知名度和品牌影响力。而他们也必须顺应市场的变化而做出 改变。就销售和推广策略的改进而言，核心在于学习、改变、打造团队、研究市场、适度借鉴其他行 业、加强培训、严格管理、懂得授权和监管。 3.乐器行业的技术发展日新月异，您认为中国（上海）国际乐器展览会能够为琴行把握乐器市 场的动态提供怎样的信息和帮助？ 中国（上海）国际乐器展览会经过10余年的努力，成为了世界三大乐器展览会之一，为行业建 设打造了出色的平台。工厂、琴行、商家、教育家、音乐爱好者齐聚一堂的沟通平台。中国（上海） 国际乐器展览会充满活力、与时俱进，绝大多数琴行每年只选择参加该展会。在这里，各类人群的需 求基本都可以得到满足。每年的展会都会展出厂家最新的产品，揭示琴行的发展趋势和主打产品，陈 列各类音乐产品、教材、配件等。同期还举办各类琴行培训课程、专业讲座等，琴行可通过这些活动 对比自身不足或困惑，找到解决方案，甚至是改变年轻一代从业者的职业生涯。同时，我们也希望除 了大数据等资讯外，展会可以更多地从精神层面进行鼓励，包括降低对某些产品的广告夸大宣传，对 其进行防范，引导大众使用国货，抵制某些二手“垃圾”琴等。年轻人应当珍惜这次机会，从海量的 信息中选择适合自身和当地行业环境的内容，做出自己的战略规划，通过优质的服务和过硬的产品来 打造自己的品牌。 1.请您简单给我们介绍下Dante和它的实际应用？ 在行业标准下，澳迪耐特建立了Dante ——一种由未压缩的多声道数字媒体组成，可以实现零 延迟和同步的网络技术。它可以解决网络音频问题，比其他网络技术更容易被音响视听设备制造商所 接受。Dante通过媒体和单一标准的 IP 网络的整合，可以控制你的整个系统。Dante的应用范围非 常广泛，涉及广播、剧院、零售、现场成音、 交通、 会议等...... 2.IT 网络和专业 AV 产业的结合，你觉得这会给AoIP带来什么溢出？ Dante AoIP 网络使用是很方便的。我们加入了自动搜索和基于名称的贴标签功能，并且给它 配备接口，也可以播放，同时也易于安装，这样可以节省安装时间，同时设置时间也很容易，因为它 由点到点的物理连接发展成了全面的逻辑连接。一根电缆可以将媒体、 控制和数据相结合，这样有 助于降低布线成本和提高音频质量。 3.像上海专业灯光音响展览会这种国际舞台上，演出可以为IT和AV行业带来什么帮助？参与者 如何从培训中获益？ 上海专业灯光音响展览会是娱乐行业交换技术革新和市场情报最重要的平台之一。大多数的专 业音响AV制造商通常都会前来参观。这是我们为行业专家和业内领先企业提供Dante证书培训的最 好机会。Dante证书培训分为2个级别：第一级别为Dante基础，第二级为Dante理论概念。第一 级别的课程讲解音响基础和网络课程概念，还有就是有关安装和操作微型的、独立的Dante音响系 统的所有知识。第二级别的课程是为了让参与者设计出较大的Dante网络系统（约 12 台设备），同 时讲解音频网络的概念，比如时钟、 单播和组播、 时延和冗余。 黄茂强 四川盛音乐器有限公司董事长&总裁 中国乐器协会副理事长 中国乐器协会琴行分会会长 王耀华 澳迪耐特有限公司 业务总监 (亚太区) Huang Maoqiang Sichuan Shengyin Musical Instrument Co. Ltd President & CEO China Musical Instrument Association Deputy Director Commerce Committee of China Musical Instrument Association President Ben Wong Director of Sales (Asia Pacific) Audinate Limited 1. According to the facts, please introduce the Musical Instruments Sales Market situation. From the period of 2016-2017 to see that, especially in 2017, the industry cycle is on the rise. Because the Chinese market is broad and sustainable, it catches the world’s eyes. In addition to the national policy support, the entire industry is in a state of geographical and human. The feedback from manufacturers is generally good, and the situation of 2017 is even better than the 2016’s. Some good piano brands are in short supply, and it is particularly worthy to be mentioned that the National Musical Instruments are in short supply, too. Various manufacturers pay more attention to the domestic market. Large-sized manufacturers are in the rising period, and some of the small and medium size manufacturers have to shut down to reconstruct because of environmental protection requirements, tax policy and other issues. In terms of the whole Industry, the overall increment is to be sure, and even foreign brands flood into Chinese market. Due to China's special situation, parents pay particular attention on children's art education, along with China's raw materials are everywhere, which are conducive to the industrial chain, making it easier for China’s manufacturers having a better status than other countries. This year, China started to attach great importance to taking control of foreign garbage industrial wastes, and we hope that this control can extend to foreign second-hand ‘junk’ ‘piano, because second-hand ‘junk' Piano seriously damage our piano market. It is particular that these second-hand piano’s maintenance is not guaranteed at all. In generally speaking, the market feedback given by musical instruments company is more serious, but for traditional musical instruments company, it faces intensifying competition, because customers are reduced, which mainly led by diversion. Although the market is in increasing stage , the sharing rivals become more and more .The suddenly risen of Internet marketing and arts training institutions accelerating the diversion. Manufacturers and musicial instruments company face a growing number of garbage outside the second-hand piano, besides they have to face this competition among peers. The diverse sales of manufacturer is difficult to balance the interests of musical instruments company,, music instruments company should change passively to follow the market ,and manufacturers should have the long term perspective and take music instruments company interests into consideration when in expanding . Only both sides have a transposition consideration , good faith compliance, proactive communication, mutual trust with inclusive heart, can be the win-win situation. And only win-win situation can have durable development and progress. 2. Do you think the present situation is an opportunity or a challenge for musical instruments company? And facing this problem, Musical instrument companies how to improve sales and marketing strategy? In my opinion, the challenge and opportunities are coexisted, but in general, opportunities are more than challenges. The situation is different for Musical instrument companies in different periods. In terms of traditional musical instruments company, the challenges may be more than opportunities. In the traditional musical instruments company, generally to say, the employees is older, more conservative ,they are accustomed to the out-dated thinking pattern and can hardly accept new things. And because consumers tend to be younger, the younger generation becomes the main force, they know about consuming subject’s needs, such as network consumption patterns. Many Institutions of higher education’s music major cultivate thousands of musicians every year, most of them become the main force of musical instruments company and arts training institutions. They have some knowledge on music and have active mind, they didn’t constraint by the past. The opportunities outweigh the challenges for them .No matter the Musical instrument companies in which period, they all face challenges. For now, the more competitive one is still musical instrument companies with longer history across the country, it has popularity and brand influence. And they have to make change in order to adapt to the market changes. In term of improvements in sales and promotion strategy, the core is to study, change, build teams, research markets, learn from other industries, strengthen training, manage strictly and know the authorization or supervision. 3. With the rapid development of the instrument industry, what kind of information and help can China (Shanghai) International Exhibition offer, in order to grasp the dynamic state of the musical instrument market? After more than 10- year hard work, China (Shanghai) International Exhibition has become one of the world's three-largest instrument exhibition, and for the industry ,it create an excellent platform, which call together all the factories, musical instrument companies, merchants, educators and music lovers. China (Shanghai) International Exhibition is full of energy, and keep pace with the times, and most musical instrument companies only choose this exhibition to join in every year. Various people’s needs can be met here. The exhibition will display manufacturers latest product, show the trend of instrument industry or the featured product and exhibit various musical product, texts, fittings and so on every year. At the same time, the exhibition holds all kinds of instrument industry training courses and professional lecture, etc...And instrument industry can compare its disadvantages or confusions with before to find the solution and even to change careers of the younger generation. We also hope that besides the big data, the exhibition can encourage them more from the spiritual level, including reducing the exaggerated advertisement for some products to prevent it, guiding the public to use domestic products and resisting some second hand "garbage" musical instrument. The younger should cherish this chance to choose things which fit themselves and the local environment from the massive information. And they should make their own strategic planning and set up their own brands through the high -quality service and excellent products. 1. Can you give us a brief introduction of Dante and its applications? Based on industry standards, Audinate created Dante, an uncompressed, multi-channel digital media networking technology, with near-zero latency and synchronization. Dante is the an audio networking solution that has been adopted by more pro-audio AV manufacturers than any other networking technology. Dante integrates media and control for your entire system over a single, standard IP network. Dante offers it really targeted for a very broad spectrum of use cases including Broadcast, Theatres, Retail, Live sound, Transportation, Conferencing, etc... 2. By combining the IT networking and professional AV industry together, what advantages or benefits will it bring to the development of AoIP? Dante AoIP Networking is easy to use. We put in Auto discovery and name based labeling and give it plug and play. It’s also easy to install and Dante AoIP Networking can reduce the installation and setup time very easily because it is going from a point-to-point physical connection to everything become logical connections. One cable can be used for combining media, control and data. And that help to reduce cabling costs and improve audio quality. 3. On such an international arena like Prolight + Sound Shanghai, what kind of help can the show bring to the IT and AV industry? In what way can attendees benefit from the training sessions here? The Prolight + Sound Shanghai is one of the most important platforms for exchanging technological innovations and market intelligence in the entertainment industry. Most pro-audio AV manufacturers are commonly visiting this show. This is great environment for us to offer the Dante Certification training to Industry experts and leading companies. These Dante Certification Trainings includes Level 1 for Introduction to Dante and Level 2 for Intermediate Dante Concepts. The Level 1 course provides a foundation in audio and networking concepts and may be all that is required to assemble and operate a small, stand-alone Dante audio system. The Level 2 course prepares attendees to design larger Dante network systems (approx. 12 devices), and provides training on audio networking concepts such as clocking, unicast and multicast, latency, and redundancy. 德国SchoolJam奖项2017获得者Mikroschrei乐队正在中国（上海）国 际乐器展览会上表演。 快来Behringer Agora舞台和S3舞台欣赏吧。 The German winner of the SchoolJam Award 2017, Mikroschrei, is perfoming some Shows at the Music China. Go and catch them at the Behringer Agora Stage and S3. VPLT国际音频专业培训课程 ——3D音频 2017年10月12号，在N1-M40会议室，来自德国声 音工程师协会扩声部门首席顾问Jörn Nettingsmeier先生 进行了一场关于虚拟路径链路终端的国际音频专业的理论培 训。 VPLT International Audio Professional Training Course -3D Audio On October 12th, 2017, there is a International Audio Professional Training Course about VPLTheld by Mr Jörn Nettingsmeier who is Head Consultant of Sound Reinforcement Department.
Shanghai Show daily 2017 Day3
To see the actual publication please follow the link above