In the race of speed and sound, the piano industry was once crowned with an aura of elegance and became the first choice for many families who pursued art and taste. From the corner of the living room of the mansion to the professional classroom of the ** college, the piano is almost indispensable. However, with the development of society and the evolution of consumption concepts, this industry has also ushered in the challenge of self-innovation.
The forced image is no longer a sharp tool for sales, but has become an obstacle to market expansion. The high ** and professional threshold make the piano gradually lose the favor of the mass market. In this context, transformation has become the choice of many brands in the industry, and how to find a balance in the transformation, which not only meets the needs of the public but also maintains the brand characteristics, has become the key to the development of the industrykey issues.
When the policy sails of 2008 were smoothly blown into every corner of Chinese families, the piano, once an aristocratic instrument, suddenly became a "savior for further education" in the eyes of countless parents. In this score-oriented education system, a small piano examination certificate has incredible power: it can directly add a 10-point halo to a child's high school entrance examination score.
In this context, learning piano is no longer a pure art in pursuit of excellence, but has become a war about the future of children, a war that middle-class families have to participate in order for their children to be able to enter better schools.
They take the piano as the first and the examination and competition as the battlefieldThe ultimate goal is to add points for further education. This utilitarian education has made the piano jump from a corner of the classroom to the center of the family living room. It not only represents the possible future of the child, but also a symbol of family status. As a result, the piano market has ushered in an unprecedented boom, with piano shops and training classes springing up like mushrooms after a rain, and the market demand has surged. Piano brands are ecstatic in this wave, as if they are carnivaling in the ** era.
However, with the cancellation of the bonus point policy for the art examination, this carnival came to an abrupt end. What was once a baby piano has now become a burden and an object of desperate effort to get rid of. The sales of Helen pianos have plummeted, the piano store has closed its doors, and the former ** street is now silent. The bitter water of parents has become a river in social **, and the prosperity of the piano industry is gone. Behind all this, people have to sigh that a paper policy has brought not only a short-term glory to the piano, but also a cruel collapse that followed.
On the one hand, parents and children's enthusiasm for the piano is rapidly cooling; On the other hand, the piano industry is facing unprecedented challenges after a brief boom. In this story, the fall of the piano from the altar is not just the rise and fall of a musical instrument, it reflects the deep reflection of the whole society on education, art and consumption.
As the piano dream is shattered, parents begin to look for new outlets, and the children's future seems to be calling to them. After the lingering sound of the piano, where will parents lead their children?
With the cancellation of the 2018 high school entrance examination bonus point policy, the Chinese piano market seems to have been suddenly drained. The pianos, which were once all the rage because they could add points to their children's college entrance examinations, seemed to have lost their magic overnight. The precipice of sales has made those piano manufacturers and sales organizations who have been smiling from ear to ear because of the rising sales performanceHaving to face the awkward reality that their products are quickly falling out of favor.
In this context, institutions and brands began to rush to the point of wisdom, and they went around preaching that the piano is not only a tool that can be used to add points to the exam, but also an artifact that can cultivate children's multi-faceted abilities. Brands have gone to great lengths to label pianos with a dizzying variety of labels: cultivating qiquality, improve intelligence, exercise coordination ability ......They hope to rekindle consumers' enthusiasm for pianos through these added value touts. However, all these efforts are like searching for water in the desert, and too much desire often results in more disappointment.
The painstaking management of brands is in stark contrast to the harsh reality of the market. The crisis in the piano industry has reached a point where it cannot be hidden, even for the most prestigious brands. For example, Pearl River Piano, the leader of China's piano industry, once became a household name with its nationwide training network, and its sales have led the country for many years.
However, when the "pillar" that supported the piano market was removed, the sales of Pearl River pianos also experienced a historic decline, and the sharp decline in corporate performance made the outside world feel embarrassed about this former piano empire.
Behind this phenomenon, a more complex social reality is reflected. China's piano fever is not purely due to the love of **, but is coerced by the education system and social atmosphere. A strange alliance has been formed between parents, institutions and brands, which together promote the "involution" of piano education.
A piano has become a "stepping stone" for parents to pave the way for their children's future, and institutions and brands have set up various "service stations" on both sides of this road to make a profit. However, when the winds of policy change, the market built on instability immediately becomes vulnerable.
At the end of this story, along with the change of policy, parents' attitudes towards the piano are also quietly changing. The piano bubbles, which have been rapidly inflated by relying on policy support, are finally unbearable.
When the bonus bubble finally burst, the piano industry seemed to usher in an opportunity for self-innovation. The piano, once a symbol of elegance, is now being replaced by a more accessible and flexible electronic keyboard. The big waves of the market have ruthlessly left behind those brands that stick to the unattainable image. More and more piano brands are beginning to realize that in order to get a piece of the pie in this sinking market with huge growth potential, they must put down their bodies and embrace the needs of the masses.
The transformation of the piano industry has not been without its challenges. When the lightness and proximity of the electronic piano have become the new favorite of the new generation of enthusiasts, the mentality of traditional piano brands has also undergone a transformation from disdain to anxiety. On the one hand, they have to face the reality that many familiesUnable to afford the expensive piano, the electronic keyboard became an affordable option; On the other hand, these brands also have to admit that their products are actually out of touch with the lives of the masses. And in this process of transformation, some brands have been particularly clumsy in their attempts to cater to both the high-end and mass markets, often with unflattering results.
Although once brilliant piano brands such as Pearl River Piano had to adjust their strategies and tend to the electronic organ market, this change was not entirely reactive. Pearl River Piano's new strategy and product line adjustment, as well as the channel sinking in second-tier cities and below, are actually a keen capture and rapid response to market changes. Their successful transformation shows that even established companies can find it through innovation and change while maintaining their identityA new way to survive. The needs of the market are always changing, and only those brands that can adapt to changes in time can gain a firm foothold in the highly competitive market.
In the torrent of the sinking market, the future of the piano industry may not be just a simple change, but to embrace the needs of the masses at the same time, to find new growth points and differentiated competitive advantages. This change in strategy is not only a deep reflection on the unattainable image of the past, but also an initiative to attack future market opportunities. In this process, the piano training industry may appear in the public eye as a more civilian and diversified appearance. And this may be the key for the piano industry to continue to move forward after the market cools down.
The future of the piano industry lies not in sticking to the past, but in how to keep pace with the times and embrace change. The embrace of the sinking market is not only an adjustment of the world, but also a deep understanding of the public's lifestyle and cultural needs. Brand transformation and innovation should not only stop at the product level, but also go deep into every detail of service and culture.
In the rise of entry-level instruments such as electronic organs, we see the only way for the piano industry to save itself - that is, to change, return to the essence of **, so that everyone who dreams of touching the keyboard has the opportunity to realize their wishes. In the future, the piano industry will no longer be a symbol of superiority, but a companion for every family and every individual to express their emotions. Only in this way can the artistic light of the piano bloom more dazzling under the broader sky.