China’s guitar capital Zheng’an builds a stairway to export heaven after decade‑long manufacturing boom

Zheng’an, a town in southwest China's Guizhou Province, has evolved from a town with no guitar industry to one that produces one out of every seven guitars sold worldwide. A decade ago, the town had no guitar-making scene, but now, it boasts hundreds of specialized manufacturing units. The rapid and extensive growth of Zheng’an's guitar industry is a testament to the impact of China's industrial strategy, which leverages local and central government investment to capitalize on favorable conditions.

Many of the town's working-age residents used to migrate to Guangdong, the manufacturing hub in southern China, for employment. One such migrant, Zheng Chuanjiu, eventually started his own guitar-making business in Guangzhou. In 2012, the local authorities rolled out an initiative called "return the phoenix to the nest," encouraging skilled migrant workers to return home and establish businesses.

Shenqu Guitar, founded by Zheng Chuanjiu, was among the first guitar manufacturers to settle in Zheng’an's new economic zone. The town's favorable climate, as noted by master luthier Zhang Weiyi, who relocated his business from Guangzhou in 2019, plays a crucial role in the guitar-making process. With comprehensive financial, tax, and employment support packages, local authorities have successfully enticed companies to establish in Zheng’an.

Within a decade, 87 homegrown brands emerged from the industrial cluster. The town manufactures 2.5 million guitars annually, fulfilling its moniker as the "Capital of Guitars, City of Music." The town exports 248 million yuan worth of guitars to over 40 countries annually. Local authorities offer tax reductions and exemptions to registered firms, further boosting the industry's growth.

Beyond the economic benefits, the guitar industry has created a pleasant atmosphere in the town. Master luthier Zhang Weiyi describes the main square filled with music and people carrying guitar cases, both adults and children, heading to guitar lessons. Despite criticisms from the US and Europe, pursuing specialized regional industries remains crucial for stopping population loss to big cities and boosting development in neglected areas, according to Zhejiang University economist Dong Xuebing.