Japanese piano makers rethink strategies as China demand slumps

Japanese piano manufacturers are reevaluating their strategies as demand in China declines due to changes in education policy. China, once a major market for piano sales, saw a significant drop after the removal of an extra-point system that encouraged children's piano skills for school entrance exams. This change, implemented in 2021, has left Japanese makers with a backlog of unsold inventory.

Yamaha Corporation, a prominent piano manufacturer, reported a decline in piano sales in China from ¥56.8 billion ($360 million) in fiscal 2021 to ¥32.7 billion in fiscal 2024. This decline has prompted Yamaha to cut production, including ceasing piano manufacturing in Indonesia. In response, Yamaha is introducing smaller compact grand pianos in international markets, aiming to attract Japanese enthusiasts who lack space for larger instruments, as well as customers in the United States and Europe who seek grand pianos for home use.

Kawai Musical Instruments Manufacturing Co. is shifting its focus within China from targeting students and their families to appealing to hobbyists, particularly younger individuals who share their piano performances on social media. Roland Corporation, known for electronic pianos and other digital instruments, sees the large apartment-dwelling population in China as an opportunity to capitalize on the space-saving benefits of electronic instruments. Roland plans to expand its presence with more affordable models.