Following a challenging year, Music China plans to reunite MI professionals, enabling them to showcase instruments and explore new business opportunities. A number of brands have already confirmed their participation at the event, which will take place from October 28 to 31 at the Shanghai New International Expo Centre in Shanghai, China.

Amid a gradual relaxation of anti-pandemic measures, many industry players are planning to grow their businesses by participating in trade fairs. At the same time, governments and various associations are providing different forms of support and financial assistance to the commercial sector. Acknowledging the importance of trade shows for business and economic recovery, the German Ministry for Economic Affairs and Energy has pledged to increase their support significantly for German companies, especially for SMEs wanting to exhibit abroad as part of the German Pavilion program.

Similarly, many Italian exhibitors are receiving assistance from business organizations. In fact, with the support of the Cremona Chamber of Commerce, numerous Italian companies will exhibit if the circumstances allow in the form of a country pavilion at this year’s Music China, helping brands expand into new markets and enhance their competitiveness.

Alessio Gerundini, Bugari Armando’s brand and sales manager and sales manager of Eurasia Trade (UAE), shared his views on sales strategy during the pandemic: “We don’t know how the situation will develop in the months ahead, the only clearly positive signals come from Asian markets in general, specifically from China. In general, the quarantine has helped people get back to music, and there has again been interest in musical instruments. We have seen little direct benefit because a new instrument is an investment, and in these times of uncertainty people are more careful with their investment decisions. But in a few countries like China, there was an immediate increase in sales as soon as the quarantine was eased. People started to buy goods including musical instruments in a sort of ‘revenge spending.’”

“Music China will be the first chance to meet and interact with industry players directly and have an objective ‘feel’ of where the musical instruments market is going. It will be the first big show to demonstrate that things will get back to normal or maybe to a ‘new normal,’” added Gerundini.

Recent statistics support his opinions on the Chinese market, the world’s second largest economy. China’s economy bounced back to growth in the second quarter of 2020 as the country gradually resumed work and production, with GDP expanding 3.2 percent year-on-year in the second quarter, according to data from the National Bureau of Statistics (NBS) of China.

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