Overnight, the piano was abandoned by the middle class

Author | Chen Luyao

Editor-in-Chief | Zhang Kaichong

On the morning of January 16th, #piano sales fell off a cliff#, and it was on the hot search on Weibo.

The reason is that a blogger posted that the owner of a piano factory said that the piano completely collapsed, and half of the piano factories closed down last year. The piano that was bought for 5 or 60,000 yuan in the past, no one asked for 5,000 yuan this year. Korean pianos are now bought for 10,000 yuan for 4, Japanese pianos are bought for 10,000 yuan, and no one wants Yamaha kawaii prices.

The deputy secretary general of a musical instrument association said: In 2023, piano sales will decline off a cliff, and those who learn and buy pianos seem to have disappeared out of thin air overnight.

Piano sales have really fallen so much? I studied the situation of the first-hand and second-hand piano markets and found that this business is really not good.

The piano can't be sold

At present, there are only two A-share main board piano companies - Pearl River Piano and Hailun Piano. I'm afraid that most of the novices, the first piano that is recommended, is from these two companies.

Looking through their official websites, the price of the piano is not cheap. For example, the Vienna series of upright pianos of Hailun Piano has a maximum price of 68,000 yuan, and the lowest price is 36,100 yuan, with an average price of about 52,000 yuan. For a more high-end grand piano, the price reaches about 700,000 yuan.

And now the performance of Pearl River Piano and Hailun Piano is collapsing:

In the first three quarters of last year, Pearl River Piano's revenue plummeted 31% to 902 million, and its net profit plummeted 94% to only 6.48 million;

In the same period, Hailun Piano's revenue fell 22% to 229 million, and its net profit fell by 25% to only 6.08 million.

The analysis found that since 2018, the piano sales of these two companies have declined significantly.

In 2018, Pearl River Piano's total piano sales were 156,000 units, a year-on-year increase of 7.74%, and in 2022, its sales data became 110,000 units, a year-on-year decrease of 23.18%. That's an average of 10,000 fewer units sold a year.

Coincidentally. The total piano sales of Hailun Piano in 2018 were 38,000 units, but by 2022, only 26,000 upright pianos, electric pianos, and grand pianos were sold.

It's not just the primary market that is crashing. Nowadays, on Xianyu, there are many sellers selling second-hand pianos. Some people spent more than 20,000 yuan to buy the piano, and more than 7,000 were directly transferred, and some people not only transferred at a discount, but also gave the piano bench and metronome, etc., and they couldn't wait to sell it all in one go.

No one has learned the piano?

Behind the collapse of the piano market, there are fewer people learning piano.

For a long time in the past, many Chinese families had a special affection for pianos. They believe that the piano is the "king of musical instruments", and learning it can make children better. What's more, learning piano may get extra points in the high school entrance examination.

The Chinese Musicians Association once released a set of data that more than 40 million children in China learn piano, accounting for 80% of the global total.

This changed in 2018. In that year, the policy of adding extra points to the high school entrance examination for students with artistic specialties was cancelled in China. As a result, learning piano has become a "dispensable" thing in the eyes of many Chinese parents.

In 2021, the implementation of the "School Delay Policy" has poured cold water on the piano market. Some netizens said that it turned out that the child had a lot of time to practice the piano, but as soon as this policy came out, the child's school time increased, and there was no time to practice the piano when he came back.

And learning piano is a difficult thing to stick to. Some industry insiders pointed out that it takes about 3-5 years for a zero-based person to obtain a piano grade 10 certificate, provided that they need to practice for at least two hours almost every day. This is easy to say, but not many people can do it.

At the same time, since 2022, the economic downturn and the downgrade of consumption of the middle class and below are also an important reason.

In the past, the middle class liked to imitate the consumption habits of the wealthy class because of identity anxiety, and the piano was among them.

But now, the middle class has to face crises such as unemployment, wage cuts, and supply cuts, and the sense of insecurity is infinitely magnified. It is logical to abandon the piano, which is a relatively money-burning and "useless" instrument.

On Weibo, netizens pointed out that the piano was useless

On social platforms, some people compare the piano with the erhu, saying that the cost of learning the erhu is very low, and the piano is different. "A piano is worth thousands, and it is expensive in the tens of thousands. ”

Some people also pointed out that the money to buy a piano is a small head, and the registration fee for the interest class at the back is the big one.

Generally speaking, a piano class costs between 150 and 300 yuan for a 45-minute lesson. This is an ordinary teacher, if it is a more professional teacher, the fee for a class may exceed 1000 yuan.

In addition, the cost of purchasing piano sheet music materials, participating in exams, and participating in performance competitions should not be underestimated. After a few years of piano learning, the cost of learning piano is at least about 5-150,000 yuan.

It's not just the piano that's been abandoned

Under the influence of the general environment, the middle class abandoned not only the piano.

In 2023, some people said on the Internet that they would save 120,000 yuan a year by cutting off part-time workers, eating out, and traveling abroad......

The middle class can't change the general environment, can't change its own situation, and the only thing that can be done may be to downgrade consumption.

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