Chinese piano maker places emphasis on branding to go global
Pearl River Piano spent 50 years learning how to produce instruments good enough to compete with an awe- inspiring array of better-known foreign brands but the challenge ahead lies with how to publicize this quality to convince global audience, The Standard reported.
The world's largest piano factory in Guangzhou wants to convince demanding consumers in Europe and North America that it, too, can produce a quality musical instrument and become a globally recognized name, said the paper.
"Foreign markets are full of products that are made in China. But products that carry a genuinely Chinese brand are very rare," said company board member Rong Weiping.
In March last year, the company signed an agreement with US-based Steinway and Sons, the maker of some of the world's finest pianos, to produce a line designed by the American firm.
"It's a win-win situation," Rong said. "We want to learn from their skills, and Steinway wants to enter the Chinese market."