We Do Need an Education
Although new product launches are the hallmark of many MI shows, it takes more to make a show special. In stepped NAMM, who for the second time offered its University sessions. Some were presented in English, some in Mandarin Chinese, and some in English with immediate Mandarin translations. But the goal was clear: keep things simple. NAMM's Mary Luehrsen hosted a two-hour panel discussion named "Music Education-Its Importance for Our Industry and Developments Worldwide." As the title may reveal, that encompassed a lot of subjects, and Liane Hentschke, president of the International Society of Music Education; Richard Letts, president of the International Music Council; Hong Jiale, vice president of the Music School of Shanghai Normal University; Blue Lan, general manager at KHS Sound Instrument Company in Taiwan; and Yu Wenwu, vice chairman of the The Music Education Professional Committee of the Chinese Society on Education, were among the panelists.
When Luehrsen asked about MI trends, Hentschke said there is a tremendous gap between music education and the students. "Teachers are the key in the process," she said.
Letts, an Australian resident, said he saw music diversification around the world. However, he expressed a couple of concerns. "Kids know pop music, but not classical," he said. "There's a movement for what excites children. Children are divorced from classical music. Is that bad?"
Although Wenwu didn't comment on that statement specifically, he did allude to the fact that it can be a great help to teach children music they enjoy most. "How can we create more fun?" he asked.
Wenwu added he saw many good trends in China. "Music education is increasing in popularity," he said. "There's a diversification of styles. Students are learning to appreciate music of other countries. There's also a high penetration rate among older people here."
Letts however, said another trend is definitely negative due to technological breakthroughs. "Children are getting their music education through computers," he said. "The connection to the physical perspective is lost. Computer education needs to be contested."
NAMM Chairman Chip Averwater, owner of Memphis, Tenn.-based Amro Music, served up a speech about the importance of instrument rentals, which is not a practice often utilized by retailers in China. "Instrument rentals always make money," he said. "It's the most profitable thing we do. Sometimes, it's the only profitable thing we do. Not many competitors do it. And there's no negotiation involved."
Averwater added details about maintenance and replacement fees, step-ups, and the importance of working closely with teachers.
Stephen West, president of six West Music stores in Iowa and Illinois, discussed the benefits of a repair department and excellent after-sales service. "You need to differentiate yourself with a good service/repair department," said West. "It's difficult to do, but hard for competitors to copy. Technicians should be able to play the instruments they repair. Some of the things I do for my customers are free instrument checkups after six months and extension of manufacturers' warranties."
West also predicted piano sales would increase in China as disposable income rises. He offered some statistics. "Fifty-two percent of the world's musical instruments are made in China," said West. "Twenty percent of the world's population is here. Yet, China only consumes 4 percent of music instruments. There's a tremendous opportunity for retailers in China."
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