Steinway CEO eyes growing music, piano market in China

SAN FRANCISCO -- There are growing opportunities for music and piano sales in the market of China as an increasing number of Chinese are studying music, including learning piano, Steinway & Sons CEO Ron Losby has said.

Losby, CEO of the famous American piano maker, Steinway Musical Instruments (Steinway & Sons), told Xinhua this week that he was deeply impressed by the Chinese culture and Chinese people's love and enthusiasm for music and piano.

"There is Chinese culture, (and with that) Chinese people are very interested in learning piano, almost like sports in the United States," he said.

Losby expressed his optimism about the "growth opportunities" in China as lots of young generation families are having their children study music and learn piano.

"With that vary large market, you know how important music is and it is growing," said Losby, who was on a promotion tour to San Francisco this week with famous Chinese pianist Lang Lang to attend a private event aiming to market the company's limited edition Black Diamond Steinway & Sons piano.

"More and more people in China are studying music. It's a natural fit for Steinway to be there as a cultural leader in music," he said, adding that when people come to Steinway, it's more than just piano but the love of music, culture and education.

Losby said he is impressed by Chinese artists such as Lang Lang and Li Yundi, whom he regarded as international artists.

"They are gifts to the world, not just China or America, but gifts to the world. They are amazing ambassadors for music worldwide," said the Steinway CEO.

Losby said Steinway & Sons eyes not only pianists but also piano education, citing a large number of Chinese piano educators and teachers who work hard to train young music talents at major music conservatories both in China and worldwide.

"It's more than just concertizing pianists, but piano education. It is very important because those are the people that are training the next great pianists and educators going forward," Losby noted.

"Educators are equally important," he said.

Steinway & Sons opened a new store in China's capital of Beijing as its flagship shop in the Asia-Pacific region in June 2017.

A year later, the top US piano maker rolled out a new Asia-Pacific headquarters in China's Shanghai. The facility became Steinway's third-largest global operating center after New York and Hamburg.