For Steinway, it's rhapsody in red

"We know that we have to do a lot of education, to help people better understand what's Steinway, what makes Steinway different and why it's good to have Steinway.

"For us, what is very important is to stick to our philosophy of marketing. As you know, in China most things are sold by discounts, but Steinway hasn't been sold by discount. Steinway products have certain value. How can we discount value?"

Steinway also finds and educates technicians from all over China, teaching them how to offer good technical service. The most important part, Husmann says, is to get the pianos to more people, to showcase them in various events, to get people to listen to it or even play it, such as in music schools, concert halls and at exhibitions.

"Everybody sees a price difference, but he must understand why is that, what's the real quality behind it, and why is it so much different."

Feng says the growing middle class and Chinese people's desire for better quality and service have helped Steinway's business grow.

"In the past, most consumers had difficulty in choosing pianos by themselves," he says. "But now they can afford better pianos. Their brand awareness has been stronger, and they attach more importance to quality and service."

To target a wider group of consumers, Steinway is providing various types of pianos in China: Steinway's standard ebony pianos; its customized art case pianos, which can cost millions of dollars; as well as the Boston, Essex and Lang Lang brands, which are designed by Steinway and made by other manufacturers in Asia. The prices for the Boston line range from $7,300 to $50,400; the Essex is priced from $4,600 to $18,500.

Husmann says Steinway has been making art case pianos for Chinese consumers since 2008. "There are many people who really want to have the best piano, want to have something special only for them."

The most expensive art case piano sold thus far is the Sound of Harmony, which was sold for $1.2 million to a Chinese collector in 2008.

The line of Lang Lang pianos is an exclusive brand for China that began in 2006 and aims to give better pianos to young music students. It is named after the Chinese pianist Lang Lang, who gives advice on the design and feel of the pianos.

"Lang Lang is Chinese, and in the meantime he becomes a symbol for the young people, and beyond that," Husmann says.

He says Steinway & Sons now has a market share of more than 70 percent for top-end pianos, while the Boston and Essex lines have a market share of more than 60 percent of the middle level.

But the greatest challenge for the company is to reach more customers. Early last month, it exhibited its pianos at the Music China expo in Shanghai.

"We don't go to fairs in Germany or the US because people there know us," Husmann says. "But here it is very important."

chenyingqun@chinadaily.com.cn