Yamaha's Music Classroom

When China's middle class began to grow, Yamaha, who had conquered the market with an electric organ, began selling pianos again.　　One means is to open music classrooms. Musical instruments are Yamaha's, textbooks are Yamaha's, the teacher is also Yamaha-this is 5-year-old Wang Jianan every week to face.　　Starting at the age of 4, every Saturday morning, he will be accompanied by his mother to the Yamaha Music Center in eight Li Zhuang, Chaoyang District, Beijing, to study a two-year course for children. That is the Yamaha for 4-5-Year-old children's courses, a weekly class, 60 Minutes per class, 40 hours a year, the use of small class teaching, each class consists of 8-10 parent-child group. Because with the mother class, and can learn all kinds of instruments and songs, Wang Jianan think this classroom is not the same as the kindergarten. "I like it here."　　"he said. This is what Wang Jianan mother would like to hear. Like other middle-class families in China, Wang Jianan is her only child.　　She hopes that a good music education can foster children's interest in music, let their children have skills, and one day they can get ahead. In recent years, families like Wang Jianan are growing in China. Those who were young and familiar with the brand of the Yamaha organ are now mostly parents. At this point, Yamaha changed its strategy and began selling pianos to the Chinese market.　　Have a set of strict music education and teaching system of Yamaha, no doubt with the Wang Jianan parents like the psychological needs of children. Since the opening of the first Yamaha Music Center in Ginza, Tokyo, Japan in 1953, and the creation of its own music training system, Yamaha has so far formed all the training courses for all children from the age of two to 12 years of age.　　Over the past 55 years, Yamaha has developed 7,600 music centers in more than 40 countries and regions, training 700,000 students. "China's music education strictly says only the pyramid's spire, such as conservatory, Shanghai Conservatory of Music, training are adult music talent, and children's music education in our education system is absent." From childhood to high school we learn only songs, not musical instruments.　　"Wu Hongjiang said. He is the head of Hongjiang musical instruments, in Beijing Changping District Huilongguan has its own music training center.　　He believes that the Yamaha music training system just make up for this vacancy, so the advantage is obvious, plus its 55 years of brand accumulation, open the market is very easy. It turns out that judgment. Juan, a staff member at the Yamaha Music Center in Beijing, said that even though Yamaha had 150 yuan/day courses, 6 times times more than the rest of the country's music training courses, the centre, which had been established for less than 1 years, had poured into 700 trainees.　　In Shanghai, Yamaha's Music Center in just two years, has completed 1 Direct Music Center, 5 joined the center of the layout, the trainees have reached 1700 people. "Domestic music training institutions, one of its training centers to recruit 100 people a year is very good."　"Wu Hongjiang said.　"The market is rising in China. "Jian is the Yamaha Music popularization section chief and the Music Center Direct Battalion store Long, she told" the first financial weekly ", since 1980 's Yamaha began to pay attention to the Chinese music training market.　　2003 Yamaha devoted to the market for two years of research, officially entered in 2005, although the subsequent formulation of the 5-year plan, but still implemented carefully. July 2005, the Yamaha chooses in Shanghai Jingan opens the first Yamaha Long Light Center Direct Battalion shop. Choose this address because the Music Center is the following is the Guang shopping malls, access to the shopping malls of people with a higher income, mostly foreign and Chinese Hong Kong and Taiwan people, convenient transportation.　　At that time, the Yamaha Music Center positioning is the annual income of 150,000 "Shanghai" background family. "This position now seems narrow. Later, more and more Chinese middle class family children entered the Yamaha Music Center. Jian said, in order to adapt to market demand, currently in Shanghai, Beijing, Guangzhou 3 target cities have completed the distribution center, a total of 2800 trainees.　　According to the planning of 4-6 affiliate centers in each direct centre, and the increasing number of direct marketing centers, Yamaha intends to increase the number of music classrooms in China to 40 by 2020, bringing the trainees to 10,000. The musical instrument is Yamaha's own, the cost is mainly the venue fee and the teacher's salary, therefore the high training expense will enable the Music Center to provide the Yamaha abundant cash flow. Wu Hongjiang to "First financial weekly" Calculate a account, Yamaha each class price at 120-150 yuan, from 4 years old until 12 years old, and Chinese primary education is a coherent curriculum, which means that the annual Yamaha student expenditure will be in 4800-6000 yuan,　　If Yamaha's music trainees reach 10,000 by 2020, the income from training will be as high as 48 million-60 million yuan a year. But more importantly, Yamaha can use this to promote its brand.　　The Music Center 80% of students are 3-12-year-old children, they will be in the 6-8-year period of long-term contact with Yamaha, which will undoubtedly promote its piano and other instruments sales. "Long-term use of a branded instrument will become a habit." If the training organization is the instrument manufacturer, its market promotion function is undoubtedly huge. For example, the Titan Piano also has training, but mainly in the artist community, and there is no such a strong training system like Yamaha.　　"Wu Hongjiang said. In fact, in Japan, the Music Center has always been an integral part of the Yamaha market promotion. According to the data provided by Yamaha, Yamaha has 6,000 music centers in Japan, about 500,000 students, in addition to the direct battalion, is a Yamaha distributor, and has now gone deep into various communities in Japan, holding and sponsoring various music competitions every year.　　And anyone who goes to the Yamaha Music Center will get a discount on the purchase of Yamaha instruments. Yamaha Group in 1999After a crisis, since then decided to shrink the semiconductor, locomotive and other business, the strategic focus to the musical instrument business, and more and more attention to the music market, in order to turn a profit, Yamaha not only decided to return to the piano, electronic organ, guitar and other traditional production business, but also ready to adapt to the needs of the new　　Musical instruments and other areas of expertise to develop a new way to further expand the business. This decision was later proved to be effective. In 2007, the Yamaha Group's annual ZHONGCAI reported that the company's musical instrument sales grew strongly, operating profits increased by 54% per cent year-on-year.　　In Japan, the United States and Europe in the market for piano demand stagnation, in order to develop the musical instrument business, the growing Chinese music market for Yamaha more and more important. "China has a huge potential for growth, and wealthy parents are happy to spend money for their only child," Ito, President of Yamaha Corporation, told the Financial Times in an interview in 2005. "At present, only 2% of China's population has pianos, compared with 1/4 of Japanese families with pianos," he said.　　Each year the Chinese market needs 230,000 pianos, accounting for almost half of the world's 500,000 demand, so the company attaches great importance to its business in China. In the past two years, Yamaha has been strengthening its musical strategy.　　The company, in its latest medium-term plan, proposes to focus its business resources on "sound and Music", with the goal of a 9% increase in combined sales for fiscal year 2009, and a 2006 per cent increase in the number of piano sales, which will add up to 639.8 million yuan, to 6.2 billion yuan. But the expansion plans of the Yamaha Music Center also face the test of China's real environment. Wu Hongjiang says 10,000 students need thousands of music teachers, who can only be taught through Yamaha's rigorous training.　　To this end, the Yamaha Music Center's development plan also emerged. Jian told "the First financial weekly", the current Yamaha system training teacher has about 50.　　In order to tie in with the expansion of the Music Center, they are recruited every year to the major music schools all over China, and the tested, rigorous training of the teacher once again to allow their induction. The shortage of music teachers is the most realistic problem before Yamaha. It's not just about whether students like Wang Jianan can get a Yamaha music education like they do now, but also about the attitude of their parents to their Yamaha instruments and the sales performance of Yamaha's piano instruments in the Chinese market.