Summary of Key Points
The piano, once a symbol of social status for middle-class families, has now become a useless asset that's hard to get rid of. Annual sales nationwide have declined by more than 70% over the past six years (from 356,000 units in 2018 to less than 100,000 units in 2024), with leading companies like Pearl River Piano experiencing a 4100% drop in net profits. Over 7,000 music stores have closed, and the price of used pianos has plummeted (pianos bought for 30,000 yuan are now hard to sell for just 4,000 yuan on platforms like Xianyu). There are also logistical issues, and owning a piano just takes up space. The reasons behind this include policies that have eliminated artistic bonus points in school admissions and a shift in consumer behavior that has diminished the practical value of the piano. At the same time, new users have emerged in the market, such as retirees and young women. The United States and Japan have also gone through similar phases and have since transformed their piano markets. Additionally, new educational trends (such as children's programming and AI education) are replacing the piano as popular learning tools.
Three Main Reasons for the Piano's Decline:
1. Policy Changes: In 2018, the Ministry of Education abolished bonus points for students with artistic talents in college admissions, and the "Double Reduction" policy in 2021 caused the grading examination training market to collapse. No longer does owning a piano certificate offer any advantages, nor does it guarantee admission to higher education, leaving parents with no incentive to continue supporting their children's piano lessons.
2. Economic Strains: Piano lessons cost around 300 yuan per session, practice sessions cost 150 yuan each, and grading examination fees can be thousands of yuan—this amount is equivalent to a family's annual supermarket bill. With falling housing prices and stagnant incomes, families prioritize maintaining their cash flow, making it more important to cover basic needs rather than pursuing artistic pursuits.
3. Loss of Practical Value: Parents once believed that learning the piano would help their children improve their social status, but now even graduates with advanced degrees struggle to find jobs. The investment in a piano that may not be used for a lifetime is seen as a waste of money.
The Dilemma of Used Pianos:
- Low Sales: Pianos that cost 30,000 yuan are now available for 4,000 yuan on platforms like Xianyu but still go unsold.
- Logistical Challenges: Pianos are large and heavy, making them difficult to ship through regular courier services, and hiring professional moving companies is expensive, increasing the cost of selling them.
- Space Occupancy: Pianos that are not used often can accumulate clutter and may need repairs due to moisture, and they don't serve the same purpose as fitness equipment (like treadmills) in terms of space utilization in the home.
New Users in the Piano Market:
- Retirees: With more free time, retirees use the piano to pass the time and enrich their lives, playing popular or classic songs without focusing on grading exams.
- Young Women: They use the piano to relax after work, learning popular songs like "Canon" and "Sunny Day" for enjoyment rather than pursuing professional skills.
Lessons from the US and Japan:
These countries have experienced a similar decline in piano sales followed by a market transformation:
- United States: Annual sales peaked at 364,000 units but later dropped to less than 30,000 units. Brands like Yamaha have shifted to producing electronic and smart pianos, targeting the adult amateur market.
- Japan: In the 1970s, almost every middle-class family owned a piano (with annual sales of 300,000 units), but after the market bubble burst, sales plummeted. The industry has reoriented to a "music ecosystem" that includes piano sales, courses, and related products for all age groups.
The Future of the Piano Market:
The key to revitalizing the piano market is to remove its association with social status and make it more accessible to ordinary people. This can be achieved by:
- Removing Educational Barriers: By removing policies that link musical skills to academic advantages.
- Changing Consumer Priorities: Focusing on practical benefits rather than symbolic value.
- Adapting to New Trends: By offering products and services that meet current consumer needs, such as electronic and smart pianos.
The Rise of New Educational Trends:
New educational trends, such as children's programming and AI courses, have emerged, using similar marketing tactics as the piano grading exams of the past (e.g., claiming that "learning programming gives a competitive edge" or that "not knowing AI makes one a new generation of illiterate"). The essence remains the same: creating anxiety among parents, who are willing to spend money on courses and certificates in the hope of giving their children a competitive edge.
In Conclusion:
The decline in piano sales is not due to a loss of interest in music but rather a shift in parental anxiety. When education becomes a form of investment driven by profit-seeking, any product, including pianos, can become obsolete. Do you have a unused piano at home? Share your thoughts in the comments section!