Music China 2026, held at the Shanghai New International Expo Centre from October 28–31, reflected mounting pressures across the musical instrument industry, including affordability concerns, supply chain strain and international trade policy uncertainty, according to an MIA insider report.
The report, authored by Warwick Music founder Steven Greenall for Music Industries Association members, said major distributors are privately reporting year-on-year declines of 40–70% in domestic sales of non-Chinese brands, depending on segment. These figures represent individual distributor accounts rather than a full market measure.
Weaker global demand is pushing factories to seek new partners, while rising sourcing costs are leading brands to renegotiate prices or relocate production within China. Some international brands reduced their show presence, mirroring a pattern seen at NAMM and other events.
Chinese manufacturers attended in strength, with many former contract suppliers now presenting proprietary brands and seeking international distribution partners. Exhibitor presence and footfall appeared smaller than in previous years, the report noted.
UK pavilion exhibitors included ABRSM, Trinity College London, RSL Awards, Nuvo, Paxman, pBone Music and Denis Wick. The MIDI Association presented accessibility work alongside MIDI 2.0 developments. Yamaha showcased products tailored to domestic audiences. Music China returns October 14–17, 2027.
For more information, visit mia.org.uk.
