New Observation of State -owned Enterprises ｜ Every 4 piano sold in the world has one "Pearl River Made", the first stock of the old instrument is promoted to the international top flow

Planning: Wujiang

Text/Yangcheng Evening News reporter Chen Zeyun Sun Qiman Sun Jing

Figure/Yangcheng Evening News all -media reporter Sun Qiman

The piano was originally an exotic product. Speaking of piano brands, the first thing many people emerged in the minds were old European brands such as Steinway, or Yamaha in Japan. However, on the banks of the Pearl River in Guangzhou, the old -fashioned state -owned enterprise with a 66 -year history -Guangzhou Pearl River Piano Co., Ltd. (hereinafter referred to as the "Pearl River Piano") is the world's number one piano brand with fakes. Today, in developed countries such as Europe, the United States, Japan, you can hear the pleasant melody played by this Chinese national brand.

"From scratch, we face the competition of international brands. After decades of development, we have become the leader of the industry." Xiao Wei, deputy chairman and general manager of the Pearl River piano, talked about the company's 66 years of "worshiping thorns". The musical instrument industry is a fully competitive market, and its main competitors come from abroad. As an old -fashioned state -owned enterprise, the Pearl River piano must kill a blood path by itself. There is no retreat or "lying down". Only by holding core technologies in your own hands, and continuously developing new growth points based on music culture can you forge that there is something. Competitive ethnic brand.

Be curve overtaking, the old -fashioned production and sales jump ranks first in the world

Established in 1956, the Guangzhou Piano Factory is the predecessor of the Pearl River Piano Group. The earliest collective enterprises merged from eight instrument workshops such as piano and wind piano. At the beginning of its establishment, there were only 56 employees, and only 13 pianos were produced each year.

At that time, the factory had no large -scale processing equipment, no drawings, and no complete tools. The first generation of Pearl River piano people, with an imported piano as a blueprint, repeatedly pondered, the first Pearl River piano was created in a humble environment. Today, this vertical piano called Chopin is intact in the Pearl River Piano National Cultural Industry Demonstration Base.

What many people don't know is that the simple and elegant piano actually contains countless exquisite designs -simple manufacturing of a piano requires 8,000 parts, and more than 300 processes before and after. As an exotic product, in the past, the piano produced in China has deficiency in terms of product design, processing technology, accuracy, and climate adaptability.

In the 1990s, the Pearl River piano, which stood at the forefront of reform and opening up, formulated an international strategy of "introduction and going out". Xiao Wei told reporters that there was a small story when he went abroad for the first time in the Pearl River piano. At that time, the Pearl River piano took the product to the exhibition overseas for the first time. Many merchants sat down and played a few times, and they left without a word.

"The huge quality gap is looked down on by foreign counterparts. They think that the Chinese will not make piano at all." Xiao Wei told reporters that since then, the Pearl River Piano has begun to spend heavy funds to attract external brains, create technology centers, develop independent core technologies for research and development of autonomous core technologies , Cultivate excellent craftsmen team. With continuous efforts, in 1987, the production and sales of the Pearl River piano reached the number one nationwide, becoming the leader in the domestic industry.

But the ambition of the Pearl River piano is more than that. Xiao Wei admits that when competing with the top piano manufacturers from the world at the beginning, the Pearl River Piano still plays the role of "little brother". The cost -effective brands such as "compete".

Under this background, the Pearl River piano has continuously accelerated the development of brands, production, talents, and technology to internationalization and high -end. "Word of mouth. In the actual combat of the "real knife and real gun" of the market, in 2001, the Pearl River piano finally defeated strong competitors such as Japanese and Korean, and the production and sales volume jumped to the top of the world for the first time.

Caesarburg's "Zhenyi" series of Guiluki piano now, the Pearl River piano has developed from an obscure small factory to the world's largest piano manufacturing company -every 4 piano sold in the world, one is the Pearl River piano, production and sales After 20 consecutive years, it has ranked first in the world and has become a well -deserved "single champion" in the domestic piano manufacturing industry. In 2012, the successful IPO of the Pearl River Piano was listed as a whole, becoming the first domestic instrument culture listed company. Under the strategy of "introducing and going out", the Pearl River Piano also cooperated with Yamaha to acquire the European high -end piano brand Ritmille, acquired 90%of German centennial brands and the largest piano manufacturer in Europe, and established Relying on the Pearl River brand, the coordinated brand system of Caesarburg, Schumhr, Litmille, Jingzhu, and Weiteng.

Try a thousand times to install "Chinese mallets" for domestic piano

"The experts we introduced from abroad have been in Guangzhou for the longest 12 years, but it is not enough to rely on external experts. The most important thing is independent research and development." Xiao Wei said that in order to break the international technological monopoly, The Pearl River Piano Group has established a technological innovation system of "independent innovation+intellectual introduction+industry -university -research", which is a large technology in small parts.

Open the top cover of the piano, and the small mallets knocks, so that the piano can emit a wonderful melody. In the manufacturing of the piano, the string is an important part of the quality of piano sound. The impact of the string hammer on a piano tone accounts for about 25%. Previously, the string hammer of high -end piano was mainly produced by foreign companies. In order to solve this "stuck neck" problem, the Pearl River Piano is determined to implement the core component research project, and studied and designed 75 different hammer technology techniques. After 1458 trials, it finally successfully developed "Caesarburg Fortress in 2020 Piano PR2.0 hammer "realizes the" curve overtaking ", which breaks the passive situation of key core technologies that has been monopolized by foreign companies in one fell swoop. "When the old -fashioned products are moving towards high -end and boutique, we need to support more cutting -edge technology and craftsmanship. Only by holding technology firmly in our own hands and installing 'Chinese hammers' for domestic high -end piano, can we have It may break the restrictions of technology. "Xiao Wei proudly said. Today, PR2.0 high -end mallets are widely used in the high -end piano series such as Caesarburg and Litmille, a subsidiary of the Pearl River Piano. In recent years, related businesses have increased by 52.52%year -on -year.

"We also clearly realize that compared with international first -class musical instrument companies, there is still a shortcoming enterprise development." At the same time, Xiao Wei also mentioned that the Pearl River piano must move from "production and sales first" to "brand force first" However, there are still insufficient mastery of some high -end core technologies. Part of the key materials and technical issues that affect the quality of musical acoustics and performance performance are still to be overcome. There is a certain gap between the technical research and development capabilities and the industry benchmark.

In the field of piano technology innovation, the Pearl River piano is still working hard. The reporter was informed that in recent years, the average annual research and development intensity of the Pearl River Piano has remained at about 4.50%. Xiao Wei told reporters that the Pearl River Piano will continue to consolidate the world's leading musical instrument research and development centers, national enterprise technology centers, and provincial engineering R & D centers, and help Guangzhou to create a innovative highland.

At that time, the Hua Jia, "Little Cultural and Creative" leveraged the great influence

In the millennium merchant, Guangzhou, in the 1980s, the "wide goods" represented by the "Pearl River Water" and "Guangdong Food" were full of the country. As a technical craftsman of Guangzhou manufacturing enterprises, in 2021, the Pearl River Piano achieved operating income of 2.02 billion yuan, an increase of 15.31%year -on -year, and the total profit of 2021 was 222 million yuan.

Faced with the growth of the two -digit revenue of corporate revenue, Xiao Wei still felt the pressure of "not entering". Under the impact of factors such as the global new crown pneumonia epidemic and intensified regional political conflicts, the prices of the main raw and auxiliary materials continued to rise, and the consumer demand was relatively low, and the sales pressure on the Pearl River piano market was significantly increased.

The Pearl River Piano release series of cultural and creative products "We can't just be a piano manufacturer, but should continue to extend to a new field with music culture as the starting point." Xiao Wei said. As early as 1983, the Pearl River Piano held the first National Youth Piano Invitational Tournament of the Pearl River Cup, opening the precedent for the national professional piano competition for domestic enterprises. In August not long ago, in 2022, the Huacheng Music Festival and the "Pearl River · Caesarburg" International Youth Piano Contest Finals were held in Guangzhou, becoming the largest in the history of the Pearl River Youth Piano Contest.

"By hosting a competition, building a platform, and the cultivation and dissemination of music education, it is a necessary measure for the Pearl River Piano to enhance the brand awareness, and it is also the social responsibility of the leading enterprise." Xiao Wei said that as the old name, the Pearl River piano cannot just stare at the eyes at the eye. In terms of products, it should be closely linked with music culture. By cultivating the music and culture crowd, strengthening the function of popular science education bases, incubation and cultivation of digital music, film and television, animation, cultural education and other formats, creating a platform for the Greater Bay Area and even the national cultural industry display platform And spread window.

Today, the old -fashioned Pearl River Piano has gone through 66 years of development. Xiao Weimo was holding a antique piano from Europe, while saying: "Among the piano industry, there are many century -old brands. At the time of 66, it was still youth -we also worked hard to become a century -old company."

In order to embrace young new consumer groups, the old name is also constantly innovating. Just in August this year, the Pearl River Piano released a series of cultural and creative products, including music gift boxes, cultural and creative moon cakes, Pearl River craftsman robot series, cultural and creative dried flower hammer series, cultural and creative ice cream, art greeting card, cultural and creative tide cards, etc. Essence These cultural and creative symbols with distinctive music, among them, the blind box robot is made of piano components. The mallet is freely spliced ​​and DIY has become a robot with different shapes, with fun and artistic.

Source | Yangcheng Evening News · Yangcheng School

Editor -in -law | Li Xu

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