Yamaha Appeals Saxophone Among the Chinese Elders’ Community

For years, Yamaha has been ruling and helping to grow China’s piano market. It has been observed that the piano became an instrument that every individual wanted to learn to play. Over the years, the piano became a part of its culture, which led to more growth in the country. However, the demographic has changed a little bit. And that is why Yamaha is witnessing a few difficulties in continuing the business in the country. Right now, it is coming to see that Yamaha is focusing more on the ‘silver economy’ of China. For that reason, they have made the strategy and are paying more attention to wind instruments and saxophones. Retirees in China like to keep them associated with activities like music, exercising, and more. That is why this particular initiative can be a successful measurement for Yamaha. Now, let’s find out more about Yamaha’s appeal regarding saxophones among elders-

• Offers a significant flavor of the culture:

Yamaha is producing saxophones that have the taste of Chinese music. In the Chinese culture, music holds a significant role. That is why this musical instrument-making company is producing more digital saxophones and other instruments that can produce music similarto the traditional Chinese instrument. With this initiative, the instrument-making company has joined both the Western and Eastern music essences. Therefore, with the help of such an instrument from Yamaha, one will get the chance to offer a unique instrument to the elders and boost its sales in the country once again. Thus, it can be a great movement for the company and assist it in expanding more.

• The sudden piano market decline:

Previously, it was seen that China was a country where 400000 units of pianos were sold annually. Just like most other countries, the piano is not only an instrument for rich people. Individuals from the middle class have also shown much interest in learning how to play the piano. However, right now, a huge shift has taken place in consumers’ priorities. For that reason, 33% of sales have dropped in the last two fiscal years. In addition to that, it is also coming to see that the annual sales have come to a quarter. The rapid fall in the market has made things even difficult for Yamaha.

• Utilizing the silver economy:

It is clear that the interest in piano has decreased on a large scale among the Chinese people. As the piano keys have gone numb, the saxophone is offering its new rhythm. As the retirees in the country have a passion for such activities, this is why appealing to them is a wise choice right now. The demographic is quite vibrant in this country. According to research, it has beenknown that people in their 40s, 50s, and even 60s have sufficient leisure time and interest in investing money in music. Right now, the birth rate in the country is slowly declining. It is now declining at a rate of 6.77 per 1000 people. That is why it is expected that by 2035, the population of over-60s will increase to 400 million. On the other hand, the ‘silver economy’ is also expected to grow up to RMB 7 trillion, which equals US $958 billion by 2030. Thus, investing in such an instrument would be a great choice as it has the potential to boom in the future. According to reports, it is coming to known that it can help to increase the sales of the company by 30% in the future.

• The immense popularity of music among elders:

In China, it is seen that music is an extremely popular activity. Even the retirees like to play various instruments in their leisure time and utilize them. Plenty of cities are there in this country where elders who play instruments in parks. It is a popular activity in this country. Therefore, approaching the elders with an instrument like a saxophone can be a brilliant choice. A saxophone is a wind instrument, so it can help to maintain healthy lungs in a hassle-free way. Previously, it came to know that Ma Qiangli, a 70-year-old, started playing saxophone when he was ill. And this only practice helped him to improve his lung health and capacity. He even said, ‘With the saxophone, there is that feeling of how to forget everything except the sound of the music wandering in your mind … For my future life, this is a new beginning’. It is a meditative act that can help to improve health in a hassle-free way. In China, an instrument is considered a tool to play music, but also to take care of health. For that reason, I approached them with a saxophone.

• Yamaha’s interesting strategy boom:

Yamaha is a music instrument-making company that has understood the decline of the piano in China. That is why the company came up with the approach of saxophones for the elderly. It is not only a pragmatic initiative but a forward-looking one as well. It is time to approach the ‘silver’ customers of the country. With this new approach, Yamaha is offering a digital saxophone that can help one stay close to the roots and also take care of their health in a hassle-free way. Thus, making the elders more engaged with an interesting practice can be immensely helpful for all. The instrument company will also get to expand much seamlessly with this particular practice.

Yamaha’s approach towards the elderly can bring a huge transformation. It has been seen that aging comes with a lot of physical issues that can take a massive turn later. The practice of playing an instrument like a saxophone will help one to have more confidence, nurture the culture, maintain a lifestyle, boost creativity, and much more. The winding rhythms can help one discover joy and happiness once again in their life. Thus, it can be said that this particular initiative is not only about increasing music lessons among the elders but enhancing their lives with more diversity. So, the Yamaha digital saxophone can be a great companion for all.

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