近年來，中國鋼琴市場正面臨前所未有的寒冬，鋼琴銷售量和學琴人數雙雙下滑，引發業界廣泛關注。自2019年起，鋼琴業的萎縮便已出現端倪，但在過去兩年中，情況更加嚴峻。許多琴行被迫關門，一些曾經穩健的上市公司財報中也直接反映這一趨勢。以龍頭企業珠江鋼琴為例，2024年的營收僅為6.77億元，同比下降近四成，淨虧損達2.36億元；另一家海倫鋼琴則虧損近一億元。

不僅新琴市場遇冷，二手鋼琴市場也出現巨量庫存。一些二手交易平臺顯示，2024年“鋼琴轉讓”掛牌量同比增長300%，即便是幾乎全新的鋼琴，打五折後仍鮮有人問津。這種斷崖式下滑引發行業深思：中國人是否不再熱衷於學鋼琴？從曾經被譽為“樂器之王”的鋼琴，到如今逐漸被冷落，行業在這幾年間究竟經歷了什麼？

根據中國樂器協會的數據，過去全球鋼琴產量和銷量基本保持在40萬到50萬台之間，中國的產量和銷量則穩定在30萬台以上，是全球鋼琴製造大國和國際消費市場的重要一環。然而，自2020年下半年起，多種外部因素疊加，國內樂器市場需求逐漸疲軟，庫存壓力不斷攀升，鋼琴產銷量明顯下降。到2023年，鋼琴銷量更迎來了斷崖式下跌。

據中國樂器協會《2024年產業白皮書》動態監測數據顯示，鋼琴銷量從2018年的35.6萬台下降至2023年的12.8萬台，2024年更跌破10萬台大關。行業內人士直言：“鋼琴行業崩了。”鋼琴市場寒冬的成因是多方面的。一方面，年輕家庭對音樂教育的投入有所減少，家庭經濟壓力和教育成本上升，使得學琴熱情下降。另一方面，線上音樂教育的興起、興趣多元化以及其他娛樂方式的競爭，也分流了潛在學琴群體。此外，高價位鋼琴的入門門檻使得部分家庭望而卻步，而二手鋼琴市場價格低廉卻缺乏有效流通管道，進一步加劇了庫存積壓。

總的來說，中國鋼琴行業正面臨需求萎縮、庫存積壓和銷售下滑的多重困境。從“樂器之王”的風光到今日的冷清，這一行業的困境反映了市場結構、消費習慣以及教育文化變遷帶來的深刻影響。如何重振鋼琴教育熱情、提升市場活力，將是行業未來亟待解決的核心課題。

In recent years, China’s piano market has been facing an unprecedented downturn, with both piano sales and the number of piano learners declining sharply, drawing widespread concern from the industry. Signs of this contraction first appeared in 2019, but over the past two years, the situation has worsened significantly. Many piano stores have been forced to close, and the financial reports of once-stable listed companies directly reflect this trend. For example, leading manufacturer Pearl River Piano reported revenue of only 677 million yuan in 2024, a nearly 40% decrease year-on-year, with a net loss of 236 million yuan. Meanwhile, Helen Piano reported losses approaching 100 million yuan.

The downturn affects not only the new piano market but also the second-hand market, which is now overwhelmed with inventory. Some second-hand trading platforms reported a 300% year-on-year increase in “piano resale” listings in 2024. Even nearly brand-new pianos offered at half price attracted few buyers. This cliff-like decline has prompted industry reflection: are Chinese people no longer interested in learning piano? From being hailed as the “king of instruments,” the piano has gradually fallen out of favor, prompting questions about what the industry has undergone in recent years.

According to the China Musical Instrument Association, global piano production and sales have generally remained between 400,000 and 500,000 units annually, with China consistently producing and selling over 300,000 units, making it a major global manufacturer and market. However, starting in the second half of 2020, multiple external factors combined to weaken domestic demand for musical instruments, leading to rising inventory pressures and a noticeable decline in piano production and sales. By 2023, piano sales experienced a cliff-like drop.

Data from the China Musical Instrument Association’s 2024 Industry White Paper shows that piano sales fell from 356,000 units in 2018 to 128,000 units in 2023, and in 2024, sales fell below 100,000 units. Industry insiders have bluntly stated, “The piano industry has collapsed.”

The reasons for this market downturn are multifaceted. On one hand, young families are investing less in music education due to financial pressures and rising educational costs, reducing enthusiasm for learning piano. On the other hand, the rise of online music education, diversified interests, and competing entertainment options have drawn potential learners away. Additionally, the high entry cost of pianos deters many families, while the second-hand market, although cheaper, suffers from poor circulation, further exacerbating inventory accumulation.

Overall, China’s piano industry is facing the combined challenges of weakened demand, inventory backlog, and declining sales. The fall of the piano from its status as the “king of instruments” to its current unpopularity reflects profound changes in market structure, consumer habits, and educational culture. Reviving enthusiasm for piano education and boosting market vitality will be key challenges for the industry moving forward.