Yang Song

Date of Award

2025

Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Chen Anying

Abstract

In the past ten years, both of the Guqin-making industry and the Guqin performance field are developing rapidly. The number of guqin players in China has developed to Several Million levels. “Guqin Market size was valued at USD 0.15 Billion in 2022 and is projected to reach USD 0.25 Billion by 2030, growing at a CAGR of 7.5% from 2024 to 2030.” The Chinese guqin market offers diversified levels of products, and the price system has an extremely wide range. Even in the mid-range market, the prices range from several thousand yuan to several hundred thousand yuan. It can be said that the price of guqin is quite Mysterious. At the same time, we can see the guqin industry in China is experiencing several trends. First, as guqin culture gains popularity, younger consumers are more interested, price-sensitive, and open to new materials. Some want personalized products with higher demands on appearance and decoration, and more customization. Second, the Internet and short videos have deepened people's understanding of guqin, and online education platforms have made learning easier. Additionally, the growing global influence of Chinese culture and cross-border e-commerce present opportunities for international expansion, and there's a trend of more cross-industry cooperation to innovate and expand market space. ii The guqin-making market needs New Materials for renewal and replacement. This helps solve timber shortages and ecological damage issues, enabling manufacturing process standardization, improving product yield, and sparing ordinary consumers from defective product troubles. New Designs are also crucial to enrich styles, making the guqin fit modern cultural connotations. They should especially meet the fashionable and personalized aesthetic needs of Younger Consumers and the Overseas market. Additionally, New Technologies are essential to make playing and maintaining the guqin easier, lower the entry cost, and promote the spread and development of guqin art. However, new materials are more widely used in Western musical instruments like guitars and violins. In Chinese traditional instruments, their application is rather scarce. Regarding guqin, no fully developed composite material guqin sample exists yet. Even related researches are just at the early stage of substituting planks. For ordinary guqin enthusiasts, there are no new-style guqin products for consumers to choose from. Only by solving new material issues and achieving standardized production can guqin manufacturing cooperate more effectively with technology companies. Facing such a market gap, the development of a new generation of guqin with new materials, designs and technologies, to meet the pursuit of the younger generation for guqin, not only has market significance, but also has unlimited possibilities for growth. This PROJECT is committed to founding a technology - manufacturing enterprise iii centered on guqin art, with the aspiration of emerging as the DONNER within the guqin realm. Specifically, it sets its sights on young guqin enthusiasts and offers guqin products characterized by "new - generation design + eco - friendly materials." These products are high - quality musical instruments boasting cost - effectiveness, fashionable and personalized styles, as well as expandable functions. Our vision is to become a globally leading manufacturer of new - material guqin. We aim to provide guqin enthusiasts with better - quality and more creative products, reduce the environmental impact of guqin manufacturing, and enable the art of guqin to regain new vitality in the new era.

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