Comparable to Yamaha, Medeli flourishes in Jinwan

Medeli Musical Instrument (Zhuhai) Co Ltd generated 500 million yuan ($74.3 million) in sales in 2016, re-establishing itself as China's largest digital instrument developer and manufacturer.

Located in the Liangang Industrial Zone of Jinwan District, the company produced 778,000 units in 2016, of which 610,000 (nearly 80 percent) were sold overseas, bringing in $27 million.

According to a company executive, Medeli anticipates revenue of 800 million yuan ($118.8 million) by 2020.

A subsidiary of Medeli Electronics Co Ltd, the Zhuhai operation was established in 1993 with registered capital of 120 million yuan ($17.8 million). It grew out of Deli Electronics (Shenzhen) Co Ltd. The company relocated to Zhuhai in 2006 and now has more than a thousand employees.

Assembly line at Medeli Electronics [Photo by Zhang Zhou / Zhuhai Daily]

The high-tech company integrates R&D, manufacturing and sales of digital electronic and traditional musical instruments, multimedia software and control systems, digital appliances, music teaching equipment, and game devices.

Featured products include keyboard organs, digital pianos, electronic drums, MIDI keyboards, and guitar effects pedals.

Thanks to well-equipped production facilities for injection molding, hardware, spray paint, silkscreen printing, wood products processing, and electronics assembly, the company can manufacture up to 2.5 million musical instruments annually.

Products are sold to more than 90 countries and regions including Germany, Italy, France, Spain, Austria, the United States, Japan, Korea, India, the United Arab Emirates, Saudi Arabia, and South Africa. The company is therefore rated as a national-level key enterprise for cultural exports.

According to an industry expert, Medeli's reputation is comparable with Yamaha, a world-famous Japanese brand known for pianos, and is on a par with any other enterprise in the industry.

In 2015, Medeli spent 30 million yuan ($4.5 million) in crafting new lines, and developing more than 80 market-favored product projects. According to a project leader, R&D expenditure continues to grow.  

For instance, Medeli's self-developed DD508 Electronic Drum Kit has so far exceeded similar projects produced in China, reaching an internationally advanced level. Similarly, the EO3000 Double-keyboard Electronic Piano has filled a gap in domestic industry, becoming the first keyboard of its kind to be used in teaching and stage performance.

The industry heavyweight is also taking a leading position in making national and industry standards. In 2011, it was approved to set up a working group for the National Technical Committee 371 on Musical Instrument of Standardization Administration of China in charge of revising electrophone standards. 

Furthermore, Zhuhai Medeli has led in setting or revising national industrial standards for electronic organs, drums, keyboards, and more.