Guitar firm hitting all the right notes

Turning out only 200 guitars a month from its custom workshop, Hubei Tongxin Musical Instrument Co Ltd, based in Songzi, Jingzhou, Hubei province, aims to take a greater overseas market share in the high-end guitar manufacturing market.

"As a high-end production facility of the company, the workshop sells its guitars for no less than 30,000 yuan ($4,130) each," said Wang Fenghua, CEO of the musical instrument maker.

Based in the Songzi Cultural and Creative Park, Tongxin specializes in classical guitars, acoustic guitars and ukuleles, and is one of the few companies in China capable of producing a full range of high-end wooden guitars.

While the workshop turns out around 200 guitars a month, in 2024, Tongxin's other facilities enabled the company to export over 12,000 guitars annually, with the top models priced at 59,800 yuan each, generating an annual output value of 150 million yuan.

More than 80 percent of its products are exported to Europe, the United States, Japan, Australia and Southeast Asia.

"The market for high-end guitars is buoyed by greater demand and potential, but it requires advanced technical know-how and breakthroughs in material science," Wang said.

Tongxin operates China's only full-process workshop with constant temperature and humidity control 24 hours a day.

Also, Tongxin's core team of more than 100 luthiers all have over 20 years of experience. Building on this expertise, the company allocates about 1 million yuan annually to train its craftsmen.

"Maintaining consistent quality and enhancing competitiveness is vital," Wang said, adding that the company is committed to delivering both stable supply and consistent quality.

Its craftsmanship has drawn attention from international peers. Abraham Wechter, a master luthier, relocated his own workshop to the Songzi park after being impressed by Tongxin's craftsmanship.

"The company has a deep passion for making beautiful guitars and works hard to achieve true professionalism," Wechter said.

Between 2024 and 2025 alone, the company hosted over 80 groups of foreign buyers from more than a dozen countries, including Switzerland, Austria, the US and the United Kingdom, establishing long-term partnerships. Its output value in 2025 is expected to reach 350 million yuan.

Tongxin's rise is closely tied to the growth of the Songzi Cultural and Creative Park, where it serves as a leading player.

Completed at the end of 2023, the park has already attracted 11 enterprises including Tongxin. Its output value is expected to reach 800 million to 1 billion yuan in 2025, rise to 2 billion yuan within three years and eventually grow to 5 billion yuan when fully operational, creating nearly 10,000 jobs.

During a field trip to Songzi on June 18, Wang Zhonglin, Party secretary of Hubei province, said cultural and creative industries have become new growth drivers with enormous potential and a broad market outlook.

Wang Zhonglin urged the park to build on its existing foundation and expand the guitar industry from manufacturing and sales to demonstration, experience and entertainment.

The park will continue to cultivate leading enterprises such as Tongxin, foster supporting industries and promote the full-chain development of the cultural and creative sector, said Wang Wei, Party secretary of Songzi.

Looking to the future, Tongxin's CEO said the company will leverage its technical expertise to further expand its overseas sales channels in tandem with the development of the park.