The Future Of Music In Chinese Retail Is Bright
Esprit Will Utilize Mood Media’s Proprietary Technology Throughout its Retail Stores in Mainland China
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While the retail prospects for music recordings in China are bleak at best, the future of music in retail are brighter than ever. This is particularly true as Chinese consumers become increasingly sophisticated and both Western and Chinese brands seek new ways to attract their attention and provide an increasingly experiential environment. Combined with growing copyright awareness and enforcement in the coming years, providing custom music solutions for retail outlets is likely to become a bonanza for Chinese company's such as 2Muse, which provides in-store music for Converse, as well as fast-acting Western firms.
Mood Media, parent company of Muzak and DMX, and one of Canada's fastest-growing companies, announced that global fashion brand Esprit would be incorporating its custom music program in its mainland Chinese stores starting this month.
One advantage for Mood Media was its ability to meet Esprit's requirement of a PCI compliant provider with a China Compulsory Certificate. The upgrade from its current CD player system to Mood Media's IP-based media player will allow Esprit to instantly refresh its playlists — a process in the past that could take several weeks to months by sending CD updates through the mail from Esprit’s headquarters in Germany to China.
"The solution is saving us time, while also providing us with access to one of the most expansive music libraries in the world," noted Holly Li, CEO, Esprit China. With the Chinese economy slowing, that seems like a compelling argument for any brand in China's no-holds-bar competitive retail market.