The town of Zheng’an in southwest China’s Guizhou province has emerged as a significant hub for guitar manufacturing, producing about one in every seven guitars sold worldwide. A decade ago, this industry was virtually nonexistent in the area, which once saw many of its working-age residents migrate to southern manufacturing centers like Guangdong for employment.
Zheng’an’s rise as a guitar production center is largely attributed to a concerted industrial strategy combining both local and central government investments alongside favorable regional conditions. In 2012, local authorities launched a program called “return the phoenix to the nest,” aimed at encouraging skilled migrant workers to return home and establish businesses. Shenqu Guitar became one of the first companies to relocate to Zheng’an’s new economic zone under this initiative.
Founder Zheng Chuanjiu, who originally started his guitar business in Guangzhou, said the county officials actively invited him back to foster industry growth. Seeing his success, many industry peers soon followed suit, creating an expanding industrial cluster. By now, the town hosts 87 homegrown guitar brands and produces approximately 2.5 million guitars annually.
Zheng’an’s local government has supported this development by offering substantial incentives, including tax exemptions for up to three years, free rent for a decade, and streamlined export rebate procedures. These measures have helped the town export guitars worth 248 million yuan (around RM145 million) to more than 40 countries in 2025. During the first seven months of 2025, local enterprises also benefited from 147 million yuan (RM88 million) in tax reductions and exemptions.
The region’s favorable climate is another factor contributing to its guitar-making success. Zhang Weiyi, a master luthier who moved his shop from Guangzhou in 2019, highlighted that the environment is well-suited for crafting high-quality instruments. Despite his smaller-scale production of about 150 custom guitars per year, Zhang emphasized the importance of craftsmanship and long-term client relationships over industry scale.
Economists like Dong Xuebing from Zhejiang University have noted the importance of developing specialized regional industries to counteract population decline in rural areas and drive local economic growth. He advocates for counties to build on their unique advantages and distinct industrial foundations to foster sustainable, differentiated development.
Today, Zheng’an proudly celebrates its transformation, with guitar-themed public art and infrastructure reinforcing its identity as the “Capital of Guitars, City of Music.” This success story illustrates how targeted policy and regional strengths can combine to revitalize local economies and create globally competitive industries.