Keeping guitar market on a string

Zunyi Shenqu's brand-building proves music to Zheng'an's ears

New York City's Times Square is home to one of the most happening public-space advertising hot spots. That's where Zheng'an International Guitar Industry Park, from Southwest China's Guizhou province, displayed its advertisement on a giant electronic billboard for a week in January. The ad highlighted the park's strong determination to expand its business overseas.

Zunyi Shenqu Instrument Manufacturing Co Ltd is among a growing number of companies based in Zheng'an county that helped create one of the largest guitar-making hubs in western China. It is now seeking to gain momentum in its global expansion.