Zheng’an, a small county nestled in the mountains of southwest China’s Guizhou Province, has transformed from an impoverished town into the world’s largest guitar producer after over a decade of strategic industrial development.
With an impressive annual output of 2.25 million guitars, Zheng’an now manufactures one out of every seven guitars produced globally.
However, this achievement was far from the reality just a decade ago. At that time, nearly a third of the local population had left in search of work, struggling with poor transportation and barren land.
Zheng’an’s journey into guitar manufacturing began in 2012, following a directive from China’s State Council urging Guizhou Province to focus on developing its local industries.
A survey revealed that around 54,000 people from Zheng’an were already employed in the guitar industry in cities like Guangzhou. Seizing this opportunity, the county government decided to harness their expertise to establish a guitar manufacturing hub at home.
Zheng Chuanjiu, a pioneering guitar maker from Zheng’an, relocated his factory, Shenqu Musical Instrument Manufacturing Company, to the Zheng’an guitar cultural industrial park in 2015.
“At the start, it was tough. Zheng’an lacked a highway until late 2015, which made transporting large equipment difficult. But we persisted, setting up our own packaging and guitar bag factories, and encouraged partners to invest in raw materials and components. Today, we have a nearly self-sufficient industrial chain,” Zheng said.
Now, Shenqu exports to more than 40 countries and regions, with major brands like Fender and Ibanez depending on them for production.
“This order is for a Japanese brand. Our factory is fulfilling their monthly order of over 10,000 guitars,” Zheng added.
The factory’s high output is driven by skilled workers, with more than 15,000 people now engaged in guitar manufacturing across over 130 factories in the industrial park.
In response to the traditional reliance on imported woods like cedar and rosewood, local company Natasha invented a unique bamboo guitar that incorporates advanced technologies such as embedded sound cards and chips, offering a richer playing experience.
Since its founding in 2016, Natasha has focused on research and innovation, giving their guitars a distinctive character.
“Guitar materials typically come from various countries, like mahogany from Africa and rosewood from India. But what if these woods are no longer available? To address this, we began developing alternative materials like bamboo for guitar production,” said Li Qiwang, manager of the Natasha New Material Line.
Alongside large-scale production, Zheng’an has attracted master luthiers crafting soulful, handcrafted guitars.
One such figure is Kurt Hendrick, known as “Big K,” a Texas guitar builder who first gained recognition in the 1980s after creating a guitar for Billy Gibbons of ZZ Top.
Hendrick, who moved to China in 1997, chose Zheng’an as the base for launching his new brand in collaboration with Natasha Guitars in 2023.
“I’ve been in Zheng’an for three years, and I’ve been in this factory for nearly a year. I love it here. The local government and people have made the process incredibly smooth. Natasha’s company philosophy and the way they treat their workers is the best I’ve seen,” Hendrick said.
Another master craftsman, Zhang Weiyi, has gained recognition for his custom guitars, which feature silver ornaments from the Miao ethnic group. His work has attracted buyers from the U.S., Germany, and Spain, with his most expensive guitar selling for 380,000 yuan (about $52,200 USD).
In 2022, Zhang’s workshop produced 172 guitars valued at nearly $1.4 million USD.
“Crafting guitars is unique because players connect directly with the strings. Every piece of wood has its own character, and great guitars reveal their inherent voice. The growing quality of handmade guitars in China reflects significant industry progress,” said Zhang.
Zheng’an has also established a comprehensive guitar education program, training over 100 guitar teachers and offering music lessons to nearly 60,000 people across local schools.
Encouraged by the local government’s guitar working group, Zheng’an now hosts over 30 local bands and organizes a countywide rock show every weekend.
“In 2022, we launched public guitar training programs for all residents, employees, teachers, and students. Nearly 70,000 people have participated. Every weekend, our guitar square hosts live performances, inspiring more people to pick up the guitar,” said Xue Jun, deputy director of the Guitar Cultural Industry Development Center of Zheng’an.
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