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At Music China 2025, Ms. Li Xiaoxia, Deputy General Manager of Medeli Electronics (Shenzhen) Co., Ltd., clearly articulated the enduring mission of this homegrown Chinese brand—now in its fifth decade: “To create electronic musical instruments by Chinese people, for Chinese people—and to bring the beauty of music into every ordinary household.”

An Unchanging Commitment: Advancing Music Accessibility for Chinese Families

“From the very day our founder established Medeli, this original mission has never changed,” emphasized Li Xiaoxia, reflecting on the brand’s journey since its founding in 1983. Medeli’s vision is simple yet resolute: “A Medeli in every home.”More than just a slogan, this promise has long guided every aspect of the company—from product R&D and design to market strategy. At its core lies a clear purpose: to lower the barriers to music-making, making electronic keyboards, digital pianos, electronic drums, and other instruments accessible, everyday companions in Chinese households—enabling not only musical discovery but also emotional expression, and ultimately fostering the passing down of music from one generation to the next.

The Human Touch: Thoughtfully Crafted Details for Chinese Users

To fulfill its mission of “making music more accessible and enjoyable for Chinese people,” Medeli has poured exceptional care into the finer details of its products.“We’ve always insisted on designing from the perspective of Chinese users—to create instruments that truly suit their needs,” explained Li Xiaoxia. A notable evolution in recent years is Medeli’s comprehensive adoption of fully Chinese-language interfaces and displays across its product line. While this change may seem simple on the surface, it effectively removes a significant language barrier—enabling users of all ages, especially beginners and children, to operate devices more intuitively and get started faster. This allows them to focus their energy where it belongs: on making music, not on deciphering complex settings.

This user-centered mindset is deeply embedded in Medeli’s product line strategy. The brand is committed to building a complete learning pathway—from musical启蒙 (first steps) to professional mastery—that grows alongside music learners. “We hope music can accompany children throughout their journey of growing up,” said Li Xiaoxia. With this vision in mind, Medeli places special emphasis on approachability and guided design in its products. Every detail is crafted to help beginners—especially children in China—take their first confident step into music, and gradually progress toward more advanced and professional pursuits.

Product Portfolio: Comprehensive Coverage, Professional Progression

Guided by a clear user-centric positioning, Medeli has built a product portfolio spanning three core categories:

• UP Series Digital Pianos:

  This family now offers a complete lineup—from entry-level to professional-grade models, including the UP105, UP305, UP505, UP705, and UP805. Designed with precision, each model caters to distinct needs across the spectrum: from home learners and hobbyists to serious performers and educators—ensuring full coverage across the entire user journey.

• A Series Keyboards:

  The flagship model A2000S was honored as “Recommended New Product” at Music China 2025. Building on its predecessor, it delivers significant enhancements in playability, sound quality, and audio effects—earning widespread acclaim from users across China and showcasing the technical prowess of domestic brands in the high-end arranger keyboard segment.

• MZ Series Digital Drum Sets:

  Medeli has unveiled its latest entry-level model, the MZ537—a significant new addition designed with Chinese users in mind. As China’s first  drum kit featuring a fully Chinese-language interface and display, it offers exceptional ease of use for beginners, dramatically lowering the learning curve. Meanwhile, flagship models in the series—such as the MZ928 and MZ923—have already earned strong recognition within China’s professional music community, thanks to their advanced performance capabilities and outstanding playability.

From thoughtful design for beginners to uncompromising performance for professionals, Medeli is steadily turning its brand promise—“Express the Music in You”—into reality through a systematic and cohesive product strategy. Behind this vision lies a quiet yet enduring commitment: for over four decades, as a homegrown Chinese brand, Medeli has remained steadfast in its mission to enrich the musical lives of Chinese families and advance the accessibility of music for all.