INNEO International Group Accelerates Southeast Asian Market Layout by Partnering with Bentley Music Group, Malaysia’s Leading Music Company
2026/04/17 Recently, Qian Junjian, President of INNEO International Musical Instrument Group, led a delegation to Malaysia to conduct in-depth cooperation negotiations with Bentley Music Group. The two sides reached a series of consensus on core issues including musical instrument supply and marketing, intelligent musical instrument promotion, and music and cultural exchanges.
As a highly influential leading musical instrument retail and distribution enterprise in Malaysia, Bentley Music Group was founded in 1975 and has grown into a comprehensive group covering musical instrument retail, wholesale, music education and other fields. With high-quality product supply, professional technical support and immersive shopping experience, it has deeply rooted in the local market for nearly half a century, accumulating profound market resources and a large customer base. As the exclusive distributor of Steinway & Sons pianos in Malaysia, its brand influence and industry reputation are well-known across Southeast Asia.
During the negotiations, Qian Junjian first introduced INNEO International's development history, core advantages and global layout, focusing on presenting the in-depth development strategy of the PHOENIX brand in Malaysia, covering core product lines such as the PHOENIX series of high-quality string instruments and the K1 Super Intelligent Guitar. He stated that Malaysia is an important economy in ASEAN and an ideal bridgehead for Chinese musical instrument enterprises to explore the Southeast Asian market. The local accumulation and industry status of Bentley Music Group will further enhance the influence of the PHOENIX brand in the Southeast Asian market. He looked forward to the two sides joining hands to enable more music lovers in Southeast Asia to experience the craftsmanship and cultural charm of Chinese musical instruments.
A special musical instrument appreciation and exchange session was also held on site, inviting senior local musicians to perform and compare the PHOENIX series string instruments with a number of world-renowned string instruments. Through real performance and careful listening, the PHOENIX OVD901 showed significant advantages in timbre layers, resonance texture and overall playing performance, winning unanimous praise and further strengthening the confidence of both sides in deepening cooperation.
Bentley Music Group stated that music education is highly popular in Southeast Asia and the demand for professional musical instruments is strong. The PHOENIX series accurately enters the market with high-end positioning and innovative design, and the cooperation between the two sides enjoys broad prospects. As an industry leader deeply rooted in the Malaysian market, Bentley Music Group has always been committed to introducing high-quality global musical instrument resources. This negotiation will build an efficient cooperation bridge for both sides to jointly tap the huge potential of the Southeast Asian musical instrument market.
Both sides agreed that INNEO International’s technological accumulation and production capacity advantages in intelligent musical instruments and high-end string instrument manufacturing are highly complementary to Bentley Music Group's retail network, brand influence and music education system in Malaysia and the ASEAN market. This negotiation not only finalized the first batch of orders, but also laid a solid foundation for in-depth cooperation in the future in product agency sales, e-commerce channel expansion, joint market promotion, music education project construction and other fields.
As a national key cultural export enterprise and a high-tech enterprise, INNEO International has been deeply engaged in the musical instrument industry for many years, and has formed distinctive advantages especially in the R&D of high-end string instruments and intelligent musical instruments. Its independent brand PHOENIX is exported to more than 70 countries and regions around the world, and is known as "China's No.1 export brand of string instruments". This exchange is not only an important measure for INNEO International to implement its globalization strategy and expand the Southeast Asian market, but also a vivid practice of deepening cooperation and promoting cultural exchanges between the Chinese and Malaysian musical instrument industries.
In the future, INNEO International will continue to focus on product quality, deepen strategic cooperation with overseas partners, and bring the "intelligent manufacturing" standards and craftsmanship of Chinese musical instruments to a broader international stage.