Almost a decade ago, impresario Song Jianping came up with the unconventional idea that modern-day shopping malls could help save classical music performances.

A show organizer friend of his who had just returned from a trip to Europe in 2015 to study the staging of classical music concerts told him most of the audiences at the performances were elderly people. "There is no hope for classical music," Song's friend declared.

Song, 43, is founder and chairman of Music Fans, a Beijing-headquartered company that has organized 5,000 performances around the country for more than a decade. His friend's bleak prognosis for classical music concerts inspired the mall idea.

"Why not bring concerts closer to people, especially young people, which allows them to enjoy classical music more easily and comfortably?" Song said, noting that malls had the added attractions of grocery stores, fashion brands, cinemas, coffee shops and children's play areas.

When he started his company in 2012, Song focused on classical music concerts, featuring soloists, orchestras and chamber music performers. Like many companies that put on live performances, he incurred the costs of renting spaces, the majority traditional theaters with a capacity of about 1,000 seats.

From 2012 to 2015, some of the shows that his company staged didn't sell very well, Song conceded. He had also started to realize that going to a classical music concert at a theater was not very appealing to many patrons, especially young people, who have a fast-paced lifestyle and need the convenience of restaurants and easy access to transportation.

On Dec 24, 2019, the company launched its first performance at Taikoo Li Sanlitun, a shopping complex in downtown Beijing.

The concert featured cello player Zhao Xuyang and pianist Liu Yuntian performing Beethoven's complete cello sonatas. Ticket prices ranged from 100 to 380 yuan ($14 to $53), and to Song's surprise the concert sold out.