Fender Musical Instruments Corporation Announces Expansion Plans in China

Fender Musical Instruments Corporation (FMIC) has initiated bold initiatives to expand in the Peoples Republic of China (PRC), including a new office in Beijing, which will accommodate a team of Fender employees dedicated to supporting the branding and marketing needs of strategic partners, distributors, dealers and education channels within the PRC.

This China-based Fender team will be the first of its kind for FMIC, and will be fully dedicated to growth within the emerging PRC musical instruments market. Some of these efforts will include the communication of the Fender brand and lifestyle within the PRC, as well as providing product information and support to local artists, distributors and authorized dealers, and consumer-based marketing and advertising efforts.

FMIC also announces the establishment of a newly formed third-party distribution company authorized and dedicated to selling only FMIC products. Named “FAST Distribution” and based in a new office and showroom space in Guangzhou, this new distribution team will be focused on FMIC brands. Team members will include trained sales representatives dedicated to visiting and assisting retailers who want to grow the affinity and subsequent sales of the FMIC portfolio of brands. All PRC dealer support staff will work in the FAST offices. A showroom featuring many of the FMIC brands and products will be available for dealer training, group meetings and FMIC events.

FAST staff will be dedicated and focused on sales efforts, and will be working closely with both the FMIC U.S.-based teams, as well as coordinating with the new Fender office in Beijing to create a complete sales and marketing effort designed to promote growth for FMIC and its business partners within the PRC.