(Yicai) Oct. 24 -- Fender Musical Instruments, a US manufacturer of musical instruments known for its solid-body electric and bass guitars, plans to expand on the Chinese market and open an artist showroom in Shanghai, according to the president of its Asia Pacific business.

Chinese artists will be able to try Fender's latest products and get essential support at the showroom, Edward Cole said in an interview with Yicai, noting that the company is picking a location and expects to open the spot next year.

China's market has a crucial role in Fender's global strategy, with its business in the country growing 30 times over the past decade, Cole noted.

Establishing a direct strategic connection with Chinese consumers is very important for Fender, Cole said. Through innovative marketing and detailed customer services, the California-based firm has continuously enhanced its brand popularity and reputation in China, he added.

Established in 1946, Fender acquired professional audio equipment and software manufacturer PreSonus in 2021, enhancing its digital capabilities to better integrate with emerging electronic technologies.

Editor: Martin Kadiev