Electric guitar

Fender electric guitar brand boosts Chinese lineup for 11.11

Chinese consumers are going wild this 11.11, and as niche musical hobbies gain popularity in Alibaba Group’s B2C marketplace Tmall, American guitar brand Fender has become the top choice for electric guitars and basses.

Founded in 1946, its guitars, amps, pedals and accessories have been played on more stages around the world than any other company in the industry.

During this 11.11 Global Shopping Festival, the historic brand launches its series of American Vintage II electric guitars and basses on the Chinese market.

This is the first time that Fender has scheduled a product launch with the 11.11 shopping festival. The brand also held a livestream event on November 5 to celebrate the debut.

“Whether it’s live streaming or videos, we’re leveraging every tool we can on the platform, to connect with our community as much as possible,” said Edward “Bud” Cole, president of FenderAsia.

The brand’s flagship store on Tmall, launched in 2018, accounts for more than 10% of its total sales in China.

The latest series celebrates Fender’s iconic models through the decades, outfitted with authentic specs and aesthetics for lovers of vintage-inspired style and sound.

key quotes

“We continue to grow our business and expand our reach in the Chinese market to support all players in China, wherever they are on their musical journey,” said Edward “Bud” Cole, president of Fender Asia.

“For us, Tmall is a direct relationship with the consumer. Since we started, we have participated in 11.11 every year. There is not a single event, at least a trade event, that generates as much excitement and sales as Tmall’s 11.11 event,” said Edward “Bud” Cole, president of Fender Asia.

“The obvious choice for us is to continue working with Tmall and Alibaba as they provide what we believe is the best and most productive platform to achieve our goals,” said Edward “Bud” Cole, president of Fender Asia.