NAMM Introduces International Market-Building Plans with Professional Development Courses at Music China

For the first time, NAMM, the International Music Products Association, will present professional development courses at Music China, October 18–21, 2006, at the Shanghai New International Expo Centre. The NAMM University sessions will bring together leading industry experts from all over the world, cementing the fair's position as a critically important MI industry event in Asia. Music China is organized by the China Music instrument Association (CMIA), Messe Frankfurt and INTEX Shanghai, with support from NAMM as an International Cooperation Partner.

The NAMM University schedule is divided into three parts, with two panel discussions making up part one. The first panel, "Where is the Chinese Market Going?" will feature Alan Liu of AXL Musical Instruments Co. Ltd. Corp.; Terence Ng of Parsons Music; Tom Lagomarsino of PianoDisc; Cheng Jiantong of Roland Asia; John Lee of Tom Lee Music Co. Ltd.; Zhao Huicheng of XingHai Piano; Zhu Wenyu of Best Friend Music; and Feng Yuankai of Musical Instrument magazine and CMIA Information department.

"Intellectual Property Rights and Their Importance for the MI Industry," the second panel discussion, will be moderated by Dennis Houlihan, NAMM chairman, with the following participants: Wu Bin of People's Music Publishing House; Daniel Yen of K.H.S. Musical Instrument Co., Ltd.; Wang Gentian of CMIA; a representative of the Shanghai Intellectual Property Agency; Brian Majeski of Music Trades; Rick Drumm of J. D'Addario & Company, Inc.; Jonathan Heimer of Commercial Center U.S. Consulate General in Shanghai; and Tong Zhicheng of Pearl River Piano Group.

The NAMM University panel discussions will be relevant to all attendees at Music China, and will be translated simultaneously in English and Chinese.

The second part of the NAMM U curriculum includes "how to" sessions, which are targeted primarily toward Chinese retailers and aimed at developing the Chinese retail market. These sessions include presentations by Alan Liu, "How to Maximize Your Sales"; Blue Lan, "The Importance of Staff Training on Retention"; John Lee, "How to Increase Your Professionalism by Merchandising, Promotions and Customer Service"; Steve West, "How to Set Up a Repair/Service Department"; Blue Lan, "How to Set Up a Lesson Program"; and Zhao Yitian, "How to Compete with the Chains." These sessions will be delivered in Chinese.

The third part addresses overseas manufacturers, whether exhibiting or non-exhibiting, who are seeking to understand the Chinese distribution channels or who wish to find Chinese manufacturers. These sessions are "Understanding the Chinese Distribution System—How to Get Your Products into Chinese Retail Stores," presented by Zhao Yitian, and "How to Get Your Product Manufactured in China," presented by Alan Liu, and will be delivered in English.

"This year we have over 800 manufacturers and suppliers of MI products covering five exhibition halls at Music China," said Cordelia von Gymnich, who heads the global Musikmesse team for Messe Frankfurt. "The addition of the NAMM University at the show creates a solid educational platform that will provide much higher value for our exhibitors and visitors. It is a very exciting development for us, and—we hope—a step in the right direction for the MI industry in China."

"With an increasing percentage of NAMM Members being based outside of the United States, NAMM University has extended its programming to include these sessions in order to help grow the Chinese market and increase knowledge of best practices worldwide," said Betty Heywood, director of International Affairs, NAMM. "By working closely with our Chinese retail Members, we will be able to promote the country's sales of instruments from around the world—which will help to strengthen the entire industry."