The Nasdaq Stock Market is trying to expand its reach in China with a couple of new management appointments.

Nasdaq today announced that Eric Landheer has been appointed as its Head of Asia Pacific, and Guang Xun Xu is to become co-chief representative in China. Based in London, Landheer will be responsible for Nasdaq’s new listings business throughout the Asia Pacific region and Xu will be responsible for developing relationships with potential Nasdaq issuers while maintaining relationships with existing listed companies based in China. Xu will be based in China.

Landheer will report to Charlotte Crosswell, president of Nasdaq International and Xu will report to Landheer.

Landheer becomes Head of Asia Pacific after four years as a managing director, New Listings for Nasdaq . Until recently, he was responsible for driving initial public offerings to the Nasdaq in the Western US. Xu joins Nasdaq after working as a consultant in China. He was previously managing director, Asia for Nasdaq between 1994 and 2004.

Charlotte Crosswell, president of Nasdaq International said, “We are delighted that Eric and Guang are joining Nasdaq International, Eric’s vast experience in securing initial public offerings and Guang’s business experience throughout the region will be a great asset to our proactive business initiatives internationally. Nasdaq continues to demonstrate its commitment to Asia Pacific, it is dedicated to the region and it welcomes all companies from all industry sectors that are looking to raise US capital through its superior market.”

Nasdaq currently has 38 companies from China listed on its exchange with a market cap of approximately US$30 billion.