The diverse activities and immersive scenarios of the Asia Outdoor Exhibition—see how the carnival deciphers the hearts of end consumers.
The First “Ziran Pai” Outdoor Carnival
Successfully concluded in Nanjing on June 30
With over 20 on-site activities, it effectively reached out to
industry clients, outdoor enthusiasts, and novice users
An industry ecosystem centered around post-90s and post-00s generations as the main consumer base is taking shape. How can we seize this opportunity to break through? The “Ziran Pai” Outdoor Carnival emerged in response. As an extension of the Asia Outdoor Exhibition, it starts by deconstructing C-end consumers to explore the real potential of the outdoor market. It extends horizontally by collaborating with relevant outdoor brands, further diversifies through cross-industry activities, and actively adapts to changes in the outdoor market. This approach accurately identifies the C-end audience, awakens user demand, builds immersive and accessible scenarios, and ultimately drives purchases.
On-site experiences of outdoor activities such as rock climbing, kayaking, and paddleboarding lower the barriers, making the outdoors no longer out of reach.
In collaboration with brands like Fire-Maple, Hiland, Mushan, and MobiGarden, the camping lifestyle area offers C-end users an ultimate comfort experience.
The carnival invited popular KOLs with an outdoor vibe, such as the Traveling Couple and Wild Food Guy, who engaged deeply with fans on-site.
Two main events—Treasure Hunters and Fun Challenge Competitions—together with over 20 other activities, comprehensively cater to the diverse needs of the C-end crowd. Balancing competitiveness and fun, they effectively boost user engagement.
Catering to the preferences of the younger generation for pop culture and internet culture, special activities such as go-karting, eSports tournaments, audiovisual parties, and trend markets were set up to attract more young C-end audiences, letting them experience the joy of enjoying nature outdoors.
The Purple Mountain Night Run partnered with well-known outdoor brands 33000FT and KAILAS, offering well-designed race routes of 11km & 33km to meet the varying needs of amateur enthusiasts and professionals.
This “Ziran Pai” Outdoor Carnival, using the “Asia Outdoor Exhibition” as a platform, creates a new ecosystem for the outdoor industry. Centered around multiple sports, fun challenges, and camping, it builds an outdoor ecosystem for the general public. With immersive equipment experiences at its core, it breaks the traditional boundaries of outdoor activities, lowers the entry barrier for public participation, and provides a platform for cultivating the next decade’s key consumer group for the industry.
In the future, Ziran Pai will tour nationally with Nanjing as its core. The first leg of the tour will take place at Mount Tai in Shandong in early September this year.
See you again in Tai’an, September 5–8, 2019!
For 365-day online business matchmaking, please add the official Asia Outdoor customer service—YuanYuan on WeChat: aoexpo