Trade shows and carnivals join forces, pushing the B2B2C strategy all the way to victory!

From June 27–30, 2019, the 14th Asia Outdoor Trade Show and the first “Ziranpai” Outdoor Carnival took place at Xuanwu Lake & Couple’s Garden. A fusion of professional outdoor gear exhibitions, diverse outdoor sports experiences, engaging interactive projects, and thrilling performances attracted numerous outdoor enthusiasts.

For fourteen years, despite the bittersweet feeling of parting at this time of year,

our shared goals have filled us with confidence and anticipation for our next reunion.

This year, the total indoor and outdoor exhibition area reached 48,000 square meters, featuring 312 brands. Over the four-day event, 16,731 professional visitors from China, Turkey, the Netherlands, Ukraine, South Korea, Hong Kong, and other regions attended.

The exhibition and carnival encompassed new product launches, trend discussions, market analyses, hotspot tracking, demonstration cases, business matchmaking, and immersive experiences—building a comprehensive IP of value content for the outdoor industry—“Asia Outdoor Show” & “Ziranpai” Outdoor Carnival—transitioning from consumable exposure to investment-driven engagement.

Rooted in fundamentals, leveraging strengths

Through a series of professionally positioned events such as the 10th Asia Outdoor Industry Awards, functional product supply chain integration activities, the Asia Outdoor Summit Forum, and the Juniu Sports Tourism Conference, the show showcased the advantages of outdoor products and the industry from multiple dimensions including product design, supply chain integration, marketing methods, and event organization.

The Asia Outdoor Summit Forum and the Juniu Sports Tourism Conference discussed key topics such as the release of the outdoor industry report, the announcement of the Asia Outdoor Show touring plan, the international development of outdoor sports, forums on the integration of functional textile supply chains, the growth of vertical e-commerce in outdoor, the use of new media in the outdoor industry, the future of outdoor travel, the creation of family-friendly tour products, industry talent cultivation, and risk management in the outdoor sports sector.

Now in its ninth consecutive year, the Asia Outdoor Industry Awards is China’s only and most prestigious award dedicated to outdoor gear products. This year’s 10th edition set a record for the highest number of awarded products—32 in total—covering camping, running, children’s gear, climbing, travel, and more. The winning products were not only displayed in the core area of the Asia Outdoor Show but will also embark on a national tour across six cities and online outdoor gear platforms. Some may even be featured at the Outdoor by ISPO trade fair in Friedrichshafen, Germany.

“China ‘CHAIN’ Made”—the functional product supply chain theme event presented a variety of formats including panel discussions, supply chain company showcases, and boundaryless cooperation alliance case studies, comprehensively demonstrating the strength and integration capabilities of top-tier supply chain enterprises.

This year, the show provided precise and efficient business matchmaking services for over twenty channels and buyers on-site, and will continue to facilitate resource connections afterward, creating a 365-day non-stop trade show business function.

Daring to innovate, leading the outdoors

The first “Ziranpai” Outdoor Carnival created immersive equipment experiences across various outdoor scenarios, offering brands marketing solutions that balance user experience and brand messaging, effectively capturing their target audience.

Deep outdoor experiences such as the Purple Mountain cross-country run, rock climbing, kayaking, paddleboarding, slacklining, stargazing camping, orienteering treasure hunts, RV stays, and luxury tent hotel experiences were hugely popular. The immersive equipment experience model became an effective bridge between brands and audiences.

In the era of new media and new retail, traffic is king, and the value and influence of KOLs are evident. During the carnival and the Asia Outdoor Show, many influencers and internet celebrities made appearances. Globetrotting travel couple Lüxing, with tens of millions of followers, shared exciting stories from their latest world adventures. Internet foodie celebrity Yeshixiaogeo, with 5 million fans, transformed into a food critic... This influx of traffic drew even more attention to the carnival.

To enrich the carnival’s format, the event invited Dreamons, the 2018 Direct Train Race champions; DJ QUENNA & rap duo Fufu representing Jiangsu, Zhejiang, and Shanghai; independent artist Liu Shuning; 90s indie pop-folk singer Dai Xingyu; and punk rock band Maoxuewang to deliver unforgettable performances.

The event also featured an electrifying esports competition with hundreds of passionate players, alongside female “gunner” cosplayers cheering on the “Battle of the Hundred.”

Beyond that, the carnival was full of surprises and non-stop prize draws!

Uni-President ALKAQUA Aiqua, the official designated water for the 2019 Asia Outdoor Show and “Ziranpai” Outdoor Carnival, supported the event by providing naturally superior mineral water to attendees.

We thank the following partners for their strong support: official designated water Aiqua, official beer Luonterina, official wine producer Beijing 30 Peaks Winery, Oriental Babies, Ruiyingtu, Yangao Sports, Qicheng Subject English, Decathlon, Gridiron Dinosaurs, Jinjiniao Fitness, Purple Mountain Adventure Park, and EVCARD.

Pressing forward, the future is promising

According to the “2018 China Outdoor Products Market Report” released by Mr. Zhang Jida, General Manager of Beijing Demens Exhibition Co., Ltd.: “The current adjustment period for the outdoor products market began in the second half of 2014 and continues to this day. Compared to the 3–4 year adjustment cycle of the sporting goods industry, the outdoor sector is smaller in scale and has experienced a longer adjustment period. When referencing tourism and leisure data, the sporting goods market has continued to expand, transitioning from rapid to high-quality growth. In this upgrading transformation, the overall weak competitiveness of the outdoor industry is a prominent issue the sector currently faces.” To break the deadlock, the entire industry must root itself in fundamentals, leverage strengths, and dare to innovate.

The creation of the “Ziranpai” Outdoor Carnival aims to build a new ecosystem for the outdoor industry and create the most accessible experiential communication method for professional outdoor brands to connect with the general public. Centered in Nanjing and supported by the Asia Outdoor Show, the “Ziranpai” Outdoor Carnival will expand nationwide with a touring model to meet the needs of enthusiasts across the country and establish a broader C-end resource platform for the industry.

Nanjing Yuanya International Exhibition Co., Ltd.

General Manager and CEO Mr. Li Yangjun announced on-site

the 2019–2020 Asia Outdoor Show

National Touring Plan:

September 5–8, 2019 — Outdoor Carnival – Taishan Station

November 2019, Hangzhou stop

April 2020, Chengdu stop

October 2020, Wuhan stop

More cities are being contacted...

In 2019, the Asia Outdoor Trade Show carried forward its traditions, pursued innovation, kept pace with the times, and embraced cross-sector integration. In 2020, the Asia Outdoor Trade Show will celebrate its 15th anniversary. On this platform, you will not only meet old friends but also discover more new opportunities, share a new stage, and create another new starting point for the industry.

June 18–20, 2020, Nanjing — see you again!