Asia Outdoor Review | Dual Activation of Trade Show and Carnival, Advancing the B2B2C Strategy!
The 14-day 14th Asia Outdoor Show
has come to a successful close today!
For fourteen years, even though there has been endless reluctance to part at this time,
the shared goals have filled everyone with confidence and anticipation for reuniting again.
On June 30, 2019, the 14th Asia Outdoor Show and the inaugural “Ziranpai” Outdoor Carnival concluded successfully at the Nanjing (Xinzhuang) National Exhibition Center & Xuanwu Lake Lovers' Garden. This year, the total indoor and outdoor exhibition area reached 48,000 square meters, with 312 brands participating, attracting 16,731 professional visitors from China, Turkey, the Netherlands, Ukraine, South Korea, Hong Kong, and other countries and regions over the four-day event.
The exhibition and carnival covered new product launches, trend discussions, market analysis, hot topic tracking, demonstration cases, business matchmaking, immersive experiences, and more,creating a comprehensive IP of value content for the outdoor industry — “Asia Outdoor Show” & “Ziranpai” Outdoor Carnival, achieving a shift from consumable exposure at the show to investment-driven engagement..
Rooted in Fundamentals, Leveraging Strengths
Utilizing a series of professionally positioned supporting events such as the 10th Asia Outdoor Industry Awards, functional product supply chain integration activities, the Asia Outdoor Summit Forum, and the Juniu Sports Travel Conference, the advantages of outdoor products and the outdoor activity industry were highlighted across multiple dimensions including product design, supply chain integration, marketing methods, and event organization.
The Asia Outdoor Summit Forum and Juniu Sports Travel Conference discussed core topics such as the release of the outdoor industry report, the announcement of the Asia Outdoor Show touring plan, the international development of pan-outdoor sports, thematic forums on the supply chain integration of functional textiles, the development of vertical e-commerce in outdoor, the use of new media in the outdoor industry, the future of the outdoor travel industry, the creation of parent-child travel products, industry talent cultivation, and risk management in the outdoor sports industry.
The Asia Outdoor Industry Awards, which has been held for nine consecutive sessions, is the only and most prestigious award in China’s outdoor industry focusing primarily on outdoor equipment products. This year, the 10th edition set a record for the highest number of awarded products, with a total of 32 products winning. The award-winning products span various categories including camping, running, children, rock climbing, and travel. These products were not only displayed in the core area of the Asia Outdoor Show but will also embark on a national tour in six cities and on the Xingzhuang Outdoor Mall after the show, with opportunities to be featured at the Friedrichshafen Outdoor Show in Germany.
China "CHAIN" Made — the functional product supply chain theme event showcased the strength of outstanding supply chain enterprises and their integration capabilities through various formats including thematic seminars, supply chain enterprise displays, and borderless cooperation alliance case studies.
This year, the show provided precise and efficient business matchmaking services for over twenty channels and buyers on-site, and will continue to offer resource connections for clients after the event, creating a trade show business function that operates 365 days a year.
Daring to Innovate, Leading the Outdoors
The inaugural “Ziranpai” Outdoor Carnival created immersive equipment experiences in various outdoor scenarios, offering brands marketing solutions that balance user experience and brand messaging, achieving effective user engagement.
The combination of a professional trade show and a trendy carnival is highly innovative, breaking consumers’ stereotypes that “outdoor activities are all high-difficulty, high-risk, and high-consumption.” It experimentally integrated outdoor living, outdoor sports, and trendy parties, scavenger hunts, fun games, and eSports, attracting more young C-end audiences to participate and experience the joy of freely enjoying nature outdoors, while also providing a platform for cultivating the next decade’s core consumer group for the industry.
Additionally, the show attempted to organically link B2B exhibition displays with B2C marketing methods through diverse touchpoints such as outdoor brands, large distributors, vertical e-commerce platforms, media, video platforms, social media, and KOLs.
Globetrotting adventure travelers and influencers, the “Lüxing” couple with tens of millions of followers, joined 33000ft to share exciting stories from their latest global journey on-site;
The 6-million-follower wilderness lifestyle influencer — “Ye Shi Xiao Ge” (Wild Food Bro), who was no longer “alone” this time, transformed into a fan food critic; the German heartthrob Wu Yuxiang, who loves everything about Chinese food and speaks Chinese better than his native language, posted a #YazhanSneakVlog# on the opening day, joined by the vibrant and energetic beauty Zhao Shu, who showed everyone how to enjoy the event.
Pressing Forward, The Future is Promising
Mr. Zhang Jida, General Manager of Beijing Demans Exhibition Co., Ltd., mentioned in the “2018 China Outdoor Products Market Report”: “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 sports goods industry, the outdoor industry is smaller in scale and has a longer adjustment period. Referring also to tourism and leisure data, the sports goods market has further expanded, shifting from high-speed growth to high-quality growth. In this upgrading transformation, the overall weak competitiveness of the outdoor industry is a very prominent issue the industry currently faces.” To break the deadlock, the entire industry needs to 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, creating the most relatable experiential communication method for professional outdoor brands to connect with the general public. With Nanjing at its core and backed by the Asia Outdoor Show, the “Ziranpai” Outdoor Carnival will expand nationally, hosting tours to meet the needs of enthusiasts across the country and to build a broader C-end resource platform for the industry.
Nanjing Yuanya International Exhibition Co., Ltd.
General Manager and CEO Mr. Li Yangjun released on-site
the 2019-2020 Asia Outdoor Show
National Touring Plan:
September 5–8, 2019, Outdoor Carnival – Tai'an Station
November 2019, Hangzhou Station
April 2020, Chengdu Station
October 2020, Wuhan Station
More cities are being approached...
In 2019, the Asia Outdoor Trade Show carried on its traditions while forging ahead with innovation, keeping pace with the times and embracing cross-industry integration. In 2020, the Asia Outdoor Trade Show will celebrate its 15th anniversary. On this platform, you will not only reunite with old friends but also discover more new opportunities, share a new stage, and create another new starting point for the industry.