The 2014 ISPO Academy Retailers' Training Class lived up to expectations and concluded successfully!

    Following the successful debut of the ISPO Academy “Retailers’ Training Class” in Shanghai last June, the second edition was held as expected from June 19–21, 2014, in Shanghai. 222 retailer, distributor, and brand representative participants from the outdoor, cycling, skiing, and action sports industries gathered together under the theme “Tomorrow’s Store” to explore the development trends of sports retail in the new economic landscape. An international faculty team composed of three European and two Chinese renowned lecturers, along with professional store management experts, shared their extensive retail experience with the participants. They revealed various insights on building successful stores, and while analyzing macro strategic trends, the engaging and practical course content received unanimous praise and commendation from the attendees!

Themed “Tomorrow’s Store,” this edition of the ISPO Academy “Retailers’ Training Class” focused on the development trends of retail in the new economic environment. Mr. Xu Wei, a Chinese fashion retail multi-brand buyer with nearly 20 years of experience in the fashion and art marketing industry, used SEVENDAYS as a case study to share insights on how “multi-brand buyer lifestyle stores are leading a new era for retail terminals.” Mr. Zeng Zhihui, a well-known Chinese expert in customer management and loyalty marketing, analyzed techniques and cases related to “customer loyalty and membership marketing in the new media era.” Mr. Hans Overduin, a seasoned European outdoor sports retailer, taught theoretical knowledge and planning skills for creating “cross-category specialty sports stores.” Mr. Mathias Basedow from the European Outdoor Group (EOG) provided updates on the “latest developments in the European outdoor products market.” Mr. Michael Specht, who has held executive positions at international sports brands and retailers such as PUMA, TNF, VANS, and Starbucks, not only dissected various cases of “cross-category specialty sports stores” with participants but also explored the topic of “omnichannel strategy in the sports retail market.” During the panel discussion session, lecturers and participants engaged in lively interaction on the topics of “How to Build Tomorrow’s Store?” and “How to Implement an Omnichannel Strategy to Achieve Win-Win Outcomes for Physical Retail and E-commerce Platforms.” The lecturers’ insightful remarks and the clash of Eastern and Western perspectives sparked enthusiastic responses from the audience.

To enhance the interactivity of ISPO Academy training courses and integrate sports experiences, the “Retailers’ Training Class” organized a kayaking experience and dragon boat race event at the Shanghai Water Sports Center on the afternoon of June 19 (the day before the class began). Not only did professional water sports coaches arrange exciting and fun water activities for the participants, but ISPO Academy also prepared an industry networking dinner for them in the evening. Participants not only had a great time but also gained authentic outdoor sports experiences, repeatedly exclaiming, “What a creative arrangement—we’ll be back next year!” The founding partner of the ISPO Academy “Retailers’ Training Class,” AMER SPORTS, along with its brands Arc'teryx, Salomon, and Suunto, not only held its ordering fair at the same time and place as the ISPO Academy but also recommended its retailers to attend the training. Additionally, this edition of the ISPO Academy received support from sponsor brands KAILAS and THULE. Beyond these cooperative sponsors, the value of the ISPO Academy has also garnered attention and recognition from more industry brands. The renowned kayak brand Point 65 and outdoor equipment leader Coleman provided strong support for the water activities, while other brands such as Crispi, FIVE TEN, and TECNICA actively promoted the ISPO Academy courses to their retailers.

    Although the 2014 ISPO Academy “Retailers’ Training Class” has successfully concluded, our interaction and communication with participants will continue. We look forward to building “Tomorrow’s Store” with you and achieving even greater success!

    See you again at the ISPO Academy “Retailers’ Training Class” next year!

    Lecturer and Participant Feedback:

    Mr. Zeng Zhihui – Renowned Chinese Expert in Customer Management and Loyalty Marketing

    This year’s ISPO Academy was better than last year in both scale and the level of interaction among participants in the venue. The outdoor sports industry is a very dynamic sector, and the enthusiasm of the participants was palpable. With new media platforms like WeChat, interactions between participants and between participants and lecturers have become more diverse and frequent. In short, this year’s ISPO Academy was a great success.

    Mr. Michael Specht – CEO, RETAIL PERFECTION GMBH

    As a first-time lecturer for the ISPO Academy, I’m delighted to have shared my experience and insights about changes in the retail industry over the years. I could clearly sense the participants’ strong desire to understand the industry’s development and trends. At the same time, I also met many excellent lecturers, and like the participants, I gained a lot.

    Mr. Mathias Basedow – European Outdoor Federation (EOG)

    I’m glad to have participated in this year’s ISPO Academy. This event is highly meaningful and full of positive energy. The EOG has been closely following the changes and transformation in the outdoor sports market. This year’s ISPO Academy happened to discuss this very theme, making it a fantastic platform for me to share with participants the industry changes and challenges we’ve observed in Europe. There were also more opportunities for participants to share their own experiences and business philosophies—absolutely wonderful!

    Mr. Song Chunsheng – General Manager, Jilin Summit Trading Co., Ltd. (Jilin Summit Outdoor)

    This is my second time attending the ISPO Academy, and I can clearly see that this year’s event is more professional than last year. The course arrangements by the lecturers are more systematic and closely aligned with the realities of our retail stores. I’ll definitely attend again next year.

    Mr. Huang Jiaoming – Chairman, Guilin Kangmeihui Trading Co., Ltd.

    The ISPO Academy has added a water activity experience segment this year, which is very meaningful. It brings the joy of the outdoors to life through actual event activities and combines the characteristics of the industry with the preferences of professionals. It’s a truly remarkable arrangement—I’ll definitely participate in the ISPO Academy’s events and courses again next year!

    Mr. Yang Biaofan – Regional Sales Manager, Beijing Trek Bicycle Distribution Co., Ltd.

    The ISPO Academy’s course schedule this year is rich and diverse. It provides a detailed macro-level analysis of the current state of the industry, and through the lecturers’ teachings, participants can gain a comprehensive understanding of the development trends in sports retail. Absolutely impressive!