Asia Outdoor Show (Asia Outdoor)has always been committed to building an efficient platform for the outdoor industry to showcase its image, communicate, and engage in trade negotiations. This platform continues to expand both temporally and spatially.
On April 15, 2016,the Asia Outdoor Outdoor Elite Salonwas held by West Lake in Hangzhou, Zhejiang, attracting over 40 outdoor industry leaders. Among them were representatives from well-known outdoor brands based in Zhejiang, includingTITTALLON, GREEN VOYAGE, FIRE MAPLE, GRONELL, MOUNTAIN YOYO, LA, HIGH SIERRA, SNOWWOLF, SUNREE, ALOCS, MBC,as well as brand representatives fromUTOShanghai,HOTPOTATOGuangzhou,and other locations, along with distributor representatives from Zhejiang and Shanghai such asHangzhou Fengxue Outdoor,Hangzhou Zhongjiahe Outdoor,Hangzhou Xinghang Outdoor,Ningbo Lohas Outdoor,Shanghai Sanfo Outdoor,and others. Additionally, the salon attracted industry professionals involved in event operations such asHangzhou 100, Aipao Alliance, Earth Exploration Travel, TZ Outdoor Education, and Easy Camping.Topic 1: Capital Operation Strategies for Outdoor Channel DistributorsSince the listing of Toread on the ChiNext market in 2009, there has been a continuous stream of positive news regarding outdoor companies going public. From Sanfo Outdoor and Baomei Outdoor last year to Hangzhou Fengxue Outdoor’s official listing on the NEEQ on April 12, more and more outdoor businesses are leveraging capital markets to stride toward higher goals.Luo Xiping, General Manager and Co-founder of Hangzhou Fengxue Outdoor:analyzed the fundamental purpose of Hangzhou Fengxue Outdoor’s listing from three aspects: corporate strategic development, attracting top talent, and enhancing core competitiveness.
Li Bo, Branch Manager of Shanghai Sanfo:
shared Sanfo’s next phase of store expansion plans. He specifically mentioned that, with financial support, Sanfo will open comprehensive stores integrating experience and multi-brand offerings—including themed stores like ski shops and running shops—in second-tier cities and emerging outdoor markets with growth potential.
Topic 2: E-commerce and O2O：It analyzed the fundamental purpose of Hangzhou Fengxue Outdoor's listing from three aspects: corporate strategic development, attracting top talent, and enhancing the company's core competitiveness.
：Li Bo, Branch Manager of Shanghai Sanfo Plus：He shared Sanfo’s next phase of store expansion plans, specifically mentioning that with financial support, Sanfo will open comprehensive stores integrating experience and multi-brand offerings in second-tier cities and emerging outdoor markets with growth potential. These will include themed stores such as ski shops and running shops.
：Topic 2: E-commerce and O2O
Hangzhou Fengxue Outdoor Luo Xiping: The DNA of a trading company isn't suited for e-commerce. Therefore, Fengxue Outdoor merged with another company that specializes in e-commerce, forming a dedicated e-commerce team with full capabilities in brand e-commerce operations — they can now help manage brands' online stores.
Shanghai Sanfo Branch Manager Li Bo: Regarding O2O, Sanfo will increase investment and strengthen collaboration with brands.We aim to create customized and differentiated products — even bestsellers tailored specifically for certain customer segments — for online sales,thereby meeting users’ diverse needs.
Topic 3: How Traditional Channels Can Develop Under the New Situation
Shanshili General Manager Mao Huanjun: To enhance individual competitiveness, several brands formed the Light-Seeking Journey Alliance. After a year of collaboration, members have accumulated and shared 500–600 distributors, truly achievingchannel sharing;another benefit of the alliance is knowledge sharing — each member's management philosophy and marketing strategies can also complement one another.
Topic 4: The Relationship Between Clubs, Events, and Brands
Hangzhou Fengxue Outdoor Luo Xiping: The Fengxue Outdoor Mountain Running Race has been held for 15 years. From the start, we positioned it as a commercial event. Sponsors include both brands and agents. With the slogan “Share interesting and useful products,” participants not only receive products far exceeding the value of the registration fee, but the final finisher’s souvenirs are also creatively designed and very meaningful.
Hangzhou 100 Gao Yuan: Due to serious event homogenization, although brands have more exposure opportunities, the sponsorship offered to each individual event has decreased significantly. As a result, we are currently fundingthe cultivation of our own event brands to enhance their commercial value.We also hope brands will carefully assess which events are worthwhile and should focus support on those that are professionally run and influential.
Asia Outdoor Show Li Yangjun: In fact, the Asia Outdoor Show has always believed that clubs, events, and other activity segments directly promote brand visibility or product sales. Especially in recent years, as consumer awareness has matured and market purchasing power has declined,clubs or events that possess large, 100% accurately targeted audiencesare increasingly favored by outdoor brands. Therefore, starting in 2015, the Asia Outdoor Show established the "Clubs' Home," providing a dedicated exhibition platform for commercially operated clubs to showcase routes and offer reception services — it has received unanimous praise from the industry. At the same time, we also hold forums specifically targeting the commercial operations of clubs, offering theoretical support to those interested in going commercial.The Asia Outdoor Show is a platform for the entire outdoor industry. Its ten years of accumulated industry big data aren’t only useful during the limited four-day show period. The Asia Outdoor Show hopes to share its resources at all times, truly serving the industry in a down-to-earth way.
The dinner after the salon provided everyone with another opportunity to socialize over drinks. During the event, participants expressed praise for the Asia Outdoor Show’s creation of an efficient and pragmatic offline exchange platform for Zhejiang enterprises. Despite being in the same city, many attendees met for the first time, and some collaborations or interactions that hadn’t happened before were successfully realized today. Everyone hopes the Asia Outdoor Show’s offline events will occur more frequently in the future.
The Asia Outdoor Show Salon will be held successively in various central cities. Whether you’re in the upstream, downstream, or end-user segment of the outdoor industry supply chain, we look forward to hearing from you.More Salon SchedulePlease follow the “Asia Outdoor Show Service Account.”June 30 – July 3, 2016, Nanjing International Expo Center,the Asia Outdoor Show looks forward to seeing you there.