The 2014 (4th) Asia Bike will be held from October 9–12 at the Nanjing International Expo Center. Currently, preparations for Asia Bike are well underway in an orderly fashion. Mr. Jaeger, the advisor to Asia Bike and chairman of Beijing Demans Exhibition & Display Information Co., Ltd., is also constantly traveling across the country all year round, maintaining exchanges with industry insiders to “seek the truth” for the development of Asia Bike in China. So, what’s the latest with this young exhibition? Read on below.
The biggest highlight of the 4th edition: New products showcasing industry trends
The 2014 (4th) Asia Bike will utilize three exhibition halls—A, B, and C—with an estimated indoor exhibition area of 38,000 square meters and an outdoor area of 10,000 square meters. As of now, the pre-booked booth space by exhibitors has reached nearly 80% of the total exhibition area. Many international brands will also participate for the first time, such as TREK, SRAM, Campagnolo, etc.
Since its establishment in Nanjing in 2011, within just three short years, the number of exhibitors has risen from the initial 138 to 394, and the scale of the exhibition has expanded from 12,000 square meters to 36,000 square meters (26,000 indoors and 10,000 outdoors). The quality of professional visitors and media attention have also improved year by year, with the exhibition developing steadily and healthily.
The biggest highlight of this exhibition is the launch of next year’s new products and industry trends. Visitors will not only be able to see most of the bicycle brands sold in China, but also view and get early access to try out new products. On October 8, the day before the official opening, the second Demo Day will be held at Zhongshan Sports Park in Nanjing, where even more new bikes and gear will be available for testing by the public. Additionally, other on-site activities continue to be highly attractive. The “Exhibition within an Exhibition” will continue to showcase high-end, luxury sports bicycles on the market, while fashion shows and industry forums will add interactivity and fun to the event.
Positioned as high-end, dedicated to promoting bicycle culture
The success of an exhibition is closely related to its positioning. Since its inception, Asia Bike has consistently adhered to its original vision. This is evident from the products showcased in the previous three editions. Asia Bike is positioned around sports bicycles, premium bicycles, cycling apparel, and accessories. To serve the sales needs of the next year’s mainland China market, it has also introduced the world’s most advanced concept—the electric-assist sports bicycle. Electric-assist sports bicycles are completely different from the electric bicycles currently available in the Chinese market, which are mainly used for commuting and are not included in the scope of Asia Bike’s exhibits. Electric-assist sports bicycles are an upgraded version based on mountain bikes and road bikes with added electric power assistance. This concept has only recently emerged in Europe, and Asia Bike is striving to introduce it to China, highlighting a trend that may become popular in the market five years from now.
Of course, while the Asia Bike team works hard to make the exhibition better, they also aim to promote bicycle culture and advocate for a green, environmentally friendly, healthy, and fashionable cycling philosophy. This year, they launched a public welfare activity called “Safe Cycling for Children,” distributing a certain number of children’s helmets to help kids develop safe cycling habits from an early age.
A successful exhibition relies on “the right timing, location, and people”
Asia Bike has successfully entered its fourth edition, and its influence on the domestic bicycle industry continues to grow. But success has not come easily. The Asia Bike team summarized the exhibition in one sentence. The huge potential of the Chinese market, along with Asia Bike filling a gap at the right time, represents the right timing and location—but people are also crucial. Because no matter where you are, an excellent exhibition must fully consider exhibitors and visitors and possess a strong service mindset. Asia Bike benefits from the experience of its sister exhibition, Eurobike, while also placing great emphasis on the experience of exhibitors and visitors. Moreover, it has a vibrant and dedicated team—Ningfei Exhibition. Ningfei Exhibition is also a member of the Global Association of the Exhibition Industry (UFI), with professional planning and execution capabilities. The team greatly values and appreciates the trust of exhibitors and visitors, and in return offers comprehensive, humanized services. It has even been praised by exhibitors as being “extremely approachable.”
One important factor that the team highlights in their summary process is government support.
Asia Bike is a China-Germany cooperative exhibition project. The decision to hold the exhibition in Nanjing was also due to the city government’s emphasis on and support for the convention and exhibition industry. Since its inception in 2011, Asia Bike has received full support from both the Nanjing Municipal Government and the Friedrichshafen Municipal Government in Germany. The Nanjing Municipal Government Convention and Exhibition Office, as one of the organizers of the exhibition, has provided a lot of professional guidance and support in terms of international cooperation, professional visitor organization, exhibition planning, and services, fully reflecting the service-oriented spirit of the Nanjing Municipal Government. It can be said that the bicycle exhibition has become a model for promoting exchange and cooperation between Nanjing and international convention cities, laying the foundation for the international development of Nanjing’s convention and exhibition industry. The success of the exhibition has also been fully recognized and encouraged by the government. Being rated as an outstanding exhibition in Jiangsu Province and Nanjing City for the past three consecutive years is the best proof.
Competing fairly in a fierce market, building bridges for domestic brands to European exhibitions
Currently, there are countless large and small exhibitions across various regions in China, indicating intense competition and the vastness of the Chinese bicycle market. The Asia Bike team has conducted careful analysis in response to this challenge, concluding that there is a certain degree of differentiation in positioning compared to other domestic exhibitions, and that “there isn’t too much direct competition.” But this doesn’t mean the Asia Bike team can rest on its laurels—in the current bicycle industry, competition is inevitable. Asia Bike advisor Mr. Jaeger also clearly stated that he is not afraid of fair competition because it can improve the cost-performance ratio of the exhibition and ensure the survival of the fittest. Faced with potential competition, Asia Bike is confident that through doubled efforts, it can provide exhibitors and visitors with a more efficient and user-friendly exhibition.
As the sister exhibition of Eurobike, Asia Bike also has more interaction with the European organizers. For this reason, Mr. Jaeger also stated that he will actively communicate with the Eurobike organizers to secure more display opportunities and space for domestic brands. The Asia Bike team expressed willingness to act as a bridge, connecting the Asian and European bicycle industries, striving for win-win cooperation, and doing practical work for the development of the global sports bicycle industry.