From June 17 to 19, 2014, the 2015 Spring/Summer Order Fair of German outdoor brand VAUDE was successfully held at the Guangzhou Baiyun International Convention Center. During the product presentation, the new Spring/Summer 2015 apparel collection made a dazzling debut through a runway show. Benedikt Sauter, the international sales manager for backpacks at VAUDE’s German headquarters, provided a detailed explanation and demonstration of the ingenious design and functionality of VAUDE backpacks. The presentation focused on highlighting the unique features of each product, enabling dealers to better select items that match the consumption characteristics of their respective regions.
At the dealers' meeting, VAUDE-sponsored team member Bao Yifei officially launched the “VAUDE LNT Instructors Group” outdoor environmental protection initiative. He pointed out that to promote the development of the LNT (Leave No Trace) philosophy in China, VAUDE will establish an advanced LNT instructors group and create a public welfare platform. Any environmental organization can apply for beginner-level LNT courses.
The design and layout of the order fair venue also emphasized the distinctiveness of each product series. The “X” scenario display area perfectly differentiated and integrated the four product series, harmonizing contrasts in a very thoughtful design. The “Fishback” tent, a signature product of VAUDE, was prominently featured at the event with seven different models displayed around the center of the venue, becoming one of the most eye-catching highlights.
At the order fair, staff members were all dressed uniformly in VAUDE’s 40th-anniversary commemorative T-shirts, leaving a deep impression. The special exhibition booth also showcased the VAUDE 40th-anniversary commemorative backpack, which was highly eye-catching. Set to launch in July and available in limited quantities, it sparked considerable curiosity among dealers. The commemorative backpack is designed based on the shape of the world’s first VAUDE backpack with a waist belt—a model of great significance to the brand and highly collectible.
For this order fair, VAUDE placed greater emphasis on terminal sales, taking into account geographic and seasonal differences to reflect diverse consumer habits across regions and seasons. This approach ultimately traced back to product development and design, resulting in clearly defined styles and personalities for different product categories. This alignment between product and market bolstered dealer confidence, a point further confirmed by the statistics from the order fair.