Inheriting the Spirit of Sports Culture and Celebrating Industrial Development
—The 30th China International Sporting Goods Expo to Be Held in 2012
On April 17, the press conference for the 2012 (30th) China International Sporting Goods Expo was held. Themed “Innovation, Win-Win, Responsibility,” the 30th edition of the Expo will...
The 2012 expo marks a significant milestone as it reaches its 20th year and 30th edition. Xiaomin, Assistant Director of the General Administration of Sport of China, acknowledged the CSG’s contributions to the development of China’s sports industry. He also noted that after 20 years and 30 editions of growth, transformation, maturity, and glory, the CSG has grown into one of the largest and most authoritative sporting goods exhibitions in the Asia-Pacific region. He expressed hope that the 2012 CSG would build on its solid foundation and historical legacy, seize the opportunity to embark on a new journey at an even higher level.
Ma Jilong, Director of the Equipment Center of the General Administration of Sport of China, reviewed and highly summarized the development history of the CSG across different phases. He stated that the expo has witnessed the strong rise of “Made in China” over the past 20 years, as well as the rapid growth of China’s sporting goods industry. The evolving atmosphere of each edition reflects the trajectory of the industry’s development.
At the press conference, Ma Jilong also introduced the preparation status for the 30th CSG. The 2012 (30th) edition will introduce numerous innovations in its exhibition service system and exhibitor return mechanisms. The current exhibition registration is promising, with nearly 1,200 companies having signed up. This includes not only leading companies and top domestic and international brands but also a more specialized layout for different exhibition halls this year, aiming to enhance professionalism and create a globally-oriented platform for brand showcasing. In response to increasing demands for more specialized services from exhibitors and visitors, the fitness and rehabilitation equipment section will be set up as an independent exhibition area this year. There has also been a significant increase in exhibitors in the venue facilities and construction zone. The sportswear, ball games, tennis and badminton, outdoor, roller skating, and cycling sections have all achieved notable success this year in terms of expanded exhibition space and increased exhibitor participation.Global Audience Gathers at the Exhibition Halls
In inviting professional attendees, this edition of the expo strives to emphasize both quantity and quality. For domestic professional attendees, efforts continue to strengthen cooperation with various professional associations and industry organizations such as China’s commercial department stores, inviting procurement personnel from national sports and education systems. In line with the national centralized procurement policy, more representatives from provincial and municipal procurement centers will be invited for visits and organized exchanges. Additionally, phone invitations have been significantly increased, resulting in over 6,000 pre-registered domestic attendees—a considerable increase compared to previous years.
For overseas professional attendees, the organizing committee has established contact with over 20 international sporting goods expos, promoting the CSG. It is expected that over 2,000 overseas buyers from more than 40 countries and regions will attend. The committee has also utilized over 30 mainstream overseas vertical trade websites to comprehensively disseminate exhibition information, yielding positive results in attracting international visitors.
Transportation is a major convenience for this year’s expo. The newly opened Shunyi Line of the Beijing Subway, with its stop at the New China International Exhibition Center (NCIEC), is just a five-minute walk from the east entrance of the venue. The comprehensive and convenient transportation network will not only help effectively organize visitor routes and facilitate exhibition viewing but also aid in gathering attendees. A sizable group of domestic professionals, global buyers, and sports enthusiasts will come together to share in this industry exchange event.
Interactive Activities Promote Two-Way Exchange
A systematic and comprehensive range of interactive activities has always been a highlight of the CSG. This year, based on industry characteristics and exhibitor profiles, the organizing committee provides specialized services and trade platforms for exhibitors in different zones. It has organized and created over 20 diverse activities, including high-end forums, business negotiations, competitions and performances, and training interactions. Examples include maintaining popular events such as the China Sports Industry and Sporting Goods Forum, Fitness Business Forum, China Stadium Summit Forum, Sports Capital Forum, Tennis and Badminton Carnival, Outdoor Technology Experience Zone, and Manufacturer Trade Matchmaking Conference, while adding new cultural activities like the Olympic Cultural Collection Auction. The committee has also organized a “30th CSG Anniversary Gala” to celebrate the expo’s past glories and achievements, expressing gratitude to loyal partners who have witnessed its growth over the past 20 years.
Brand Communication Enhances Overall Depth
Starting with three promotional events held in Guangzhou, Shanghai, and Xiamen at the end of 2011, early-stage promotional work has been in full swing, laying the groundwork for successful exhibition registration. Entering the professional communication phase in 2012, the organizing committee initiated collaborations with specialized media in various exhibition sectors, deepening engagement in the sporting goods market and achieving excellent promotional results. To address past issues of information asymmetry during preparation, bi-monthly electronic newsletters and the operation of the official CSG Weibo account have greatly enhanced two-way interaction between the public and the organizing committee. These measures reflect the committee’s commitment to deeply communicating brand value, valuing feedback, and enhancing both services and brand image. In addition to the usual 200 domestic media partners, this year’s event will launch an “Overseas Media Observers Program”—inviting dozens of major overseas media outlets in Beijing to attend, experience, and report on the expo, further boosting its global visibility. Moreover, the release of a 30th-anniversary documentary, promotional brochure, and white paper on the sporting goods industry will document every noteworthy detail of this grand sports industry event, engraving the 30th CSG into the annals of China’s sports industry development.
Twenty years of challenges, thirty editions of brilliance. The 2012 CSG aspires to deliver richer service systems for a more rewarding participant experience, taking on greater industry and social responsibilities as an industry leader. “Innovation, Win-Win, Responsibility”—each word carries the weight of the expo’s spirit, goals, and mission. We have witnessed the CSG’s magnificent transformation from growth to maturity and eagerly anticipate its dazzling re-emergence in May 2012—inheriting the spirit of sports culture and celebrating industrial development together.