Partial screenshot of the original English text
On January 9, 2012, as a partner of the Asia Bike Show, EUROBIKE (European Bicycle Exhibition) sent a dedicated letter to its exhibitors summarizing and outlooking the Asia Bike Show and the Chinese bicycle market, further intensifying recruitment efforts for the Asia Bike Show in Europe and globally.
EUROBIKE has always closely monitored the development of China’s high-end bicycle market. In 2011, Messe Friedrichshafen, the organizer of EUROBIKE, partnered with Beijing DMG and Nanjing Ningfei International Exhibition to launch the inaugural Asia Bike Show. The impressive debut strongly affirmed the development and potential of the Chinese market and greatly boosted the global cycling industry’s confidence in expanding into China.
The original text is translated as follows:
EUROBIKE Expands into China
Dear Friends:
EUROBIKE, a globally leading trade show in the bicycle industry and an optimal platform for industry exchange, represents top-tier innovation, premium products, and sets trends for industry development. Naturally, we have also set our sights on the rapidly growing Chinese market.
In 2006, Messe Friedrichshafen established a joint venture in China—Beijing DMG. The Asia Outdoor Show became the first exhibition project to explore the Chinese market. We carefully cultivated the Asia Outdoor Show, imparted professional knowledge, built solid networks, and provided full marketing support. Within just a few years, the Asia Outdoor Show has grown into the leading outdoor industry exhibition in China and even Asia. The sixth edition in 2011 covered an exhibition area of 42,000 square meters, a 31% increase from 2010; it welcomed 19,180 professional visitors, up 17.5% year-on-year; attracted 452 exhibiting brands (a 26% increase) and 405 media reporters.
In July 2011, alongside the Asia Outdoor Show, Messe Friedrichshafen, together with Beijing DMG and Nanjing Ningfei Exhibition, launched the inaugural Asia Bike Show. In China, the outdoor products market and the sports bicycle market have strong synergies, which is why we chose to hold the two shows concurrently. The “two shows, one pass” organizational model offered the utmost convenience for visitors. The debut of the Asia Bike Show was an immediate success, showcasing 138 world-renowned bicycle and parts brands from around the globe across 12,000 square meters, including 95 international brands, accounting for 69% of all exhibitors; it attracted 11,957 professional visitors from Germany, South Korea, Japan, India, and other countries, including retailers, department stores, and group purchasing departments, as well as 355 journalists (including 17 TV media outlets). The exhibition generated far more media impact than we had imagined, establishing the Asia Bike Show as a unique event in China.
Like EUROBIKE, the Asia Bike Show is positioned as a high-end event. It focuses more on the sports and premium bicycle markets rather than commuter bikes. This precise positioning allows many EUROBIKE concepts to be applied to the Asia Bike Show, such as the Industry Award, Test Track, and Fashion Show. Building on the success of the first Asia Bike Show, more high-end brands have begun contacting us about participation. Judging by the latest registrations, we are fully confident in the strong growth of the second Asia Bike Show in 2012.
As an old Chinese saying goes: “The early bird catches the worm.” Past market experience in China also tells us: being one step ahead allows for lower investment and steadier growth. We sincerely recommend that you seize this opportunity to expand into the Asian market early.