Asia Outdoor 2013 remains on successful track

Strong showing of visitors and exhibitors at Asia’s leading exhibition for the outdoor industry – high attendance at presentations and supporting events – 455 journalists reported from the exhibition

The outdoor industry continues to reach new heights in China. The eighth edition of Asia Outdoor ended on Saturday, July 27, in Nanjing, China, with positive results: a total of 18,563 outdoor dealers and experts visited the exhibition to see new arrivals and products from 610 exhibitors from China and around the world (up from 570 exhibitors in 2012). “The positive mood at the exhibition caused people to forget the increasing competition in the Chinese outdoor market,” emphasizes Knut Jaeger, Chairman of Asia Outdoor.

The first two days of the exhibition were particularly popular among trade visitors, and attendance was high: “On Wednesday and Thursday, nearly 11,000 trade visitors came to Asia’s leading exhibition for the outdoor industry,” says Knut Jaeger, Chairman of Asia Outdoor and asia bike. “We had 2,000 fewer visitors this year than last year, but this can be explained due to the fact that this year’s asia bike will take place as a separate event in early October. With this in mind, the attendance numbers for Asia Outdoor are more than satisfactory.” The eighth edition of Asia Outdoor was not accompanied by the asia bike exhibition, which took place as a parallel event in the previous two years. This year asia bike will take place from October 10 to 13, 2013. Besides interested visitors, 455 media representatives also attended Asia Outdoor. These included 20 television channels that reported from the exhibition to a broad audience.

“I’m very impressed with the excellent organization of the event and the high quality of the exhibition stands in Nanjing. The Chinese key players in particular presented themselves at luxurious and spacious stands. And not only renowned brands, but also the smaller exhibitors surprised visitors with their creative stand concepts. It’s great to see that the level of the exhibition has risen so remarkably within just a few years,” says Klaus Wellmann, CEO of Messe Friedrichshafen, who visited the partner event of Messe Friedrichshafen in Nanjing this year. The bar was kept high at this year’s exhibition with numerous renowned companies and brands such as Deuter, Camelbak, Keen, and the Chinese market leader Toread. The North Face made an impressive debut among the Outdoor specialists with two generously sized exhibition stands, a press conference and a presentation at the exhibition forum.

The First Asia Outdoor China Bouldering Open, which was organized by the China Mountaineering Association (CMA) and “The North Face”, was particularly popular among spectators. The event received financial support from China’s trend brand Kailas and the exhibition itself. “As many as 1,000 interested attendees crowded into the spectator area at times. The Bouldering Open is a great example of a successful partnership between competitors for the development of climbing in China,” says Knut Jaeger, looking back at the event.

The presentations at the Asia Outdoor exhibition forum offered the perfect opportunity for anyone interested in exchanging ideas and learning more: one of the highlights was the presentation about the history of the American market by Jacob Lee Uhland, General Manager for the Asia Pacific region at VF. A large crowd also attended the presentation by Russell Brice, the legendary organizer of expeditions to Mount Everest. Brice was accompanied by one of the most famous female mountain climbers in China, Wang Jing, who is the mother of two children and the wife of the founder and chairman of Toread, Sheng Fa Qiang.

The role of the Internet and its enormous potential for growth in the outdoor segment was another important topic at Asia Outdoor. According to the China Internet Network Information Center (CNNIC), 245 million consumers bought products online in China in 2012, generating RMB 1.259 trillion (€154.6 billion) in sales. Furthermore, Internet sales made up 19% of the outdoor market in 2012, which represented an increase of 190% over the previous year. A further increase of 60% is expected by the end of 2013. The online sale reached a market share of 19% in 2012 and showed a growth of 190% compared to 2011. Accordingly, interest was high in the e-commerce forum presented by, which is the number two internet B2C platform in China after the Alibaba-owned site Taobao.

The ninth edition of Asia Outdoor will take place from July 23 to 26, 2014. Additional information is available at

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