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New lifestyle trends at Asia Outdoor

At the Nanjing International Expo Center, 617 exhibiting brands presented their products and innovations.

5th July 2017

Innovation in Textiles
 |  Friedrichshafen/Nanjing

Sports/​Outdoor, Clothing/​Footwear

The 12th edition of Asia Outdoor, the Chinese outdoor industry’s biggest and most professional trade show, concluded successfully on 2 July in Nanjing, China, after setting new trends and introducing new themes. At the Nanjing International Expo Center, 617 exhibiting brands presented their products and innovations. During the four-day show, 19,373 trade visitors from all over the world attended the show.

“It’s a great show, especially this year. There are new innovative products, and it’s clear that outdoor is changing. It’s going more urban – getting closer to city living. We’re also seeing an interesting side to camping. So, there are some new sectors involved, and I hope they provide a path to future success. I can only say that it’s been a perfect show. Next year, everybody has to be part of it,” commented Ludwig Meier, marketing director of Messe Friedrichshafen.

China’s outdoor industry

China’s outdoor industry has been coping with a slower rate of domestic economic growth, which has been caused by the global economic downturn. The Asia Outdoor trade show is currently attaching greater importance to identifying and setting new trends for the industry, according to organisers. “Asia Outdoor is not only a platform for products, but also a meeting place for the whole outdoor community, and an opportunity for transferring information and knowledge,” said Richard Li, project manager of Asia Outdoor.

“To attract more visitors, Asia Outdoor 2017 has developed more themes, and organized more forums and seminars. Asia Outdoor will continue to focus on the outdoor sector, while exploring potential opportunities in outdoor-related fields."

Mr Sheng Faqiang, chairman of the China Outdoor Association (COA) and president of the Toread Holdings Group, added: "Asia Outdoor has an impressive team and has achieved sound results in China. As it has in the past, the COA will be fully supporting the show’s development."


On the first day of Asia Outdoor, the COA released its 2016 China Outdoor Industry Report, containing detailed figures and analysis. According to the statistics, the Chinese outdoor industry will recover in two or three years, and double-digit growth is expected by 2018/2019.

On June 28, one day prior to the show, the 3rd COA Outdoor China Summit took place in Nanjing, and was very well attended. Its theme was Innovation and Cooperation. COA members were also very supportive of the summit. Five core topics presented by outdoor industry experts from brands, retailers and digital consultants were very well received. "The good attendance of the COA Outdoor China Summit demonstrates the necessity of marketing. I'm happy to see that the Summit has gained great recognition among the members of the outdoor industry and that they found it informative," said Ms Zeng Hua, founder of Scaler.

During Asia Outdoor 2017, the outdoor lifestyle of the future was reflected in exhibitor presentations, as well as the show’s supporting programme. The outdoor products portrayed a continuing tendency toward lightweight design and a style that incorporates more urban and fashion elements, while fulfilling the original demand for functionality and professional performance.

Outdoor tourism

Another key element of the outdoor lifestyle is outdoor tourism, including camping. The Outdoor Tourism theme, which was perhaps be the biggest highlight of Asia Outdoor 2017, was presented in three parts: brands and products, forums about the connection between the outdoor lifestyle and camping, and business networking, in particular with respect to outdoor tourism. To promote the camping lifestyle, a demo campsite was set up in Hall 6, featuring all kinds of outdoor equipment and activities for visitors to try out.

This year, the running-related forums and experience-sharing sessions were particularly well received. © Messe Friedrichshafen/Asia Outdoor

“I very much like Asia Outdoor and its innovative approach to presenting the theme of outdoor tourism. The show is attracting new types of visitors, such as investors from the tourism, sports, outdoor and even agriculture sectors. This will enable them, as well as traditional outdoorindustry insiders, to learn more about the camping culture, while affording us potential cooperation partners,” said Mr Wang Wanyu, founder of Lehero.

Other highlights

This year, the running-related forums and experience-sharing sessions were particularly well received. "Running Village is very suitable for branding and marketing premium sports brands. The whole atmosphere is great and the supporting program – including the Top Ten Running Group Award Ceremony, sharing event-organizing experiences, and even product-related training sessions are very practical both for the brands and visitors," said Mr Shi Weijie, product director of 361°.

Once again, products with the China Design designation were a stand-out at the Asia Outdoor Industry Award Ceremony. Altogether, 16 of the 27 products honoured were from Chinese brands. Also popular on the programme were experiential activities, such as the COA Cup Kailas Bouldering Competition, the Asia Outdoor Morning Run sponsored by Nathan, slacklining, and kayaking.

The 13th Asia Outdoor trade show will take place from June 28 to July 1, 2018, in Nanjing, China.

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