Trade show news

Why ispo trade shows work

Introducing a trade show to a new market is no easy task. Especially not if the work has to be coordinated from a country in a 6-hour difference time zone. And the one group speaks German, while the other are mainly Chinese speakers.

It is therefore interesting to see how Messe Munchen International (MMI), organisers of the ispo sports trade shows, went about introducing the concept of a trade show to a market vastly different from their own.

Although they had long-standing relationships with the 180-odd international distributors that would eventually fill 16 500m2 of Beijing’s Agricultural Exhibition Hall with more than 300 brands, not one stand would have been sold had they not been able to guarantee visits from Chinese retailers.

The previous year about 11 000 visitors attended an ispo summer show in the sweltering heat of Shanghai, China’s equivalent to New York. This year the show was moved closer to China’s burgeoning snow industry in the chilly late winter season.

Prior to the show, ispo China Ambassadors travelled to about 1 000 retailers in 12 cities in the North, East and Northeast of China to promote the concept and benefits of the ispo trade show, Manfred Wutzlhofer, CEO of Messe MMI, said at the opening press conference.

In addition, the ispo China preview magazine, with news about exhibitors and sneak previews of launches at the show, were sent to retailers in the Asia-Pacific region a few weeks before the show. A weekly ispo and ispo China e-newsletter was sent to 20 000 potential visitors, providing information on the show, booking etc., said Wutzlhofer.

This was finished off with mailshots to retailers in the Asian-Pacific region and helped by press releases to trade journalists in various countries.

The result was about 12 000 visitors attending the 4-day show, which also included an Asia Pacific Snow Conference, presentations by sport style guru’s WGSN and Promostyl and a China Outdoor Retailing Conference aimed at retailers.

"We succeeded because we had our key account programme in place, did extensive visitor promotions, had a support programme, have a strong international network, effective communication and created high media attention," says Wutzlhofer.

Although considerably smaller than the ispo Winter and ispo Summer shows traditionally held in Munich, there was a lively atmosphere in the hall with global brands keen to establish a presence in this country of 1,3-bn people who have only discovered the joys of organised recreational during the past ten years — and are vigorously making up for lost time.

Chinese brands were exhibiting alongside the many global brands well-known in SA — show sponsor The North Face made a big impact with an enormous stand that attracted plenty of feet, while other well-known outdoor brands include Buff, La Sportiva, Merrell, Petzl, Silva, Tecnica, and Vasque.

Although this show centred mainly around snowsport — the main European winter activity — there were quite a few sporting equipment and clothing exhibitors. Thule showed their new cycle carriers to retailers catering for a city of about 6-m cars and probably as many cycles, while Trek introduced their latest cycle range.

The Springbok rugby jersey introduced itself to the Chinese trade on the Canterbury stand, where their base layers (promoted by huge posters of Bryan Habana) attracted considerable attention, according to Canterbury GM Asia Pacific, Brendan Cheyne.

Any form of activity attracted crowds: the mechanical bull riding competition on the Chinese brand Black Yak’s stand, the injury-wrapping demonstrations on the LP support stand ... and especially a dart throwing competition on the Unicorn stand had visitors eagerly queuing to take a turn at this new game unknown to most of them.

Unicorn also displayed a snooker cue in the colours of the SA flag.

While the liberalisation of trade barriers in 2005 had the effect that Chinese goods flooded other markets, it also opened the Chinese doors to international brands. In 2004, Euro Asia Consulting estimated that about 77-m Chinese are middle and higher income earners who would buy branded sports goods — this figure is growing as the GDP grows by an estimated 8% p.a. and more and more consumers enjoy the luxury of recreation.

Hong Kong Sourcing Show

A new type of trade show will be held from 27-30 October in Hong Kong — where Chinese manufacturers will be exhibiting to international distributors and retailers.

It will be jointly organised by ispo organisers Messe München International (MMI) and the Hong Kong Trade Development Council (HKTDC), both with extensive experience in organising trade shows.

Prospective exhibitors will be Asian suppliers of sports equipment — ball games, golf, watersport, cycling, field and track, indoor sports, fitness etc. — sport shoes, clothing and accessories.

MMI is keen for a buying group from SA to attend this show and has asked SA Sports Trader to liaise with potential visitors.

With the favourable Rand exchange rate (HK$1 is 90c), travelling to Hong Kong is much more affordable than travelling to Europe and could offer local distributors a cost-effective chance to meet with existing suppliers and make new contacts.

Anyone interested in visiting the Sports Source Asia Show in Hong Kong in October can contact SA Sports Trader on Tel: 021 461 2544 or Email nicol@sportstrader.co.za.