It is said that China has been experiencing an unprecedented outdoor boom for several years (although there have been some adjustments)
It's easy to imagine that a major factor behind this is the improvement in living standards due to economic development, as was the case in Japan in the past. An additional boost for China is the hosting of the Beijing Winter Olympics in 2022. The government has apparently set a target of increasing the winter sports population from the current 10 million to over 300 million, and development of related facilities such as ski resorts and hotels is already underway at a rapid pace across the country. While it's not exactly a steady upward trend, it looks like this big trend will continue for some time to come
Meanwhile, as is well-known on this site, for the past few years Chinese and Korean outdoor brands have been winning awards at various outdoor trade shows overseas, particularly in Europe, going beyond the boundaries of Asia. This is especially true in the most prestigious categories of outdoor gear, such as apparel and backpacks. The boom in outdoor brands seems to have led to a steady improvement in quality
However, to be honest, this information is nothing more than a collection of secondary information. What is the actual state of China's outdoor boom? And are the products they are making genuine in quality, rather than just a hype? Is this a false image created by the government and the media? At the moment, it seems that no one knows the true state of the outdoor industry in China and other East Asian countries (excluding Japan)
Personally, I think that Japan has been a driving force behind outdoor culture in Asia, so we shouldn't completely ignore this situation. However, rather than feeling something akin to a sense of crisis, if China really is going to become the source of a new outdoor culture, then surely there must be a single gem of future outdoor gear with the ambition to take the world by storm (just like Japan once had) buried among the hundreds of mediocre imitations. I can't help but feel a tingling sense of anticipation
This is the limit of information we can get from Japan, so the only thing we can do is go and see for ourselves
So, to find out what's happening right now in China's outdoor industry and culture, which has been hidden from Japan despite being happening so close to home, Outdoor Gearzine went to China's largest outdoor trade fair, the ASIA OUTDOOR TRADE SHOW, for the first time. We'd like to share with you as much of the excitement on the ground as possible, as we capture the events that most people will be seeing for the first time
table of contents
- What is the ASIA OUTDOOR TRADE SHOW?
- China's outdoor industry is in the midst of a gold rush, fueled by excitement and chaos
- Europe is indeed the strongest when it comes to global brands!? A look at the exhibition booths
- A major Chinese brand that is comparable to Western brands
- Sleeping bags, cookware, B2B products... and many more noteworthy new brands and items
- summary
What is the ASIA OUTDOOR TRADE SHOW?
The Asia Outdoor Trade Show is China's largest outdoor equipment exhibition, held annually since 2006 in Nanjing, one of China's four ancient capitals and a major city after Beijing, Shanghai, and Shenzhen. It was realized as Asia's first large-scale industry exhibition through a joint project between a Chinese operating company and a German operating company that has long run the outdoor equipment exhibition The OutDoor Show Friedrichshafen (OD) in Europe
The first event in 2006 saw 174 exhibitors, with over half of those brands still being from overseas. In 2016, that number increased to a total of 716 companies, with domestic manufacturers accounting for an astonishing 74% of those. The number of visitors over the four days of the event has also grown, from 6,743 people from 16 countries in 2006 to 19,520 in 2016, a roughly three-fold increase. Considering that the current attendance at the original German OD event is just under 20,000, this number is no small feat
The overall program and structure of the event seems to be a direct copy of the German OD, with a series of programs including various awards, forums, and fashion shows, centered around exhibition booths for each brand
The layout is similar to that of Germany's OD, with spaces scattered throughout the venue that feature and introduce new activities such as the "Running Village" and "Water Village."
From here on, we will introduce some of the uniquely Chinese aspects of the event that set it apart from other outdoor exhibitions, as well as the latest developments in China's outdoor culture and industry
China's outdoor industry is in the midst of a gold rush, fueled by excitement and chaos
The area around the Nanjing International Exhibition Center, where the event will be held, is located a little way from the city center, where history and the present are intertwined. The area is lined with huge new buildings and wide, well-maintained paved roads that cut through the city, a scene common in any big Chinese city
I arrived at the entrance gate right at opening time on the first day. There was a disturbing crowd blocking the gate. Was something going to happen right from the start?
It seemed everyone's eyes were fixed on their smartphone screens. In fact, this was a scene of people applying for admission who hadn't pre-registered. Despite it being aimed at the industry, this relaxed atmosphere and lack of resistance to smartphones was somehow refreshing. Even in today's Japan, it's hard to imagine people of all ages and genders so blissfully registering and rushing through the entrance one after the other using their smartphones, QR codes, and WeChat
The doors finally opened, and as expected, it was already packed from the start of the first day. From a quick glance, it seemed like the majority of the crowd was young. There were also people who looked like they were into outdoor activities, some with children, and a group of reporters with selfie sticks, all of which were somehow different from what you'd find in Japan or the WestChaoticThe feeling of freedom is quite stimulating
Even though the layout is the same as in Europe, the atmosphere at the venue is different from that of the German OD. The atmosphere at each brand's exhibition booth is fundamentally different from the sophisticated, unassuming atmosphere of the Western ones (especially the booths of domestic manufacturers). Numerous domestic manufacturers that have only recently been established are lined up, pushing aside the major Western outdoor brands, creating a rough-edged, passionate atmosphere that seems to be a mixture of pure and impure
There was no one acting like they were cool because they were outdoors, and instead everyone was full of the eagerness to ride this wave and make a killing. Inside, we even saw bargain sale-style business negotiations, as seen in the photo below
Even at events and seminars other than the exhibition, I got the impression that there were more enthusiastic audiences than at other exhibitions (although this was not the case at all times)
Europe is indeed the strongest when it comes to global brands!? A look at the exhibition booths
As with other industries, the influence of Europe is strong in the outdoor industry, with many German brands in particular operating in large spaces
The only American brands that stood out this time were KEEN and GREGORY. However, Arc'teryx, for example, is a hugely popular brand in China, even though it didn't have a booth at the event, so it seems that just like in Japan, Chinese users aren't as conscious of Europe and the US
Looking at the Chinese exhibits, the most common business model I saw was one where they acted as import agents or OEMs for overseas brands, while simultaneously developing their own brands in parallel. This allows them to develop efficiently in a sense, by gaining the skills and know-how to handle overseas brands and then finally developing their own brand. I'm truly envious of factories around the world
A major Chinese brand that is comparable to Western brands
Now, for the long-awaited introduction, we will introduce some of the great Chinese outdoor brands that we came across while in China. First, we will start with the major Chinese brands that were the winners in 2017, as we learned from people with some knowledge of the local situation
KAILAS
When Baggio Zhong, a climbing, mountaineering, and biking enthusiast, founded the brand in 2003, there were virtually no . He has been involved in every process, from selecting materials and fabrics to design and marketing, and has carefully nurtured the brand, which has now grown into one of China's leading premium climbing and comprehensive outdoor brands, developing a wide range of products that are on par with the world's most cutting-edge brands.
Seeing the actual climbing backpack "EDGE," which won double awards at ISPO and OD, I was convinced of its high quality, but what surprised me most when I actually looked around the booth was that all the products other than the award-winning items were also of excellent quality overall
It's admirable that the company has created products that demonstrate a strong commitment to cutting-edge activities such as climbing, trail running, and UL hiking, which require cutting-edge functionality and reliability. The design, which even subtly incorporates kanji characters, is cool
TOREAD
The brand, whose name means "Path Finder" in Chinese, has been steadily expanding since its founding in 1999, and according to their website, is now the largest in China. With a comprehensive lineup of apparel and shoes for a variety of activities, from hiking to running and skiing, as well as backpacks and tents, and with over 1,600 brick-and-mortar stores across the country, some call them the "Chinese Montbell." This year, they announced a partnership to develop racing wear for the world's most grueling race, a 400km race through the Gobi Desert, and it seems they're not just focusing on quantity, but are also focusing on investing in cutting-edge technology.
MOBI GARDEN
There isn't much information about this brand other than that it was founded in 2003, but it is a comprehensive outdoor and camping goods brand that handles a wide range of products, including apparel, backpacks, tents, sleeping bags, mats, poles, and chairs, and, like toread, sells its products through its own directly managed stores. What's impressive is how carefully each product is crafted, down to the design and selection of parts, and at first glance, you'd never guess it was a Chinese brand. It's just plain cool, even the logo
Sleeping bags, cookware, B2B products... and many more noteworthy new brands and items
Aside from the general outdoor brands mentioned above, there were a handful of specialist brands that exuded exceptional quality. One brand in particular that caught my eye was a brand that sold down products such as sleeping bags and down jackets
It is said that Chinese feathers are of inferior quality compared to European feathers, but even if that is true on average, they are by no means inferior when comparing the quality of top-level products. It is true that there is still an impression that they are imitating Europe and the United States, but that said, they are not only particular about the quality of their feathers, but also have their own water-repellent down technology, use world-class brands for outer fabrics and zippers, and have a diverse lineup ranging from low-temperature to ultra-light, and at the moment they are doing things with more care and variety than Japan. It is only a matter of time before originality is added to this and the designs become more sophisticated. Keep an eye out!
AEGISMAX only makes sleeping bags, but the quality of each product was outstanding. Their UL products in particular are sure to sell well in Japan. I want a quilt
BLACK ICE, a comprehensive down product brand, is so visually appealing, including its logo, that it could easily be mistaken for a Western brand
To be honest, there are still many uncool designs when it comes to clothing in China, but one brand that has been doing quite well is the Scandinavian-style brand SKYWARDS
Another brand that I felt had already reached a dangerous level was the titanium product brands. I don't know the details, but there were several titanium cookware manufacturers in China that offered a wide variety of products in both quality and quantity. What's more, it was interesting to see that they stocked a wide range of items that catered to the unique food culture that you wouldn't see in Japan or the West
Fire Maple, a comprehensive cookware brand that offers everything from burners to cups, offers stylish teapots and sake sets for Chinese tea
Keith, known for its sophisticated design, has released a titanium cooker for cooking rice. Its two-layer structure allows for uninterrupted water circulation, resulting in delicious rice
This ultra-lightweight single-burner gas stove from stove manufacturer BRS features a titanium grate. The burner also has an interesting shape
These trekking poles are refreshingly similar to the ones from ◯EKI. But they are certainly high quality
This shoelace stopper tightens your shoelaces securely just by passing it through. This year's award-winning product
Among the tents on display is a "ger"-type tent, the kind you would only see in China, inhabited by Mongolian nomads. It's elegant in a way
This is also this year's award winning product, and as you can see it's a jet ski, but what is it?
At the exhibition, we could see many industrial B2B products such as sewing machines. This is the latest machine that uses ultrasound to bond fabrics together without sewing. I wonder if the product that a certain brand has been selling since last year uses exactly this technology
summary
While there were some ups and downs depending on the equipment category, I couldn't help but realize that when it comes to high-end brands, China already has a plethora of brands of higher quality than I'd imagined. The stereotypes about Chinese products arriving in Japan, such as "poorly made, rampant copying, and unfashionable," definitely need to be changed. While there are certainly many immature brands like this, it's clear from the flow of people that users are no longer turning to them. I also felt like I could sense the momentum of China's outdoor industry gradually moving from a period of explosive growth to a period of maturity
In any case, from shoddy brands to super cheap brands, brands full of things to criticize, and even hardcore high-end brands, the Chinese outdoor industry is currently making the most of its physical power, with a wide variety of brands sprouting and then being weeded out, making it a very active market not to be missed, and Chinese brands will continue to be worth keeping an eye on. Outdoor Gearzine will continue to keep an eye on the latest developments of the brands we have our eye on this time
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