Asia Outdoor opens European overseas office

Asia Outdoor is a joint venture of Messe Friedrichshafen, exhibition organisers in Nanjing, and Knut Jaeger and his partners at the Chinese outdoor magazine "Alpinist."

China is rapidly becoming a very attractive growth market for European manufacturers of outdoor products. This development prompted Asia Outdoor on 15 October 2008 to open a European overseas office to significantly boost the sales activities of European companies. Southern Germany's trade show consulting agency agendum is running the new service office. This cooperation aims to make the wide range of opportunities on the Chinese market more accessible to the European outdoor industry.

Asia Outdoor is a joint venture of Messe Friedrichshafen, exhibition organisers in Nanjing, and Knut Jaeger and his partners at the Chinese outdoor magazine "Alpinist". Asia Outdoor is the leading event for the outdoor industry in Asia. The fourth annual event will be held at the Nanjing International Exhibition Centre from 30 July to 2 August 2009. In 2008, the trade show attracted nearly 10,000 visitors from 23 countries to reach a growth rate of 15%. A total of 245 outdoor brands were represented at the show, with 40% of the exhibitors coming from outside China.
The two owners of agendum, Juliane Jähnke and Oliver Schmitt, are well known experts with over 17 years of consulting experience in the trade show business. "The outdoor industry has enormous potential in China," says Jähnke, adding that "in view of the cultural and linguistic differences, some companies may still feel somewhat reserved."

Schmitt then adds that there are a whole series of success stories. "These experiences clearly show that it is currently possible to start up in China with comparatively modest investments and achieve enormous success."
Both consultants are currently developing a comprehensive information and communications package tailored to European manufacturers of outdoor products. This involves processing current market data and special service packages for European companies. "We offer an attractive exhibition package for participating at a European joint stand," says Jähnke, "and we make sure that China neophytes in particular can benefit from a supportive service package – also during the run-up to the trade show."
To help pave the way for upcoming industry exhibitions, a number of informational events will also be organised for interested outdoor companies. Additional information on these events and the trade show is available online at, by e-mail at or by phone at +49.(0).7528.91592-22.

Additional information:
Nanjing, a bustling city with a population of 6 million, is the capital of Jiangsu Province in western China, roughly 270 km east of Shanghai. Lukou International Airport provides the city with good connections to Germany and Europe (Lufthansa und Singapore Airlines), and within China and Asia. Nanjing is a traffic hub with outstanding connections for both individual and public transport.
The Nanjing International Exhibition Centre (NIEC) is an architecturally inspiring and highly functional trade show facility. It features excellent traffic connections and an impressive location along the shoreline in Xuanwu Lake Park. Nanjing is a city with a first-rate selection of hotels in all categories and a rich array of cultural activities.


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