Messe Munchen said attendance surged 38 percent to 24,500 at its 2012 Ispo Beijing thanks in part to a growing number of Chinese sporting goods brands that are exhibiting at the show. The event featured products by 353 exhibitors (+ 28%), 516 brands (+ 47%) on 35,000 square meters of exhibit space.

This represents a two-digit growth of the trade show in all relevant areas, and further expands its position as the leading sports business platform in the Asia-Pacific territories, said Klaus Dittrich, chairman and CEO of Messe Munchen, which produces the show. “We are very pleased with these extraordinary results, far exceeding our expectations,” he said.

Particularly obvious was the increasing number of Asian manufacturers now acting as independent brands and presenting their high-quality products at Ispo Beijing, such as KingCamp, MobiGarden, and K2Summit. In addition, numerous international brands, among them Bogner, DC, Deuter, Eaglecreek, Five Ten, Meindl, Protest, Salomon, Vaude, and X-Bionic, took advantage of this year’s Ispo Beijing to present their companies and products to the emerging sports business market in Asia. This was also the first time a British community exhibit was at the Beijing event, with brands such as DMM, Kozi Kidz, Lowe Alpine, Mountain Equipment, OMM, and RAB. An important indication of the increasing significance of the trade show and this market was the return of internationally renowned brands such as Burton, Lowa, Northland, and Sympatex.

Taking into account the new consumer behavior and the increasing interest in sports and recreational activities in China, this year’s Ispo Beijing featured two new designated areas, Action Sports and Sports Fashion. It permitted a comprehensive overview of a market which is as influenced by its traditional culture as it is by its new youth culture. The investment in authentic side events, such as the Ispo Skate Open with a first-class indoor ramp not just made it possible to embody cultural elements but also this sport’s creativity, thus reaching a broad audience.

“The Chinese sporting goods market is undergoing unbelievably rapid development,” said Klaus Dittrich.