The North Face has decided to exhibit for the first time at the Asia Outdoor fair, which will run in Nanjing on July 24-27. TNF will also organize the first Asia Outdoor-China Bouldering Open together with the Chinese Mountaineering Association (CMA) during the first two days of the show. The event, which is aimed at promoting climbing sports in the country, will be sponsored by the fair and by Kailas, one of the major Chinese outdoor companies.

 In a move that is regarded as a new interest by the brand in the specialty outdoor market, TNF is taking up two booths right in the middle of the show floor. The move has prompted another major Chinese player, Kailas, to move to a space across from TNF. As before, Asia Outdoor will also host Toread, which is regarded as the market leader in China, along with some 600 other exhibitors. There were 570 one year ago. The total surface is up slightly to 52,000 square meters from 48,000 m².

The supporting program has been expanded and improved. Knut Jaeger, chief organizer of the Chinese exhibition, said that he expects more than 7,000 visitors per day from the specialty retail trade, which is developing rapidly in China, especially in the smaller cities under the impulse of local hiking, trekking and mountaineering clubs. The fair will also feature a dedicated lounge for operators of web stores, considering the fact that their representatives at the fair doubled to 102 last year. A total of more than 23,000 visitors is expected.

One major change from previous two editions will be the fact that there will be no simultaneous bicycle trade show. The organizers have decided to postpone the Asia Bike fair in Nanjing to a later date – Oct. 10-13 – because the major suppliers felt that the end of July was too early for them to show new models that are usually presented at Eurobike in Friedrichshafen at the end of August.