Around half of the 700 brands from more than 400 companies this week exhibiting at ISPO Beijing are from abroad, including a mixture of past exhibitors, new exhibitors, and brand new startups. Among others, the show offers a two-day seminar for brands interested in entering the Chinese market, with a focus on winter sports ahead of the Beijing Winter Olympics in 2022.

The show is also focusing on attracting more influencers (or Key Opinion Leaders in China) such as celebrities, athletes, bloggers, etc. – despite the general public not being allowed in as visitors to the trade show where products are launched to retailers ahead of when the products are available to consumers. Around 500 influencers are expected to attend the show this week.

According to the show organisers, a study has shown that around half of the 665-m Chinese who work in the country use the product research channels on social media, and 75% of their Gen Z prefer to buy directly via social media (the global average is 44%).

This year’s show takes place at a new venue (the China International Exhibition Center (CIEC) New Venue) and closes on Saturday this week (January 19).