German Exhibition Observation: How Made-in-China.com Overcomes the Traffic Dilemma
Duration:
Nov 13 - 19, 2024
Location:
Germany
Part 1. The Sports Capital Amidst Ice and Snow
Germany’s winter is cold and captivating, often accompanied by drifting snowflakes, making it the best time for winter sports such as skiing and ice skating. Brands like Adidas and Puma have a significant presence in the global market for winter gear. Munich, a city blending tradition and modernity, attracts numerous outdoor sports enthusiasts with its ski resorts and mountain adventure routes.
In December 2024, the Made-in-China.com exhibition team traveled to this vibrant city to attend the world’s largest sports and fashion trade exhibition. What insights might the event offer to foreign trade professionals expanding into the German market? Let’s uncover the details together.
Part 2. Love Every Contact
The ISPO Munich Sports Fair, held since 1970, has been a global benchmark for the sports industry. The 2024 ISPO, with the theme 'Love Every Contact,' attracted over 2,000 companies from more than 50 countries and regions, covering sports apparel, outdoor products, team equipment, and more. Chinese exhibitors were particularly active, with more than 750 Chinese companies participating, bringing a wide array of Chinese-made products to the European market.
Part 3. Made-in-China.com Showcased Member Products
At this year’s ISPO, the Made-in-China.com set up a special exhibition booth, showcasing quality products from multiple member companies: outdoor waterproof jackets, yoga mats, ski poles, children’s inline skates, etc. The concentrated display attracted considerable attention from buyers. On-site, buyers could access product information via their mobile phones and communicate with Made-in-China.com members in real time, overcoming geographic limitations and making sales more achievable.
Additionally, Made-in-China.com co-hosted the 2024 Global Release Conference with renowned Chinese brand 361°, unveiling new products such as intelligent inflators and dynamic bicycles, setting new trends in the sports industry.
Part 4. International Buyers Show Enthusiastic Interest
Over the three-day exhibition, the Made-in-China.com hosted buyers from various countries around the world. In addition to local German buyers, there were also significant numbers of buyers from Switzerland, Italy, France, and Nordic countries like Norway, Sweden, and Finland. This is due to these countries' deep-rooted winter sports traditions, benefiting from the Alps and cold winter climates, where activities like skiing and mountaineering are popular. Thus, products from Made-in-China.com attracted considerable attention from these buyers.
When surveying the main concerns of buyers sourcing Chinese-made sports goods, the Made-in-China.com exhibition team identified the following key points:
1.Product Quality and Reliability: The European market has high demands for quality, especially regarding safety and user experience in sports goods. Buyers are concerned whether Chinese-made products meet international quality standards, particularly for high-intensity sports equipment like skiing and mountaineering gear.
2.Brand Trust: Chinese brands have lower recognition compared to European and American brands, and buyers may be skeptical about the trustworthiness of these brands. Companies need to enhance their brand image and market awareness.
3.Environmental Compliance: With stricter environmental regulations, buyers focus on whether products meet certifications like REACH and CE.
4.Price and Cost-effectiveness: Chinese-made products often offer good value for money, but buyers worry that low prices might indicate compromised quality, which could affect long-term performance.
5.Innovation and Technological Development: European buyers are increasingly focused on product innovation, especially in areas like smart devices, wearable technology, and sustainable materials. Offering innovative products will enhance market competitiveness.
Part 5. The Foot Traffic Dilemma of Made-in-China.com
At this ISPO event, while we witnessed top global sports brands and innovative products, we also witnessed the foot traffic dilemma faced by Chinese exhibitors. Although the exhibition was bustling with people, the Chinese exhibition area—particularly in Hall C (C1-C4)—seemed to have little connection to the event’s overall vibrancy.
The Situation in Hall C: Among the event’s ten halls, Halls A1-A3 and B1-B3 are the main exhibition areas, attracting a large number of visitors and buyers. These areas feature luxurious booth designs, a wide range of exhibits, and frequent on-site activities. In contrast, Hall C, almost entirely occupied by Chinese companies, features standardized 9-square-meter booths with a uniform appearance, lacking individuality and appeal, leading to fewer visitors entering this area.
Poor Audience Flow: Walking from Hall A to Hall C, the Made-in-China.com exhibition team noticed a clear decrease in foot traffic. Even Chinese exhibitors appeared to have limited interactions, either talking amongst themselves or quietly using their phones, with very few buyers stopping by. Interestingly, in the exhibition map, exhibitors in Halls A and B had their company names marked, and some large brands even displayed their logos. In contrast, the Chinese exhibitors in Hall C were labeled 'CHINA' instead of specific company names, greatly diminishing the professionalism and appeal of the area.
This situation is not accidental. The low foot traffic in the Chinese exhibition area, coupled with insufficient product appeal, meant that Chinese companies struggled to gain adequate exposure. Despite investing significant time and resources, their impact was far less than that of exhibitors in other areas.
Part 6. Made-in-China.com’s Special Exhibition: A High-Traffic Area in the International Section
After understanding the foot traffic challenges faced by Chinese exhibitors in Hall C, we also discovered a potential solution: Made-in-China.com’s special exhibition. Since 2023, Made-in-China.com has participated in major international exhibitions annually, setting up independent booths in the international exhibition area to ensure that Chinese products receive more attention.
The Importance of Special Exhibitions: By setting up independent booths in the international exhibition area, Made-in-China.com’s special exhibitions successfully overcome the foot traffic bottlenecks seen in Hall C at ISPO. International exhibition areas typically have higher foot traffic, diverse exhibits, and attract buyers from around the globe. With carefully designed booths and interactive activities, Made-in-China.com provides its member clients with opportunities to showcase innovative products while directly reaching potential buyers from local, European, American, and Asian markets.
In the past year, Made-in-China.com’s special exhibitions have been successfully held in Singapore, Saudi Arabia, Dubai, and other locations, attracting significant attention from overseas buyers and media. In 2025, we plan to expand the scale of these special exhibitions and enable more Chinese companies to showcase their products in higher-traffic international areas.
Through this model, Made-in-China.com not only helps Chinese foreign trade companies overcome foot traffic challenges at exhibitions but also helps more Chinese companies establish a foothold in the international market. 'Going global' and engaging in face-to-face communication with global buyers becomes the true value of Made-in-China.com’s special exhibitions.
Part 7. Essential Tips for Exhibiting in Germany
After communicating with Chinese companies at the event, Made-in-China.com’s exhibition team learned that many first-time exhibitors in Germany faced challenges. We’ve summarized some key tips to help ease the experience:
1、Visa and Entry: When applying for a German Schengen business visa, prepare exhibition invitation letters, hotel confirmations, round-trip tickets, insurance, employment certificates, and other documents. It's recommended to start the application process at least 3-4 months in advance.
Customs: Exhibits with samples must be declared in advance to ensure the value and quantity of items are accurately recorded to avoid customs checks.
2、Punctuality: Germans value punctuality, and being on time is a core part of business culture. If you’ve scheduled a meeting at the exhibition, it’s advised to arrive early.
3、Transportation and Taxis: Germany has convenient public transportation, including subways, buses, and taxis. Be aware that Uber and regular taxis have different costs and regulations.
4、Cultural Etiquette: Respecting personal privacy is essential in Germany. Avoid asking personal questions or taking photos/videos without permission, as this could jeopardize potential business opportunities.
Part 8. Made-in-China.com: Always Running Towards Global Opportunities
Since its establishment, Made-in-China.com has been dedicated to the international trade sector, providing a platform for member companies to showcase their products. In 2025, we will continue to expand globally, participating in over a hundred international exhibitions to help Chinese companies explore global markets. The upcoming CES in Las Vegas, the world’s largest consumer electronics event, will see a fantastic display by Made-in-China.com and its member companies, creating further commercial opportunities.
Germany’s winter is cold and captivating, often accompanied by drifting snowflakes, making it the best time for winter sports such as skiing and ice skating. Brands like Adidas and Puma have a significant presence in the global market for winter gear. Munich, a city blending tradition and modernity, attracts numerous outdoor sports enthusiasts with its ski resorts and mountain adventure routes.
In December 2024, the Made-in-China.com exhibition team traveled to this vibrant city to attend the world’s largest sports and fashion trade exhibition. What insights might the event offer to foreign trade professionals expanding into the German market? Let’s uncover the details together.
Part 2. Love Every Contact
The ISPO Munich Sports Fair, held since 1970, has been a global benchmark for the sports industry. The 2024 ISPO, with the theme 'Love Every Contact,' attracted over 2,000 companies from more than 50 countries and regions, covering sports apparel, outdoor products, team equipment, and more. Chinese exhibitors were particularly active, with more than 750 Chinese companies participating, bringing a wide array of Chinese-made products to the European market.
Part 3. Made-in-China.com Showcased Member Products
At this year’s ISPO, the Made-in-China.com set up a special exhibition booth, showcasing quality products from multiple member companies: outdoor waterproof jackets, yoga mats, ski poles, children’s inline skates, etc. The concentrated display attracted considerable attention from buyers. On-site, buyers could access product information via their mobile phones and communicate with Made-in-China.com members in real time, overcoming geographic limitations and making sales more achievable.
Additionally, Made-in-China.com co-hosted the 2024 Global Release Conference with renowned Chinese brand 361°, unveiling new products such as intelligent inflators and dynamic bicycles, setting new trends in the sports industry.
Part 4. International Buyers Show Enthusiastic Interest
Over the three-day exhibition, the Made-in-China.com hosted buyers from various countries around the world. In addition to local German buyers, there were also significant numbers of buyers from Switzerland, Italy, France, and Nordic countries like Norway, Sweden, and Finland. This is due to these countries' deep-rooted winter sports traditions, benefiting from the Alps and cold winter climates, where activities like skiing and mountaineering are popular. Thus, products from Made-in-China.com attracted considerable attention from these buyers.
When surveying the main concerns of buyers sourcing Chinese-made sports goods, the Made-in-China.com exhibition team identified the following key points:
1.Product Quality and Reliability: The European market has high demands for quality, especially regarding safety and user experience in sports goods. Buyers are concerned whether Chinese-made products meet international quality standards, particularly for high-intensity sports equipment like skiing and mountaineering gear.
2.Brand Trust: Chinese brands have lower recognition compared to European and American brands, and buyers may be skeptical about the trustworthiness of these brands. Companies need to enhance their brand image and market awareness.
3.Environmental Compliance: With stricter environmental regulations, buyers focus on whether products meet certifications like REACH and CE.
4.Price and Cost-effectiveness: Chinese-made products often offer good value for money, but buyers worry that low prices might indicate compromised quality, which could affect long-term performance.
5.Innovation and Technological Development: European buyers are increasingly focused on product innovation, especially in areas like smart devices, wearable technology, and sustainable materials. Offering innovative products will enhance market competitiveness.
Part 5. The Foot Traffic Dilemma of Made-in-China.com
At this ISPO event, while we witnessed top global sports brands and innovative products, we also witnessed the foot traffic dilemma faced by Chinese exhibitors. Although the exhibition was bustling with people, the Chinese exhibition area—particularly in Hall C (C1-C4)—seemed to have little connection to the event’s overall vibrancy.
The Situation in Hall C: Among the event’s ten halls, Halls A1-A3 and B1-B3 are the main exhibition areas, attracting a large number of visitors and buyers. These areas feature luxurious booth designs, a wide range of exhibits, and frequent on-site activities. In contrast, Hall C, almost entirely occupied by Chinese companies, features standardized 9-square-meter booths with a uniform appearance, lacking individuality and appeal, leading to fewer visitors entering this area.
Poor Audience Flow: Walking from Hall A to Hall C, the Made-in-China.com exhibition team noticed a clear decrease in foot traffic. Even Chinese exhibitors appeared to have limited interactions, either talking amongst themselves or quietly using their phones, with very few buyers stopping by. Interestingly, in the exhibition map, exhibitors in Halls A and B had their company names marked, and some large brands even displayed their logos. In contrast, the Chinese exhibitors in Hall C were labeled 'CHINA' instead of specific company names, greatly diminishing the professionalism and appeal of the area.
This situation is not accidental. The low foot traffic in the Chinese exhibition area, coupled with insufficient product appeal, meant that Chinese companies struggled to gain adequate exposure. Despite investing significant time and resources, their impact was far less than that of exhibitors in other areas.
Part 6. Made-in-China.com’s Special Exhibition: A High-Traffic Area in the International Section
After understanding the foot traffic challenges faced by Chinese exhibitors in Hall C, we also discovered a potential solution: Made-in-China.com’s special exhibition. Since 2023, Made-in-China.com has participated in major international exhibitions annually, setting up independent booths in the international exhibition area to ensure that Chinese products receive more attention.
The Importance of Special Exhibitions: By setting up independent booths in the international exhibition area, Made-in-China.com’s special exhibitions successfully overcome the foot traffic bottlenecks seen in Hall C at ISPO. International exhibition areas typically have higher foot traffic, diverse exhibits, and attract buyers from around the globe. With carefully designed booths and interactive activities, Made-in-China.com provides its member clients with opportunities to showcase innovative products while directly reaching potential buyers from local, European, American, and Asian markets.
In the past year, Made-in-China.com’s special exhibitions have been successfully held in Singapore, Saudi Arabia, Dubai, and other locations, attracting significant attention from overseas buyers and media. In 2025, we plan to expand the scale of these special exhibitions and enable more Chinese companies to showcase their products in higher-traffic international areas.
Through this model, Made-in-China.com not only helps Chinese foreign trade companies overcome foot traffic challenges at exhibitions but also helps more Chinese companies establish a foothold in the international market. 'Going global' and engaging in face-to-face communication with global buyers becomes the true value of Made-in-China.com’s special exhibitions.
Part 7. Essential Tips for Exhibiting in Germany
After communicating with Chinese companies at the event, Made-in-China.com’s exhibition team learned that many first-time exhibitors in Germany faced challenges. We’ve summarized some key tips to help ease the experience:
1、Visa and Entry: When applying for a German Schengen business visa, prepare exhibition invitation letters, hotel confirmations, round-trip tickets, insurance, employment certificates, and other documents. It's recommended to start the application process at least 3-4 months in advance.
Customs: Exhibits with samples must be declared in advance to ensure the value and quantity of items are accurately recorded to avoid customs checks.
2、Punctuality: Germans value punctuality, and being on time is a core part of business culture. If you’ve scheduled a meeting at the exhibition, it’s advised to arrive early.
3、Transportation and Taxis: Germany has convenient public transportation, including subways, buses, and taxis. Be aware that Uber and regular taxis have different costs and regulations.
4、Cultural Etiquette: Respecting personal privacy is essential in Germany. Avoid asking personal questions or taking photos/videos without permission, as this could jeopardize potential business opportunities.
Part 8. Made-in-China.com: Always Running Towards Global Opportunities
Since its establishment, Made-in-China.com has been dedicated to the international trade sector, providing a platform for member companies to showcase their products. In 2025, we will continue to expand globally, participating in over a hundred international exhibitions to help Chinese companies explore global markets. The upcoming CES in Las Vegas, the world’s largest consumer electronics event, will see a fantastic display by Made-in-China.com and its member companies, creating further commercial opportunities.