T he trends for the coming season s were featured at the sports equipment show Ispo Shanghai To help suppliers find new customers the trade fair or ganisers worked with Tmall the world s largest e commerce marketplace operated by the Alibaba Group To be more precise In early July eight brands took part in the Ispo x Tmall Fashion Show They included well known names such as Columbia The North Face Lafuma Kailias Aigle and Jack Wolf skin Each brand staged a 20 minute fashion show In addition videos of the brands and shows were posted on Chinese social media channels such as Tik Tok WeChat and Tmall Thanks to this combination the prod ucts were seen by hundreds of thousands of sports enthusiasts who could then buy them directly online The fashion show was part of an overall package explains Klaus Dit trich The paid package also included a trade fair presence in the Tmall Pavilion at Is po Shanghai 2019 says the CEO of Messe München Unlike in 2018 there was no live stream of the fashion show this year This new ap proach proved to be beneficial as it had a much longer presence The respective brand was not just streamed live for a short period of time says Klaus Dittrich But it was pro moted and communicated even beyond the time of the fair The participating brands are presented in Tmall s online Ispo flagship store and their products are offered for sale The purchase itself is made through Tmall s own branded shop The fashion shows were heavily advertised in advance Tmall already attracts a lot of attention due to its high pro file in China at large Moreover the brands featured in the Tmall Pavilion at Ispo Shang hai did not have additional booths of their own They used the Tmall package which included both exhibition space and the reali sation of a fashion show with video shooting and media promotion The package is an ideal combination of online and offline ar gues Klaus Dittrich At the fair itself the Tmall Pavilion was one of the central meeting points Products were presented directly to the specialist audi ence and key opinion leaders describes Klaus Dittrich They had the opportunity to experience the products haptically on site And the products were explained to them in talks with brand representatives Further more the products were presented online via Tmall in the context of the trade fair and of fered for sale to end consumers This ex tended their reach beyond the event ex plains Dittrich Above all with the impor tant target group of Chinese consumers The cooperation with Tmall is to be further ex panded even beyond Ispo Shanghai In 2018 there was already a live stream from the par ent fair Ispo in Munich to China In addi tion Messe München organised a match making event with representatives of Tmall and international sports brands who were ex hibiting at Ispo in Munich www messe muenchen de PB 60 TradeFairs Internation al 3 2019 INTERNATIONAL CHINA Combining online with offline Trade fair activities need not be limited to their target groups in the halls This can even boost e commerce sales Messe München is exploring new avenues in China Ispo Shanghai 2019 Jede mit machende Marke führte auf der Messe eine 20 minütige Moden schau durch Ispo Shanghai 2019 Each partici pating brand sta ged a 20 minute fashion show at the fair Ph ot o M es se M ün ch en

Hinweis: Dies ist eine maschinenlesbare No-Flash Ansicht.
Klicken Sie hier um zur Online-Version zu gelangen.