Australian Representative Appointed For China Horse Fair

The phenomenal growth in wealth and expectations of Chinese consumers is creating huge demand for leisure activities and related products and services. Horse riding and equestrian sports is one area experiencing exponential growth.

The appointment of an Australian agent for the annual China Horse Fair, held in Beijing, is a major breakthrough for Australian equestrian suppliers interested in tapping into the colossal Chinese market. Queensland-based Exhibitions and Promotions have been appointed sole agents for Australia and New Zealand for this business-to-business event for the professional horse sports and leisure industries in China. “With a staggering 1000 new members joining equestrian riding clubs per week in China, the potential of the Chinese market is eye-popping,” said Mr Leigh Kealton, Managing Director of Exhibitions and Promotions, professional event managers for over 20 years in Australia and NZ. The event is organised by the London-based Tarsus Exhibitions & Publishing Limited which has a catalogue of trade events around the world and its Joint Venture partner – Tarsus Hope Exhibition Co., Limited which is based in China. “Top international suppliers know that they can’t afford to ignore the Chinese market as it continues its rapid growth and development. The China Horse Fair is recognised as the leading trade event, attracting suppliers from across the global industry. We are delighted that Australia and New Zealand will be able to take advantage of our success with the help of Leigh Kealton and Exhibitions and Promotions,” said Jane Carter, International Sales Manager for the China Horse Fair. “Having a representative close at hand will make participation so much easier for Australian and New Zealand exhibitors,” said Jane. Identifying the drivers behind this market growth Sonia Ou Yang, Marketing Manager for the fair, said “Increasing numbers of China’s wealthy and middle-classes are discovering the pleasures of horse sports and leisure activities. In addition China’s national sports bodies are keen to be competitive on the international equestrian stage, so the demand for quality horses, training facilities, equipment, and services in China keeps increasing. For example, China brought in 4,000 horses last year, which is a tenfold increase from 2006, which means new sales opportunities for international suppliers”. Confirming this trend, the manager of a well-known riding club in Beijing, Yihe Farm, Mr. Chu Wen said, “We imported 50 Arabian horses and Quarter horses in 2011. They were welcomed by the local market. After importing these horses, our demand for feed, nutrition and medicine has increased significantly. There are very limited options of suitable horse feed products in the local market, so we have to purchase from overseas, which is not very convenient. From 2010, we also started to invite foreign coaches to our club to help training our horses, staff and members for the Barrel Racing Competition.” From 16-18 October 2012, China Horse Fair will transform Beijing into a global marketplace for the professional horse sports and leisure industries. More than 50% of the fair’s exhibitors come from outside China, including countries such as the USA, Canada, Netherlands, France, Germany, United Kingdom, Ireland, Belgium and Switzerland. “Australia and New Zealand have a long history of experience and excellence in this industry and this event will give the region a perfect entrée to get a slice of this multi-billion dollar market. ”I am looking forward to assisting our local industry to become quality suppliers of choice to this exciting market but there is urgency now as we live in a highly competitive world!” says Kealton For further information contact Leigh Kealton on 0412 363 094 or email exandpro@onthenet.com.au HorseYard.com.au is proud to be a media partner of the China Horse Fair for 2012. Visit the China Horse Fair for more information.