Exhibition News

Host

Fitness Equipment Encyclopedia Industry Media

·General Manager

Yao Huifeng

Guest Lineup

Hangzhou Zhenhan Sports Equipment Co., Ltd.

·CEO

Lang Lingqiao

Xiamen Weidikang Technology Co., Ltd.

·General Manager

Qiu Jianbiao

Qingdao Sanshuoshuo Health Technology Co., Ltd.

·General Manager

Wen Ke

Zhijian Huli (Xiamen) Information Technology Co., Ltd.

·General Manager

Huang Siwei

SGS Group (Switzerland)

·SGS East China Regional Sports & Leisure Product Manager

Terry Jin

On the afternoon of March 13, 2026, the "B2B Foreign Trade Export & Cross-Border Buyer Forum," a key event at CIST & IWF, concluded successfully. Centered on the theme "Riding the Cross-Border Wave, Embracing a New Era of Sports," the forum not only invited representatives from outstanding enterprises to share the advantages of their self-developed products and innovative achievements but also gathered industry leaders. Through in-depth dialogues and practical experience sharing, they delivered a high-quality feast of industry insights for both on-site and online audiences, covering topics such as cross-border transformation for sports goods and fitness equipment companies, product innovation, compliance certification, and emerging blue ocean markets.

01 New Cross-Border Products, Enthusiastically Promoted

The forum kicked off with the "New Forces · Foreign Trade Export & Cross-Border Sports Product Promotion Session," which quickly ignited the atmosphere. Representatives from six outstanding companies—Anhui Green Valley New Materials Co., Ltd., Zhejiang Huojin Sports Technology Co., Ltd., Wuhan Zhaike Network Technology Co., Ltd., Kunming Shiquan Plastic & Hardware Products Co., Ltd., Xiamen Zoulong Sports Equipment Co., Ltd., and Xiamen Dali Li Sports Equipment Co., Ltd.—took the stage one after another. They proudly showcased their latest achievements in material innovation, design aesthetics, and AI-driven smart connectivity. This was not merely a product presentation but a vivid demonstration of the evolution from "Made in China" to "Intelligently Made in China," offering an efficient and precise platform for sourcing connections for professional buyers in attendance.

02 Expert Discussions, Voices of Going Global

The subsequent "Foreign Trade Export & Cross-Border Buyer Salon Forum" brought the event to another climax. This salon was moderated by Mr. Yao Huifeng, General Manager of the industry's respected self-owned media outlet, FitGearHub.

The organizing committee invited five seasoned industry experts to engage in discussions and share their insights, providing valuable perspectives for sports goods and fitness equipment companies navigating transformation and global expansion.

Facing the challenges of transitioning from traditional foreign trade to cross-border e-commerce, the evolution of traditional manufacturing models became a core topic. Ms. Lang Lingqiao, CEO of Hangzhou Zhenhan Sports Equipment Co., Ltd., and Mr. Qiu Jianbiao, General Manager of Xiamen Weidikang Technology Co., Ltd., shared their practical experiences, detailing the growing pains and successful implementation of shifting from an "OEM mindset" to a "user-centric mindset." They elaborated on how, while providing OEM/ODM services for overseas brands, they enhanced rapid response capabilities, strategically adjusted product structures, and optimized business models. They successfully navigated the crucial transformation from passive order-taking to proactively adapting to overseas markets, offering actionable pathways for similar manufacturing enterprises.

As competition intensifies in mature markets like Europe and North America, emerging markets have become new growth drivers for the industry's global expansion. Mr. Qiu from Xiamen Weidikang and Mr. Wen Ke from Qingdao Sanshuoshuo reached a consensus, identifying significant potential in markets such as South America, Southeast Asia, and countries along the "Belt and Road," viewing them as critical breakthroughs for future foreign trade growth. Both emphasized that developing emerging markets goes far beyond simple product distribution. The core lies in precisely understanding the cultural differences, consumption habits, and local platform ecosystems of different regions, tailoring differentiated brand strategies and market approaches, ensuring localized after-sales support, and committing to a long-term, deep-rooted presence.

Mr. Wen also shared Sanshuoshuo's real-world case of establishing a production base in Vietnam. He specifically noted that overseas expansion isn't merely about transferring domestic orders and production equipment; the key is to empower the local operation with mature market expertise, intelligent manufacturing capabilities, and a comprehensive end-to-end delivery system. This builds a stable and sustainable production foundation, enabling true localized implementation.

Addressing the prevalent industry debate about the "lack of substantive innovation in fitness equipment," the guests engaged in a spirited exchange of views. Mr. Huang Siwei from Zhijian Huli proposed that product innovation should avoid盲目 change for the sake of change. Instead, it must focus on the needs of different overseas market segments and consumer groups, grounding innovation in user experience and executing meticulous "micro-innovations." Regarding the application of AI and digital tools, he further emphasized that AI technology serves as an auxiliary means to enhance products; companies must remain rooted in solid product R&D and design to build a strong foundation.

Terry Jin, East China Regional Product Manager for Sports & Leisure at SGS Group (Switzerland), drew on front-line experience from a third-party testing and certification body. He noted that while the frequency of product innovation in the industry is currently high, there is a strong desire to see truly disruptive, core-competitiveness-driven innovations that can propel the entire industry towards higher quality and upgrading.

As companies expand globally, compliance requirements across platforms and regions are continuously escalating, making compliant operations a fundamental necessity for going global. Ms. Lang Lingqiao shared key insights on compliance based on her company's hands-on experience in the South American and European markets. She emphasized that companies must prioritize building localized after-sales service and logistics networks. Even collaborating with local partners to open offline experience stores can be highly beneficial. This approach allows companies to gain close-up insights into overseas user needs, feeding that knowledge back into product R&D and innovation, while also effectively addressing compliance issues across different countries and multiple platforms, thereby mitigating operational risks.

Addressing the supply chain diversification requirements raised by European and American clients, the guests engaged in a lively discussion on building supply chain resilience. They unanimously agreed that China's supply chain, combining efficiency with scale advantages, remains irreplaceable in the short term. Domestic companies need not blindly follow the trend of relocating production capacity. Instead, they should leverage their existing strengths, continuously enhance product and technological competitiveness through dual innovation in "standardization and customization," and strive for a greater presence for Chinese brands in the high-end segments of the fiercely competitive international market.

The salon guests shared first-hand practical experiences and cutting-edge industry insights on topics including business model transformation, product innovation, market strategy, compliance operations, and supply chain development. They directly confronted the challenges of transforming traditional manufacturing and exploring overseas markets while charting a clear path forward through refined innovation, localized deep cultivation, and compliant operations. Their pragmatic and actionable suggestions aim to help Chinese sports and fitness companies steadily advance on the global stage and achieve high-quality international expansion.

03 Moment of Glory, Light of Innovation

The forum concluded with its most exciting segment—the "Riding the Cross-Border Wave, Embracing a New Era of Sports" CIST 2026 Award Ceremony. To foster deeper integration between sports technology and industry, the CIST & IWF organizing committee established the "Sports Technology Product Innovation Award." Following a rigorous evaluation by the committee, a selection of enterprises and products representing the industry's cutting edge, excelling in design aesthetics, smart applications, and technological breakthroughs, stood out. Representatives from the outstanding companies honored with the 2026 CIST & IWF "Sports Technology Product Innovation Award" graced the stage one by one, capturing their moment of glory.

04 Riding the Cross-Border Wave, Setting Sail with Favorable Winds

Although the "B2B Foreign Trade Export & Cross-Border Buyer Forum" has concluded successfully, the vitality and boundless potential unleashed by innovation and global expansion in the sports goods and fitness industry continue to surge. Looking ahead, CIST & IWF will continue to stand alongside all industry colleagues, leveraging technological innovation as wings and service quality as a foundation, to collectively author a new chapter in the global development of China's sports goods and fitness industry!