According to data from ISPO BEIJING, organizers of the 9th International Tradeshow of Sports Equipment and Fashion in Asia, which opened in Beijing in late February, the Chinese outdoors industry was worth RMB 11 billion (USD 1.78 billion) in sales in 2011, a year-on-year growth of more than 40 %. Li Chen, the marketing manager of Mammut China, the local arm of Mammut Sports Group AG, the Swiss producer of mountaineering and trekking equipment, attended the huge trade show. “We entered the Chinese market at the start of the year, and we think the market will be huge,” Li said.