BEIJING – More Austrian outdoor and winter sports companies rooted in the Alps are hoping to follow the footsteps of Northland, a supplier of extreme sports goods that has found much success among Chinese consumers.

Fourteen leading Austrian outdoor sports companies are representing their country at the ISPO Beijing, the international tradeshow for professional sports fashion and gear. The Austrian companies brought skis, bindings, outdoor clothing and accessories, alpine transport systems and other alpine equipment to put on display.

Since Northland entered China in 2003, it has given Chinese consumers an impression of the typical "made in Austria" outdoor products.

The joint exhibition is a testimony of the increasing relevance Chinese outdoor and winter sports are for high-end suppliers from Austria.

"We hope the presence of Austria at China's largest outdoor and winter sports exhibition will help to further promote the good relationships between our two countries and I have no doubt that, given the increasing demand for high-tech and premium-quality sports products from Chinese athletes and outdoor lovers," said Christoph Leitl, president of the Austrian Federal Economic Chamber.

Since 2011 marked the 40-year anniversary of the diplomatic relationship between Austria and China, Austria is putting more emphasis on the trade relationship between the two countries.

The Austrian Embassy also launched Austrian Winter Sport Week in Beijing on Wednesday in conjunction with the opening day of the international tradeshow.

ISPO Beijing 2012 is taking place together with Alpitec China, an international tradeshow for mountain and winter technologies, until Saturday at the China National Convention Center in Beijing.

Since its premiere in 2005, ISPO Beijing has become the key trade event -- particularly in the outdoor, snow sports and sports fashion markets -- for retailers, brands, distributors, rep groups and athletes alike.