Go east says Asia marketing expert
 
As snooker continues its drive to become a world game, the China Open has provided further evidence of its appeal in the Far East, according to Eng Juay Goh, Asia marketing manager for UK cloth manufacturer Milliken.
 
Playing on Milliken’s Strachan brand, Judd Trump’s victory in Beijing was played in front of a packed arena and closely followed the huge International Billiard Exhibition in Guangzhou which attracted 13,000 trade visitors and a host of new exhibitors.
 
EJ reports that many companies see the value of creating business partnerships in China. “We have built a productive relationship with table maker Star and all our distributors in China as demand for high-end products continues to grow,” he said.
 
“With many young people in China enjoying the small-table version of snooker, we have produced a narrower Strachan cloth that mirrors the playing surface enjoyed by the top players including China Open semi-finalist Ding Junhui.”
 
EJ says that companies in the Far East are very receptive to innovation. “Businesses like Star are meticulous about quality, are impressed by skilled craftsmanship and will choose to partner an innovative company like Milliken to develop their business.
 
“For thousands of young snooker players in China, it’s a natural step from the small-table market to playing on full-size tables, where continuity in conditions is seen as a big asset,” he added.