Market Prospect: Skiing Equipment Will Support A Trillion Yuan Industry In The Future

The Winter Olympics will not only put "ice mound" and "Gu ailing" on the top of the current, but also let domestic ski equipment stand on the "winter" air outlet. "300 million people participate in ice and snow" brings great opportunities to the ice and snow sports and skiing and vacation industry, which is expected to become the bright spot of consumption growth in the future. "After the Spring Festival, when the weather turned warm, the sales of skiing dealers would drop by the waist, but this year is different." Xu Nick, general manager of gosik og brand, sighed.

According to the development plan of ice and snow sports (2016-2025), the total scale of China's ice and snow industry will reach 1 trillion yuan by 2025. It is generally believed in the industry that the next 10 years will be the golden period for the rapid development of domestic skiing industry. The reporter also noted that domestic brands are emerging, striving to achieve "curve" overtaking in this 1 trillion yuan race track.

　　 "Guochao" snowsuits are popular in Winter Olympics

Metropolitan shopping center is the gathering place of Beijing skiing equipment stores. More than 20 stores mainly sell snow gear and clothing of mature foreign brands. In the past years, it has been the destination for professional skiing enthusiasts to purchase equipment. The price of a single snowsuit is concentrated at RMB 3000 or 4000, and there is hardly any domestic brand. Today, a number of "Guochao" snowsuits are entering more stores due to the ice and snow heat ignited by the Winter Olympics.

At 6 o'clock last night, the reporter came to Ciqikou store, where Li Ning skiing clothes of various colors occupied the conspicuous position of the store shelf. "In January this year, Li Ning first launched the snowboarding series, and the dealers scrambled to order them. We didn't get the products until February." The owner of the shop said that soon after it was put into the shop, more than 10 people wanted to buy it on his little red book account. "The quantity of goods is not large. We only sell them in physical stores for the time being."

In the cold mountain snowsuit shop on the third floor of the metropolis shopping center, a couple chose a pair of domestic products from the ski gloves on the shelf: "the comfort is very good, and you also wear a wrist guard." Ms. Zhan, a citizen who is shopping for accessories, also said that more and more Xueyou tend to choose domestic brand accessories, "too much cost-effective."

Xueshangfei snow equipment store will be three types of domestic veneer placed in the door of the shop, the unit price of each model is about 1000 yuan. Dalong, the owner of the shop, told reporters that before the store was dominated by retail French brands. Affected by the Winter Olympics ice and snow fever, the company also began to produce its own brand of snowboarding, aiming at entry-level skiing enthusiasts. "It costs about 5000 yuan to complete a set of imported veneers, fixtures and shoes, while it only costs more than 2000 yuan to complete a set of domestic brands. Many new skiers will regard the latter as the first choice for beginners."

"More and more domestic ice and snow equipment brands, because of their style, quality and high cost performance, are gradually leading the trend and trend of social network, thus driving consumers' purchasing enthusiasm." Zhang Yuang, head of the commercial operation Department of what is worth buying (56.710, - 0.85, - 1.48%) said that from January 1 to February 20, sales of ski tools, ski suits, including gloves, helmets and necklaces, including skateboards and ski poles, increased by 173% year-on-year, among which the sales of domestic brand Anta increased by 134%.

　　 Domestic snowboard is expected to overtake in curve

Although domestic brands are emerging in terms of ski suits and ski accessories, international brands still occupy a very strong position in the selection of hard core equipment. According to the reporter's visit, heavy skiing enthusiasts generally recognize international first-line brands. Looking at Nanshan, Huaibei, Jundushan, Yuyang and other snow resorts, they are also the main shows of Burton, capita and atomic.

China is not without skiing equipment production capacity, on the contrary, China's supply chain supports the global huge ski equipment industry group. Take Burton as an example. This American brand, which was founded in 1977, is well-known in the ski industry. The price of a snowboard varies from 3000 yuan to 6000 yuan. At present, the market share of the snowboard category in China is 30% to 40%. But the brand publicly said that as early as 2018, most of the company's skis were made in China.

"The small ski industry and high technical barriers are the main reasons restricting the development of domestic professional ski equipment brands." Xu Nick said that as more beginners join the ski circle, the aesthetic of Asians does not match the style of products dominated by Europe and the United States, resulting in more and more market vacancies, and domestic brands have more opportunities to "come out".

Domestic brands take the lead in the field of snowboarding. The average customer price of the brand of zero summer is about 1600 yuan, and the top brand product "small blackboard" has become the top selling Snowboard category on tmall platform. Nobaday aims at medium and high-end players, with an average customer price of about 4000 yuan. Canada's max parrot won the gold medal in men's ski jumping skills in the Winter Olympics, using the snowboard nobaday.

Snow owl technology sets the price of its whip Snowboard brand at 65000 yuan. "The integrated bracket design, the upgrading of carbon fiber materials, and the complexity of the supply chain all determine that other companies are unlikely to make the same product in two or three years, which is why we can sell so much." The person in charge of the enterprise said. In addition, snow owl technology is also building its own brand, overide, priced at 2500 to 4800 yuan, integrating the elements of national tide and opening up overseas markets.

　　 Skiing equipment manufacturing expects national confidence

Although there are more and more skiing enthusiasts in China, a number of snow shop owners told reporters that the skiing consumption of many citizens is mostly one-off experience skiing and snow play entertainment activities, and the conversion rate of ordinary Experiencers into enthusiasts is not high. "Ordinary Experiencers are mainly renting, and only enthusiasts can continue to buy snowboards." A shopkeeper told reporters.

How to promote the transformation of consumers from Experiencers to enthusiasts? Li Xiaoming, chairman of the municipal skiing Association, said that in the post Olympic era, the whole ice and snow sports still need to speed up the establishment of relevant standards, systems and norms. "Only with the great development of China's ice and snow sports, can the ice and snow equipment industry develop healthily and continuously, and the ski equipment manufacturing enterprises will have the soil for growth and the power to expand." Li Xiaoming said.

In Xu Nick's opinion, in order to expand the market of domestic ski equipment, in addition to enriching various price ranges, it is also necessary to have external environment, For example, the improvement of the basic environment construction and teaching system of the ski resort: "whether the staff who rent snow gear can recommend the right skis according to their height and weight, whether the cable car capacity of the ski resort can meet the needs of skiers, and whether the coach of the ski resort can update the teaching system to attract novice quick beginners, will directly affect whether consumers go to the ski resort many times."

It is worth noting that the market also calls for skiing equipment that is really suitable for Chinese people. During the interview, the reporter found that with the increasing popularity of ice and snow sports, more and more young people tend to buy domestic products.

"The skeletal structure and facial contour of Europeans are quite different from that of Asians. Many people will find that buying foreign snow glasses will not block their noses and cause air leakage and fog." Skiing enthusiast Mr. Hu told reporters that the same situation also exists in snow shoes. "Although the size of the inner boots of many foreign snowshoes is appropriate, and there is no problem with bending knees and sliding, standing upright with the big toe will be hard, and it will not be able to stand for a long time. This is also related to the difference of human foot type."

"The development of ice and snow equipment industry is not to follow suit in Europe and the United States. We must have national self-confidence, strive to establish industry standards suitable for Chinese characteristics, and make self-adaptive." Li Xiaoming said.

(source: Beijing Daily)