The core data of this paper: major financing events in the ski industry, GDP changes before and after previous Olympic Games, and the layout of international ski brand cities.
1, the Winter Olympics will promote the development of China's ice and snow industry.
-Beijing Winter Olympics triggered "ice and snow investment fever"
Under the strategic background of the 2022 Beijing Winter Olympics, ski equipment, including ski clothing products, has been supported and promoted by policies, markets, capital and other parties. During the Spring Festival in 2022, the sales volume of Tmall ski equipment increased by over 180% year-on-year.
In 2022, the Beijing Winter Olympics became an opportunity for capital to cut into the new track of the ice and snow industry. According to the data disclosed by enterprise survey, the investment and financing market in ski industry has been active in recent two years, and the scale of investment and financing is huge, reaching tens of millions or even hundreds of millions of yuan.
-"Ice and snow fever" drives the ski suit market.
The fierce domestic ice and snow economy has also made ski clothing enterprises smell business opportunities. Before 20 15, there were only three international ski brands in China: Burton, Phoenix and Solomon. However, from 20021to 65438+February, three international brands set up their first stores in China. Bogner bogner's first direct store in China opened in Beijing Wang Fu Central Shopping Mall.
The first sportswear store in Hyde Greater China also landed in Beijing.
By March 2022, China has gathered 14 international professional ski clothing brands including Burton, Descente and Salomon. Many luxury goods are also actively expanding the field of skiing. Fendi launched a new season ski suit series in 20021winter, using sustainable and environmentally friendly fabrics. Chloe. It also launched a capsule series jointly with the French ski brand Fusalp.
2. Bullets need to fly for some time. China's ski suit market still needs to settle down.
-"Snow fever" will catch a cold? The economic impetus of the Olympic Games is not long-term.
Although the Winter Olympics has effectively helped China's ice and snow economy, historical data show that the economic thrust of the Olympic Games is not long-term, and the rapid development of the market will take some time.
Hosting the Olympic Games means increasing investment in local infrastructure, Olympic venues and additional facilities, consumption of tourism services and consumption of various sports products and services. On the other hand, this kind of investment can also produce the effect of "expanding the output, income and employment level of the host country". However, the Olympic economy does not have a long-term promoting effect. Judging from the GDP trend data of the host countries of previous Olympic Games, the GDP growth rate of many countries has shown a downward trend, especially after the Athens Olympic Games in Greece in 2004. This is also known as the "trough effect" of the post-Olympic economy.
-fewer repeat customers. Ski consumers in China have low stickiness.
In addition, the source of uncertainty in the future of "snow fever" lies in the unstable base of skiers in China at this stage, the low user stickiness, and the main skiing force is tourism experience. The White Paper on Ski Industry in China in 2020 shows that 75% of ski resorts in China are tourist experiences, and 90% of them are one-time experience customers.
The sales of ski suits are positively related to the skiing times of skiers. According to the questionnaire data of Brand Digital Reading College, more than 50% people choose to bring their own down jackets or rent ski clothes when they go to the ski resort for the first time, and only buy ski clothes after preparing for long-term skiing.
3, luxury goods by China ski clothing market positioning multi-terminal.
Facing the uncertainty of the future market and the increasingly fierce market competition, domestic and foreign ski clothing brands create their own labels through multi-terminal positioning to attract target customers.
-Enclosure+Cooperation High-end Brand "Luxury" Positioning
In the field of high-end ski wear, overseas brands have accumulated for many years and have a high brand awareness and reputation in China. In addition to the growth brought by skiing itself, high-end ski brands see more the possibility of combining high-end sportswear with luxury functions to become "luxury goods". Based on its own positioning and price range, winning the favor of "new middle class" is the first problem that brands should consider. Therefore, at this stage, high-end brands are opening stores in the core business districts of first-and second-tier cities where skiing is the main force.
Cooperation with China enterprises is the main way for international brands to overcome "acclimatization". Of the 14 international brands that have entered China at present, 12 brands have established cooperative relations with enterprises and investment institutions in China, so these brands have conveniently obtained resources including e-commerce, direct sales and marketing. For example, when bogner officially entered China, he announced the establishment of a joint venture with Bosideng. It can be predicted that with the help of Bosideng's existing market and network, the domestic market will be opened quickly.
-Volkswagen brands expand high-profit products.
For relatively cheap brands, especially new domestic brands, we should increase the professionalism of products and make efforts in materials, technology and design to form core competitiveness that can be juxtaposed with or even surpassed by overseas brands. At the same time, it is also a good way to expand products, with higher gross profit. Taking Decathlon as an example, the brand's ski clothes and related accessories account for more than 50% of all ski products, among which Decathlon snow clothes, gloves and masks are the best-selling items, with a high gross profit margin.
4. China ski suit market has great potential.
According to the statistics of China Ski Industry Development Report, the penetration rate of Swiss ski market is 35%, ranking first in the world, while that of Japanese and American is 9% and 8% respectively. On the other hand, in China, the population penetration rate of ski market is only 1%, so there is a broad market space for ski clothes in China in the future.
The 2022 Beijing Winter Olympics is like a "cardiotonic agent", which has greatly boosted the development of the domestic ice and snow industry. In the future, with the popularization of ice and snow culture, the demand of ski clothing industry is expected to continue to develop.
For more data, please refer to Forward-looking Industry Research Institute's In-depth Analysis Report on Business Model Innovation and Investment Opportunities of China Ice and Snow Industry.