(Reporter Jie Yuxing) Li Ning, a sports goods brand, recently launched a series of snowboards for the first time. The products include ski suits, ski pants, etc., with the main theme of "national tide".
With the arrival of the Beijing Winter Olympics, skiing has attracted more and more attention, and a number of ski brands have begun to compete for the market. Can Li Ning, who came out of the circle with the "national tide", get a share of it?
Li Ning launches new ski category
It is understood that Li Ning's ski clothing adopts the skiing and hunting pictures in the rock paintings as the printing pattern, and incorporates the jacquard pattern with national characteristics and the elements of Tianshan snow lotus, which is intended to show the early skiers' tenacious life in the ice and snow and the courage to conquer the spirit.
In terms of product material, it uses GORE-TEX windproof, waterproof and breathable fabric, which can block rain and snow in extreme blizzard and snow conditions and keep the body dry.
It is worth noting that this series of products are also embedded with RECCO rescue chip reflectors, which can be used to locate trapped people in avalanche areas.
In terms of price, according to Li Ning's official applet, the price of ski padded clothes is 2599-2999 yuan, and the price of ski pants is 999-2399 yuan.
In addition, Li Ning has also cooperated with other skaters, including Canadian skater Max Parrot, Chinese skater Zhang Jiahao, etc.
It is understood that Max Parrott is still active in ski events despite having cancer. Zhang Jiahao is the first snowboarder in China to complete a double backflip (two-week backflip) on snow.
Local brands are favored by capital
The Beijing Winter Olympics are about to open, and skiing has attracted much attention.
According to the Statistical Survey Report on “Drive 300 Million People to Participate in Ice and Snow Sports” commissioned by the National Bureau of Sports of the People’s Republic of China, since Beijing successfully bid for the Winter Olympics in 2015, the number of residents participating in ice and snow sports has reached 346 million. The overall goal of 300 million people participating in ice and snow sports”.
According to the "Top Ten Trends of Life in 2022" released by Xiaohongshu, "Ice and Snow are in the tide" has become a major life trend.
Last year, searches for “ski tutorials” on the platform grew 100% year-over-year.
"How to choose snow clothing", "ice and snow photography skills", "popular snow resorts" and "ice and snow equipment" have become popular search terms.
An industry analyst told a reporter from China Business Daily that factors such as the increasing publicity of events and related skiing, the continuous improvement of infrastructure construction, and the continuous increase of per capita disposable income have promoted the vigorous development of skiing, and cold resources are becoming a kind of "hot". industry".
不少新晋本土品牌也频获资本市场关注。近日，北京雪鸮科技有限公司(以下简称雪鸮科技)完成天使+轮融资。据悉，该公司成立于去年3月，这是其目前完成的第三轮融资。
公开资料显示，雪鸮科技旗下拥有THE WHIP与Overide Halo两个滑雪品牌。THE WHIP定位“运动科技+高奢”，主打高端滑雪板，产品供应商同时也是兰博基尼、法拉利等超级跑车的供应商。据了解，目前其推出的滑雪板价格为6.5万元。
雪鸮科技联合创始人李明洋表示，一体式的支架设计、升级的碳纤维材料等因素都决定了其他公司在两三年内不太有可能做出同样的产品，这也是其产品价格昂贵的原因。
雪鸮科技方面对中国商报记者介绍，目前THE WHIP的滑雪板采取限量发售模式，未来还会推出滑雪服等产品，团队正在进行设计，同样延续高端路线。雪鸮科技旗下的另一品牌Overide Halo，主打"运动科技+潮流"，产品定价在2500-4800元，主打“国潮风”。
奥雪文化则在去年完成两轮融资，融资金额均为数千万元。其以自媒体公众号“零夏”起家，后延伸到滑雪及户外运动装备，推出滑雪品牌“零夏”和“Nobaday”。零夏瞄准滑雪新手，提供高性价比的滑雪装备，Nobaday 则服务于进阶的高端用户，提供更专业舒适的滑雪装备及全季的户外运动潮流服饰。其创始人 Rickey 对外表示，Nobaday品牌已开始赞助北京冬奥会中国国家队，包含国家单板滑雪大跳台及坡面障碍技巧男子及女子共四支队伍。
服装行业专家施鲲鹏对中国商报记者表示，从现阶段来看，相比新晋本土品牌，李宁曾通过“国潮”出圈，具备更强的品牌影响力，这也就意味着李宁的滑雪产品有更多的机会触达更多的潜在用户。
但施鲲鹏同时也表示，目前越来越多国外品牌进入中国市场。“很多品牌拥有悠久的历史，以及较为稳定的顾客群体。国内早期的滑雪玩家首先接触到的是国外品牌，黏性非常强，李宁想要从国际品牌的领地争夺市场非一日之功。”
国外品牌“来势汹汹”
据了解，近来越来越多国际运动品牌在中国“落地生根”。在渠道方面，很多品牌都在去年开出了“中国首店”，大部分集中于北京市的高端商圈。例如德国高端运动品牌博格纳(Bogner)中国首家直营店落户于北京王府井中环；日本滑雪品牌高得运(Goldwin)中国首家旗舰店落地北京三里屯；奥地利高端滑雪运动品牌海德(HEAD SPORTSWEAR) 中国首店入驻北京侨福芳草地。另外，阿迪达斯旗下户外品牌探锐(adidas TERREX)在上海开设了全球首家旗舰店。
在营销方面，很多品牌选择签约顶流明星，以辐射更多消费者。例如青年演员杨洋成为博格纳品牌代言人，青年演员王紫璇和雎晓雯成为该品牌的品牌大使。迪桑特则于近日宣布彭于晏成为品牌代言人，此前该品牌还签约了吴彦祖、陈伟霆作为品牌代言人。
安踏集团方面对中国商报记者表示，迪桑特业绩增长显著，说明该品牌在高端、小众、专业的运动赛道当中实力很强，也说明高收入人群对个性化、专业性强、高品质商品依然有着很大需求。
还有品牌选择联名合作，在吸引各自品牌目标消费者的同时，触达不同的圈层，有助于品牌“破圈”。例如去年11月，高端户外品牌始祖鸟(Arc'teryx)和高端时尚品牌吉尔桑德(Jil Sander)旗下的户外产品线“Jil Sander+”推出联名滑雪系列产品，包括女装、男装和中性系列服饰。
美国滑雪品牌蜘蛛(Spyder)、法国滑雪品牌卢西诺(Rossignol)、萨洛蒙(Salomon)等也和其他品牌进行联名营销，推出限量产品。
值得关注的是，很多品牌不乏本土化经验丰富的人才，例如挪威品牌海丽汉森(Helly Hansen)大中华区CEO梁夏準曾先后负责斐乐和迪桑特在中国市场的定位及拓展。博格纳大中华区总经理杨维琥曾任亚玛芬体育(Amer Sports)大中华区总经理；博格纳大中华区市场总监Flora Zhang曾成功带领露露乐蒙从落地到扎根中国市场。
施鲲鹏认为，越来越多国际高端品牌进入中国市场，通过各种方式讲述品牌故事以及品牌理念，未来也有可能迎合中国消费者的消费心理以及审美偏好，对产品的设计以及营销做出相应调整。而新晋本土滑雪品牌也有自己独特的品牌故事，越来越多的资本愿意在滑雪赛道上添一把柴，李宁这样的本土品牌能否在新品类上让消费者保持忠诚度则有待市场检验。