300 million people support a trillion yuan industry, and ice and snow sports usher in huge opportunities
Domestic ski equipment stands on the "winter" outlet
Our reporter Yuan Lu Yang Tianyue intern Hu Chenxi Yu Meilin
The Winter Olympics not only brought "Bingdundun" and "Gu Ailing" to the top position, but also made domestic ski equipment stand in the "winter" outlet.
"300 million people participating in ice and snow" brings huge opportunities to the ice and snow sports and ski resort industry, and is expected to become a bright spot for future consumption growth.
"In previous years, when the weather became warmer after the Spring Festival, the sales of ski dealers would drop in half, but this year is different." Xu Nick, general manager of GOSIK OG brand, said with emotion.
According to the "Ice and Snow Sports Development Plan (2016-2025)", by 2025, the total scale of my country's ice and snow industry will reach 1 trillion yuan.
It is generally believed in the industry that the next 10 years will become a golden period for the rapid development of the domestic ski industry.
The reporter also noticed that domestic brands are emerging, striving to achieve "curve" overtaking in this 1 trillion yuan large track.
"National Tide" ski equipment and snow suits are popular at the Winter Olympics
Metropolis Shopping Center is the gathering place for ski equipment stores in Beijing, and more than 20 stores are mainly selling ski equipment and snow clothing of mature foreign brands.
Over the past few years, it has been a destination for professional ski enthusiasts to buy equipment. The price of a single piece of snow clothing is concentrated at three or four thousand yuan, and there are almost no domestic brands.
Today, a group of "national tide" snow gear and snow clothing have entered more stores by taking advantage of the ice and snow fever ignited by the Winter Olympics.
At 6 o'clock last night, the reporter came to the Ciqikou store of "Snow Race Snow Equipment", and all kinds of Li Ning ski suits occupied a prominent position on the store shelves.
"In January of this year, Li Ning launched the snowboard series for the first time, and the dealers were rushing to order it. We waited until February to get the goods." The owner of the store said that soon after it was put on the store, it was on his Xiaohongshu account. There are more than 10 people who want to buy it.
"There are not many arrivals, and we are only selling in physical stores for the time being."
In the Lengshan ski shop on the 3rd floor of the Metropolitan Shopping Center, a couple chose a pair of domestic products from the ski gloves on the shelf: "The comfort is quite good, and it also has wrist guards." Ms. Zhan, a citizen who is shopping for accessories, also Said that more and more snow friends tend to choose domestic brand accessories, "the cost performance is too high."
Snowflying Snow Equipment Store puts three domestic veneers at the door of the store, each priced at around 1,000 yuan.
Store owner Dalong told reporters that before the store was mainly retailing French brands, affected by the winter Olympics ice and snow fever, the company also began to produce its own brand of veneers, targeting entry-level skiers.
"A set of imported veneers, bindings and veneer shoes starts at about 5,000 yuan, while a set of domestic brands only costs more than 2,000 yuan. Many novice skiers will choose the latter as their first choice."
"More and more domestic ice and snow equipment brands are gradually leading the trend and trend of social networks because of their style, quality and high cost performance, thereby driving consumers' enthusiasm for purchasing." Zhang Yuang, head of the commercial operation department, said that this year From January 1st to February 20th, the sales of ski equipment including skateboards and ski poles, ski suits, and ski accessories including gloves, helmets and scarves increased by 173% year-on-year, among which the sales of domestic brand Anta A year-on-year increase of 134%.
Domestic skis and snowboards are expected to overtake in corners
Although domestic brands are emerging in terms of ski suits and ski accessories, international brands still occupy a relatively strong position in the selection of hardcore equipment. The reporter found that heavy skiing enthusiasts generally recognize international first-line brands. Bei, Jundushan, Yuyang and other ski resorts are also the main show venues for Burton, Capita, Atomic and other brands.
China is not without the production capacity of ski equipment. On the contrary, China's supply chain supports the world's huge ski equipment industry group.
Taking Burton as an example, this American brand founded in 1977 is quite well-known in the ski industry. The price of a snowboard ranges from 3,000 yuan to 6,000 yuan. At present, the market share of veneers in China is 30% to 40%. %.
But the brand publicly stated 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 for restricting the development of domestic professional ski equipment brands." Xu Nick said that as more beginners join the ski circle, the aesthetics of Asians do not match the style of products dominated by Europe and the United States. As a result, the market vacancy is becoming more and more obvious, and domestic brands have more opportunities to "go out".
Domestic brands are the first to "rip" a hole in the field of snowboarding.
The average customer unit price of the brand Lingxia is about 1,600 yuan, and the ace product "Little Blackboard" has rocketed to the top of the snowboard category on the Tmall platform.
Nobaday targets mid-to-high-end players, with an average unit price of around 4,000 yuan.
Canada's Max Parrot won the gold medal in the men's snowboard sloping skills at the Winter Olympics, using the Nobaday snowboard.
Snow Owl Technology even set the price of its THE WHIP brand of snowboards at 65,000 yuan.
"The one-piece bracket design, the upgrade 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 it so expensive." The person in charge of the company said.
In addition, Snow Owl Technology is also building its own brand Overide, priced at 2,500 to 4,800 yuan, incorporating elements of national trends and exploring overseas markets.
Ski equipment manufacturing expects national self-confidence
Although there are more and more skiers in China, many snow shop owners told reporters that many citizens' skiing consumption is mostly one-time experience-type skiing and snow-playing entertainment activities, and the conversion rate of ordinary experiencers into enthusiasts is not high. high.
"Ordinary experiencers mainly rent, and only enthusiasts can continue to buy skis and snowboards." A shop owner told reporters.
How to promote the conversion of consumers from experiencers to enthusiasts?
Li Xiaoming, chairman of the Municipal Ski Association, said that in the post-Olympic era, the entire ice and snow sports still need to speed up the establishment of relevant standards, systems and norms.
"Only when China's ice and snow sports are greatly developed, can the ice and snow equipment industry develop in a healthy and sustainable way, and ski equipment manufacturing enterprises will have the soil for growth and the motivation to expand." Li Xiaoming said.
In Xu Nick's view, in order to expand the market of domestic ski equipment, in addition to enriching a variety of price ranges, it is also inseparable from the external environment, such as the construction of the basic environment of the ski resort and the improvement of the teaching system: "The staff who rent ski equipment can Whether to recommend suitable snowboards based on height and weight, whether the capacity of the ski lifts in the ski resort can meet the needs of skiers, and whether the ski resort coaches can update the teaching system to attract newbies to get started quickly will directly affect whether consumers go to the ski resorts many times.”
It is worth noting that the market is also calling for ski equipment that is truly suitable for Chinese people.
During the visit, 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 contours of Europeans are very different from those of Asians. Many people will find that buying foreign snow goggles will cause their noses to get stuck, leaking and fogging." Mr. Hu, a ski enthusiast, told reporters that the same The situation also exists on snowshoes.
"Many foreign snowshoes have the right size of inner boots, and it's no problem to slide with knees bent, but the big toes will be too strong when standing upright, and you can't stand for a long time. This is also related to the difference in the foot shape of the race."
"The development of the ice and snow equipment industry does not follow the steps of Europe and the United States. It must have national self-confidence, strive to establish industry standards that suit the characteristics of the Chinese people, and adapt themselves." Li Xiaoming said.