Yang Zhongxiao is a skiing "enthusiast" who likes to ski with his whole family in his spare time. But whenever he arranged his trip, he had to calculate: where to skate? Who will guide the child? How to bring equipment? "You've got to search at least six or seven platforms." As the director of winter sports development at Decathlon, Yang Zhongxiao began to think very early: Is there a "one-stop" solution to the "through train" of skiing itineraries?
Until the second EXPO in 2019, after Decathlon approached the tourism and resort chain group club med, there were more partners and the circle of friends gradually expanded, which also created conditions for the transformation of "golden ideas" into "through trains". "Relying on the Expo, the layout of the whole industrial chain of enterprises in China is possible."
After more than a year of brewing, at present, Decathlon's newly released one-stop solution for ice and snow sports quality experience has cooperated with brands such as club med and the International Ski Federation training program "Love Snow", integrating products, professional coaching teaching, venues, experiences, activities and other resources to open up the pain points of ice and snow sports.
"This is an urgent need after the 'sleeping' ice and snow market is opened." Yang Zhongxiao told reporters that it coincided with the opportunity of the Winter Olympics, and the ice and snow economy ushered in a window period. Skiing, which was originally a niche sport, has gradually lowered its threshold, no longer being called an adjective such as "professional sport" and "extremely challenging", and arranging a ski is no longer a matter of racking your brains.
In fact, the sales figures illustrate how skiing has gradually evolved from professional training for athletes to a Gen Z lifestyle: snow skaters are more common in snowboarding, but last year Decathlon sold better with snowboard equipment. Because veneer is the symbol of fashion life.
When the economical and convenient consumption threshold is lowered, and the experiencer develops into a hobbyist, one-stop "Frozen" is an inevitable trend.
Earlier, enterprises have explored related services around products. For example, the previously developed leasing system , ice and snow products , can be rented and sold in Decathlon stores. After consumers in Shanghai take a fancy to the snowboards in Decathlon's stores, they can scan the code and pick up themselves in the snow fields of other places, so that they do not have to check in their luggage for a long time.
The reporter saw at the scene that the Decathlon booth itself is also a microcosm of the "one-stop", restoring the snowy mountain scenery of Mont Blanc in Europe. This is the new product for the world premiere of this expo - innovative skis suitable for infants and young children on the snow track, which solves the pain point that standard children's snow boots are too hard and too heavy for infants and young children; not far away is the professional ski machine introduced by the United Nations comprehensive ski training experience brand snow51, and the ski equipment on the side has also been "matched". Eager to try it out, visitors will be guided by professional instructors one-on-one to experience the fun of skiing.
"China's ice and snow industry is in the fastest growth period, the Beijing Winter Olympics will become the flashpoint of the ice and snow industry, and 2022 will usher in a national ice and snow sports boom." Yang Zhongxiao said that with the drive of the Winter Olympics, national policy support, capital entry and public participation, the ice and snow industry will be an incremental market, and the development prospects are worth looking forward to.
Author: Wang Wanyi
Photo: Chen Long
Edit: Zhou Chen