Ice and snow sports spawn trillion yuan track Can domestic ski equipment ride the wind?

The enthusiasm of the Winter Olympics has driven the enthusiasm of "300 million people on the ice and snow". With the advent of the ice and snow consumption boom, can domestic ski facilities and ski equipment keep up with the pace of development?

　　"Because of the Winter Olympics, the number of orders has increased significantly since 2021." Recently, Ms. Zhou, the sales director of a ski facility company in Jining, Shandong, told the Securities Daily reporter that in the past, the company's customers were mainly concentrated in the north, and now customers in Yunnan, Sichuan, Guangdong and other southern provinces have also come to purchase.

　　A senior skier told the "Securities Daily" reporter that in recent years, the number of skiers has increased, and the age of the skiing group has become younger and younger.

　　"With the opening of the Winter Olympics, the enthusiasm of the mainland's national ice and snow sports has boiled to the highest point," Wang Ke, an analyst in the tourism industry at Analysys, told the Securities Daily reporter, "A research activity we have done shows that skiing has become the TOP5 of daily sports, and skating and skiing have become an important part of the daily leisure activities of the people." It is believed that after the Winter Olympics, everyone's enthusiasm for ice and snow sports will continue, and from the perspective of people's enthusiasm for ice and snow sports, it can basically be said that ice and snow sports are gradually moving towards the mass market. ”

　　It is time for domestic equipment to rise in the wind

　　At present, the ice and snow sports industry includes several major links such as personal ski equipment, ski resort basic equipment, ski resort operation, ski event operation, and ski service APP.

　　Xiao Liu, a senior ski enthusiast in Beijing, told the Securities Daily reporter that from the perspective of ski equipment, it is mainly ski clothes, snowboards, fixers, snowshoes, helmets, snow mirrors, etc., and the price of the whole set ranges from a few thousand yuan to tens of thousands of yuan. At present, there are not many domestic specialized ski equipment brands, in addition to some sports brands will have ski wear, snowshoe subdivision categories, a small number of snowboard, helmet, snow mirror brands are also positioned in the middle and low end. Europe, the United States and Japan have more brands in ski equipment and more complete categories.

　　"Many specialized ski brands in Europe and the United States will basically have a full category layout, and there are low, medium and high price grades." Personally, I and the snow friends around me will basically buy European and American brands of snowboards, helmets, snow mirrors, snowshoes through various channels, but snow suits are basically bought domestically from the Internet, because the price is cheap, and unless extreme conditions, there is little difference in experience. Xiao Liu said that at present, domestic ski equipment is more cost-effective to occupy a certain market, but like snowboards, helmets and other equipment, European and American brands may have more advantages in design, quality, etc., but for most junior players, in fact, there is not much difference in experience.

　　"In the past, China's ice and snow sports enthusiasts would choose to go to North America and Europe for ice and snow sports, and high-end ski equipment also relied on imports, mainly foreign brands." Zhang Yi, CEO of Ai Media Consulting, told the Securities Daily reporter that due to the constraints of objective climatic conditions, the development of the mainland ice and snow industry was congenitally insufficient and started late, and it is still in the initial stage of development. Taking the field of ski apparel as an example, in the high-end or high-end market, there is still a certain gap between domestic brands and foreign brands, and the traditional advantages of ski equipment companies in the European and American markets are still relatively obvious, and the brand recognition is relatively high.

　　"The overall Chinese outdoor (industry) started relatively late, especially the current hot ice and snow industry started later", the Securities Daily reporter called the ice and snow industry concept stock Sanfu Outdoor as an investor, and relevant people said that the company's overall planning in some ski resorts and brand acquisitions is relatively early. Sanfu Outdoor began to contact some ski brands from 2018 to 2019, including preparing to acquire the X-BIONIC brand, until the acquisition procedures were completed around September to October 2021, and after the acquisition, it began to develop independently, produce Chinese and foreign ski apparel, and achieved considerable sales performance.

　　According to the person, at present, in terms of ski equipment and equipment, it is mainly the development of companies in the field of professional segmentation; in terms of ski clothing, domestic ski clothing is mainly the development of ski clothing equipment and other businesses in the original sports brand segmentation, such as ANTA, Li Ning, etc.

　　"In fact, many of the well-known foreign brands are manufactured in China." Zhang Yi said, "The ski equipment and a large number of maintenance equipment used by athletes in this Winter Olympics have been localized, which also means that China's strong production design and manufacturing capabilities can fully meet the localization of ski equipment." ”

　　Capital poured into the trillion yuan ice and snow track

　　"Cold resources" have become "hot economy", and the heat of ice and snow sports has also leveraged the rise of the trillion-dollar ice and snow industry. According to the "Ice and Snow Sports Development Plan (2016-2025)" formulated by the State General Administration of Sport, the total scale of the mainland ice and snow industry will reach 1 trillion yuan by 2025. According to the "Research Report on the Development of China's Ice and Snow Industry", the total scale of the mainland ice and snow industry has reached 600 billion yuan in 2020.

　　According to incomplete statistics, since January 2021, ski startups such as Aoxue Culture, SNOW51, Extreme Road, Gobei, GOSKI and other ski startups have obtained tens of millions of yuan in financing, with a total financing amount of 340 million yuan.

　　In addition to investment institutions, there have long been a number of listed companies in the A-share market that have actively laid out the ice and snow industry. According to iFinD data from Flush, as of February 9, there were 15 ice and snow industry concept stocks, including different types of listed companies such as Snowman Shares, O.R.G., Pathfinder, Yuyuan Shares, and China Sports Industry.

　　Previously, Snowman said on the investor interactive platform that the ice and snow business field is one of the key areas of the company's expansion, the company has participated in the construction of a number of ice and snow projects in recent years, and the company will take the opportunity of domestic ice and snow sports development to further develop the ice and snow equipment industry.

　　O.R.G. said that the company is deeply involved in the ice and snow industry, and the subsidiary has a high standard of ice rink land and engages in all-round ice cooperation; in addition, the company also exclusively operates the War Horse Cup National Collegiate Ice Hockey League, cooperates with many foreign ice hockey leagues, and carries out ice hockey youth training.

　　In addition, the education and training industry is also actively embracing the ice and snow industry, in the first half of 2021, Wanyu Fangfei, an educational institution whose main business is ice sports training and aesthetic education, obtained New Oriental A round of financing, and Spark Four Dimension also reached a strategic cooperation with the China Ice and Snow Conference at the end of 2021.

　　According to tianyancha data, ice and snow sports related enterprises have grown rapidly after successfully bidding for the Winter Olympics in 2015, and from 2015 to 2021, the average growth rate of newly registered enterprises in 7 years has reached 24.3%, especially in 2021, up 38.3% year-on-year. As of the end of 2021, there are currently more than 8,500 related enterprises engaged in ice and snow sports in the mainland, of which Shandong, Hebei and Guangdong rank in the top three, and Shandong ranks first with more than 1,000 enterprises.

　　"The Winter Olympics have formed a catalyst for ice and snow sports and boosted the vigorous development of ice and snow sports in China." Zhang Yi said, "After the Winter Olympics, the people's enthusiasm for ice and snow sports will not decline, and from the monitoring data, the scale of the ice and snow sports industry in 2022 is expected to exceed 70 billion yuan."