Economic Daily and Jingdong released data: ice and snow equipment to meet the "winter" wind

Ice and snow sports have become a new fashion for national fitness

The grand opening of the 2022 Beijing Winter Olympics, the warm atmosphere of ice and snow sports has gradually reached its peak, and ice and snow sports related goods have become the hottest "New Year goods".

The data shows that since the beginning of this year, the transaction amount of ice and snow sports equipment has increased by 135% year-on-year, and the number of ice and snow sports equipment transactions has increased by 108% year-on-year. Ice and snow sports have become a new fashion for national fitness, and the winter Olympic blessing has made ice and snow sports equipment more popular.

Different subdivisions have created different demands for sports equipment. Taking skiing as an example, snowboarding has formed a unique snowboard culture with unique sliding methods and trendy wear, which has gradually become synonymous with tide cool, which has greatly stimulated the consumption of trendy sportswear and clothing; skiing often goes to the technical flow, and consumers who love doubleboard will buy more high-end, professional equipment and equipment. Relevant enterprises can carry out targeted product layout and marketing according to consumer preferences.

Enjoy snow and ice fun, and protective gear is also a necessity. Consumption data shows that nearly half of ice and snow sports enthusiasts will buy protective gear. Among them, ski protective gear, ski goggles, masks/hoods, etc. are the most popular categories.

With the increase in the number of people participating in ice and snow sports, more and more people have intermediate and advanced sports levels. From the purchase of entry-level ice and snow clothing, to the selection of more professional ice and snow equipment, and then become a master of equipment, the consumption structure of ice and snow sports has been continuously optimized and upgraded, and consumers have higher requirements for the practicality, ornamentality and professionalism of ice and snow sports equipment and equipment.

In order to meet the growing demand for ice and snow consumption of consumers, the production and manufacturing of ice and snow sports equipment in the mainland is also constantly upgrading. In 2022, China's ice and snow equipment industry is expected to have annual sales revenue of more than 20 billion yuan, with an average annual growth rate of more than 20%. Products from scratch, brands from there to excellent, improve from quantity to quality, related enterprises through high-quality materials and continuous innovation of research and development and design, to provide consumers with a variety of choices. From the category of clothing and protective gear gradually extended to the field of equipment and equipment, the professionalism and decoration of ice and snow equipment are also striving to achieve go hand in hand, and strive to let amateurs and professional skaters find their own products.

In addition to sports equipment and equipment, there are also many opportunities for the development of ice and snow related services. For example, all kinds of indoor ski resorts and ice skating rinks have broken the seasonal restrictions through training, so that consumers can improve their sports skills and enjoy ice and snow fun in any season.

Taking the Winter Olympics as an opportunity, driven by the boom of "ice and snow for all", the ice and snow sports related industries in the mainland are ushering in a leap forward in development. Relevant enterprises should take advantage of the East Wind of the Winter Olympics, vigorously cultivate independent brands and intellectual property rights, cultivate consumer loyalty to "Made in China", strengthen original technology and core technologies, provide better ice and snow services, and create internationally competitive enterprises and brands.

(Source of this article: Economic Daily Author: Kang Bo, General Manager of the Marketing Operation Department of Jingdong Retail V Business Group)