The Winter Olympics will not only send the "ice pier" and "Gu Ailing" to the top position, but also let the domestic ski equipment station on the "winter" outlet. "300 million people participating in ice and snow" has brought great opportunities to the ice and snow sports and ski resort industry, and is expected to become a bright spot in future consumption growth. "In previous years, when the weather warmed up after the Spring Festival, the sales of ski dealers would fall by the waist, but this year it was different." Xu Nick, general manager of GOSIK OG brand, sighed.
According to the "Ice and Snow Sports Development Plan (2016-2025)", the total scale of the mainland ice and snow industry will reach 1 trillion yuan by 2025. The industry generally believes that the next 10 years will become a golden period of development for the domestic ski industry by leaps and bounds. The reporter also noted that domestic brands are emerging and striving to achieve "curve" overtaking in this 1 trillion yuan race track.
"National Tide" snow equipment snow suits are popular through the Winter Olympics
Metropolis Shopping Center is the gathering place of Ski Equipment Stores in Beijing, with more than 20 stores basically selling ski equipment and snow suits from mature foreign brands. In the past many years, it has been a destination for professional ski enthusiasts to buy equipment, and the price of a single piece of snow clothing is concentrated in three or four thousand yuan, and it is almost impossible to see the figure of domestic brands. Nowadays, a batch of "national tide" snow kits have borrowed the ice and snow heat ignited by the Winter Olympics to enter more stores.
At 6 o'clock last night, the reporter came to the "Snow Family Snow Equipment" Ciqikou store, and various Li Ning ski suits occupied a conspicuous position on the store shelves. "In January this year, Li Ning first launched the snowboard series, dealers rushed to order, and we waited until February to get the goods." The owner of the store said that soon after the store was placed, more than 10 people on his Little Red Book account wanted to buy it. "There are not many arrivals, and we only sell in physical stores for the time being."
At the Cold Mountain Ski Shop on the 3rd floor of the Metropolitan Shopping Center, a couple selected a pair of domestic products from the ski gloves on the shelves: "The comfort is quite good, and there are 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 much higher." ”
The snow flying snow shop places three domestic veneers at the door of the store, and the unit price of each one is about 1,000 yuan. The owner Dalong told reporters that before the store was dominated by retail French brands, affected by the ice and snow heat of the Winter Olympics, the company also began to produce its own brand of snowboard, aiming at ski entry-level enthusiasts. "Equipping a set of imported snowboards, retainers and snowboard shoes is about 5,000 yuan, while a set of domestic brands is only more than 2,000 yuan, and many ski novices will take the latter as the first choice for entry."
"More and more domestic ice and snow equipment brands are gradually leading the trend and trend of social networks because of style, quality and high cost performance, thus driving consumers' enthusiasm for purchase." Zhang Yuang, head of the commercial operation department of what is worth buying, said that from January 1 to February 20 this year, the sales of ski equipment such as ski tools, ski clothes, including gloves, helmets, and necks, including ski accessories such as gloves, helmets, and bibs, increased by 173% year-on-year, and the sales of Anta, a Chinese-made brand, increased by 134% year-on-year.
Domestic skis are expected to overtake in curves
Although in terms of ski clothes and ski accessories, domestic brands have emerged, but in the choice of hard-core equipment, international brands still occupy a fairly strong position - the reporter visited and found that heavy ski enthusiasts generally recognize international first-line brands, looking at Nanshan, Huaibei, Jundushan, Yuyang and other snow fields, but also the main show of 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 cluster. In the case of Burton, the American brand, which was founded in 1977, is well known in the ski industry, with a ski price ranging from 3,000 yuan to 6,000 yuan, and the current market share of the snowboard category in China is 30% to 40%. But the brand has publicly stated that as early as 2018, most of the company's skis were made in China.
"The ski industry is small and the technical barriers are high, which is the main reason for restricting the development of domestic professional ski equipment brands." Xu Nick said that as more beginners join the ski circle, the mismatch between the aesthetics of Asians and the product styles dominated by Europe and the United States has caused the market gap to become more and more obvious, and domestic brands have more opportunities to "go out of the mountains".
Domestic brands have taken the lead in "tearing" a hole in the field of snowboarding. The average unit price of the zero summer brand is about 1600 yuan, and the ace product "small blackboard" has rushed to the top of the ski category on the Tmall platform. Nobaday is positioned as a high-end player, with an average unit price of about 4,000 yuan. Canada's Max Parrot won gold in the men's slope steeplechase at the Winter Olympics, using a ski called Nobaday.
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Snow Owl Technology has set the price of snowboarding under its THE WHIP brand 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 so expensive." The head of the enterprise said. In addition, Snow Owl Technology is also building its own brand Overide, priced at 2500 yuan to 4800 yuan, integrating national tide elements and exploring overseas markets.
Ski equipment manufacturing expects national self-confidence
Although there are more and more ski enthusiasts in China, a number of snow shop owners told reporters that many citizens' ski 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. "Ordinary experiencers are mainly renting, and only enthusiasts can constantly buy skis." A shopkeeper told reporters.
How do you drive the transition from experiencer to enthusiast? Li Xiaoming, chairman of the Municipal Ski Association, said that in the post-Olympic era, the entire ice and snow sports still need to accelerate the establishment of relevant standards, systems and norms. "Only when China's ice and snow sports have been greatly developed, the ice and snow equipment industry can develop healthily and sustainably, and ski equipment manufacturing enterprises will have the soil to grow and the motivation to expand." Li Xiaoming said.
In Xu Nick's view, domestic ski equipment wants to expand the market, 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 field and the improvement of the teaching system: "Whether the staff of the rental ski equipment can recommend the right snowboard according to height and weight, whether the cable car capacity of the snow field can meet the needs of skiers, and whether the snow coach can update the teaching system to attract novices to quick start, will directly affect whether consumers go to the snow field many times." ”
It's worth noting that the market is also calling for ski gear that is truly suitable for Chinese. The reporter found during the visit that as the popularity of ice and snow sports climbed, more and more young people tended to buy domestic products.
"The skeletal structure and facial contours of Europeans are very different from those of Asians, and many people will find that buying foreign snow mirrors will cause them to be stuck in their noses and leak air and fog." Mr. Hu, a ski enthusiast, told reporters that the same situation also exists on snowshoes. "Although the size of the inner boots is appropriate for many foreign snowshoes after being put on, it is no problem to slide on the knees, but the big toes of the upright posture will be strong, and there is no way to stand for a long time." This is also related to the difference in the shape of the human race. ”
"The development of the ice and snow equipment industry is not a step in line with Europe and the United States, we must have national self-confidence, strive to establish industry standards suitable for the characteristics of Chinese, and adapt to it." Li Xiaoming said.
Source: Beijing Daily | Reporters Yuan Lu Yang Tianyue Intern Hu Chenxi Yu Meilin
Editor: Wang Qiong
Process Editor: Dan Guo