Even so, Xue Xiaoxue, a Shanghai-based fashion blogger, flew to the ski resorts in the northeast eight times this winter, and even so, the skier has less time to ski and more time to shoot advertisements for fashion brands, and snow-related business activities are becoming the focus of her winter work.
Xue Xiaoxue at the Dior pop-up shop located in Songhua Lake
Although she didn't have much time to ski properly, she spent 500,000 yuan on ski equipment in the winter of 2021, and with the preliminary preparation, she added another 100,000 pieces of ski equipment this winter.
Snow light snow drags a recently purchased ski suitcase
Speaking of the Northeast, Lenovo basically focuses on a variety of delicious dishes, two-person transfer, can bring the northeastern dialect of various local dialects, handsome sports students, etc., with the down-to-earth characteristics that the people like to see, and in the past year or two, skiing has become more and more prominent in the impression of the northeast, especially several famous ski resorts are equipped with very mature resort facilities, but also make skiing, a sport that requires a certain technical content, exude the lovely atmosphere of RMB.
The fashion industry in 2022 has a hard time, there are few brands with good data, the world's relatively stable luxury goods are eyeing ski series, and northeast China is becoming the top of the snow resort, attracting consumers with relatively full pockets.
For a time, luxury goods fell on the "snow" book in the northeast.
The famous Songhua Lake Resort, a very striking location under the slopes, Little Red Riding Hood Fashion Bar, which originally sold simple dining, has now become Dior's pop-up coffee shop.
Picture from Dior's official WeChat
Next to the coffee shop stands the Dior brand ice carved castle, which contains ice-carved bags and classic X-silhouette vintage skirts.
Photo courtesy of Snow Light Snow
Picture from Dior's official WeChat
Not far away, the Prince Hotel has a Dior pop-up shop, where you can buy the latest ski collections.
These have become the "three-piece set" of Songhua Lake Snow Resort on the Little Red Book.
Picture from Dior's official WeChat
Just the other day, the same location belonged to Burberry, and the pop-up boutique + pop-up coffee configuration opened up the check-in atmosphere earlier. For 50 yuan, you can have an espresso with the brand's logo, and skiers won't find it expensive in such an environment.
Photo courtesy of Snow Light Snow
Unlike Dior, Burberry doesn't have ice sculptures, but has a standing cable car arranged outside the café, which is quite photo-friendly.
Pictured from Burberry official micro
This appropriate element also appears in the store. Clearly, brands will try to create opportunities to encourage customers to check in.
Photo courtesy of Snow Light Snow
In fact, Burberry's pop-up shop is already in its second round, with the first round opening at the end of 2021 and continuing until February 15, 2022, which is very close to the time of the Beijing Winter Olympics.
Pictured from Burberry official micro
At the end of 2021, FENDI's limited-time store and pop-up space opened in the Changbaishan Resort, compared with the outdoor resort style of the first two brands that are more integrated with nature, FENDI looks trendy and industrial.
PICTURE FROM FENDI OFFICIAL MICRO
If the performance of these luxury goods in the northeast is quite high-profile, and the sales are also very in line with the needs of visual communication, then Prada takes a low-key path of highlighting the experience.
In January 2021, the fashion blogger "Late Night Teacher Xu" posted a vlog of skiing in Changbai Mountain, the content is basically her first skiing experience, more vivid and interesting, although thanks to Prada's invitation, but the whole video does not have an offensive dogmatic hard atmosphere, more like a pure travel record.
Screenshot of the video related to "Late Night Teacher Xu"
She wore Prada clothing throughout the process, interspersed with the content of going to the brand's limited-time selection space to pick up new products, snow buggies and cable cars all have brand logos, and the way the brand is exposed does not have much sense of contradiction with the cheerful atmosphere of the travel vlog.
Interestingly, this Prada-funded ski trip to Changbai Mountain was not a media event, and only a few bloggers were invited, most of whom went to the brand VIC.
On the brand's official social media, there is only a vague description such as "PradaLinea Rossa Fall/Winter 2020 Autumn and Winter Collection Mountain and Ski Collection Landing Changbai Mountain for a limited time".
But we can still see from the photos posted by Xiaohongshu's non-blogger users that the brand is likely to have held such events for VIC more than once.
In addition to luxury goods, top outdoor brands will not "let go" of the ski resorts in the northeast.
In November 2022, four limited-time store boutiques of German sports brand BOGNER opened together in Zhangjiakou Genting Snow Resort, Beidahu Snow Resort, Songhua Lake Snow Resort, and Changbaishan Snow Resort.
BOGNER Songhua Lake store
In the same month, Archaeopteryx opened the ARC'TERYX Mountain Class Store in Beidahu, Jilin, creating a "ski station" exclusive to Birdman, providing different levels of skiing and search and rescue courses. The store can also dry members' ski clothes, and even have a refrigerator rental, which is very serviceable.
Xue Xiaoxue said that the activities held by fashion brands in the Northeast Ski Resort are getting higher and higher, no less than the feeling of her going to Switzerland, Canada and Paris to participate in ski activities before the epidemic, which is already very international. At the same time, as the owner of MCN, she also received more skiing-related inputs.
After the epidemic in 2020, the popularity of skiing at home and abroad has skyrocketed, but the core of the drive is not exactly the same, mainly because the epidemic has prompted people to choose skiing as an outdoor activity, so since that year, fashion brands have launched ski collections and held related activities.
Most of the well-known overseas luxury and light luxury have entered the market, in addition to the aforementioned brands, such as Giorgio Armani, Louis Vuitton, CHANEL, Hermès, Tory Burch, Coach, Isabel Marant, etc. have launched ski wear.
Name of Giorgio Armani
In addition, many brands have launched ski capsule series through joint names, such as Michael Kors and Ellesse, and Dior men's ski series has chosen professional sports brand Descente and snowboard brand Ak Ski for cooperation.
Michael Kors x Ellesse
In its recently unveiled Vault Altitude collection, Gucci brought together eight brands, including HEAD Sportswear, to create retro and somewhat grotesque skiwear.
Gucci
I must insert the ski look of the artist Wenna here, which feels like it complements all of the above styles.
It is a vintage jumpsuit that is said to be out of print.
The other is skiing in a big skirt, she said that she is very windy, I think it is more Gucci than Gucci, there is a vivid sense of "punching the teacher to death".
The interject is complete.
China's skiing fever is more because of the Beijing Winter Olympics, the top-down, bottom-up warm atmosphere makes the Northeast skiing style a continuous topic, it has not dissipated because of the end of the Olympics, but inspired the "anti-bone" that wants to run to Hainan in winter: go to the northeast to protect against the cold.
In fact, there are many data on the Internet to support the ski fever from various angles, such as the increase in snow resorts across the country, and the popularity of social media is also very high. In fact, this matter is very simple, where people are, business opportunities are there; Where the rich are, luxury goods are there. Overseas skiing fever is stimulated by the epidemic, brands naturally want to push related products, we happen to have the Winter Olympics here, prompting some infrastructure construction is more perfect, northeast, Zhangjiakou some snow resorts are very mature, can withstand the sudden hot spots to amplify, everyone looks, the original northeast skiing is so fun, and so good-looking, taking photos is no less beautiful than going to the beach, the brand has so many new products, merchants in the local activities are also very colorful, various factors form a perfect closed loop.
But I think that from the luxury of "snow" in the northeast, the more noteworthy points are:
China is a country with extremely rich and diverse spatial ecological resources, and how to effectively integrate such resources with the fashion industry will be a lasting focus.
However, in addition to professional skiing and outdoor brands in China, clothing brands in other categories have not been too involved, after all, the biggest problem facing the local clothing industry at present is probably temporary "poor" ha.
ps: I'm itching while writing, I really want to go skiing.
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Balenciaga's ugliness and aesthetics
" revised manuscript based on the content of my lecture at the China National Silk Museum