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In 2012, the inventory crisis broke out in the sports brand industry, which became the turning point of the development of the whole industry. The local sports brands moving forward in the weak recovery are in urgent need of finding new growth points, and the ice and snow market segment is just what they want.
According to the ice and snow sports development plan (2016-2025) issued by the State Administration of sport, it is estimated that the total scale of China's ice and snow sports industry will reach 1 trillion yuan by 2025.
With the closing of the Pingchang Winter Olympic Games, the world Olympic Games has entered the "East Asia period", and the next Winter Olympic Games, 2022 Beijing Winter Olympic Games, is on its way. The continuous events will undoubtedly promote the ice and snow sports.
The ice and snow industry covers a variety of content, clothing, equipment, events, as well as the construction of ice and snow fields.
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Chen Xiao, an analyst with Guotai Junan, published a research report, saying that after the successful bid for the 2015 Winter Olympics, 108 new ski resorts were added that year, with an increase of more than 20% for the first time. In 2017, the total number of skiers in China was 17.5 million, and the proportion of one-time experience people decreased from 77.8% in 2016 to 75.2%. In 2017, the number of skiing per capita increased from 1.33 in 2016 to 1.45. These data show that the proportion of skiing enthusiasts is also growing steadily with the increase of total skiing population and total person time. With the continuous growth of ice and snow lovers, there is great potential in ice and snow events, snow field operation, ice and snow equipment and ice and snow training. "We believe that driven by the expansion of the mass base and the improvement of the competitive level, China's ice and snow industry is expected to enter the peak period of development after the Beijing Winter Olympics."
The Spring Festival holiday just passed has witnessed the magic of "ice and snow Tour" to Chinese people. During the Spring Festival, Harbin, the northernmost provincial capital of China, has become one of the most popular tourist areas, and a large number of tourists come to "find the north" and "find the cold". Harbin Ice and snow world, the largest ice and snow theme park in China, has received 200000 tourists in 7 days.
Huachuang Securities said that according to the research of Yiguan and Tencent sports, from the perspective of consumption level, most of the ice and snow people in China are middle high or high consumption people. At the same time, about 75.3% of the people who first contact with ice and snow sports (including those who take a holiday) expressed their willingness to hire a coach to receive training in the process of experiencing ice and snow sports; the people who have ice and snow sports experience will spend 1909 yuan on ice and snow sports training on average every year. It can be seen that the ice and snow sports people have relatively strong consumption ability and willingness, and the relevant industries have a better profit prospects.
In the ice and snow sports equipment market, the domestic sports brand is still in its infancy. In order to speed up the market entry, the local sports brands carried out a wave of "buy buy" in advance.
361 degree cooperation with Nordic outdoor brand oneway
As early as 2013, 361du reached a cooperation with oneway, a Nordic outdoor brand, and established a joint venture company to design, produce, distribute and market oneway products in Greater China. Oneway specializes in skiing, cycling, mountaineering, outdoor and other extreme sports products. As of the first half of last year, oneway opened 51 stores in China. However, in oneway, 361 degrees has not really made a profit.
Following the pace of 361 degrees, Anta also established a joint venture with Japanese high-end skiing brand Descente (desante) in 2016 to exclusively operate and engage in the design, sales and distribution of all kinds of products with Descente trademark in China. Compared with 361 degrees, Anta layout has a larger movement. According to the first financial reporter from Anta, the company launched ice and snow products in November last year, and will further improve the company's ice and snow product line this year. Unlike the high-end desant brand, Anta's ice and snow product line will mainly face the mass consumer groups.
In addition to clothing and equipment, local sports brands try to invest in events and ice rinks to form differentiated competition. In 2016, Fanfan China under Li Ning, together with carbin group and Antai snow industry, jointly invested in the construction and management of the largest ski resort in Shanxi Province, namely, Wujinshan Li Ning international ski resort. At the end of last year, the Pathfinder of A-share listing said that he is optimistic about the future market of domestic ice and snow industry, will speed up the layout of ice and snow industry and hold relevant events.
A battle of ice and snow has begun among local sports brands.
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