Sports Brands At Home And Abroad Are Competing For The Layout Of The Ski Market To Become "Fragrant Pastry".

Competition in China's ski market is becoming increasingly fierce. American ski brand Spader (SPYDER) has officially entered the Chinese market recently. According to the China Commercial Daily reporter, at present, many domestic and foreign sports brands are overweight skiing market. The industry believes that in the face of industry competition pressure, domestic sports brands need to strengthen research and development, and introduce products with higher cost performance.

　　 Many sports brand layout ski market

In November 15th, Spader held a press conference in Beijing to announce the entry into the Chinese market. Spader, founded in 1978 by SPYDER ACTIVE SPORTS and INC., is an official supplier of the US National ski team. The company's products include ski suit, ski, sports jacket, sports shoes and so on.

It is worth noting that in recent years, more and more outdoor sports brands in China have begun to increase the skiing market.

According to the China Commercial Daily reporter, the Pathfinder said in January this year, taking into account the impact of the Beijing Winter Olympic Games in 2022, the company will focus on the core layout of winter sports, including skiing products, hiking and cross-country products. Pathfinder said that in view of skiing products, the company would consider investing and cooperation with other companies to develop and design other resources and integrate external resources.

Anta spent 150 million yuan in 2016 to win the exclusive right of Desanto, the Japanese skiing brand, to design, sell and distribute all its products. In February of this year, Zheng Jie, President of Anta group, said that Desanto completed the "all out of nowhere" layout last year, and sales increased by more than 200%. "Desanto expects to achieve good results this year and exclude the time of team formation. Desanto's current development speed is in line with the expected profit for two years." Zheng Jie said. Ding Shizhong, chairman of Anta's board of directors, has repeatedly mentioned that the market segmentation is the opportunity for Anta to catch up with the international giants in the future. Desanto has to expand the market in the high-end and winter sports fields.

In addition, Sanfo outdoor signed a strategic cooperation contract with the international fashion brand X-BIONIC in May 26th this year. It is understood that X-BIONIC has about 800 international registration patents, 34 German red dot design awards, 71 European Innovation Technology Awards, and more than 600 international awards and test titles. The brand's bionic technology is known as the "black technology" in the field of sports. According to the contract, Sanfo outdoor will become the only strategic partner of X-BIONIC in China. X-BIONIC all technology, patents, brands, products and other resources will go to the Chinese market through Sanfo outdoor. At the same time, the two sides will establish a product R & D center.

　 Domestic brands still face challenges

Although domestic and foreign sports brands are optimistic about the ski market, the development of China's ski industry is still facing challenges. Wu Bin, vice chairman of Beijing skiing Association and President of CABBEEN skiing sports development Limited by Share Ltd in Beijing, have previously indicated that because of the late start of ski industry in China, there is still a big gap between the manufacturing technology and product quality of domestic ski equipment manufacturers.

Take skiing equipment in skiing industry as an example, skiing equipment mainly consists of three parts, namely, the clothes represented by ski trousers and ski shoes, and the accessories represented by skiing boards, ski poles and so on, with ski gloves, face guards and skiing glasses as representatives. According to media reports, in the Thirteenth National Winter Games, alpine skiing, snowboarding and freestyle skiing, all the competitors in the country use basically imported ski equipment.

It is undeniable that although the products are recognized, the price of skiing products of foreign sports brands is generally high. An anonymous Chinese expert told the China Commercial Daily that even the entry level skiing equipment should be close to 1000 yuan. Take ski suit as an example. If consumers choose middle end outdoor brands, such as Finland brand Hardy and French brand Le Fei ye, the price of a ski suit will be around 5000 yuan, while the price of a ski suit for high-end outdoor brands, such as the original bird and Sue, is close to 9000 yuan. The price of a ski suit in German luxury brand is 30 thousand yuan.

The above-mentioned experts said that the domestic sports brand should strengthen research and development, and produce different grades, different styles and positioning skiing products for different consumer groups, highlighting the cost performance advantages, reducing the skiing cost of consumers, and actively cultivating skiing market.