Industry News: The Three Ministries And Commissions Issued The Ice And Snow Tourism Development Action Plan

The action plan for the development of ice and snow tourism is proposed. By 2023, it will promote the formation of a more reasonable spatial layout and a more balanced industrial structure, help the 2022 Beijing Winter Olympic Games and achieve the goal of "driving 300 million people to participate in ice and snow sports"; the number of participants in ice and snow tourism will increase significantly, the scale of consumption will be significantly expanded, and the contribution to the expansion of domestic demand will continue to increase.

Policy guidance, cultivation and promotion of the public's outdoor sports consumption concept, the supply side related brand power / product strength continued to strengthen; China's outdoor industry represented by ice and snow has developed rapidly in recent years, and the industry chain service companies are expected to usher in rapid growth. Specifically:

(1) according to the data of coa Industry Report and Industrial Research Institute report of China outdoor brand alliance, the scale of China's outdoor sports market has reached 53.7 billion yuan in 2018, with CR10 accounting for 55% +, and has continued to grow in recent years; the overall demand is characterized by diversification, which can be divided into low-end outdoor / sports outdoor / leisure outdoor and core outdoor according to different sports forms and technical content.

(2) outdoor brands show a growing trend of specialization and fashion. One kind focuses on outdoor professional functionality and establishes its own moat with the help of design and R & D advantages and long-term accumulation of brand strength; the other one integrates with fashion elements through avant-garde differentiated design, such as cutting into the street trend segmentation market.

Related subject matter:

Anta Sports: outdoor sports constitute the third growth curve, with desant under the plate rooted in professional skiing, with brand running close to 1 billion yuan in 4 years; Salomon of Amer focuses on professional skiing equipment, and Archaeopteryx is the professional outdoor sports market. In the future, each brand of outdoor sports group will adhere to the unique and differentiated brand positioning, and form the model of innovation and brand high value growth.

Shenzhou International: benefiting from the high outlook of the sports industry, the company has great competitive advantages in the aspects of fabric, dyeing and finishing, and garment processing. Its overseas production capacity has been steadily expanded, and it has continuously defined the industrial chain value of vertically integrated knitting manufacturers.

Li Ning: with the help of China's Li Ning Guochao series, we can improve the brand tonality, continuously adjust the channel structure, attach importance to the operation quality of terminal stores, improve the operation efficiency, accelerate the replacement and upgrading of inefficient stores, and explore the retail operation standards of high-efficiency big stores, which may help to open up the medium and long-term growth space of the brand.