In The Battle Of Ice And Snow, Domestic Brands Need To Foster Strengths And Circumvent Weaknesses.

The most exciting event this year is that China won the right to host the 2022 Winter Olympic Games.

It is estimated that the Winter Olympics will involve more than 300 billion yuan of income from other related industries driven by ice and snow sports.

Under such a big background,

How will the enterprises react and what choices will they make?

The ice and snow market has low coverage and broad prospects.

Xu Chao, general manager of Ningbo Saint Ge, believes that in recent years, with the development of economy and people's pursuit of health, price has no longer become a hindrance factor in sports development.

The movement of ice and snow has become a small number of sports, and it has not been developed rapidly. In addition to the restrictions of the region, the atmosphere and cultural ideas of the movement also restrict its development.

Recently, the government has put forward the goal of "promoting the participation of 300 million people in ice and snow sports" through means of government promotion, policy promotion, planning initiatives, propaganda and agitation, which has a great role in promoting the development of Chinese winter sports, and can help more people, especially young people, participate in ice and snow sports, pay attention to fitness and improve their lifestyles.

In addition to the strong support of the state in policy, the construction of hardware facilities such as ski resorts to a certain extent alleviated the restrictions of regional issues on ice and snow sports.

It is understood that Vancouver, Canada, once hosted the Winter Olympics, has only 600 thousand urban population and more than 100 indoor ice rink.

In Beijing, where the resident population is as high as about 20000000, there are only a dozen indoor ice rink.

As for ski resorts, it looks a lot, but according to professional standards in Europe and America, there are only 30 domestic standards, compared with 350 in Japan.

After the successful bid of Winter Olympic Games, Wanda Chengdu Wanda cultural tourism city project was officially launched and is expected to be put into operation at the end of 2018 or early 2019.

The project includes the construction of 100 thousand square meter indoor ski slopes with a height difference of 70 meters.

This indoor ski resort has four snowfalls, including primary slideway, intermediate slipway, beginner slipway and entertainment slipway, which will attract more ice and snow lovers to come to experience.

It also has a large area of snow and snow. The snow area is specially designed for children. Younger children can experience the fun of snowball fighting and gradually become one of the choices of family sports and leisure.

Recently, the Pathfinder said that the Pathfinder ice snow holding Development Co., Ltd. is planning to build ski slopes in the northern slope of Songshan, Zhengzhou, Henan. The first phase of the project is about two hundred and fifty thousand square meters of snow area. In addition, snow and ice Plaza, single board Park, high grade skiing lane, snowboard flying saucer area, and snow playing area will be planned in the ski field. The service hall, catering and hotel entertainment facilities will be provided. The ski resort is expected to start trial operation at the end of the year.

Xu Guoqing, the founder of the KingCamp brand, told the Chinese sporting goods reporters that the first Winter Olympic Games were held in Europe. After that, a large-scale ski mountain development and revitalization program was launched in Europe. Today, Europe is still one of the most important ski markets in the world. It can see the great influence of the Winter Olympic Games. The 1972 Annual Winter Olympic Games was held in Sapporo, Japan. This is a strong impetus to the construction of the Japanese ski resorts and the enthusiasm of the people to participate in the skiing movement. By the end of the 70 decade of the twentieth Century, the construction of the ski resorts in Japan reached its peak. Now the number of skiers in Japan accounts for more than 10% of the national population.

It is believed that the 2022 Winter Olympic Games will greatly accelerate the popularization of ice and snow sports. The vigorous rise of skiing tourism will also promote the development of industrialization and branding of skiing equipment, and will also play a positive role in promoting the development of outdoor sports in winter.

In addition, the ice snow sports industry chain is long, involving ice and snow fitness and leisure, venues and ancillary facilities, equipment and equipment development and production and sales, event training and related industries such as tourism, real estate, hotels, restaurants, entertainment and so on. The market is broad and the development space is huge.

Outdoor brand calm situation, cautious layout

Skiing products have regional restrictions, and most of them are sold in the eastern three provinces, and sales in the south of the Yangtze River and south of the Yellow River are very small.

"In the East three provinces, there are more and more people going to ski resorts in winter, so in the three Eastern stores, the relatively better products in winter are related to skiing, which is particularly evident over the past two years."

General manager of sage outdoor Xu told reporters.

Conform to the trend, enterprises have begun to layout.

General manager of Saint Ge, general manager of China, told China sports products daily reporter: "according to our current brand positioning, there is no professional ice and snow products. This is our weakness.

I feel that all kinds of outdoor brand products will increase in a certain period of time. Next, we plan to increase some ice and snow products as part of the winter after tomorrow.

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"With the further demonstration of the effectiveness of the Winter Olympics for snow and ice sports, skiing or skating is expected to become an outdoor leisure sport for families in winter," says KingCamp Xu. "As an outdoor KingCamp, outdoor sports fans will also adjust their products in order to fit the different needs of outdoor sports fans."

Although the Winter Olympics will heat the "white economy" three hundred billion feast, most outdoor enterprises still hold a cool attitude.

In fact, for the Winter Olympic Games, the domestic enterprises did not expect too much. They did not hope that a Winter Olympic Games could lead the whole industry to a great leap forward. The impact of the Winter Olympic Games is not significant.

As the country vigorously promotes the Winter Olympic Games, there will be a new round of changes in the domestic outdoor market, but there are also insiders who are not optimistic about the coming down situation. "The Winter Olympic Games will have an impact on outdoor enterprises. There is no doubt about this. But when the national policy is promulgated, all enterprises will rush to the competition to increase the ice and snow category equipment, and finally lead to the final result.

Oversupply.

In the next one or two years, there may be a good market prospect, but it is easy to repeat the mistakes of the outdoor market in the past few years, leading to a downturn in the whole industry over a long period of time.

Therefore, we will not adjust the layout of enterprises in order to meet the trend, nor will we expand the product line. "

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In the battle of ice and snow, domestic brands need to foster strengths and circumvent weaknesses.

After more than ten years of development, China's outdoor sports brand has occupied a certain share in the market. In terms of mountaineering, camping, hiking and other outdoor sports equipment, domestic brands have better grasp of consumers' habits, but for the smaller ice sports projects, overseas famous brands in China's ice and snow equipment market occupy an advantage.

If domestic brands want to compete with famous brands abroad, they should form their core competitiveness and provide better services for consumers.

1. innovative technology, scale and scientific management

KingCamp Xu said that the domestic outdoor enterprises need to continue to adopt advanced production processes, upgrade their functions, increase the technological content of products, enhance comfort and beauty, adopt large-scale production and scientific supply chain management, so as to provide more competitive products and meet the needs of consumers.

2. meet individual needs and provide cost-effective products.

Unique product design can meet individual needs, which is a major feature of high-end outdoor brands abroad.

Earlier, Wang Shiru, the father of the Chinese buyer, said in an interview with the media that when the domestic outdoor brands want to remain invincible in the competitive environment, they need to focus more on building strong brands while constantly improving their manufacturing capability and scale operation.

All along, the homogenization of products is a major injury to the domestic sports equipment market. Sango outdoor Xu also said that if enterprises want to seize the consumer groups, they must first be based on products and conform to the trend of consumption.

Domestic brands will pay more attention to cost performance, which is our advantage.

Secondly, there must be some innovation and progress in style and so on.

3. analyzing the characteristics of consumer groups and optimizing service quality

With the promotion of ice and snow sports, the southern tourists going north to leisure tourism will gradually become a trend.

KingCamp Xu said that if enterprises want to win this part of the potential consumer groups, we must fully study and analyze the characteristics of this part of the consumer group, and provide them with tailored services.

Functionality, weight and volume are the major concerns of outdoor sports enthusiasts. It provides outdoor enthusiasts with powerful, small and light equipment to provide them with better experience. This is a major direction for outdoor brand enterprises to study and explore for a long time.

4. advertising should be grounded, depending on the actual situation.

Overseas outdoor brands have a relatively strong fund base through time accumulation. The investment in advertising is unmatched by many domestic brands. Whether in sponsorship marketing or "sea, land and air" three-dimensional propaganda strategy, enterprises should combine their own situation and strive to get the effect of large dissemination with small investment.