The snow season of 2016 was on schedule and consumers began to buy and buy the "scratching hand" rhythm. The ski shop also ushered in the annual sales season. How to get the most popular Dongfeng to occupy the ski market this past decade? How should we face the challenges of the rising e-commerce? Is the physical retail store really overdone?
In fact, there are still opportunities...
International big-name Chinese sales tend to "pro-people"
It is understood that there are two main reasons for this year’s continuing “heat up†in the retail market for ski equipment. On the one hand, thanks to the continuous popularization of the “National Fitness Campaignâ€, skiing has become a new fashion, and more and more people are actively participating in it, which naturally promotes the rapid growth of retail sales of ski equipment.
On the other hand, international brands such as Nordica, HEAD, Fischer, and Elan have also begun to drastically reduce the retail price in the Chinese market, which is basically the same as international prices. This has greatly reduced the price/performance ratio of Haitao and is relatively fair. Allowing Amoy users to return has provided the engine for market growth, and the profitability of the market is gradually opening up.
Bao Yonglin, general manager of Nordica China, told GOSKI's Industry Watch and ISPO that “the shipments have increased by about 30% this year compared to the same period of previous year. Nordica believes that growth is due to price adjustments, industry development and marketing.â€
Huang Xia, general manager of the Fischer brand in China, stated that "Fischer's retail business has maintained growth for the past three years and this year's growth will be even greater. The growth will come from the retail price system and European standards, and retail customers' recognition of prices. Under the background of the successful bonus market in Austria and the ice and snow of 300 million people, we are still exploring the potential of the future."
When talking about the acquisition of equipment by the Southern Snow Friends, Lao Qi, founder of the Shanghai United Ski Club, said that there are usually three ways: First, product selection, online orders, and cooperation between the club and the ski shop (cold Yamaha, EXDO, etc.) completed the delivery.
Another method is to purchase at the destination, and ski lovers will travel to the destination of the local ski shop to complete the purchase.
Most of the junior users are more inclined to purchase apparel accessories and basic package products (entry-level snowboards, snowshoes, and fixture packages) on the e-commerce channel.
Skiing club cooperation sales model is gradually rising, how to deal with ski retail stores?
On the one hand, ski clubs gradually mature. For example, the 1031 ski club will organize members to collectively order new products from the next snow season in February and March of each year. This sales form is expected to become more mature in the future and to capture a certain market share.
On the other hand, with the hot market, the rents of the shops in the ski shops are also rising. Because there is no systematic price guidance, pricing and price increases are very arbitrary. It is understood that the rent for the Yuanyuan Genting Paradise this year has increased significantly. At present, the rents of the ski resorts like Wanlong and Yunding have exceeded the level that the retail industry can afford.
At the same time, the in-house management training for ski retailers is in urgent need of further strengthening. Due to the rapid increase in customers of small white and beginners, customers' dependence on shop assistants is greatly increased when they are not clear about what kind of products are suitable for them.
However, at present, some shop assistants and even shops will recommend products with high prices or even unsuitable products to customers. This not only affects the customer's gliding experience, but also has security risks. If the managers of the ski shop cannot face and solve the above problems, the damage to their own brands will be Huge and difficult to repair.
E-commerce is gaining momentum in ice and snow retail
Consistent with the feedback from many parties, the retail sales of snow equipment retailers also increased at the beginning of the snow season. Among them, the E-commerce channel was even more visible. The GOSKI industry observed that the growth of e-commerce channels is very obvious. Packages and accessories are the main products.
The outdoor sales of the mountains began three weeks ago. Today, the daily sales have been growing steadily and its founder, Gao Weiyi, has set her small target of 5 million in sales for this season.
Yan Dongfeng, deputy general manager of ROSSIGNOL's Beijing Shangshangfei Trading Co., Ltd., said when talking about sales, “At present, Jinji has not sold well in traditional direct sales stores in previous years because most of the ski resorts have not yet opened. However, in contrast, the e-commerce momentum is far greater than the traditional sales network. The growth rate is very significant. Last year, the e-commerce business grew at least 25%."
“Currently, the retail network of Lengshan is concentrated in major ski markets. In a very fragmented southern market, it is not realistic to open a ski shop. Perhaps when Wanda, Qiaobo and other indoor ski resorts are opened, they may be located in the south. But at present, looking at e-commerce is the best way to solve the problem." Lao Gang founder Lai Gang said that the disadvantages of ski equipment retailers are also very obvious: they cannot be tried on.
However, in terms of ski shoes, the size of each manufacturer, the width of the shoe lasts, etc. are not the same. How customers buy the most suitable product is a big problem.
Although the ski market is rapidly developing, the one trillion yuan cake in 2025 will be beckoning to the ski retailers. However, whether or not this big cake can be eaten is still a problem.
Internally, ski retailers should strengthen management, improve the staff's service ability and quality, and form a brand advantage. Externally, it is necessary to gradually improve the retail network and expand e-commerce channels to form scale advantages.
The ISPO BEIJING 2017, which has been working together with the Chinese ski industry, has not only established a more complete trade negotiation platform for the industry, but also provided more extensive business opportunities. It is also working with all industry players to promote the development of the Chinese sporting goods industry.
As the largest authoritative winter sports trade platform in China, ISPO 2017 Beijing Exhibition will be held on February 15-18, 2017 in Beijing Capital National Convention Center. Its winter sports section will usher in the largest scale in the past decade. .
There will be many domestic and international well-known single-board, double-board ski equipment, clothing and accessories brands, as well as winter sports machinery equipment manufacturers such as Dynastar, Fischer, Rossingol, Head, Nordica, Union, CAPITA, RIDE, SP, Zuma. , 32, Gary, ISSnowboard, Lidakis, DYNAFIT, Halti, Colmar, ONE WAY, Alpine Pro, 686, Horseflyer, Volcom, PICTURE, SWIX, Demon, SPY+, OAKLEY, Bolle, UVEX, GoPro, etc., I believe this will become China's ice and snow Annual event of sports industry practitioners and followers.
The article was originally created by ISPO and GOSKI Industry Watch and reproduced from the cooperation platform ISPO.
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