Source: fashion headline
Ski sports is a luxury in a sense. Participants must not only have money, but also have sufficient time.
Author | Zhou Huining
With the arrival of winter, the ski resorts in various places have begun to lively.
In view of the occurrence of the epidemic, Shanxi Securities pointed out that skiing enthusiasts who went to Japan, South Korea, and Europe and the United States in the past have shifted to high -end ski resorts in China this year. Since the end of October, Snowfields, General Altay, Zhangjiakou Chongli Wanlong, Taiwu and other snow areas took the lead. Opening operation, on November 13th and 14th, multiple snowfields in Beida Lake and Songhua Lake Ski Resort in Jilin Province have also opened one after another.
Ctrip data shows that the domestic popular ski hotel house prices rose 60%in December. During the Double Eleven, the orders of Changbai Mountain Wanda were 6 times that of last year. During the snowy season, high -end hotels near ski resort were almost full.
This year, with the heating up with skiing, there are also luxury brands.
According to the monitoring of Fashion Business News, since November, luxury brands have launched a series of products specially created for ski sports. On November 5th, Dior Men’s clothing cooperated with AK SKI, Descente and POC for the first time to jointly launch a series of men’s ski equipment, in addition to skiing, skiing, snow mirror, helmet, and even water cups and handbags.
From November this year, luxury brands have launched ski -related clothing series
Almost at the same time, Chloe, a luxury brand of Licifeng Group, released the joint capsule ski series cooperating with French ski clothing brand FUSALP, and appointed star Wang Luodan as the series of vitality ambassadors. Chloe also participated in the offline linkage of Tmall Double Eleven for the first time and hosted a ice and snow party in Shanghai TX Huaihai.
Chloe emphasizes that the series of products not only have a sense of technology and functionality, but also incorporate the style of advanced fashion. It is suitable for both skiing scenes and daily wear. In fact, as early as 2015, the brand cooperated with Veronika Heilbrunner, who was keen on skiing, launched a snow resort capsule series.
The luxury brand BALLY, born in Switzerland, gave full play to its own advantages, and co -organized with Swiss bottle company SIGG, Japanese outdoor brand Snow Peak and Italian rubber manufacturer Vibram. In addition to routing, hats, scarves, and socks, there are also routine climbers, bands, keychains, etc.
In the current luxury industry, luxury brands in the hearts of ski enthusiasts are Chanel. As one of the most classic luxury brands, Coco Chanel himself produced skiwear for local ladies in St. Moritz.
At the beginning of the 21st century, the brand also launched ski panels printed with the brand logo. In 2013, in order to promote the opening of the French ski resort, Karl Lagerfeld, the creative director of Chanel, who died last year, chose the advertising carrier as the cable car of the snow field.
In the current luxury industry, the luxury brand in the hearts of ski enthusiasts is Chanel
In June 2018, Karl Lagerfeld hoped to go further. The brand’s first complete ski series “COCO Neige” was designed, except for down jackets, suspenders, personal sweaters, velvet leather gloves, nylon Russian warm hat and pilot glasses, and there are also pilot glasses. Helmets, snow mirrors, snow shoes, faces, and single boards and double boards.
CHANEL launched the first complete ski series “Coco Neige” in 2018
In 2019, Karl Lagerfeld simply made the last big show in his career into a ski resort. With the snowy mountain as the set, the snow trail was made into a runway, and the brand was directly integrated into the skiing scene.
Interestingly, another luxury brand FENDI, where Karl Lagerfeld is located, also paid great attention to skiing early. There are also special products specifically for skiing. In 2015, a whole ski series was launched.
In addition, Balenciaga, Raf Simons, and Stella McCartney have gradually added products such as down jackets and snow boots to the winter series. Louis Vuitton has also continuously expanded its ski accessories product line in recent years, including functional glass fiber skiing boards and ski goggles.
Luxury e-commerce platforms such as Net-A-Porter, MyTheresa and other luxury e-commerce platforms have specially opened ski units on the official website. In addition to traditional ski-outdoor sports brands, there are also emerging designer brands. The goal is high-end consumers in skiing around the world. According to Sarah Rutson, Vice President of Net-A-Porter Global Purchasing, the sales of ski sectors have increased 5 times since 2014.
The luxury brand’s densely bet on the skiing sector is attracting great attention in the industry.
Ski was first just a human survival skill. The earliest Eurasian ancestors Mawnn Rennon raised two wooden boards to cross the snowy mountains, wetlands, and swamps in winter. The 18th century ski gradually became the Norwegian military competitive project. Later, it became one of the Winter Olympic games in the 20th century.
During the skiing process, people’s rising adrenaline soaring from the mountains and the beauty of the snowy mountains can relieve stress. The rich people in Europe in the 1950s and 1960s gradually took winter skiing as the first choice for vacation, and backed up the Alps mountains. Switzerland and Austria have become a big ski country.
The wealthy people of Europe in the 1950s and 1960s gradually took winter ski as the first choice for vacation
The expensive skiing equipment has become a threshold, making this sport even more unique. After all, to enter the ski resort, skiing equipment is indispensable whether it is shape or safe protection.
In other words, skiing has become a luxury product in a sense. Participants must not only have money, but also have enough time. Therefore, in the eyes of most Chinese consumers, skiing, like golf and polo, is also a noble movement, which has laid the consumption foundation for the entry of luxury brands to a certain extent.
Since China successfully bid for the 2022 Winter Olympics, under the slogan of “300 million people on the snow and snow”, this seemingly high -top movement is gradually going deep into the daily life of young people in China. The cake is constantly becoming bigger and increasingly seductive.
According to the “White Paper in China Ski Industry (2019)”, as of the end of 2019, the national ski resort increased by 3.77%year -on -year to 770, the number of ski people reached 13.05 million, and the number of large holiday ski resort increased by 31%. Taking the popular skiing as an example, tourists received in the snow season in the past two years have reached 2.812 million.
This seemingly high movement of skiing is gradually going deep into the daily life of young Chinese young people.
China also has the world’s first, second, and third -largest indoor ski resorts, which are located in Chengdu, Harbin and Guangzhou. When you go to the northern snow field during the holidays, you can also experience the fun of skiing, and wealthy consumers generally do not choose to rent the snow field equipment, which means that they also buy professional clothing and equipment.
At the same time, the improvement of Chinese consumer aesthetics and the return of luxury purchases are the key to making luxury brands more determined to be among the field of professional movement at this time.
According to the latest predictions of the consulting company Bain Luxury report, global personal luxury sales will fall by 23 % to 217 billion euros this year, the largest decline since 2009, and the first decline in the Chinese market. Product sales may rise by 45%to 44 billion euros, becoming the only growth market, and it is expected to surpass Europe and the United States to become the largest luxury market by 2025.
Taken together, the ski venue and skiers are the two poles of the entire ski industry. All the business and activities of the ski industry are around these two poles. China’s ski market is undoubtedly a rising space for the extremely saturated luxury industry. New track.
But in the face of professional ski clothing brands, whether it is Chanel or Fendi, it is obvious that more advantages are in terms of product design and appearance. The continuous expansion of business opportunities, not only luxury brands, major high -end and professional ski brands are also accelerating the layout of the Chinese market.
According to the fashion business news, the brand of the same name Burton, founded by Jake Burton Carpenter, founded in 1977 in May of this year, joined Gao Yan Capital to jointly operate the BURTON China business.
As a pioneer of modern veneer, Burton has promoted the development of the world’s single -board skiing industry. It has irreplaceable significance among ski enthusiasts. Gao Ying Capital has rich channels, talents, resources, and experience in China’s retail consumption field. After the cooperation between the two sides, BURTON can better achieve localization in the context of the rapid growth of the Chinese single -board ski market.
Burton joined the joint venture with Gao Yan Capital in May this year to jointly operate BURTON China Business
As of now, BURTON has opened specialty stores in Beijing, Shanghai, Chengdu, and Chongli, and has also settled in Tmall and has attracted 45,000 fans. At the upcoming 2020 Incert Global Trends Cultural Experience Exhibition, Burton will also debut for the first time to set up a ski resort to reach more trendy people who love skiing.
On November 14th, a high -tech sports brand Oakley Okley held a new product launch conference in Taiwu Ski Resort, Zhangjiakou Chongli District. Kerry cooperated with the professional single -board ski athlete Stale Sandbech, known as the “Dragon King”, and its products include snow mirrors, sports glasses and clothing.
Oakley Okley, headquartered in Southern California, was founded in 1975. The most classic is High Definition Optics® lens is the most famous. It has the top optical clarity and accuracy, and also has anti -impact and anti -Taiyang radiation function. In addition to sports glasses, Okley has also expanded clothing and accessories.
Another high -end brand Arc’teryX, another high -end brand, also accelerated the pace of store opening in the Chinese market after returning to the Anta Sports camp. In September this year, it opened the world’s largest flagship store in Shanghai. Anta Sports plans to expand the number of stores from the existing 100 to 300 to 400.
The Ariter Bird was an outdoor sports brand founded in Canada in 1989. The main product is the charge, but it is also involved in hiking, climbing and ice and snow sports. In 2018, the athletic bird specially created a skiing suit for the CANADIAN MOUNTAIN HOLIDAYS (CMH).
CMH formulates a million -foot club plan. When the skiers slip by more than one million feet, the official will prepare a small celebration ceremony for it and give this skiwear representing the million -foot club. It can be seen that the brand of the Ariter Bird has irreplaceable significance in the minds of ski enthusiasts.
In the Off-White 2020 autumn and winter series released earlier this year, a blue ski-ski jacket was applied to the finale shape. Previously, the brand also launched three-party outdoor ski clothing with Burton and Vogue.
Canada Goose and Moncler, such as warm -keeping warm, have pulled skiing to the fashion field through cooperation with artists. Among them, Canada GOOSE spent 32.5 million Canadian dollars in 2018 to acquire outdoor shoes company Baffin to expand the scope of brand business.
In the mass market, Vans, Patagonia, and the North Face have also occupied a storm in the business of skiing, like trendy and relatively civilian prices, and gradually transformed into trendy art like skiing and skateboarding.
To be sure, with the boundary between outdoor sports and fashion, skiing is full of infinite possibilities for luxury goods. According to a report released by EUSCME, the size of the Chinese ski market will increase from 4.7 billion yuan in 2016 to 27.6 billion yuan in 2022, and the sales of skilets will increase by more than 20%in 2016.
Where is the consumer, where the tentacles of luxury brands reach. Such as street trends, such as sneakers. From the perspective of the sports industry, the fastest way to cultivate sports consumption is to find ways to make consumers spend money.
What needs to be vigilant is that most of the ski consumers in China are still in the entry stage, and the retention rate is not high. Laurent Vanat, a ski industry expert from Switzerland, once pointed out that in the eyes of Chinese consumers, skiing is more like a social currency, which is a form that advertises itself.
In order to truly conquer ski enthusiasts, while the luxury brands emphasize beauty, they need to improve their professionalism.