Anta Join Hands With Desanto To Steal Tens Of Billions Of Ski Market

Sports announced that it had invested $150 million to set up a joint venture to operate exclusively in China (excluding Hongkong and Macao) and engage in all categories of products with "Descente" trademarks.

Sales and distribution business, which has greatly entered the domestic ski market.

Industry analysis, with the 2022 Winter Olympic Games settled in Beijing, the blowout of the ski market is just around the corner, and the ski market has become another "meat and cake" in the outdoors of every outdoor company and even the big sports brand.

However, the industry also said that because the skiing market requires a higher degree of professionalism of the products, it needs to invest a lot of manpower and material resources in the marketing of ski events. Therefore, when making decisions, enterprises must formulate relevant market strategies ahead of time, and should not rush to the market.

Last week, Anta sports revealed in its 2015 annual report that it will establish a joint venture with Desanto, a subsidiary of Tokyo listed company, Descente Global Retail Limited of Japan, and Itou Tada, a subsidiary of Tokyo listed company ITOCHU Corporation, to operate exclusively in China (excluding Hongkong and Macao) and engage in the design, sales and distribution business of all categories of products with "Descente" trademarks.

According to the joint venture letter signed by the three parties, the initial capital injection of the joint venture company is 250 million yuan. Anta, DGR and Itochu will share the corresponding shares according to the ratio of 6 to 3: 1.

"Descente" is a famous sports apparel brand in Japan, which is the flagship skiing product.

Anta said the joint venture will start its retail business in the first half of 2017, mainly targeting high-end markets in the region, covering skiing, training, running and other categories of products.

Industry analysis, "Descente" or will open Anta's next market segments.

Ding Shizhong, chairman and CEO of Anta's board of directors, said in an interview with Chinese entrepreneur that market segmentation is a good opportunity for Anta to catch up with the international giants in the future.

One of the reasons for Ding Shizhong's confidence in branding is probably his successful operation of the Italy brand FILA.

In August 2009, when Anta bought BELLE's FILA operations, BELLE, which was invincible, lost 50 million yuan in the first two years.

After the sale, BELLE admitted that its lack of experience in international brand operation.

But Anta has made FILA move back to life in its hands.

In the realm of horse racing.

According to the 2015 earnings report, the number of FILA stores reached 591, although no specific revenue figures were disclosed, but Anta President Zheng Jie said: "the growth of FILA brand and e-commerce business is very fast."

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Zheng Jie said Anta will seek more M & A brands. In the next 5-10 years, it will increase to 4~5 brands on the existing basis and find a niche in various market segments.

Therefore, some people in the industry have commented that in the current development pattern, Anta has the layout of high-end sports and high-end outdoor sports in the sports industry, especially in the domestic outdoor ski market with huge prospects. Anta strives to grab the outdoor market through "Descente".

Anta is not the first company to tap the ski market.

As early as 3 years ago, the 361 degree portable hand focused One Way Sport Oy (One Way), which focused on cross-country and winter sports, set up a joint venture -- Wan Wei International Industrial Co., Ltd., to develop various high-end sports products such as carbon fiber cross-country skiing, ski boots, carbon fiber ski poles, snow roller skating, and so on. Finland

In China's domestic enterprises, China's trend also relies on the skiing equipment brand Phenix, the layout of ice and snow equipment industry.

Behind this beachhead is the industry's optimistic expectations of China's ski industry.

At the just concluded ISPO exhibition, the white paper on China's ski industry was released for the first time.

The data in the report are full of expectations for the future: "skiing population growth, conversion rate and profit mode broadening will bring about a ten billion ski tourism consumption market. The expansion and upgrading of ski resorts will bring tens of billions of investment market space."

This optimistic expectation is inextricably linked to the 2022 Winter Olympics in China.

Referring to international experience, the bid of the Winter Olympic Games will greatly enhance the skiing concern and promote the development of ski industry in the country. On the eve of the Winter Olympics in the United States and Japan, its skiing industry has reached its peak and has achieved a number of national skiing brands, just as the 2008 Beijing Olympic Games accelerated the development of China's sporting goods industry.

We can predict that the Winter Olympic Games will become a strong driving force for the development of China's ski industry, and the brand that will take the lead in the past will occupy a place in this vast market. "

Hong Qinming, general manager of CAMKIDS Ken Mu brand, told reporters that from the beginning, the ski series is the main line of CAMKIDS cultivation and livestock husbandry. At the ISPO scene, in order to let everyone feel the upsurge of the Winter Olympic Games in advance, the CAMKIDS animal husbandry exhibition hall has set up a tense and exciting skiing tour on the spot, and at the same time, deepened the impression of being an outdoor brand of teenagers in the skiing market.

In the outdoor industry, CIMALP, which is known as the winter skiing line product, also released the latest technology of outdoor skiing products: the two innovative technologies of permanent antistatic technology and the instant speed technology in summer are carried out in CIMALP fabrics, the purpose is to better adapt to the cold and dry winter climate in China.

Despite the good market prospects, in the eyes of the industry, professionalism will become the biggest threshold for the entry limit of the skiing market.

In the view of the industry, most of the skiing market is concentrated in the two camps of sporting goods department and outdoor department, while Chinese sports local brands are still in the "entry level" of outdoor areas. Many Chinese sports brands are trying to enter the professional sports market by way of acquisition.

Their move means that they want to enter the professional outdoor products market with a new business model, and can also be seen as a new strategic arrangement under the downturn of China's sporting goods market.

And for outdoor brand, more subdivision and brand positioning recombing.

Looking at the development of well-known outdoor brands at home and abroad, basically relying on a strong category to break through in the market, compared with the sporting goods market, specialized and refined product lines are more suitable for the development of outdoor brands. Although the skiing market has great prospects, it is still a small consumer market for a long time.

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Xu Rongsheng, chairman of the lion brand outdoor products Co., Ltd., said that, on the one hand, restricted by skiing grounds and climatic factors, the demand for ski market products can not be as large as outdoor activities such as mountaineering and hiking. Domestic demand is increasing rapidly with outdoor sports. On the other hand, skiing equipment is highly demanding, and it is hardly easy to turn into everyday wear. Although many brands in the market want to develop products that combine cotton suit and ski suit, there is still some difficulty.

"Because of the constraints of objective conditions, the annual real skiing season is only three or four months a year, and the natural snow fields in China are almost all in the northeast region. The snow field with artificial snow is only one in Hangzhou. This makes many enterprises specializing in skiing products simply unable to make product promotion. The season of selling is so short that the new ones can be pushed up so much that the single product line has always been a big problem for them."

Lin Yuan he, marketing director of Xi Mar (China) Limited, admitted that CIMALP is also the case. The company's market is entirely concentrated in the North District, which has been using single line products, and the development of outdoor products in spring and summer is very weak.

In addition, Lin Yuan he added, because skiing equipment has a certain degree of professional requirements, an entry level ski suit costs only more than 1000 yuan, and the retail price of the market can be imagined.

In the short term, the cost of such equipment is obviously too high. Therefore, most skiing beginners use the way of renting shoes and clothes, and only a few of the players will invest heavily in their ski equipment.

From this perspective, the skiing product series is still a small consumer group, and the growth of its brand sales performance is still limited.

More importantly, through the development of these years, most domestic outdoor brand lines are basically clear. In other words, "they have their own flavor and have their own areas of attention. Just like lion brand outdoor has always been the outdoor outdoor wind of the Korean brand, the product is the main elastic climbing pants, and the feeling of dragon and lion DELL may be a commercial outdoor wind. If we rush into the ski line product, it may not be sensible. This is not in tune with the original product line, and taking into account the design and development requirements and cost inputs of the ski series, it is better to deepen farming in its original field instead of following suit."

Kenny road outdoor clothing supplies Co., Ltd., Lin Shaofeng, development manager, told reporters.

Tens of millions of ski market for the industry is looking forward to.