Ice And Snow Sports Will Become New Opportunities For Sports Brands.

If there are any sports that can keep the sports brand going up in the next few years, the probability is ice and snow sports.

With the holding of the Winter Olympic Games in Beijing in 2022, the support of national policies and the good trend of China's emerging market, the sport of ice and snow has brought dawn to many sports brands both at home and abroad.

In 2016, the State Sports General Administration issued the "ice snow sports development plan (2016-2025 years)". It is planned that by 2025, China will directly participate in ice and snow sports more than 50 million, and the total scale of snow and ice industry will reach 10000 billion yuan.

The good momentum of the rapid development of sports is directed at the opinions issued by the general office of the CPC Central Committee and the general office of the State Council on the vigorous development of ice and snow sports taking the opportunity of the Winter Olympic Games in Beijing in 2022. "We will vigorously promote the preparations for the Beijing Winter Olympic Games and the winter Paralympic Games, vigorously popularize the mass ice and snow sports, promote the expansion of ice and snow sports, expand the target of promoting the participation of the 300 million people in ice and snow sports, vigorously carry out the youth ice and snow campaign as the focus, and speed up the development of the ice and snow industry, actively foster the market players, and promote the development of ice and snow industrial gathering areas, ice and snow industrial enterprises, compound ice snow tourism bases and ice snow sports centers. By the end of March, combined with China's ice and snow

In April 11th, the 2019 global ski market report released that China is the only fast-growing region in the world.

Since 2000, the number of Chinese Skiers has increased dramatically.

Driven by the successful bid of the Beijing Winter Olympic Games in 2022, there were 39 new ski resorts in China in 2018, and the total number of ski resorts was 742, and snow skiing in 2018/19 was nearly 20 million.

However, despite the expansion of the industry and the prospect of improvement, the overall level of China's skiing market is still relatively low.

With the appearance of a series of favorable situation of ice and snow industry, ice and snow sports sports began to receive the attention of sports brands.

In recent years, the major sports brands in the development of competition industry, but also gradually add ice and snow movement.

First of all, foreign sports brands take advantage of Dongfeng to enter the Chinese market.

Last June, one of the world's five major ice and snow sports equipment manufacturers, the French outdoor sports brand ROSSIGNOL and IDG capital, began to seek to expand the Chinese market.

In China, ROSSIGNOL is more known to the winter sports fans as the name of "golden cock".

After receiving the investment, the brand side said it would use the current investment to develop the Chinese market and enhance its brand performance in China, such as operating communities, opening flagship stores, developing electricity providers, and participating in skiing competitions.

At home, the first official layout is the Beijing 2022 Winter Olympic Games and the winter Paralympic Games official partner, the domestic sports brand Anta.

Anta first got the exclusive right of Desanto (Descente) in China in 2016 for 150 million yuan.

Desanto is a Japanese sportswear brand, mainly based on skiing and other winter sports product lines.

In 2018, Desanto completed the overall layout of "scratch out" and sales increased by more than 200%.

Next, Anta expects Desanto to really release the market potential by the 2022 Beijing Winter Olympics.

Then, in order to quickly enter the high-end sports brand market and have more powerful strength to raise the new sports industry, Anta bought amamin sports.

The latter owns a large number of sports outdoor brands, and is well known by mountaineering and ski enthusiasts.

In other aspects of the layout, Anta set up the "Beijing Winter Olympic Games preparation security studio", and was unveiled in Xiamen recently.

The laboratory integrates the high-end raw materials of the world's ice and snow equipment, and enables the personalized development and customization of ice and snow equipment, greatly improving the equipment support level of the national training team of each ice and snow project.

Meanwhile, Anta recently founded the first Winter Olympic education base in the second primary school of Zhangjiakou Economic Development Zone in Zhangjiakou, the Winter Olympic snow project.

Besides Anta, other domestic sports brands have also stepped up the ice and snow industry.

In May last year, PEAK sports announced that it had fully acquired the international high-end outdoor sports brand OZARK.

OZARK entered the Chinese market in 1996 and is a partner of the Chinese mountaineering team.

PEAK said, next, PEAK will aim at the 2022 Beijing Winter Olympic Games, enter the ice and snow field, make OZARK maintain the international leading brand position of outdoor sports, and expand the company's market share in high-end outdoor sports products.

Then, in March this year, the first outdoor Pathfinder of outdoor outdoor industry held an analyst conference. Taking into account the impact of the Winter Olympic Games in Beijing in 2022, we will focus on the core layout of winter sports, including the alpine line, snow line, hiking cross-country line and other product lines.

Pathfinder said that it will strengthen the independent design and promotion of skiwear and ski pants. At the same time, in view of skiing product lines, it will consider investing and cooperation with other companies in daily R & D and design cooperation to integrate external resources.

With the approaching of the Winter Olympics in Beijing in 2022, the investment sponsorship of sports brands for ice and snow sports will continue to increase.

What's more, some sports brands aimed at the ice and snow sports market early in the morning.

For example, 361 degrees as early as 2013, and the Nordic outdoor sports brand One Way Sport open strategic cooperation, enter the professional outdoor sports market.

At the same time, with the approaching of the Winter Olympic Games in 2022, domestic sports brands will speed up the layout of market segments, especially in skiing equipment and outdoor sports.

For example, Lining used the whole category professional sports equipment shop as an important layout point as early as last year.

As we have analyzed above, China is faced with an explosive moment in the growth of ice and snow sports and sports, whether it is policy or market.

At present, there are more than 13 million 300 thousand skiers in the country, more than 75% are one-time experiencer, and there is huge room for future promotion.

At the same time, the sports goods industry, the ice and snow industry have fewer brands and the core competitiveness is not enough. Such an open competition pattern will be a good opportunity for many sports brands to enter the market.