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English|Driven by Gen Z and Winter Olympics, China’s Ski Market is on the Rise( 二 )


It is apparent that the ski market in China is still relatively immature compared with mature markets in advanced countries. However, there is huge potential.
Skiing tyros and people living in South China represent massive growth potential.
In China, 80% of tourists who have tried skiing are new to the sport, while 90% would ski once or twice a year, Chinese online traveling platform Ctrip’s director Zhang Yi said. In 2020, eight of the top ten snow tourism consumer origin cities were cities in shouthern China, according to the 2020 China Snow Tourism Consumer Report.
The Chinese ski market is the only ski market across the globe that has been boasting fast growth in the past five years, according to the 2021 Global Ski Market Report. Statistics from the General Administration of Sports show that as of early 2021, there were 654 standard outdoor ski resorts and 803 indoor ones in the country, up 317% and 41% respectively from 2015. More people are trying out skiing. The 2020 China Ski Industry White Paper shows that skiers in China grew year-on-year by 98.66% during May 2020 and April 2021.
The increasing popularity of indoor skiing also stimulates the industrial chain. As more indoor ski resorts appear, the sales of snowmaking machines have also been expanding on e-commerce platform Taobao. Major cities like Guangzhou, Chengdu, Anji, Hangzhou, Shennongjia and Wuxi are big consumers of snow-making machines.
Social media have been utilized by businesses to promote snow sports in China. Skiing is trending on TikTok’s Chinese sister app Douyin, Kuaishou and Xiaohongshu. New brands such as Vector and Nobaday are working with popular influencers online, sponsoring them to go skiing and promote the sport through cool images and videos.
English|Driven by Gen Z and Winter Olympics, China’s Ski Market is on the Rise
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Overseas brands are entering the Chinese marketThe booming ski market in China attracts overseas brands, whose interest in the regional market is reflected by the increasing number of physical outlets and market campaigns.
The differing marketing strategies are determined by a different understanding of a market and consumers’ understanding of outdoor sports, Liang Xiazhun, the CEO of Helly Hansen Great China said in an interview with lifestyle media Luxe. Chinese consumers are new to skiing. Therefore, overseas brands mostly market themselves as an outdoor sports brand to reach a broader audience.
Ski wear and gear maker Burton, for example, would emphasize how their products can be used on different occasions and seasons. It launches clothing lines for all four seasons. Besides winter clothes such as sweaters and jackets, Burton also sells clothing for spring, summer and autumn in China. In addition, Burton is working to reach consumers other than skiers. Burton will focus on clothing in China as the brand wants Chinese consumers to wear its clothes to go skiing, camping and hiking, Burton China’s CEO Craig Smith said.
Fashion is another marketing direction for ski brands. Besides brands such as Bogner, Peak Performance and Volcom that are already marketed as fashion brands, Helly Hansen is also promoting itself as a fashion brand in the ski sport. The brand had set up a research and development center in Seoul to tap into the Asia Pacific market. Helly Hansen is hoping to develop ski wears that better fit Asian bodies and match Asian aesthetics. Burton, on the other hand, tries to enhance its fashion element by collaborating with other fashion brands and fashion influencers. Bogner for example has popular Chinese actor Yang Yang as its brand ambassador in China. The brand also works to increase its exposure on Chinese lifestyle social media such as Xiaohongshu.
English|Driven by Gen Z and Winter Olympics, China’s Ski Market is on the Rise

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