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English|Driven by Gen Z and Winter Olympics, China’s Ski Market is on the Rise( 四 )


Luxury brands’ entry into the Chinese market further squeezes specialized ski brands. Luxury brands such as Chanel, Prada and LV have also launched their ski wear and equipment, ranging from ski glasses, ski jackets and snowshoes. Luxury brands have made their own innovations on ski products, including their functionality and materials, serving young adults’ demand for utility and fashion. Besides rolling out their own ski collection, Fendi and Burberry have also launched a series of marketing activities to promote their ski products. Fendi, for example, has moved its Fendi Caffe to the tourist resort at Changbai Mountain in North China. Burberry has opened a limited boutique shop in the Songhua resort in Jilin Province.
The lack of proper ski venues, infrastructure and training also pose obstacles for overseas brands in their attempt to attract consumers as people sometimes find it difficult to travel to ski resorts or have a satisfying skiing experience.
The 2020 China Ski Industry White Paper shows that as of late 2020 only one-fifth of ski resorts in China had aerial tramways. Most ski resorts in the country focus on catering to skiing tyros instead of hardcore skiers.
Many ski resorts are located in remote areas where transportation is inconvenient. This hampers people who are interested in skiing from trying out the sports.
Despite the market size, the ski industry in China is far from mature. The Beijing Winter Olympic Games can surely make more people become interested in snow sports, but it remains unknown whether such interest can be converted into long-term consuming power. Overseas ski brands’ future in the Chinese market is very much determined by how far the ski industry in China can go.

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