From the upstream and downstream point of view of the industry, it can be divided into ski resort construction - ski resort operation - ski equipment - ski training, as well as vertical communities like goski and chubei.
In general, domestic players have a relatively high degree of participation in the "soft" fields of ski resort operations, sales platforms, and vertical communities. There are good leading companies in each sub-industry, such as Lengshan in the country email list field of ski equipment sales.
However, in the "hard" fields such as ski resort construction equipment and ski equipment production, there is still a big gap between domestic levels and foreign countries. For example, in the snowboard market, brands such as burton, capital, and nitro occupy the vast majority of the market share. There have also been domestic brands such as nobaday, but the market acceptance is still relatively weak.
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Intuitive feeling: Skiing is on fire, and the most intuitive feeling is that more and more people are skiing in the circle of friends. In 2020, the release volume of Xiaohongshu's "skiing" related notes increased by 89% year-on-year. During the opening season in late November, the search volume of "skiing" content on Xiaohongshu increased by 150% compared with the same period last year. 400% of the same period last year. During the Spring Festival, there were even large-scale traffic jams around the ski resort, which shows that skiing has become an important choice for people's leisure and entertainment;
Most of the tourists experience skiing: Although the number of skiers in the 2019 snow season has exceeded 20 million, the penetration rate is less than 1%, which means that most skiers are a one-time experience, and have not been converted into long-term consumption skiers;
Poor infrastructure in ski resorts: 80% of ski resorts in China are primary ski resorts, and most of them have problems with low cableway/magic carpet capacity and short length of ski slopes, resulting in poor skiing experience. People often laugh at "queuing for half an hour, skiing for 5 minutes" ". And this poor experience is also one of the important reasons for the low conversion rate;
4. Development Trend
As the "world's largest primary ski market", the penetration rate of my country's skiing population is less than 1%, compared with 10% in the United States and Japan, and 30% in Switzerland and Austria. It can be seen that skiing is still a niche sport in my country with huge development potential. However, the overall ski industry is facing the above problems from upstream to downstream, and there is still a long way to go to reach the trillion-dollar market.