The German brand Jack Wolfskin said that sales of its products in China have grown by more than 15% from last year.
The 2022 Beijing Winter Olympics will soon begin. The Chinese government will vigorously promote the development of the ice and snow sports in China. According to the Chinese president of the German brand Jack Wolfskin (the brand is mainly based on outdoor sports products), this move will make outdoor sales of outdoor brands top the sportswear market.
â–² Visitors to Nanshan Ski Resort Although the amount of snow is limited in most parts of the country, both the government and the private sector have invested a lot of money to solve this problem. Beijing plans to open 1,000 ski resorts by 2030, more than double the current number.
Earlier this year, President Xi Jinping dressed in winter clothes and came to Hebei Province to inspect the development of the ski venue for the Winter Olympics. Last month, Wanda Group opened the world's largest indoor ski resort in Harbin.
â–² Wanda's largest indoor ski resort built in Harbin (plan map)
Frederic Guiral de Haas, Chief Executive Officer of Jack Wolfskin China, said in an interview with the Financial Times: “Ice and snow sports will become an important part of people’s lives and become a new frontier fashion. The government’s development of ice sports The promotion will have a huge boost.
International brands represented by Columbia and The North Face are expected to occupy 70% of the domestic winterwear market, worth approximately RMB 20 billion (US$2.9 billion).
Mr. Frederick said that the wealthy have gradually established their interest in outdoor sports. Jack Wolfskin’s sales volume in China, especially in major cities, has therefore increased by more than 15% from last year.
In contrast, according to Euromonitor, a consulting company, the total sales volume of the Chinese sportswear market was 187 billion yuan (US$27 billion), an increase of 11% over the previous year.
Weifu Group (VF: clothing brand and accessories company) owns brands such as North The North Face and Vans. The group stated that before 2021, China will be the main investment region. Steven Rendle, president of the group, quoted Xi as saying at the company's annual meeting in March that he was committed to "helping these consumers explore the ice and snow movement."
The national sports brand also reached a strategic partnership in the field of ice sports. Anta displayed a photo of President Xi wearing his brand winter jacket on his official website. He also had a joint venture with Japanese ski apparel brand Descente and Korean brand Kolon Sport.
▲ President Xi Jinping’s ski field analyst in Hebei inspecting the Winter Olympics believes that consumers want something they can consume differently. Therefore, some of the country’s original niche movements, such as the snow and ice sports, are gradually becoming more of a consumer. select. Mintel’s Matthew Crabbe said: “Sportswear is becoming more and more professional. Consumers increasingly want to be unique and try new things. Many niche sports have gradually become their choice. ."
Due to the rising wages of domestic workers, well-known sports brands including Adidas chose not to place production bases in China. However, Frederick said that China's customer base is expanding. With the devaluation of the renminbi, Jack Wolfskin plans to transfer the production base to mainland China. He also said: “The reason why we chose to carry out production in China was actually because of fluctuations in the renminbi. Our main cost comes from materials. In contrast, the extra wage costs are not high. Therefore, we are more concerned with Changes in the value of money."
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