Recently, adidas, which had been layout in the outdoor market 7 years ago, once again increased the ice and snow track, and launched a co-creation ski suit series with snowboard champion Su Yiming, attracting a lot of attention.
With the rapid development of China's ice and snow industry, many sports brands want to find new performance growth points. Can leisure sports brands get a "share of the soup" from professional outdoor brands? Are consumers willing to pay for it?
Leisure sports brands into the outdoor market
Recently, adidas TERREX and skier Su Yiming released a co-created ski suit series, Su Yiming in Chengdu Taikoo Li told the audience about the story behind the research and development. As the Winter Olympic champion, like most star athletes, Su Yiming has a sports fashion label, therefore, this hot "Su Yiming red" snow suit unsurprisingly attracted the attention of many skiing "hipsters", but also Adidas probe the brand again to the stage.
It is understood that adidas Tanrui formerly known as Adidas Outdoor (Adidas Outdoor), January 1, 2017, the brand was officially changed to Adidas Tanrui. At the beginning of the name change, Adidas hopes to strengthen consumers' identification of its outdoor positioning. Previously, the brand focused on the launch of new products, marketing, its products cover hiking, trail running, skiing, outdoor leisure four outdoor scenes, and in 2017 has opened the first urban offline stores in Shanghai, Beijing.
In recent years, international outdoor brands have entered the domestic market, and the outdoor leisure sports brands have been gradually "marginalized" by the market. Even well-known brands like Adidas and Nike (Nike), their outdoor Adidas Tanrui and Nike ACG are rarely mentioned in the outdoor circle. Nike's ACG outdoor products highlight the "outdoor function" image, products in addition to shoes, there are jackets, jackets, hoodies and so on. PUMA's SEASONS outdoor line products are also positioned at high-end outdoor, and in 2023, it has a new design of product performance and appearance to match the needs of consumers for seasonal changes.
With the rise of outdoor sports, in addition to overseas leisure sports brands gradually pay attention to their outdoor product lines, domestic sports brands Anta, Li Ning, etc., have also accelerated the layout action. Anta's ARC'TERYX (ARC 'teryx), DESCENTE (DESCENTE), KOLONSPORT and other brands are not only its important profit growth curve, but also the outdoor brands favored by consumers, and the market heat is high.
It is worth mentioning that in the rapid growth of the huge outdoor market, snow and ice consumption is becoming a "high-profile" consumer hot trend. According to the financial report data, from January to June 2024, the core business closely around the ski sports Desant brand ushered in soaring performance, and its other brands in Anta achieved a high growth of more than 40% year-on-year.
In contrast, Adidas Tantiui, previously, cross-country running related clothing is the focus of the power category, and the launch of the blockbuster ski wear series with star athletes, its intention to layout the ice and snow market is self-evident.
What's the outlook for the extra weight ice track
The ice and snow industry is becoming a new driving force for economic growth. It is predicted that the market size of China's ice and snow industry will exceed 1 trillion yuan in 2025, covering many fields such as tourism and equipment manufacturing.
According to the "China Outdoor Sports Industry Development Report (2023-2024)", outdoor sports in the country gradually life, the national, not only become a new way of life, but also spawned a new consumption boom. Under this trend, the development of ice and snow sports is particularly strong. In the 2023-2024 snow and ice season, 26 national ski tourism resorts received a total of 26.085 million tourists, up 91.77% year-on-year.
Ice and snow clothing market consumption also continues to heat up. At present, the domestic ski brand market pattern has been more clear, ultra-high-end brands such as Archaeopteryx, BOGNER (BOGNER) expensive, tens of thousands of yuan; High-end brands such as Disant, Phoenix (Phenix), the starting price is about 1,000 yuan, high prices can reach about 10,000 yuan; Middle and high-end brands include CAMEL, PELLIOT and others; The affordable brand is represented by Decathlon, and fast fashion brands such as ZARA (Zara) are also actively layout ski clothing products in this price segment.
The reporter observed that in the adidas official Tmall flagship store involved in a variety of categories of goods, outdoor and running, basketball, football, training, tennis, etc. were listed as separate categories, "Su Yiming to create a snow suit" Su Yiming image poster in the outdoor category promotion home page, click into the area, a total of 12 ski clothing and equipment are selling, as of December 16 at 8 p.m. With the exception of one snowshoe, no more than 33 people bought the other products. Nike ACG outdoor products sales better, as of December 16 at 8 p.m., in the "ski outdoor" category of goods, the number of buyers of two hot ski wear are more than 200 people, but the main product ski pants are only less than 40 people to buy.
"Brands that operate independently from the Adidas outdoor series have limited influence in the field of outdoor sports, and getting involved in ski products can be seen as an exploration of emerging categories." Ma Gang, an independent retail commentator, told China Business Daily that the customer price of professional functional goods in winter is high, and if it is done well, it will have a significant role in promoting performance growth. Although Adidas outdoor series in the professional degree can also, but the market is relatively small, so the brand needs to strengthen the marketing strategy, expand market coverage, in order to enhance its brand influence in the outdoor field.
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