The article republishes cbndata
In recent years, the popularity of ice and snow sports has continued to rise. At the beginning of last year, the Winter Olympics was successfully held, Su Yiming, Gu Ailing and other young athletes dazzling performance amazed countless people, but also promoted the development of children’s ice and snow sports, countless “tiger dad tiger mom” who sent their children to the ice and snow field.
With the popularity of ice and snow sports, the ice and snow scene has become an important consumption area in outdoor sports. In the four words of “food, clothing, housing and transportation”, “clothing” is in the front, which shows how important clothes are to People’s Daily life, for skiing and other sports, the importance of ski clothing is self-evident.
More importantly, nowadays, the competition in the children’s clothing market is becoming increasingly fierce, and many children’s clothing brands are not having a good time. The popularity of children’s skiing means that children’s ski wear may become a new growth pole for these brands. But there is no clear-cut line between the blue Ocean and the Red Sea, and how far these brands can go depends on whether they can truly meet the needs of consumers.
“Drive 300 million people to participate in ice and snow sports”, and the market size of related industries exceeds 100 billion
Although it started very late, the cause of ice and snow sports in China has developed very fast. In the past 40 years since 1980, China’s ice and snow sports have developed rapidly, and there has been a qualitative leap in the selection and training of sports talents, competitions, scientific research, education and socialization.
In recent years, the sports industry on the “ice and snow” has ushered in the most “hot” period. In 2021, the market size of ice and snow sports-related industries reached 644.65 billion yuan, of which the core market size was about 59.49 billion yuan.
In 2022, the Beijing Winter Olympic Games will be successfully held, which will focus the attention of the whole country on the snow and ice. With the rising patriotic enthusiasm of the people and the performance of star athletes in the circle, the national attention of ice and snow sports has increased unprecedentedly, and people’s interest in and experience demand for ice and snow sports have also continued to develop.
With the support of national policies, the rapid development of the sports industry and the continuous rising social heat, the goal of “driving 300 million people to participate in ice and snow sports” is no longer far away, and China’s ice and snow sports have smoothly “expanded from south to west to east.” The growth in the number of sites is a tangible indicator of this process. According to statistics, as of 2021, there are 654 standard ice rinks and 803 ski resorts in China, an increase of 317% and 41% respectively compared with 2015.
At the same time, snow and ice leisure tourism has become a common trend in China. In January 2022, the China Tourism Academy released the “China Snow and Ice Tourism Development Report (2022)”, which shows that the number of snow and ice leisure tourism in China has surged in recent years, from 170 million trips in the 2016/2017 snow and ice season to 344 million trips in the 2021/2022 snow season.
Among the many snow and ice sports, skiing is undoubtedly the most popular. According to statistics, the penetration rate of skiing in 2022 has reached 44.9%, higher than figure skating, speed skating and ice hockey and other ice and snow sports, young people are the main population of China’s ice and snow sports groups in 2022, 27-39 years old ice and snow sports enthusiasts accounted for 58.4% of the total population.
At the same time, skiers tend to have higher incomes. Because the ski resort is generally more remote, so a skiing activity generally means a trip, from equipment, clothing, transportation, catering to accommodation, every link is inseparable from money. Most of the skiing enthusiasts are middle income groups, so skiing has been labeled as “middle class”.
It is worth noting that more and more children in China are now joining the sport of skiing, which has supported a huge children’s ice and snow sports consumer market. Statistics show that the market size of children’s ski wear in China has increased from 650 million yuan in 2017 to 1 billion yuan in 2020. According to Euromonitor, in 2022, sales of children’s ski wear in China increased by 102.1% year-on-year.
Compared with professional equipment such as skis, the fashion attribute of ski wear can provide consumers with the most intuitive sense of satisfaction and value, which also makes children’s ski wear become the most “volume” in the children’s ski products market.
Tens of millions of sales, children’s ski wear market scale
The market for children’s ski wear is growing faster than people think. According to Magic Mirror Market Intelligence, in the whole year of 2022, the cumulative sales of Tmall children’s ski wear market increased by 167.8% year-on-year, reaching 14.692,000 yuan. Good industry prospects are also attracting many brands to enter, according to statistics, in 2021, the number of new brands related to skiing on the Tmall platform increased by two times year-on-year.
Ningbo Maqidun children’s Products Co., LTD., children’s wear brand MQD, Peace bird children’s wear brand MiniPeace, known as the children’s wear industry “lululemon” moody tiger and other children’s wear brands have entered the game, launched children’s skiing equipment. Pathfinder, Himartu and other well-known outdoor brands at home and abroad have also begun to lay out children’s outdoor subdivision track, and even North, Anta and other old sportswear have also joined this track.
The entry of capital makes the market even hotter. At the beginning of 2021, GOSKI, A local brand specializing in affordable ski clothing and equipment, obtained a round of financing of 20 million yuan A+ invested by Silicon Valley Paradise, and Aoxue Culture also obtained financing invested by Deep Venture Capital and Baorui Venture Capital respectively in 2021.
In the fabric, function, appearance and other dimensions, the major brands have come up with a knack. Fila’s children’s 3-piece ski suit is a professional, fully pulled suit that fits well into the skier’s body and ensures a comfortable sports experience. The neckline of the ski suit is equipped with a one-way laser vent to reduce mirror fog, the underarm of the ski suit is designed to open the zipper for ventilation, and the sleeve elbow is 3D thickened to ensure that children can enjoy a comfortable, breathable and safe experience during exercise.
VECTOR is a ski apparel brand founded in 2016 with strong Internet properties. VECTOR’s waterproof and warm children’s ski jacket is made of high efficiency warm wool, waterproof and breathable fabric, and mid-layer TPU coating. It is warm, waterproof and breathable. It also comes with multiple pockets to adjust the length.
Of course, another important reason for VECTOR’s rapid fame is its strong focus on fashion. VECTOR’s ski suits come in a variety of patterns and colors, such as macarons, leopard prints, and contrasting colors, which are very suitable for children’s aesthetic standards and are also suitable for photos. In addition, VECTOR also takes care of the needs of family skiing, and launches a family ski wear line.
Decathlon’s children’s ski wear also plays a consistent cost-effective brand tone, and its products are mainly in the low price range, which is suitable for beginners or consumers with low budgets. In order to extend the life of the product, Decathlon’s children’s one-piece ski suit uses a zipper adjustment design, and users can adjust the sleeve length and pant length of the ski suit through the zipper. With safety in mind, the ski wear has added high-performance reinforcement designs on the knees, hips, calves and the palms of the gloves to prevent injuries during sports.
VECTOR, Decathlon and other brands have achieved good results on the current subdivision track. “Magic Mirror new promotion list” data also shows that according to the sales of Tmall and Taobao platforms in January 2023, Decarlon’s children’s ski wear is the most popular, with sales of 6.105,900 yuan in the month, an increase of 121.55% year-on-year, and one of the best-selling single products has a monthly sales volume of 4025 pieces, with sales of 1.609,600 yuan. VECTOR ranked second with sales of 355,300 yuan for its children’s ski suit.
The children’s ski wear market has great potential and is already a consensus in the children’s clothing industry.
The children’s market has become a competitive place in the apparel industry
The clothing market has entered a state of inventory competition, but the life of clothing enterprises is not easy. From the forecast of the 2022 performance of A-share apparel companies, about 60% of apparel companies are facing the problem of declining performance. According to incomplete statistics, 23 of the 39 listed apparel companies have suffered losses.
As one of the most important subdivisions in the clothing market, the children’s wear market is huge. According to Tmall and Taobao statistics, in the first half of 2022, the total size of the children’s wear market was 36.528 billion yuan, and the sales volume was 612 million pieces. Even so, the children’s clothing industry is also struggling.
At present, the children’s wear market concentration is small, the total market share of the top ten children’s wear brands before 2022 is only 16.8%, the market share of the first brand “Bala Bala” in 2022 market share of 6.8%, Anta with a share of 2.1% ranked second, Fila, Uniqlo, Adidas, Nike and other brands ranked in turn. A large number of small brands and mass brands dominate the industry.
It is worth noting that the outdoor functional children’s wear market is gradually forming a scale in the past two years and becoming a brand new cake. According to Magic Mirror market data, in 2022, the combined Tmall and Taobao platforms, outdoor functional children’s wear market size of 540 million yuan, an increase of 13.6%.
Among them, on the Tmall Taobao platform in 2022, the sales of children’s sunscreen clothes reached 210 million yuan, accounting for 38.9% of the overall outdoor functional children’s wear market; Down clothing/down liner achieved sales volume of 80,133,000 yuan, accounting for 15.1%; Children’s hardshell clothing achieved sales of 73.386 million yuan, accounting for 13.8%; Coats/jackets/coats, pants and children’s ski wear accounted for 10.2 percent, 3.5 percent and 2.8 percent, respectively.
In addition, sales of children’s ski wear, children’s quick-drying shirts and children’s sunscreen clothing increased by 102.1%, 87.1% and 22.9%, respectively, which are the categories with the most growth potential.
Magic Mirror market statistics show that as of the end of September 2022, Jiaxia, Mengge, Aner, Tiger Tiger and Bala Bala and other brands are the fastest growing brands of children’s outdoor sports product sales, respectively, achieving a year-on-year growth of 9478.7%, 851.7%, 420.9%, 369.3% and 356.3%.
Among them, as a professional brand in the field of sunscreen recognized by consumers, Jiaoxia’s children’s sunscreen products can be described as good performance. During the “June 18” period last year, the sales of children’s sunscreen clothing under Jiaoxia exceeded 13 million yuan, the sales of children’s sunscreen hats exceeded 5 million yuan, and the sales of children’s sports sets exceeded 5 million yuan.
In addition, with the vigorous development of online e-commerce, the e-commerce penetration rate of children’s wear is also increasing year by year. “China’s children’s wear industry Development Trend Research and Future Prospects Forecast Report (2023-2030)” shows that in 2018, China’s children’s wear e-commerce penetration rate was 25.01%, to 2022, this data has reached 34.11%.
For young parents, the importance of e-commerce channels is self-evident, children’s clothing brands should focus on online channel brand publicity, so as to narrow the distance between the brand and users, expand the brand market share. Now, children’s clothing is no longer an accessory product of adult clothing, and more and more brands have begun to focus on the personality design and production of children’s clothing.
As the founder of moody tiger said, “a children’s clothing brand must put children’s feelings in the first place, which not only includes the comfort of clothing, but also includes the safety, fashion and functionality of clothing, so that every child wears comfortably, so that every parent is satisfied and assured, which is our goal has not changed.”
Only by focusing on the needs and feelings of children, these brands can truly impress consumers, and the field of children’s clothing is becoming more mature because of such brands.
Reference document:
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This article is reproduced from the New Consumer Think tank (ID: cychuangye), has been authorized, the copyright belongs to the new consumer Think tank, may not be reproduced or translated without permission.
