According to data from AliExpress, a cross-border e-commerce platform under Alibaba,In the fourth quarter of 2021, the overseas sales of Chinese ski products increased by over 60% year-on-year, and the overseas sales of domestic ski helmets also increased by 15 times!
In 2021, consumers from a total of 100 countries and regions around the world purchased Chinese snow gear on AliExpress, from Iceland to Chile, all with the presence of Chinese brands.
A girl living in MoscowElena excitedly shared on AliExpress the unexpected surprise and sense of security brought by the Chinese made ski helmet: "At first, I thought the product purchased at such an affordable price would be average, but after receiving the package, I found its quality to be very good. It uses high-tech materials and is lightweight and sturdy to wear on the head. I want to buy another good helmet for a friend.
The positive reviews from overseas consumers are just a microcosm of the thriving development of domestic brands, according to《The 2020 China Ski Industry White Paper shows that during the 2020-2021 snow season, the number of domestic skiers has reached 20.76 million. The development of the domestic market has driven the branding of domestic ski products, and with it, Chinese brands have embarked on a journey to explore overseas markets.
Winter Olympics Accelerate the Development of Domestic Skiing Brands
Accompanied byThe gradual realization of "300 million people going on ice and snow", and the ice and snow sports have shifted fromThe situation dominated by foreign brands is also quietly changing.
In 2016, VECTOR founder Liu Yushan resigned from her job abroad and returned to her homeland. As early as studying abroad, Liu Yushan was a frequent visitor to various snow fields. After seeing the news of the successful bid for the 2015 Beijing Winter Olympics, she began to keenly perceive the business opportunities involved. After returning to her hometown, Liu Yushan urged her father, who was still working as an OEM for imported brands at the timeLet him give some resources to create domestically produced ski clothing brands with original designs.
Liu Yushan calculated an account for her family:At present, the prices of skiing equipment abroad are '7000 to 8000 for an imported ski suit, 23000 to 3000 for a pair of snow goggles, and even higher for co branded and limited edition models.' With the impact of the Winter Olympics, it is an incremental market centered around mass consumption, and in the future, there will definitely be a need for more cost-effective and friendly Chinese brands to join in
In August 2016, the VECTOR brand was established. Due to the growing domestic skiing equipment market, VECTOR chose to develop both domestically and internationally. Featuring the 'first set of skiing sets for young people', VECTOR has a more professional technological content compared to entry-level enthusiasts' equipment, coupled with a friendly price. As soon as it was launched, it was welcomed by leisure skiing enthusiasts worldwide. On the AliExpress platform, overseas market sales have grown by over 150% for three consecutive years.
“For new brands, going overseas is a shortcut.We appreciate cross-border e-commerce platforms like AliExpress. In the past, emerging sports brands needed a long time to establish themselves and gradually gain market recognition. However, with cross-border e-commerce platforms, as long as the product quality is excellent, domestic brands can still compete with foreign brandsCompetition from 'old brands' Liu Yushan said.
The Best Time for Chinese Brands to Appear Abroad Has Come
Approaching the Winter Olympics, domestic brand Kupao(COPOZZ) is preparing goods in advance for overseas markets.
Established inIn 2014, Kudou, whose main products are ski goggles and helmets, has been cooperating with AliExpress for many years.
As early as a few years ago, the Cruiser team discovered:Although domestic ski sports product brands are still at a relatively basic level, most of the skiing equipment from excellent brands around the world comes from the Chinese supply chain.Taking ski gloves as an important accessory in ski clothing products, the international market80% of ski gloves come from the Jiaxiang Industrial Belt in Jining City, Shandong Province, China.
Domestic skiing equipment is not lacking in anything, just our own brand. Only by having our own brand can we compete with imported brands and have our own pricing power when going overseas.
In 2021, Kudou, who mastered the advantages of the supply chain, used AliExpress to sell its products to more than 100 countries and regions worldwide, receiving praise from consumers around the world, with the Russian market growing at an annual growth rate of 30%.
In 2019, nine departments including the General Administration of Sport and the Ministry of Industry and Information Technology jointly issued the "Action Plan for the Development of Ice and Snow Equipment Industry (2019-2022)", which stated that by 2022, the annual sales revenue of China's ice and snow equipment industry would exceed 20 billion yuan, with an average annual growth rate of over 20%,Cultivating a group of internationally competitive enterprises and well-known brands is of utmost importance.
Cross border e-commerce infrastructureThe development of has reshaped the spatial distance of the global market; todayThe Winter Olympics is coming soon, and this year will be the best time for domestic skiing brands to make their debut overseas.”A ski supplies merchant from AliExpress believes that.