The Chinese want more simply be the workshop of the world

The world of industry and sport distribution is working seriously on the potential of China. And not only due to the holding of the next summer Olympics. "A third of the country is snowy three months of the year," explains Roger Zeng, the Secretary General of the association of China outdoor retailers (Cora). In ten years, the country has built 200 ski stations, based on a practice to the half-day or day via only two or three chairlifts. That way since the birth of the first ski resort Chinese to Yabuli in 1996, near the Russian border. "The development of skiing in China took place in two distinct phases separated by the year 2000." Within five years, twenty stations appeared mainly in the provinces of Heilongjiang and Julin. "After 2000, a large number of stations have been built in many regions and more particularly around Beijing, thanks to the techniques of artificial snow", explained Tian Younian, Secretary General of the China association of skiing (Chinese Ski Association) at the recent Conference of Asia Pacific Snow organized in Shanghai by the Salon international Ispo. The development of consumption will be with the emergence of ski resorts will where the Chinese practice their favourite sport several days in a row, and not a half-day weekend. And the projects of this type exist. "We will build a station ski of 6 chairlifts, 17 km of trails, 1,000 hotel rooms and 300 apartments in 2 hours by car from Beijing", has revealed Alessandro Marzola, President of the association of the stations of the Dolomites (Italy).

Li-Ning with Eagle

The Chinese market of skiing attracts the covetous, even though it weighs not more than 16 million euros approximately currently! The Rossignol group is present in China for 15 years, is today awarding approximately 40 of shares of equipment segment market. Fischer is investing two years on the spot, while the Tecnica Group reinforces its efforts currently. "For us, it is a strategic region." "We opened an Office last September to market online brands of the Group and we open soon a store in Beijing", says Alberto Zanatta, Executive Director of Tecnica SpA (Tecnica, Nordica...). The interest in the market is shared by some French brands. "The Chinese market of winter and the outdoor sports starts and will mature in three to five years." "It reach the top and be recognized very quickly", provides Patrick Novel, agent mark Fusalp, installed on site since 1997. Indeed, the Chinese sporting goods market is not changing under the single pulse of international marks. Local actors want to take their place in the image of the place occupied by the powerful Li-Ning. Created by Chinese gymnast, it stands as a generalist brand active in 95 of the cities of the country with over 700 corners and 2,000 stores! For the outdoor segment, Li-Ning signed an agreement of joint-venture with Aigle less than a year ago to develop the brand in the Chinese territory. Along with Li-Ning, it is Chinese, less important brands in business volume to this day, but very active. The global brands of outdoor Treksta, Dr. Mountain, Mobi Garden, Ttiss (headed by a German), Black Yak or Ozark (founded in 1996 by a Switzerland) demonstrate their ability to change fast. The Chinese want more simply be the workshop of the world.