Snow season is approaching, ski brands have been closely accelerated layout, and the market battle is about to start.

Among them, some brands attach importance to the channel, the main high-end shopping district, and hotel channels; some brands focus on the product, the main cost-effective trend products, and the launch of all-season category clothing.

But the current ski market one-time experience for most people, in addition to the channel and product efforts, the brand can also take what way to enhance the repurchase rate?

Industry insiders believe that in terms of marketing, strengthening the perfection of product after-sales service and ski training marketing is a viable path.

Brands focus on high-end channels.

Some ski brands attach importance to the construction of channels, the main attack on high-end shopping areas. It is reported that many brands of stores accelerate the landing of first-tier cities and new first-tier cities' high-end shopping districts.

Descente and Bogner have opened their stores in commercial centers one after another. Among them, Descente has opened the second DKL Global Experience Center in Shanghai CITIC Pacific Plaza. This is a flagship retail store with an indoor skiing experience space on the second floor created in collaboration with SNOW51, as well as an exclusive space for the Dixente "Activist Club", where the brand holds regular fitness classes.

In addition to occupying high-end shopping areas, these ski brands are also collaborating with hotels to further deepen their high-end brand image.

The hotel has ski brand Salomon products in the public areas and guest rooms, and the hotel attendants are also dressed in Salomon clothing.

Although such stores are far from the city's core business district, the combination of the hotel and the ski brand allows consumers to enjoy better service in the right scenario.

In such a scenario, consumers do not have the sense of urgency to buy something like shopping malls, but naturally have a sense of belonging and identification with the brand, which inspires consumers to share their desire to punch cards and expand the brand influence.

The brand's efforts to cost-effective products.

Compared with those skiing brands on the channel side of the force, other brands are more concerned about the product side, for the current needs of young beginners to launch a high-end brand and popular brand "dual brand" strategy, focusing on cost-effective products.

A company has "THE WHIP" and "Overside Halo" two ski brands. The former focuses on high-end skis priced at 10,000 yuan, positioned as high-end consumer goods; the latter is positioned as "sports technology + trend", the main products include ski clothing and other equipment, with product prices in the range of 200-7000 yuan.

Several ski brand managers told reporters that the entire ski equipment market is now in the "melee period", the addition of young people let the brand focus on strategy adjustment. "The first time consumers go to the snow most of the rental equipment, do not want to spend too much money, after skiing to determine the interest will buy equipment.

The high prices of ski brands dissuaded these young beginners, who were aiming for cost-effective ski equipment with a balance of value and functionality."

GOSKI Originals, on the other hand, promotes the development of ski children's clothing, snowboard guards, and other accessories. It is worth noting that the brand is also preparing to launch "spring snow products", its director said that this category can meet the needs of indoor skiing, but also the Chinese ski market is a relatively special use of the scene, few other brands focus on this.

In addition, GOSKI Originals sales staff told reporters that the brand recently launched waterproof retro baseball jerseys, the combination of waterproof ski wear fabric and baseball jersey style, allowing consumers to freely switch between skiing scenes and daily sports scenes.