After the Winter Olympics, the trillion-level market is on the rise, and the “ice and snow economy” is driving the knitting industry
On the evening of February 20, at the National Stadium “Bird’s Nest”, Chinese red and ice and snow blue complemented each other. The 2022 Beijing Winter Olympics came to a successful conclusion, but the ice and snow consumption boom triggered by the Winter Olympics is still continuing. Winter Olympics licensed products Bingdundun, the same knitted hats, scarves, gloves, inner sweaters and other items worn by Olympic athletes have all appeared on the best-selling list, boosting the sales of ice and snow sports categories, and making people lament the speed of this wave of “grass planting”.
The Beijing Winter Olympics not only boosted enthusiasm for ice and snow sports, but also sparked a boom in the ice and snow economy. According to the “Ice and Snow Sports Development Plan (2016~2025)”, by 2025, the total scale of China’s ice and snow industry will reach 1 trillion yuan. According to JD.com’s “Ice and Snow Sports Consumption Report”, since the launch of the New Year Goods Festival on January 9, 2022, ice and snow sports related categories have become the best-selling “New Year’s Goods”, and the transaction value of related categories has increased by 135% year-on-year. Among them, the transaction value of ice and snow sportswear increased by 99% year-on-year, and the transaction value of ice and snow sports protective gear increased by 41% year-on-year. The trillion-yuan ice and snow track is ahead, and many knitting companies have seen the signal of developing the industry’s “ice and snow economy”, pushing companies to make early arrangements to obtain long-term and sustainable business returns.
Create the most beautiful brand in ice and snow sports
In the collision between China Red and FILA’s classic red, white and blue logo colors, the embroidered “China” on the “Lingkong Ice and Snow Technology” jersey designed by FILA is extremely eye-catching, becoming a symbol of the ice and snow track. The most beautiful scenery. The jersey designed for the national team this time is Fila’s persistence in integrating technology and fashion to lead the professional ice and snow sports track.
Freestyle skiing aerials mixed team final scene: Qi Guangpu, Xu Mengtao, and Jia Zongyang hug and encourage each other.
Founded in 1911, the Italian century-old sports fashion brand Fila is a textile and knitting clothing company founded by the Fila brothers. In the 1970s, the diversified Fila developed a series of sportswear for tennis, golf, fitness, skiing, mountaineering, basketball, etc., and its products were exported to Italy, the United Kingdom, Germany, France, the United States, China, Japan, South Korea, and Brazil. , Russia and more than 30 countries.
Fila, which stood on the ice and snow trend earlier, is deeply favored by consumers with its strong strength and high-quality products. Financial report data shows that in the first half of 2021, Fila achieved revenue of 10.827 billion yuan. From 2019 to the first half of 2021, Fila’s revenue growth rates were 73.9%, 18.1% and 51.4% year-on-year respectively. According to the 2021 list of the world’s most valuable apparel brands, the brand value of sports brand Fila increased by 68.4% year-on-year to US$2.7 billion in 2020, and its ranking climbed to 33rd from 50th last year.
In the context of consumption upgrading, fashion, high-end, and specialization have become the incremental passwords in the field of ice and snow sports equipment. Therefore, only by grasping the core demands of ice and snow sports enthusiasts can we have more potential brand consumers. Since 2014, Fila has sponsored the Chinese Freestyle Skiing Aerials National Team for eight consecutive years, assisting the national team with professional equipment. In order to firmly grasp the “ice and snow economy” trend, Fila uses technology to enhance its brand strength and constantly introduces new ideas. With innovation and persistence in original and core technologies, Fila makes sports professional, fashionable and high-end side by side, and explores new ideas. , new model, and through hard work has become the leading brand in the ice and snow sports market, and has opened up a diversified brand layout.
Winter Olympics Dongfeng helps enterprises accelerate
In Nantong, Jiangsu, the “ice and snow economy” has also provided knitted garment companies with business opportunities. The knitted hats worn by members of the Norwegian and Finnish national teams are produced by Jiangsu Nantong Ruixing Hat Co., Ltd.
Nantong Ruixing Hat Co., Ltd. has been committed to the production of mid-to-high-end knitted clothing accessories since its establishment in 1997. The company’s customers are in Europe, the United States, Japan, Australia and other countries, with an annual output of over 1,000 hats, scarves, gloves, scarves and other accessories. Thousands of pieces. Over the years, Nantong Ruixing Hat Industry has insisted on quality being the first, aiming at brand building, and has established cooperative relationships with many clothing and hat brands around the world. In 2019, the Norwegian national team found Nantong Ruixing Hat Industry through a middleman. After negotiations and samples, Nantong Ruixing Hat Industry was designated to exclusively customize JO brand knitted hats. Immediately afterwards, Nantong Ruixing Hat Industry won the favor of the Finnish national team with its excellent product quality and good reputation, and successfully won the production order of ICE PEAK brand knitted hats.
“The company currently has 30 million yuan of orders in hand, and the production period has been scheduled to the end of June.” Wang Pengfei, manager of Nantong Ruixing Hat Industry Co., Ltd., said, “Encouraged by the joy of the first gold medal in the Olympic Games, with the help of the Winter Olympics economy, Dongfeng, we are confident that our annual output value will increase by another 20%.”
This year, the cashmere scarves produced by Hangzhou Qiliqi Cashmere Clothing Co., Ltd. also appeared on the stage of the Beijing Winter Olympics. Hangzhou Qiliqi Cashmere Clothing Co., Ltd., located in Hengcun Town, Tonglu County, Zhejiang Province, is one of the Hengyuanxiang cashmere sweater production bases. The company is responsible for the production of cashmere scarves worn by the Beijing Winter Olympics Organizing Committee.
The scarf is mainly navy blue, with the Olympic rings embroidered on both sides.��, about 2.35 meters long. “The length of domestic scarves is about 1.89 meters, but the scarf produced this time is based on European standards, so it is about 2.35 meters.” Wu Zhengye, the person in charge of Qiliqi Cashmere Clothing, said that scarves are weaved using soft-touch materials. “White cashmere”, which is famous for its smoothness, is also a high-end raw material widely recognized in the knitting industry. Wu Zhengye is very confident about the quality of scarves. “We have applied for an invention patent for our knitting process. Scarves and cashmere sweaters woven by this process can be machine washed and will not shrink or deform.”
Starting from April 2021, the scarf weaving task will be completed by the end of December. The most difficult process during the period is the embroidery of the Olympic rings logo on the scarf. “At the beginning, I used jacquard technology, but the edges of the five rings were jagged and not beautiful enough. Later, I looked for a more refined embroidery technology.” Wu Zhengye said that as a double-sided scarf, the five-ring logo embroidery was required to be precise. The bottom line is exposed, reaching the level of double-sided embroidery. To this end, Wu Zhengye contacted major machine embroidery factories many times to adjust and modify the process. The proofing alone went through more than 20 revisions before finalizing the final pattern.
Wu Zhengye learned through an email from a staff member of the International Olympic Organizing Committee that the scarf was highly recognized by International Olympic Committee President Bach, who praised the scarf for its beautiful color and smooth touch. Wu Zhengye said that in the next step, Qiliqi Cashmere Clothing Co., Ltd. will further explore the weaving process and create more knitted products with delicate textures and beautiful patterns.
Transition from OEM to independent research and development
According to the “China Ski Equipment Industry Market Development Model and Strategic Consulting Research Report from 2021 to 2027”, the size of China’s ski equipment market in 2020 is approximately 12.69 billion yuan, and it is expected that this number will exceed 15 billion yuan in 2022. According to JD.com’s “Double 11” sales data in 2021, the turnover of ski clothing, snowboard orders, and ski goggles orders increased by 270%, 590%, and 300% year-on-year respectively, and self-operated orders for the ski category increased by 23 times year-on-year. . The booming sales of ski equipment have become a new outlet for the transformation of traditional industries.
Liaoning Fengcheng Ruiwo Garment Co., Ltd., established nearly 30 years ago, has reached long-term cooperative relationships with many internationally renowned brands. As early as 2018, under the call of “300 million people going to the ice and snow”, Revol Garment Co., Ltd. shifted from OEM ski clothing for big brands to independent research and development. Guan Qingwen, office director of Fengcheng City Ruiwo Garment Co., Ltd., said that at that time, there were few brands in the domestic ski clothing market, so the company invested a lot of manpower and funds in independently developing ski clothing products, hoping to achieve a breakthrough. At present, the company has successfully launched a high-end ski wear brand independently designed and developed, filling the gap in ski wear brands in the province and meeting local and surrounding consumer demand.
“With the holding of the Winter Olympics, ice and snow sports are booming, and the market potential for sports equipment such as gloves and protective gear is huge.” Li Mingzhen, brand founder of Yingkou Alliance Sports Equipment Co., Ltd., Gaizhou City, Liaoning Province, picked up the seal An introduction to the ski gloves “autographed” by athletes said that in the past these were customized by foreign companies, but now they are independently developed by the company. Among them, freestyle ski gloves also come with a “back bend” function to assist athletes in completing their movements better.
In the product exhibition hall of Yingkou Alliance Sports Equipment Co., Ltd., from graphene materials with heating functions to renewable fabrics and sutures, there are more than 10 types of competition-specific gloves, as many as five to six hundred different models of gloves, Contains full of technology and environmental protection concepts. Among them, more than 10 sports-specific gloves are used as competition products to accompany the Chinese national team in the Beijing Winter Olympics.
Founded in 2004, Yingkou Alliance Sports Equipment Co., Ltd. has nearly 20 years of production experience and has become a well-known enterprise in the outdoor sports equipment industry. It has the annual production capacity of 300,000 pairs of various types of gloves and currently cooperates with Germany and Italy. We have reached a long-term cooperative relationship with a well-known sports brand in Japan, and successfully obtained a glove production order for the European ice and snow national team. The company has provided customized services for the Chinese national team since 2020.
Li Mingzhen introduced that after receiving the task of producing gloves for the Beijing Winter Olympics, the company immediately mobilized workers and equipment to invest in design and production, overcoming difficulties such as shortage of raw materials and manpower constraints, and successfully completed the production task of providing more than 300 pairs of competitive gloves to the national team.
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