european winter sports facts - freeremi.forsans.free.fr/european snowboard market survey...

European Winter Sports Facts :

A BOARDSPORTS SOURCE JOB

Weather facts :

Average European temperatures December 2010

Weather facts :

Average European temperatures March 2011

Hottest temp 2005

2010

Weather facts :

Coldest temp 2000

2011

Average 2000-2010

World temperature evolution from 2000 to 2011

Resort facts :

Ski resorts worldwide 2010

Source : Laurent Vanat – 2010 international report on mountain tourism

Resort facts :


Ski resorts worldwide 2010

Resort facts :

Source : Laurent Vanat –2010 international report

on mountain tourism

Top world resorts in millions of skier visits

Resort facts :

Evolution of skier visits in millions


Resort facts :

Skier visits: distribution and origins


Economic facts:

Board sports market by country

Economic facts:

Snowboard Global Sport Market - 2008

Primary snowboard industry concerns:

The industry forgets kids and “older generation”Price dumping through online salesPoor snow conditions in central Europe from mid JanuaryShop InventoriesShop InventoriesHardcore discounts from large sporting goods stores.Production capacity AsiaEconomies in EuropeExchange rate fluctuations Raw materials increasing Less participation in winter sportsCostWars and catastrophes influencing the world economy

Negative market influencies Winter 0910

Current snowboard distribution concerns :

Discounts start too early

Less room for small brands

Late deliveries

Limited credit lines from banks

Distributors in Eastern Europe still have trouble financing products

Concentration of retailers

Online sales

Hard goods only for image

Negative market influences Winter 09-10

European Market Survey

2010/2011

A BOARDSPORTS SOURCE JOB

Country Boards % 2011 vs 2010 2011 vs 2010

Germany 51225 15,0% -6,4% -3489Switzerland 45681 13,4% -7,6% -3748

France 45445 13,3% -7,0% -3412Austria 36688 10,8% -7,0% -2741Russia 33326 9,8% 10,6% 3183

Italy 26353 7,7% 1,9% 496UK 14198 4,2% -9,2% -1445

Spain 12597 3,7% 0,8% 97Benelux 12595 3,7% -4,3% -572Benelux 12595 3,7% -4,3% -572Sweden 11204 3,3% 10,2% 1037Finland 10744 3,2% -9,2% -1090Norway 10354 3,0% -4,4% -479

Czech Republic 9614 2,8% -11,9% -1303Poland 9347 2,7% -0,2% -20

Slovania 1882 0,6%Denmark 1611 0,5%

Serbia Montenegro 1397 0,4%Hungary 1336 0,4%Croatia 1024 0,3%

Sell-In 10/11 : BOARDS

Croatia 1024 0,3%Greece 944 0,3%

Slovakia 906 0,3%Kosovo 904 0,3%

Romania 820 0,2%Bulgaria 663 0,2%TOTAL 340857 100,0% -4,0%RATIO 1

Country Boots % 2011 vs 2010 2011 vs 2010


France 50557 13,2% -3,9% -2027Austria 39175 10,2% -1,4% -575Russia 35224 9,2% 11,2% 3558

Italy 29095 7,6% 3,0% 845UK 18171 4,7% -11,0% -2245

Spain 16230 4,2% 0,2% 30Benelux 14648 3,8% 1,0% 148Benelux 14648 3,8% 1,0% 148Sweden 14008 3,6% 4,5% 608Norway 13869 3,6% -9,9% -1532Finland 13161 3,4% -8,0% -1139

Czech republic 11095 2,9% -2,7% -305Poland 10662 2,8% 1,7% 182

Slovenia 2323 0,6%Denmark 2051 0,5%Hungary 1660 0,4%

Serbia Montenegro 1399 0,4%Greece 1099 0,3%

Sell-In 10/11 : BOOTS

Greece 1099 0,3%Croatia 1081 0,3%

Slovakia 974 0,3%Kosovo 951 0,2%

Romania 872 0,2%Bulgaria 709 0,2%TOTAL 384224 1 -3,4%RATIO 1,13

Country Bindings % 2011 vs 2010 2011 vs 2010


France 46589 13,2% -7,0% -3482Russia 36102 10,2% 2,1% 745Austria 35871 10,2% -6,5% -2486

Italy 26776 7,6% 10,9% 2633UK 15427 4,4% -6,9% -1144

Spain 13241 3,8% 10,3% 1241Benelux 12214 3,5% 7,8% 880Benelux 12214 3,5% 7,8% 880Sweden 12025 3,4% 10,1% 1108Norway 11851 3,4% -7,1% -899Finland 11184 3,2% 1,7% 184

Czech Republic 10250 2,9% -10,9% -1250Poland 9394 2,7% -3,2% -306

Slovenia 1844 0,5%Denmark 1488 0,4%

Serbia Montenegro 1387 0,4%Hungary 1240 0,4%Greece 1080 0,3%

Sell-In 10/11 : BINDINGS

Greece 1080 0,3%Croatia 1027 0,3%Kosovo 941 0,3%Slovakia 914 0,3%Romania 841 0,2%Bulgaria 709 0,2%TOTAL 353054 100,0% -2,3%RATIO 1,04

Losers 2010/2011 :UK / Switzerland / Norway

Winners 2010/2011 :Russia / Italy / Sweden

Sell-In 10/11 : winners and losers

500000

600000

Evolution of Global European snowboard sales (Sell- In)

Boards

Boots

Bindings45

3480

4122

51

3952

25

3627

93

3551

48

3408

57

5068

28

4641

59

4415

51

4186

00

3977

82

3842

244746

59

4340

44

4123

70

3822

71

3612

49

3530

54200000

300000

400000

Sales evolution over last 6 years

0

100000

2005/2006 2006/2007 2007/2008 2008/2009 2009/2010 2010/2011

In comparison :

The ski market has drastically shrunk since the 80's: sales volume is 25% of 1980 levels1980 levels

1980 : 11 millions of sold skis worldwide2010 : 3.5 millions of sold skis worldwide, included 1.3 millions in Europe.

Snowboard remains 25%+ of the global ski market.

Sales evolution compared with ski market

Men Women Kids

Snowboards 90.3 M€ 27.2 M€ 3.7 M€Boots 54.1 M€ 17 M€ 4.2 M€

Bindings 47.3 M€ 13.5 M€ 2 M€

European Market in Euros

Bindings 47.3 M€ 13.5 M€ 2 M€TOTAL 191.7 M€ 57.8 M€ 9.9 M€

% 74% 22% 4%

Snowboards 121 M€ (-4%)

Boots 75 M€ (-6%)

24%snowboards

Euro 10/11 turnover ESTIMATE based on retail prices

Boots 75 M€ (-6%)

Bindings 63 M€ (-4.5%)

TOTAL 259.5 M€ (-4.5%)

47%

29%

boots

bindings

European Trend :

10/11 11/12

Boards +2% +1%Boards +2% +1%

Boots +3% +2%

Bindings +1% +1%

Helmets +10% -7%

Apparel +5% +4%

Goggles +7 -1%

Forecast Sell-In 2011/2012 after order season febru ary 2011

Goggles +7 -1%

Trend : Overall increase confirmed for Europe durin g order time

European Trend :

Sell-In comparison

total

Switzerland -France -

Germany +Austria +Norway 0

Italy +

Sell-Outcomparison

Total

Switzerland -

France -Germany +Austria +Norway 0

Italy 0Italy +UK -

Sweden +Russia +

Benelux 0Spain -

Finland -Czech Republic -

Poland +Slovenia -Denmark -Hungary -Serbia

Montenegro -

Italy 0UK -

Sweden +Russia +

Benelux +Spain -

Finland -Czech Republic -

Poland +Slovenia -Denmark +Hungary -Serbia

Montenegro-

Season 10/11 compared to 09/10 : Sell-In and Sell-O ut

Croatia -Kosovo -

Romania -Greece -

Slovakia -Bulgaria -

Croatia -Kosovo -

Romania -Greece -

Slovakia -Bulgaria -

09/10 Boards Bindings Boots 10/11 Boards Bindings Boots

1 Burton Burton Burton 1 Burton Burton Burton

2 Nitro Ride Salomon 2 Nitro Flow Salomon

3 Salomon Flow Nitro 3 K2/Ride Ride Nitro

4 K2 Nitro DC shoes 4 Salomon Nitro Northwave

5 Ride K2 Vans 5 Head / Lib Tech Salomon Vans / DC / 32

6 Head Salomon 32 6 Rome K2 K2

7 Rome Head Head/Northwave 7 Völkl Drake Head / Deeluxe

8 Völkl Drake Flow/K2 8 Rossignol Union Flow

9 Lib TechWed'ze/Crazy

Creeks Deeluxe 9 Nidecker Head Ride

Brand ranking Estimate , season 2009/10 Vs 2008/09

Creeks

10+

ElanNidecker

FlowAtomicForumWed’ze

Crazy CreeksRossignol

SPUnionAtomic

Elan

RideWed’Ze

Crazy Creeks10 +

Forum / FlowAtomicWed’ze

ElanYes

SPAtomicWed’ze

AtomicWed’ze

09/10 Apparel Goggles Helmets 10/11 Apparel Goggles Helmet s

1 Burton Oakley Giro 1 Volcom Oakley Giro

2 Volcom Dragon Red/Smith 2 Burton Anon / Smith Red

3 Billabong Anon Bern 3 QuiksilverElectric Dragon Smith

4 Billabong Von Zipper Uvex4 Quiksilver Electric Protec

5 Zimstern Alpina Uvex 5 O'Neill Spy Protec5 Zimstern Alpina Uvex 5 O'Neill Spy Protec

6 O'Neill Spy/VZ Scott 6special Blend

686Adidas Scott

7 Bonfire Smith/Uvex Salomon 7 Zimstern Quiksilver Bern

8 Sessions Scott Alpina/K2 8 North face Uvex K2

9 Foursquare686 Adidas Poc/Sweet 9 Bonfire IS Poc

Brand ranking Estimate , season 2009/10

10+ HorsefeathersNike 6.0

ISBriko

Carrera10+ Foursquare

HorsefeathersWed’ze

SweetAlpinaCarrera

SalomonWed’ze

39% 36%

60%

80%

100%

resorts

cities

% of sales between ski resorts Vs cities (global mar ket hard goods) :

Cities : 64 %Ski resorts : 36 %

61% 64%

0%

20%

40%

season 0910 season 1011

cities

30% 24%80%

100%

resorts

% of sales between ski resorts Vs cities (global ma rket apparel)

Cities : 76 %Ski resorts : 24 %

Distribution segmentation : details

70% 76%

0%

20%

40%

60%


resorts

cities

% rental Vs sales (global market hard goods) :

Sales : 78 % Rental : 22 %

78%

22%

78%

22%

20%

40%

60%

80%

100%

rental

sales

0%

20%


Distribution segmentation : details

10-11 09-10 08-09Proshops 33% 31% 26%

Sport shops (independent)

27% 25% 26%

Sport chains 27% 32% 33%Big box 13% 12% 16%

Flagship store 0% 0% 0%

33 %

27%

27%

13%

31%

25%

32%

12%

26% 26%

33%

16%

5%

10%

15%

20%

25%

30%

35%

2010/2011

2009/2010

2008/2009

00%0%0%

Pro shops Independent Chains Big boxes Flagship

Distribution segmentation in %

Based on retail price information

Board price segmentation season 10-11

Board price X < 199 € 199€<X<300€ 300€<X<400€ 400€<X<500 € X >500 €

% 9 23 34 23 11

Boots price X < 99 €99 € < X <

149 €150 € < X <

199 €200 € < X <

249 €250 € < X <

299 €300 € < X

% 9 22 28 22 14 6

Bindings price segmentation season 10 -11

Boots price segmentation season 10-11

Price segmentation Men’s products %


Bindingsprice

X < 99 €100 € < X <

149 €150 € < X <

199 €200 € < X <

249 €250 € < X <

299 €300 € < X

% 5 27 36 19 10 2

Based on retail price information

Board price segmentation season 10-11

Board price X < 199 € 199€<X<300€ 300€<X<400€ 400€<X<500 € X >500 €

% 10 29 45 14 2

Boots price X < 99€100 € < X <

149 €150 € < X <

199 €200 € < X <

249 €250 € < X <

299 €300 € < X

% 8 19 44 16 9 2


Boots price segmentation season 10-11

Price segmentation Women’s products %


Bindingsprice

X < 99 €100 € < X <

149 €150 € < X <

199 €200 € < X <

249 €250 € < X <

299 €300 € < X

% 11 38 39 9 3 1

Men / Season 09-10

Riding type Alpine FreecarveFreeride Freestyle

FreestyleFreeride

BackcountryOther

% 0,3 0,4 48,1 34,7 14,3 2,3

Men / Season 10-11

Riding typeAlpine

FreecarveFreeride freestyle

Freestyle Backcountry Touring Other

Riding type Men %

% 0,5 43,0 40,8 13,3 0,9 1,6

Women / Season 09-10

Riding type Alpine FreecarveFreerideFreestyle

FreestyleFreeride

BackcountryOther

% 0 0 58,7 31,0 9,8 0,5

Women / Season 10-11

Riding typeAlpine

FreecarveFreeride freestyle

Freestyle Backcountry Touring Other

Riding type Women %

Freecarve freestyle

% 0 47,4 41,1 11,4 0 0,1

23%

7%

70%

Season 09-10Women

Kids

Men

25%

7%68%

Season 10-11 Women

Kids

70% Men

Participation (sales)

68%Men

64

Men Sales Winter 10-11 Vs 09-10 in %

31

3944

27

49

1011

0910

Men sales details

BOA system Speed entrance system in bindings

sales

Rocker boards

61

Women Sales Winter 10-11 Vs 09-10 in %

39

4845

29

43

1011

0910

Women sales details

BOA system Speed entrance system in bindings

sales

Rocker boards

21%

24%22%

20%20%

23%

20%21%

18%17%

20%20% 20%

Men

Women

Kids

Internet Sales Participation (From Industry side) %

Board Boots Bindings

China 58%Austria 35%

Production sites (From Industry side)

Snowboarding is coming back a bit.

Skiing offers a better structure to attract more kids

Retailers focusing on core Snowboard brands

Customers are becoming more specialized

Great future for ecological /high end technical products

Brands have to serve the kids .

Brands should invest in the promotion of the sport

More well-shaped parks

Increasing interest in touring and backcountry

Cheap setboards are less interesting than they used to be

Your overview of the global market in Europe

Sell-out started very early in all of Europe but drop from beginning of 2011.

A lot of closed out products

Participants are getting older .

Rental is helping to moderate the variances of the market

Specialized media are moving and changing but still suffering

Lack of mainstream impact and coverage

Lack of a big European star rider

A little demographic raise up

Europe will also be affected by Japanese production creating overstock

Your overview of the global market in Europe

For retailers freeski can be a lifesaver

No big influence from Freeski market anymore

Almost same Style

A bigger target group for parks

The snowboard industry needs challenges to evolve!

Snowboard is influencing itself again

Help to sell snowboard outerwear

Influences from other markets (freeski, outdoor…)Your opinions summary

Strengths:

Still very cool imageStrong shop network who knows what they are doingAnti establishmentAnti establishmentNew riding style coming from the USAA wide generation of boarders now have children and spread the sport to their kidsMass distribution of the sport: OlympicsTrendyYouth driven > Market/Trend-pullDifferentiating > LifestyleSolid 20-30 target groupDedicated actors (media, distribution…)

SWOT of the market (Strengths, weaknesses, opportu nities, threats)

Dedicated actors (media, distribution…)New events – (European pro test tour, European X games) Board CultureReverse camberMature and settled market

Weaknesses:

No structure for kids to get into the sportLack of mass media support in EuropeProduction dictatorshipProduction dictatorshipWeather dependentNot a ‘’fresh ’’ sport activityCostNeed to plan your day on the hill way aheadResort snowboard facilities Brand ability to invest Participants are getting olderPrices are still going down


Specialty distribution sells less products and cheaperExtended Payment TermsConsignment conditions are becoming normal. Financial situation in EuropeEnvironmental concerns

Opportunities:

The “coolest ” winter sport, compared to skateboardingSnow halls and parksUrban SnowboardingThe young kids are getting back into shredding againSell to the specialized customerSnowboarders are maturing and have more money to spendSnowboarders are maturing and have more money to spendNew markets New riding styles (Think Tank approach ) bring fresh air into the sportRocker is more Fun for 95% of the participantsSustainable developmentPrivate/public transportation developmentRental businessUSA is up again Big events like the 2d X games in Europe are also encouraging


Big events like the 2d X games in Europe are also encouraging Touring (split board) for older snowboardersResort equipmentEuro sized events Working together as a community

Threats:

Media views sport as inaccessibleCost of the sportFreeskiing competitionsFreeskiing competitionsPrice pressure Video Games – kids getting fat and staying indoorsAmazon, Zalando, etc –STOP Selling through them directly! Overproduction Crude oil futures prices variations > consumer buying powerClosed out productsClimate changingPro scene shrinking and struggling

China


Price increases in ChinaSnowboards are only for rich people ?Market too coreAging of target group.

european winter sports facts - freeremi.forsans.free.fr/european snowboard market survey...

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