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　　The subsidy standard for new energy vehicles has once again ushered in a major revision.

　　A few days ago, the Ministry of Finance and other four departments issued the Notice on Adjusting and Perfecting the Financial Subsidy Policy for the Promotion and Application of New Energy Vehicles (hereinafter referred to as the Notice), which improved the existing subsidy policy for new energy vehicles, including subsidy standards, cruising range and technical requirements. However, the New Deal has set up a transitional period. During the transitional period before June 11th, the licensed new energy passenger cars and buses will be subsidized by 0.7 times of the previous corresponding standards, and the new energy trucks and special vehicles will be subsidized by 0.4 times. The subsidy standard for fuel cell vehicles will remain unchanged.

　　Industry analysts pointed out that the new policy strongly supports fuel cell vehicles, encourages the development of high-end passenger cars, and further raises the energy density threshold requirements of pure electric passenger cars, which will accelerate the survival of the fittest of new energy vehicles and will be extremely beneficial to the entire new energy automobile industry.

　　Greatly strengthen technical requirements

　　Compared with the existing subsidy standards, the biggest change in the Notice is the substantial improvement of technical requirements, that is, cruising range.

　　At present, new energy passenger cars are divided into three subsidies according to the driving mileage, 100&le; R＜150、150&le; R < 250 and R&ge; 250, the subsidy amount is 20,000 yuan, 36,000 yuan and 44,000 yuan respectively. However, the new standards to be implemented will no longer be so general.

　　Among them, the cruising range of 100&le was cancelled; The subsidy for R < 150, that is, the driving range of pure electric passenger cars is less than 150km, will not be subsidized, which will eliminate a number of A00-class cars with low technical content. At the same time, for 150&le; R < 250 is split into two files for subsidy, 150&le; R < 200 subsidy is 15,000 yuan, 200&le; R < 250 subsidy is 24,000 yuan. And the driving range R&ge; The subsidy of 250 is split into three grades, 250&le; The subsidy for R < 300 is 34,000 yuan, 300&le; R < 400 subsidy is 45,000 yuan, R&ge; The subsidy of 400 is 50,000 yuan.

　　At the same time, the technical standards have also been greatly strengthened. The driving range of pure electric passenger cars is m&le; 1000kg、1000＜m&le; The coefficients of 1600kg and m > 1600 kg are all lowered, and the subsidy requirements for 100 km power consumption are put forward; The fuel consumption limit of plug-in hybrid passenger cars is less than 65%.

　　In the field of new energy buses, the subsidy standard has been greatly reduced. Among them, the subsidy for non-fast-charging pure electric buses was reduced from 1800 yuan /kWh to 1200 yuan /kWh, a decrease of 33%; The subsidy for fast-charging pure electric buses is reduced from 3,000 yuan /kWh to 2,100 yuan /kWh, a decrease of 30%; The plug-in hybrid vehicle is lowered to 1,500 yuan /kWh, and the decline is as high as 50%. On the other hand, the energy consumption per unit load (Ekg) is clearly required not to be higher than 0.21 Wh/km kg, and the index is improved by 12.5% at one time.

　　In addition, the subsidy standard for new energy trucks and special vehicles is subsidized according to the total storage capacity of power batteries, and the part below 30 (including) kWh is adjusted to 850 yuan /kWh, down by 43.33%; The part of 30 ~ 50 (inclusive) kWh is adjusted to 750 yuan /kWh, with a decrease of 37.5%; The part above 50kWh is adjusted to 650 yuan /kWh, with a decrease of 35%.

　　The real "test period" of car companies has arrived.

　　"The subsidy for new energy passenger cars should be said to be the core focus of this round of subsidy adjustment. The change in the subsidy standard for a new round of new energy vehicles in 2018 is mainly in the improvement of the cruising range standard of passenger cars and the improvement of energy density. It should be said that it is a good way to promote product upgrading." Cui Dongshu, Secretary-General of the Association, said that this reflected the great support and promotion for product upgrading on the basis of the downward trend of the overall subsidy standard.

　　According to the data of the Federation, according to the data of new energy passenger cars in January, according to the new standard, the subsidies for most models are concentrated at the level of 15,000 yuan, accounting for about 60%, while the vehicles with a distance of 200 km to 250 km account for about 10%. Overall, 60% of subsidies are at the lowest level. This also means that there will be greater pressure on product upgrading in the future.

　　For example, in the case of GAC New Energy GE3, the subsidy during the transition period is 33,800 yuan, which will be increased to 45,000 yuan after the implementation of the new standards.

　　Some analysts pointed out that the promulgation of the Notice means that the new energy automobile industry has gradually entered the post-subsidy era, and the policy is gradually guiding the market to gradually shift from relying solely on financial subsidies to truly realizing market-oriented operation, which will further aggravate polarization and eliminate some enterprises with low technical content.

　　However, will the drastic adjustment of technical standards have an impact on the market?

　　According to the requirements of the Notice, the new regulations set up a transition period. As of June 11th this year, new energy passenger cars and buses licensed during the transition period will be subsidized by 0.7 times of the corresponding standards, while new energy trucks and special vehicles will be subsidized by 0.4 times. The subsidy standard for fuel cell vehicles will remain unchanged.

　　Cui Dongshu pointed out that the phased implementation of subsidies is very good for promoting the industry, which realizes the effective continuity of supply and demand of products sold in the market. With the introduction of this new subsidy policy, the new product design will be gradually put in place in the first half of the year. The implementation of the new subsidy policy in the second half of the year will greatly promote the product upgrading of new energy vehicles and the core competitiveness of enterprises.

　　Vigorously cut off "local protection"

　　In addition to improving the subsidy standards, the Notice also re-emphasized the need to break local protection and establish a unified market.

　　It is clearly pointed out that all localities are not allowed to take any form of local protection measures, including but not limited to setting up local catalogues or filing, restricting the issuance of subsidy funds, repeating the inspection of new energy vehicles, requiring production enterprises to set up factories locally, and requiring vehicle manufacturers to purchase local parts and components. Where local protection acts are identified by relevant departments, the central finance will deduct the funds for charging infrastructure awards accordingly according to the circumstances. All localities should implement support measures such as exemption from restrictions, exemption from purchase restrictions, and issuance of special number plates for new energy vehicles without discrimination for new energy vehicle products listed in the Announcement of Vehicle Manufacturers and Products.

　　At present, the filing system has been cancelled in some places one after another. On February 26th, the Beijing Municipal Science and Technology Commission, the Economic and Information Commission, the Finance Bureau, the Urban Management Commission and the Transportation Commission issued the "Administrative Measures for Promoting and Applying New Energy Vehicles in Beijing", which clearly cancelled the "small catalogue" of new energy vehicles in Beijing, but plug-in hybrid vehicles still cannot use the new energy minibus index to buy cars.

　　At the same time, the "Notice" requires local governments to continuously increase infrastructure construction and improve the use environment of new energy vehicles. From 2018, the local purchase subsidy funds for new energy vehicles will gradually be transferred to support the construction and operation of charging infrastructure and the use and operation of new energy vehicles.

　　The analysis pointed out that the release of the Notice is expected to further promote the upgrading of the entire new energy vehicle field, and at the same time optimize and ensure the smooth operation of the market in the first half of this year. It is expected that high-end electric passenger cars will usher in comprehensive and rapid development in the next year.

　　■ Related news

　　A new batch of 207 models

　　Enter the purchase tax-free catalogue

　　A few days ago, the Ministry of Industry and Information Technology and the State Administration of Taxation published the Catalogue of New Energy Vehicles Exempted from Vehicle Purchase Tax (the sixteenth batch), which was also the first batch of new energy vehicles exempted from purchase tax in China in 2018. A total of 207 vehicles were shortlisted, including pure electric, plug-in hybrid and biofuel cell vehicles.

　　In terms of electric vehicles, a total of 49 pure electric passenger cars were shortlisted, including GAC New Energy, BYD, GAC New Energy, Haima Automobile and Jianghuai Automobile. There are 72 models of pure electric buses, including Beiqi Foton, Jinlong and Dongfeng Motor. There are 64 types of pure electric vehicles, including Dongfeng Motor, BYD, Universiade, and so on.

　　In terms of plug-in hybrid power, 14 passenger car models were shortlisted, including GAC Mitsubishi, SAIC, Geely Automobile, etc., including BYD Tang, GAC Mitsubishi Qizhi, Emgrand PHEV and Sonata PHEV, which are popular in the market; In terms of passenger cars, there are 6 finalists.

　　Judging from the cruising range of these new energy vehicles, the overall growth continues, especially for pure electric vehicles. The data shows that the average of the 14th batch of pure electric passenger cars in China is 248km, while the 16th batch of catalogues released this year is 256km, with an average of more than 250km. The cruising range of new pure electric vehicles is greatly improved.

　　Nanfang Daily reporter Guo Xiaoge

　　During the National "Two Sessions" this year, the All-China Federation of Industry and Commerce submitted to Chinese People’s Political Consultative Conference a speech entitled "Why China’s housing prices remain high-half of the total expenditure on real estate development flows to the government" (hereinafter referred to as "the speech of the All-China Federation of Industry and Commerce"), which caused great controversy. According to the speech, the survey of "development expenses of real estate enterprises" in nine cities across the country shows that the proportion of the total expenses flowing to the government (that is, land costs+total taxes) is 49.42%. The share of development projects in Shanghai flowing to the government is the highest, reaching 64.5%.

　　In this regard, Shanghai Mayor Han was interviewed by reporters during the "two sessions" and questioned that "I don’t know how the data of the All-China Federation of Industry and Commerce came from, it must be wrong". However, he did not disclose the data he had at the meeting.

　　On March 18th, Mayor Han Zheng said at the "Implementation of the TV and telephone conference on strengthening the administration of counties and cities according to law in the State Council" in Shanghai: "This year, the Shanghai municipal government promised that government funds will be further made public." According to Shanghai’s budget reports for several years, Shanghai’s land transfer fees account for a large proportion of government funds.

　　China Economic Weekly recently learned from people familiar with the matter that the Shanghai Planning and Land Resources Administration is organizing documents and calculating relevant data, and may "respond" to the data of the speech of the All-China Federation of Industry and Commerce through "public clarification" soon.

　　However, the content that will be "publicly clarified" will probably not include Shanghai real estate tax data. Xu Jun, the news liaison of the finance and taxation department of Shanghai Municipal Government, admitted to China Economic Weekly that the real estate tax situation is not something that should be made public, so he has no obligation to make it public, and has not received any documents from the relevant departments asking the Shanghai tax department to calculate, count and organize the income of real estate developers.

　　64.5% of the income flows to the government?

　　The speech of the All-China Federation of Industry and Commerce has attracted much attention because it involves the sensitive topic of who is the promoter and beneficiary of high housing prices, the government and developers.

　　According to the reporter’s understanding, Ren Zhiqiang, vice president of the Real Estate Chamber of Commerce of the All-China Federation of Industry and Commerce and chairman of Beijing Huayuan Real Estate Company, who ranked first among mainland real estate developers in 2008 with an annual salary of 7.74 million, was quite active in the dispute.

　　On March 11th, he wrote in his blog that the report of the All-China Federation of Industry and Commerce at the two sessions revealed the composition of China’s real estate development expenses, and made the land and tax revenue, which accounted for most of the housing prices, public, and revealed the important factors of housing price increase. To solve the problem of high and low housing prices, we should start with the government, because "it is difficult to produce cheap bread with high-priced flour."

　　According to the speech of the All-China Federation of Industry and Commerce, "Shanghai has the highest share of the total sales revenue of development projects flowing to the government, accounting for 64.5%, and correspondingly, the share of enterprise surplus is the smallest, accounting for only 4.15%".

　　This data seems to subvert people’s views on the "profiteering" of real estate developers, but not only the mayor of Han Zheng, but also many officials of the Shanghai Municipal Government expressed disapproval in an interview with China Economic Weekly.

　　An official of the Shanghai Municipal Government who asked not to be named told the reporter of China Economic Weekly: "You can take a closer look at the speech of the All-China Federation of Industry and Commerce. The data and some opinions used are from real estate developers. The speech is completely covered with the cloak of the All-China Federation of Industry and Commerce, protecting the interests of real estate developers themselves. "

　　So what is the core data source of such a controversial speech?

　　China Economic Weekly learned in the survey that the speech of the All-China Federation of Industry and Commerce was brewed in two research reports of its subordinate, the Real Estate Chamber of Commerce. In the second half of 2008, the Real Estate Chamber of Commerce of the All-China Federation of Industry and Commerce visited 62 developers in 9 cities, including Beijing, Shanghai and Guangzhou, involving 81 real estate projects, and finally formed a cost analysis report. The full name of the report is "Overview of the Basic Situation and Main Conclusions of Real Estate Development Expenses and Sales Income Analysis in China" (hereinafter referred to as "Introduction").

　　On February 6th this year, the Introduction of the Real Estate Chamber of Commerce was submitted to the All-China Federation of Industry and Commerce in the form of the Investigation Report on the Development Expenses of Real Estate Enterprises in China (hereinafter referred to as the Investigation Report), hoping to serve as the speech of the CPPCC National Committee of the All-China Federation of Industry and Commerce during the two sessions this year. After that, the speech of the All-China Federation of Industry and Commerce caused an uproar.

　　After comparing the above three documents, the reporter of China Economic Weekly found many questions. For example, in the survey of 81 projects of 62 companies in Introduction, the sampling seems unreasonable.

　　In Shanghai, Introduction selected 30 projects from 29 companies, 31 projects from 19 companies in Guangzhou, and 7 projects from only one company in Beijing.

　　What is even more incredible is that, as a "professional survey" of a national real estate enterprise chamber of commerce, four of the nine cities (Xi ‘an, Suzhou, Chengdu and Shenzhen) only selected one project from one company. Among them, the project in Chengdu is only in the "planning and design stage", while the companies in Suzhou, Xi ‘an and Shenzhen are "small", and their "sparring" nature seems too obvious.

　　In addition, the reporter learned that all the statistical data in the speech of the All-China Federation of Industry and Commerce came from the "REICO Studio", which was jointly funded by the Real Estate Chamber of Commerce of the All-China Federation of Industry and Commerce, Midtown Alliance, Wantong and Huayuan. Some professionals told reporters that the accuracy of the survey data is worthy of scrutiny, because there may be selective sampling problems, which leads to the unfairness of the scientific nature of the survey.

　　The secretary and mayor shouted for price reduction.

　　Behind the "war of words" is the wrestling between the government and real estate enterprises on the issue of "whether to protect or suppress housing prices".

　　"In the past six months, there have been various indications that Shanghai’s real estate policy has turned, and the government’s request for real estate developers to reduce prices has become more and more clear." A senior Shanghai real estate industry insider told China Economic Weekly.

　　The reporter noticed that after entering January 2009, Shanghai leaders frequently conveyed such information to the outside world: Shanghai’s housing prices are on the high side, and real estate developers should "follow the trend" and "actively reduce prices".

　　During this year’s "two sessions" in Shanghai, Ni Jianda, president of Shanghai Chengkai Group, and Ji Baohong, chairman of Shanghai Wangyuan Real Estate Company, as representatives of Shanghai real estate developers, put forward their opinions to Yu Zhengsheng, secretary of the Shanghai Municipal Party Committee, and Han Zheng, mayor of Shanghai, respectively, and thought that the Shanghai municipal government should stabilize housing prices and should not build affordable housing and low-rent housing on a large scale.

　　For such an idea, on January 19th, Yu Zhengsheng, secretary of the Shanghai Municipal Party Committee, made it clear: "House prices can’t be high and can’t go up any more." On February 21st, Han Zheng, the mayor of Shanghai, made it more clear: "At present, housing prices in Shanghai are indeed on the high side, and housing prices are generally regulated by the market, but the government should use some policies to guide and promote consumption, and more people will buy houses at lower prices."

　　A person from the real estate industry in Shanghai told China Economic Weekly: "According to the secretary and mayor, it is impossible for Shanghai to introduce the policy of tax refund and home purchase. While the secretary and mayor call on real estate enterprises to actively adjust prices, they should also think about the real reasons for the high housing prices. This is the original intention of the All-China Federation of Industry and Commerce to issue a research report."

　　Is there a gray expenditure in the developer’s 30% profit?

　　Just as people were "expressing their opinions" on the issue of "data", Cheng Siwei, a famous economist who was the vice chairman of the 9th and 10th the National People’s Congress Standing Committee (NPCSC), threw out his views on the current composition of high housing prices. During the "two sessions", he said in an interview with the media that in 2005, he and his doctoral students made a housing price reference model, and then checked three points in Beijing, Shanghai and Fuzhou.

　　Cheng Siwei revealed: "As a result of the check, the house price cost, including land price and building materials cost, accounts for 50%, the government’s taxes and fees account for 20%, the developer’s profits account for 30%, and part of the developer’s 30% is gray cost. To put it bluntly, it is the cost of bribery. One is that developers take the initiative to pay bribes, and the other is that powerful government workers ask for bribes. If you don’t give me money, I won’t give you a batch or do it for you. "

　　In fact, over the past year or so, among the important corruption cases in Shanghai, there are not a few people involved in real estate. Yin Guoyuan, former deputy director of Shanghai Real Estate Bureau, Kang Huijun, former head of real estate speculation in Shanghai, Wang Miaoxing, former party secretary and chairman of Shanghai New Long March (Group) Co., Ltd., Zhou Xiaodi, a real estate tycoon in Shanghai, suspected of illegally reselling land use rights, Qin Jinlong, former president of Shanghai Zhongxiang Group, suspected of embezzling state-owned assets of 160 million yuan, and Zhang Keming, former deputy head of Putuo District in Shanghai, all seem to reveal the existence of "grey areas" in the real estate industry.

　　The reporter noted that although the "gray expenditure" was not mentioned in the Survey Report submitted by the Real Estate Chamber of Commerce to the All-China Federation of Industry and Commerce, an "unforeseen expense" was seen from the cost analysis in the Overview, which accounted for 3.08% of the total cost.

Editor: Zhang Renhe

Beijing Winter Olympics entered the countdown.

After being dormant for three seasons, skiers finally ushered in a grand skiing season.

More exciting than skiers are entrepreneurs related to the ski industry, who predict that the ski industry will usher in golden decade in the post-Winter Olympics era. According to the development plan of ice and snow sports, the total scale of China’s ice and snow industry will reach one trillion yuan in 2025.

However, as the skiing equipment just needed for skiing, it is expensive, which makes many friends who try to enter the circle discouraged and choose to change their hobbies. According to research statistics, ski equipment is indeed the project with the highest gross profit margin in the ski industry chain.

Is the ski equipment that burns money a good nugget market?

Skiing is addictive and burns money.

This is an exciting and challenging ice and snow sport. In the world of white clothes, every skier on the ski resort can fly freely and feel the speed and passion; Also in the ultimate concentration, harvest inner peace.

As a sport that requires high hardware facilities, skiing is quite expensive. Ski resorts, perfect supporting facilities, early teaching and training, personal equipment and convenient transportation all need certain economic conditions as support.

Taking personal equipment as an example, it is calculated according to the price range table of major brands compiled by EqualOcean.A set of primary ski equipment including ski suit, snowboard, ski pole and ski shoes costs between 3,000 and 10,000 yuan; And a skier, a set of top equipment from head to toe is more than 60 thousand yuan.If you are keen on buying joint models and limited models, the price will have to double.

The high unit price supports the profitability of ski equipment. According to data from Mob Research Institute,The gross profit margin of snowboards and ski suits in ski equipment is about 40%-50%.The gross profit margin of helmets and snow goggles can reach 70%;The gross profit margin of ski resort is about 15%, the gross profit margin of ski training is 30%-35%, and the gross profit margin of ski resort construction equipment is between 25%-35%.

Ski equipment is sold to individuals and to ski resorts respectively, and the gross profit margin is different. The profitability of the C-end far exceeds that of the B-end. According to the data of Toubao Research Institute, the gross profit margin of imported skis sold to ski resorts is 20%-25%, and the gross profit margin of individual sales can reach 50%. The gross profit margin of selling snow clothes, helmets and snow goggles to the snow field is about 30%-40%, and that of selling to individuals is 70%-80%.

The "aristocratic" movement lives up to its reputation. According to data from Mob Research Institute,At present, skiers in China are mainly male middle-and high-income groups in first-and second-tier cities, with the age of 25-34 and the monthly income of over 10K.

Even if you have enough economic strength, you can’t ski at will. Skiing is seasonal and restricted by the venue. Even in winter, you can find venues around your home or city when you want to ski. Sometimes you need to take a car, drive by car or even fly to other cities and countries.

Limited by economic conditions, venues and seasons, the number of skiers in China is less, and most of them are skiers. According to the data of White Paper on Ski Industry in China,In 2019, the number of skiers in China was 20.9 million, of which 77.4% experienced skiers, and the average number of skiers per year was no more than two.

A large number of people who only skate once or twice a year prefer to rent equipment in the snow field, and it is difficult to form purchasing power. Therefore, although the unit price of ski equipment is high, it is a typical niche market.

The Research Report on the Development of Ice and Snow Industry in China shows that in 2020, the total scale of China’s ice and snow industry has reached 600 billion yuan. According to the data of Zhiyan Consulting, under the huge ice and snow market scale, the ski market in China will be about 83.56 billion yuan in 2020, and it will be subdivided into the ski equipment market with a scale of about 12.69 billion yuan.

With the approach of the Winter Olympics, there have been several "skiing craze" in China in recent years.

Actually, skiing in China started late, and the third Asian Winter Games was held in 1996, which was the beginning of skiing in China. In France, there were 45,000 skiers in 1950; In Japan, the skiing craze rose in the 1960s. In 1980, nearly 30% of Japanese men aged 20-24 participated in skiing.

Taking the Winter Olympics as an opportunity, many enterprises have begun to lay out the ice and snow industry in China in recent years. Equipment with strong profitability and as a necessity for skiing has become one of the choices in the market.

According to Tianyancha data, since 2015, the number of registered enterprises with "skiing" has increased significantly. In 2019, the number of registered enterprises exceeded 1,000, and currently there are more than 6,400. As a ski equipment in a niche market, there are more than 40 related companies.

Enterprises operating ski equipment can be divided into three categories, the first isComprehensive sportswear enterprises such as Pathfinder, Anta and 361,Starting with the layout of ski costumes;Cabin skiing, as the representative, not only provides personal skiing equipment, but also includes ski resort equipment.Such as ice machines, snow-pressing vehicles, snow-making machines, snowmobiles, lighting systems, etc. In addition, there are someEnterprises that focus on making personal ski equipment brands, such as running river, Zero Summer, Vector, etc.

However, the domestic ski equipment market is still in a very early stage compared with foreign countries. Wu Bin, vice chairman of Beijing Ski Association and president of Cabin Ski, once said,Due to the late start of China’s ski industry, there is still a big gap between the manufacturing technology and product quality of domestic ski equipment manufacturers and foreign famous brands.

Liu Fengxi, the founder and &CEO of Zero Summer, told Yiou EqualOcean that the source of skiing equipment in China is mainly snow fields and factories that produce skis, and there is a lack of core talents in R&D and design. Taking advantage of the "skiing fever" in the Winter Olympics, many enterprises that have never dabbled in skiing equipment have started to make skiing equipment, but most of them are directly produced by using the existing molds in the factory, which is not able to meet the needs of skiers for snowboarding performance at different stages.

Skiing requires high quality ski equipment,Domestic skiers are more inclined to buy high-end ski equipment of imported brands.

Take veneer as an example, Burton, an American outdoor skiing brand, has a market share of 30%-40% in China, and the price is usually around 10,000 yuan. In the alpine skiing, snowboarding and freestyle skiing events of the 13th National Winter Games, the contestants from all over the country basically used imported ski equipment from snowboards, snowshoes, fixers, helmets and leggings. The top ten ski brands on the China brand network are also foreign brands.

A skier goes from an experiencer to an enthusiast, and finally to an enthusiast. With the progress of skiing technology, the requirements for skiing equipment will become higher and higher, and it will often go through the process from renting to purchasing, and then from entry to high-end.

The ski equipment that can be rented in the ski resort is more just the choice of novice experience. Some skiers said to Yiou EqualOcean, "The rented things will take only one snow season, and the next snow season will feel that they can’t keep up with your level."

When you are fascinated by skiing, a set of self-purchased primary equipment can’t meet the demand. "Many people are eager to throw away their previous primary boards after they are advanced" and "the budget is at least 5000+, which is considered to be out of the ski field".

What’s the difference between a less satisfactory set of equipment and an excellent set of skiing equipment?

From the user’s point of view,"You get what you pay for, and the imported snowshoes are the difference between the slippers in the bathhouse and your running shoes."Some people are so figurative.

Once skiing in into the pit,"integration of human and board"The realm of snow friends has become the direction of continuous exploration. "Bad equipment will affect your progress, and you can’t feel the feedback from snowboards and snowshoes."

For snow friends who like to play handsome and shoot videos, the appearance and design of some domestic brands have also been spit out. "Domestic brands also have good quality, butSkiing can’t just consider the role of protection, everyone wants to dress more handsome. "

In Liu Fengxi’s view, domestic brands and foreign brands cannot be unilaterally distinguished. The key is to do a good job in products.

He believes that there is a social division of labor in the whole market, and domestic and foreign countries are not completely independent. For example, the small blackboard in zero summer, 90% of the raw materials are imported, the design and development team is in Seattle, looking for a China foundry to produce, and the boss is from China; Both Philae and Archaeopteryx were acquired by Anta. In fact, it is difficult to define whether they are made in China.

China is the world’s foundry,"Almost all ski brands you can see and hear, especially veneers, are Made in China",But "there are the best factories in China and the worst factories in China. The same factory can produce the best things in the world and the worst things".

For related enterprises, the gap between skiing equipment has been widened as early as the initial stage of research and development. This is a highly personalized sport, and brands will inject their understanding of skiing into their products.

As an enthusiast who started skiing in 2002 and skied around the world for two or three hundred days a year at the craziest time, Liu Fengxi has seen different people, different ways of playing, different brands and equipment. The biggest feeling is that,There is a problem of vision in making ski equipment. It is not simply a product, but an understanding and love of skiing, and more professional knowledge is needed.

Take snowboarding as an example. It takes at least two years for a complete snowboard to come out. In the early stage, we need a lot of experimental data, drawing and developing molds, and in the later stage, we need a lot of time to test on the snowy road and collect feedback to revise and adjust raw materials, molds and specific parameters.

Max Parrot, a new Olympic silver medalist who signed a contract with Nobaday, tested his snowboard for nearly 100 times. Through constant experience feedback, he made a series of adjustments in design and raw materials to achieve his satisfactory competition state.

Source: Zero Summer Official Authorization

Nicole Ning, who is responsible for the development of Pathfinder’s ski product line, once said: "There are not many talents who are proficient in skiing, materials science and fashion design in China, but there are many big brands abroad, such as TNF and Archaeopteryx." Therefore, the designers of the Pathfinder ski project should snow for a certain period of time every winter to experience their own products, observe what clothes people around them wear, and exchange ski culture and product experience with the big coffee in the ski circle.

"Maybe the practice of each brand will be different, but it takes a lot of time, energy, financial resources and material resources to really do ski equipment well." Liu fengxi said.

In addition to the understanding of skiing, a lot of research and development, design and testing in the early stage,Establishing brand recognition in consumers’ minds is also a compulsory course for ski equipment enterprises.

An expert who has been operating in the ice and snow equipment industry for seven years said that in fact, the related technologies of ice and snow equipment have been localized, and China is not without excellent ski equipment.

Take snowboarding as an example. Snowboards imported from China and Europe use the same production line. Because China enterprises do OEM production for imported brands of snowboards, the raw materials, technology and quality used by domestic snowboards are no different from those of imported brands, but consumers’ recognition is low, resulting in the price of domestic brands being about 30% lower than that of imported brands.

Many foreign brands originated from a certain sport, such as lululemon’s yoga clothes, Archaeopteryx’s jacket and Burton’s ski suit, while domestic brands have a relatively broad positioning. Pushing the door open is called outdoor, and closing the door is indoor.

People who like climbing, hiking and skiing are not the same kind of people and have different equipment. "If you can’t make a yoga suit, it is a yoga brand. If you make a ski suit, it is a ski brand. Users’ understanding of the brand will only become vague and not specific." Liu fengxi believes.

Ski equipment brands should enhance users’ core perception, bind with a relatively vertically subdivided sport, and create core equipment for them as brand endorsement.

In skiing, a good ski suit is helpful to athletes, but it doesn’t play a decisive role. In order to make achievements, athletes have to rely on the core hardware to equip snowboards, fixers and snowshoes. This is like the difference between a racer’s racing suit and a car. In skiing, skis, fixers and snowshoes are that car.

However, even if Anta, the sponsor of the Winter Olympics, cuts into ski equipment with ski clothes, and there is still room for improvement in the ski core equipment.

Skiing, which is called "aristocratic" sport in China, has basically become synonymous with winter sports in Europe, America, Japan and South Korea.

According to the Report on the Development of Ski Industry in China, the population penetration rate of ski market in China is only 1%, which is far from the 35% in Switzerland, the largest Nordic skiing country in the world, and also lags far behind the 9% in Japan and 8% in the United States. This also means that there is still much room for improvement in China’s ski-related industries.

Taking the Winter Olympics as an opportunity, the State Sports General Administration put forward the goal of "300 million people on the ice and snow".

Liu fengxi explained,The goal of "300 million people on ice and snow" is well-founded., not groundless. Referring to the developed countries such as the United States, Japan, Switzerland, Austria, France, Canada, etc., the total skiing population basically accounts for about 10%-30% of the total national population, and there are about 1.4 billion people in China, which is almost 300 million people based on the average ratio of 20% in developed countries.

Before 2015, the domestic ice and snow industry grew almost savagely. In 2015, Beijing successfully bid for the Winter Olympics, and the state issued a series of policies to promote the development of the industry.

During 2016-2020, the state and local governments promulgated the Development Plan for Ice and Snow Sports (2016-2025), the Popularization Plan for Mass Winter Sports (2016-2020), the National Construction Plan for Ice and Snow Facilities (2016-2022) and the National Measures for the Administration of Winter Sports Competitions (for Trial Implementation).

The United States has hosted four Winter Olympics and Japan has hosted two Winter Olympics.Every "post-Winter Olympics" era has brought a very large increase in the number of skiers, the improvement of hardware facilities and the improvement of basic service capabilities.

After Beijing’s successful bid to host the Winter Olympics, entrepreneurs and investors were moved by the wind, and many emerging entrepreneurial projects were favored by investors, such as zero summer, skiing, skiing, and Vector, covering the entire ski industry chain, including ski equipment, ski training, ski information, and ski services.

The approaching of the Beijing Winter Olympics has obviously brought about a wave of skiing craze.

In 2020, the amount of skiing-related notes published in the lifestyle community Little Red Book increased by 89% year-on-year; In late November of that year, the search volume related to skiing content increased by 150% year-on-year, and the release volume increased by 300% year-on-year.

According to the "2020 Winter New Vitality Life Trend Report" released by CBNData and Tmall Sports, from November to December, 2020, the sales of ski equipment increased by 1300% year-on-year, and domestic emerging brands such as Nanen, Vector and Nobaday entered the "Top 10 brands that love ice and snow in the Z era".

Without the maturity of infrastructure, there will be no real skiing craze, and the hosting of the Winter Olympics has become the target node of many infrastructure construction in China. From 2014 to 2019, the number of ski resorts in China increased from 460 to 770. In 2020, affected by the epidemic, there were 715 ski resorts operating normally.

The supporting facilities around the ski resort are also constantly improving, and we try to break through the seasonal restrictions of skiing to achieve all-season operation. In the non-snow season, we operate cross-country mountain bikes, real-life CS and other projects, and develop into an ice and snow town integrating tourism, entertainment, commerce and real estate.

Yu Jingming, the founder of Le Dian Skiing, pointed out that if we look at the development of Chongli, we will know that the changes in the ski resort are amazing. Now we simply can’t see that it used to be a poor county. When Wanlong opened its business, it didn’t even have a hanging box, and now its hardware and services are close to the Japanese level.

However, this is only the beginning. Before the successful hosting of the Winter Olympics, the market was more eager to lay out infrastructure such as snow fields and improve transportation hotels and other supporting facilities. Liu Fengxi said,After 2022, we will welcome the golden decade of skiing industry.

The ski industry is welcoming golden decade. Is the ski equipment expected to become a mass market from a niche market?

The International Snow Federation defines the difference between skiers and enthusiasts by two criteria: first, whether it has its own equipment, and second, whether it has the frequency of skiing in ski resorts for 5 times or more every year.

In China, where there are many skiers, the first piece of equipment for many skiers has not been solved, and "at least 15 pieces of equipment are needed to really experience skiing".Liu Fengxi said that the current market is still in the stage of low conversion rate, and many skiers ski once a year, making it difficult to form purchasing power.

The ski equipment market should ride the wind of "300 million people on ice and snow", and the key is to improve the conversion rate.Let more people get on the ice and snow, turn more skiers into skiers, and the demand for equipment is gradually increasing. This requires the promotion of the general environment, the improvement of venues and supporting facilities, and the improvement of national consumption level.

China Ski Industry Development Report predicts that by 2022, the number of skiers is expected to rise to 45 million, and the ski retail equipment market in China will reach 45 billion yuan. This is still a niche market.

However, there is no small market, only small brands. Ski equipment has the characteristics of just need, high profit and growth. A brand widely accepted and recognized by consumers is far more useful than the scale of 100 billion and the space of one trillion.