European snowboard market survey 1011

b
European Winter Sports Facts :
A BOARDSPORTS SOURCE JOB
Weather facts :
Average European temperatures December 2010
Weather facts :
Average European temperatures March 2011
Weather facts :
2010
Hottest temp 2005
Average 2000-2010
2011
Coldest temp 2000
World temperature evolution from 2000 to 2011
Resort facts :
Source : Laurent Vanat – 2010 international report on mountain tourism
Ski resorts worldwide 2010
Resort facts :
Source : Laurent Vanat – 2010 international report on mountain tourism
Ski resorts worldwide 2010
Resort facts :
Source : Laurent Vanat – 2010 international report on mountain tourism
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 :
Source : Laurent Vanat – 2010 international report on mountain tourism
Evolution of skier visits in millions
Resort facts :
Source : Laurent Vanat – 2010 international report on mountain tourism
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 sales
Poor snow conditions in central Europe from mid January
Shop Inventories
Hardcore discounts from large sporting goods stores.
Production capacity Asia
Economies in Europe
Exchange rate fluctuations
Raw materials increasing
Less participation in winter sports
Cost
Wars 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
Switzerland
France
Austria
Russia
Italy
UK
Spain
Benelux
Sweden
Finland
Norway
Czech Republic
Poland
Slovania
Denmark
Serbia Montenegro
Hungary
Croatia
Greece
Slovakia
Kosovo
Romania
Bulgaria
TOTAL
RATIO
51225
45681
45445
36688
33326
26353
14198
12597
12595
11204
10744
10354
9614
9347
1882
1611
1397
1336
1024
944
906
904
820
663
340857
1
15,0%
13,4%
13,3%
10,8%
9,8%
7,7%
4,2%
3,7%
3,7%
3,3%
3,2%
3,0%
2,8%
2,7%
0,6%
0,5%
0,4%
0,4%
0,3%
0,3%
0,3%
0,3%
0,2%
0,2%
100,0%
-6,4%
-7,6%
-7,0%
-7,0%
10,6%
1,9%
-9,2%
0,8%
-4,3%
10,2%
-9,2%
-4,4%
-11,9%
-0,2%
-3489
-3748
-3412
-2741
3183
496
-1445
97
-572
1037
-1090
-479
-1303
-20
Sell-In 10/11 : BOARDS
-4,0%
Country
Boots
%
2011 vs 2010
2011 vs 2010
Germany
Switzerland
France
Austria
Russia
Italy
UK
Spain
Benelux
Sweden
Norway
Finland
Czech republic
Poland
Slovenia
Denmark
Hungary
Serbia Montenegro
Greece
Croatia
Slovakia
Kosovo
Romania
Bulgaria
TOTAL
RATIO
54590
50621
50557
39175
35224
29095
18171
16230
14648
14008
13869
13161
11095
10662
2323
2051
1660
1399
1099
1081
974
951
872
709
384224
1,13
14,2%
13,2%
13,2%
10,2%
9,2%
7,6%
4,7%
4,2%
3,8%
3,6%
3,6%
3,4%
2,9%
2,8%
0,6%
0,5%
0,4%
0,4%
0,3%
0,3%
0,3%
0,2%
0,2%
0,2%
1
-4,2%
-8,0%
-3,9%
-1,4%
11,2%
3,0%
-11,0%
0,2%
1,0%
4,5%
-9,9%
-8,0%
-2,7%
1,7%
-2410
-4379
-2027
-575
3558
845
-2245
30
148
608
-1532
-1139
-305
182
Sell-In 10/11 : BOOTS
-3,4%
Country
Bindings
%
2011 vs 2010
2011 vs 2010
Germany
Switzerland
France
Russia
Austria
Italy
UK
Spain
Benelux
Sweden
Norway
Finland
Czech Republic
Poland
Slovenia
Denmark
Serbia Montenegro
Hungary
Greece
Croatia
Kosovo
Slovakia
Romania
Bulgaria
TOTAL
RATIO
53869
46794
46589
36102
35871
26776
15427
13241
12214
12025
11851
11184
10250
9394
1844
1488
1387
1240
1080
1027
941
914
841
709
353054
1,04
15,3%
13,3%
13,2%
10,2%
10,2%
7,6%
4,4%
3,8%
3,5%
3,4%
3,4%
3,2%
2,9%
2,7%
0,5%
0,4%
0,4%
0,4%
0,3%
0,3%
0,3%
0,3%
0,2%
0,2%
100,0%
-2,4%
-5,6%
-7,0%
2,1%
-6,5%
10,9%
-6,9%
10,3%
7,8%
10,1%
-7,1%
1,7%
-10,9%
-3,2%
-1346
-2778
-3482
745
-2486
2633
-1144
1241
880
1108
-899
184
-1250
-306
Sell-In 10/11 : BINDINGS
-2,3%
Losers 2010/2011 :
UK / Switzerland / Norway
Winners 2010/2011 :
Russia / Italy / Sweden
Sell-In 10/11 : winners and losers
Evolution of Global European snowboard sales (Sell-In)
600000
Boards
Boots
Bindings
500000
395225
441551
412370
362793
418600
382271
355148
397782
361249
340857
384224
353054
200000
412251
464159
434044
300000
453480
506828
474659
400000
2006/2007
2007/2008
2008/2009
2009/2010
2010/2011
100000
0
2005/2006
Sales evolution over last 6 years
In comparison :
The ski market has drastically shrunk since the 80's: sales volume is 25% of
1980 levels
1980 : 11 millions of sold skis worldwide
2010 : 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
European Market in Euros
Snowboards
Boots
Bindings
TOTAL
%
Snowboards
Men
Women
Kids
90.3 M€
54.1 M€
47.3 M€
191.7 M€
74%
27.2 M€
17 M€
13.5 M€
57.8 M€
22%
3.7 M€
4.2 M€
2 M€
9.9 M€
4%
121 M€ (-4%)
Boots
75 M€ (-6%)
Bindings
63 M€ (-4.5%)
TOTAL
259.5 M€ (-4.5%)
24%
snowboards
47%
29%
Euro 10/11 turnover ESTIMATE based on retail prices
boots
bindings
European Trend :
10/11
11/12
Boards
+2%
+1%
Boots
+3%
+2%
Bindings
+1%
+1%
Helmets
+10%
-7%
Apparel
+5%
+4%
Goggles
+7
-1%
Trend : Overall increase confirmed for Europe during order time
Forecast Sell-In 2011/2012 after order season february 2011
European Trend :
Sell-In
comparison
Switzerland
France
Germany
Austria
Norway
Italy
UK
Sweden
Russia
Benelux
Spain
Finland
Czech Republic
Poland
Slovenia
Denmark
Hungary
Serbia
Montenegro
Croatia
Kosovo
Romania
Greece
Slovakia
Bulgaria
total
+
+
0
+
+
+
0
+
-
Sell-Out
comparison
Total
Switzerland
-
France
Germany
Austria
Norway
Italy
UK
Sweden
Russia
Benelux
Spain
Finland
Czech Republic
Poland
Slovenia
Denmark
Hungary
Serbia
Montenegro
Croatia
Kosovo
Romania
Greece
Slovakia
Bulgaria
+
+
0
0
+
+
+
+
+
-
Season 10/11 compared to 09/10 : Sell-In and Sell-Out
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 Tech
Wed'ze/Crazy
Creeks
Deeluxe
9
Nidecker
Head
Ride
10+
Elan
Nidecker
Flow
Atomic
Forum
Wed’ze
Crazy Creeks
Rossignol
SP
Atomic
Wed’ze
Atomic
Wed’ze
SP
Union
Atomic
Elan
Ride
Wed’Ze
Crazy Creeks
10 +
Forum / Flow
Atomic
Wed’ze
Elan
Yes
Brand ranking Estimate, season 2009/10 Vs 2008/09
09/10
Apparel
Goggles
Helmets
10/11
Apparel
Goggles
Helmets
1
Burton
Oakley
Giro
1
Volcom
Oakley
Giro
2
Volcom
Dragon
Red/Smith
2
Burton
Anon / Smith
Red
3
Billabong
Anon
Bern
3
Quiksilver
Electric
Dragon
Smith
4
Quiksilver
Electric
Protec
4
Billabong
Von Zipper
Uvex
5
Zimstern
Alpina
Uvex
5
O'Neill
Spy
Protec
6
O'Neill
Spy/VZ
Scott
6
special Blend
686
Adidas
Scott
7
Bonfire
Smith/Uvex
Salomon
7
Zimstern
Quiksilver
Bern
8
Sessions
Scott
Alpina/K2
8
North face
Uvex
K2
9
Foursquare
686
Adidas
Poc/Sweet
9
Bonfire
IS
Poc
10+
Horsefeathers
Nike 6.0
IS
Briko
Carrera
10+
Foursquare
Horsefeathers
Brand ranking Estimate, season 2009/10
Wed’ze
Sweet
Alpina
Carrera
Salomon
Wed’ze
% of sales between ski resorts Vs cities (global market hard goods) :
Cities : 64 %
Ski resorts : 36 %
100%
80%
39%
36%
resorts
60%
cities
40%
61%
64%
season 0910
season 1011
20%
0%
% of sales between ski resorts Vs cities (global market apparel)
Cities : 76 %
Ski resorts : 24 %
100%
80%
30%
24%
60%
40%
70%
76%
season 0910
season 1011
20%
0%
Distribution segmentation : details
resorts
cities
% rental Vs sales (global market hard goods) :
Sales : 78 %
Rental : 22 %
100%
22%
22%
80%
60%
40%
rental
78%
78%
season 0910
season 1011
20%
0%
Distribution segmentation : details
sales
Proshops
Sport shops
(independent)
Sport chains
Big box
Flagship store
35%
30%
25%
10-11
33%
09-10
31%
08-09
26%
27%
25%
26%
27%
13%
0%
32%
12%
0%
33%
16%
0%
33%
33 %
31%
27%
26%
20%
26%
25%
32%
27%
2010/2011
16%
15%
2009/2010
13%
10%
2008/2009
12%
5%
0%
0%
0%
Pro shops
Independent
Chains
Big boxes
Distribution segmentation in %
Flagship
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 segmentation season 10-11
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
Bindings
price
X < 99 €
100 € < X <
149 €
150 € < X <
199 €
200 € < X <
249 €
250 € < X <
299 €
300 € < X
%
5
27
36
19
10
2
Price segmentation Men’s products %
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 segmentation season 10-11
Boots price
X < 99€
100 € < X <
149 €
150 € < X <
199 €
200 € < X <
249 €
250 € < X <
299 €
300 € < X
%
8
19
44
16
9
2
Bindings price segmentation season 10-11
Bindings
price
X < 99 €
100 € < X <
149 €
150 € < X <
199 €
200 € < X <
249 €
250 € < X <
299 €
300 € < X
%
11
38
39
9
3
1
Price segmentation Women’s products %
Men / Season 09-10
Riding type
Alpine
Freecarve
Freeride
Freestyle
Freestyle
Freeride
Backcountry
Other
%
0,3
0,4
48,1
34,7
14,3
2,3
Men / Season 10-11
Riding type
Alpine
Freecarve
Freeride
freestyle
Freestyle
Backcountry
Touring
Other
%
0,5
43,0
40,8
13,3
0,9
1,6
Riding type Men %
Women / Season 09-10
Riding type
Alpine
Freecarve
Freeride
Freestyle
Freestyle
Freeride
Backcountry
Other
%
0
0
58,7
31,0
9,8
0,5
Women / Season 10-11
Riding type
Alpine
Freecarve
Freeride
freestyle
Freestyle
Backcountry
Touring
Other
%
0
47,4
41,1
11,4
0
0,1
Riding type Women %
Season 09-10
23%
7%
Women
Kids
Men
70%
Season 10-11
25%
7%
Women
Kids
68%
Men
Participation (sales)
Men Sales Winter 10-11 Vs 09-10 in %
64
49
44
39
31
BOA system
27
Speed entrance
system in bindings
sales
1011
0910
Rocker boards
Men sales details
Women Sales Winter 10-11 Vs 09-10 in %
61
45
48
43
39
29
1011
0910
BOA system
Speed entrance
system in bindings
sales
Rocker boards
Women sales details
21%
23%
22%
20%
24%
20% 20%
18%
17%
Men
Women
Kids
Board
Boots
Bindings
Internet Sales Participation (From Industry side) %
China
Austria
Production sites (From Industry side)
58%
35%
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 image
Strong shop network who knows what they are doing
Anti establishment
New riding style coming from the USA
A wide generation of boarders now have children and spread the sport to their kids
Mass distribution of the sport: Olympics
Trendy
Youth driven > Market/Trend-pull
Differentiating > Lifestyle
Solid 20-30 target group
Dedicated actors (media, distribution…)
New events – (European pro test tour, European X games)
Board Culture
Reverse camber
Mature and settled market
SWOT of the market (Strengths, weaknesses, opportunities, threats)
Weaknesses:
No structure for kids to get into the sport
Lack of mass media support in Europe
Production dictatorship
Weather dependent
Not a ‘’fresh’’ sport activity
Cost
Need to plan your day on the hill way ahead
Resort snowboard facilities
Brand ability to invest
Participants are getting older
Prices are still going down
Specialty distribution sells less products and cheaper
Extended Payment Terms
Consignment conditions are becoming normal.
Financial situation in Europe
Environmental concerns
SWOT of the market (Strengths, weaknesses, opportunities, threats)
Opportunities:
The “coolest” winter sport, compared to skateboarding
Snow halls and parks
Urban Snowboarding
The young kids are getting back into shredding again
Sell to the specialized customer
Snowboarders are maturing and have more money to spend
New markets
New riding styles (Think Tank approach ) bring fresh air into the sport
Rocker is more Fun for 95% of the participants
Sustainable development
Private/public transportation development
Rental business
USA is up again
Big events like the 2d X games in Europe are also encouraging
Touring (split board) for older snowboarders
Resort equipment
Euro sized events
Working together as a community
SWOT of the market (Strengths, weaknesses, opportunities, threats)
Threats:
Media views sport as inaccessible
Cost of the sport
Freeskiing competitions
Price pressure
Video Games – kids getting fat and staying indoors
Amazon, Zalando, etc –STOP Selling through them directly!
Overproduction
Crude oil futures prices variations > consumer buying power
Closed out products
Climate changing
Pro scene shrinking and struggling
Price increases in China
Snowboards are only for rich people ?
Market too core
Aging of target group.
SWOT of the market (Strengths, weaknesses, opportunities, threats)