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EuropeanMarket Survey
2007/2008
A BOARDSPORTS CONSULTING JOB
EuropeanMarket Survey
2007/2008
A BOARDSPORTS CONSULTING JOB
Sell-In 07/08 : BOARDS
-4,01%100,00%395225TOTAL
-0,95%0,18%730Bulgara
25,00%0,25%1000Greece
17,23%0,25%1000Kosovo
1,01%0,27%1067Croatia
-14,69%0,34%1333Slovakia
-17,75%0,34%1333Romania
-11,36%0,40%1600Denmark
21,17%0,43%1700Serbia montenegro
-3,68%0,43%1700Hungary
1,82%0,67%2667Slovania
10,70%2,45%9680Poland
-13,21%2,97%11750Finland
4,50%3,01%11900Czech republic
-1,30%3,02%11940Benelux
-20,36%3,07%12125Sweden
-21,79%3,54%14000Spain
-19,92%3,75%14833Norway
-5,53%4,43%17500UK
-7,32%6,30%24900Italy
-8,37%10,78%42600Austria
45,83%10,93%43200Russia
-3,22%13,87%54833France
-8,76%14,13%55833Germany
-8,29%14,17%56000Switzerland
% 0708 Vs 0607Market share %Boardscountry
Sell-In 07/08 : BOOTS
1,12Ratio
-4,76%100,00%441551TOTAL
0,93%0,15%650Bulgara
-44,53%0,24%1050Slovakia
6,06%0,24%1050Kosovo
-31,79%0,25%1117Romania
-1,14%0,27%1183Greece
-6,94%0,29%1300Croatia
23,54%0,43%1900Serbia montenegro
-55,91%0,43%1900Hungary
-27,27%0,52%2288Denmark
-26,14%0,70%3073Slovania
-5,56%2,44%10780Poland
-0,25%2,83%12476Czech republic
-11,97%3,11%13749Finland
-20,79%3,34%14750Sweden
-8,13%3,40%15015Benelux
-13,28%3,83%16900Spain
-4,53%4,38%19333Norway
-1,69%5,63%24840UK
-1,78%6,53%28833Italy
26,74%9,79%43240Russia
-5,28%10,45%46140Austria
-3,49%13,35%58933Switzerland
-5,50%13,66%60333Germany
-2,76%13,75%60717France
% 0708 Vs 0607Market share %Bootscountry
Sell-In 07/08 : BINDINGS
1,04Ratio
-5,02%100,00%412370TOTAL
130,47%0,18%738Bulgara
-7,58%0,25%1017Greece
0,82%0,33%1350Slovakia
-6,39%0,33%1367Romania
69,82%0,37%1525Kosovo
-29,55%0,40%1650Denmark
48,76%0,41%1675Croatia
105,21%0,63%2600Serbia montenegro
-3,02%0,63%2600Hungary
21,64%0,70%2900Slovania
20,38%2,50%10320Poland
-12,90%2,90%11975Finland
-2,69%3,06%12600Czech republic
-7,37%3,11%12840Benelux
-14,32%3,20%13188Sweden
-17,86%3,47%14300Spain
-23,47%3,94%16267Norway
-10,95%4,49%18520UK
-10,22%6,28%25917Italy
-9,11%10,35%42680Austria
49,70%10,98%45260Russia
-7,38%13,74%56667France
-7,58%13,78%56833Germany
-13,44%13,96%57583switzerland
% 0708 Vs 0607Market share %Bindingscountry
Evolution of the Global European snowboard sales (Sell-In)
45
34
80
46
25
59
41
22
51
39
52
25
50
68
28
52
68
37
46
41
59
44
15
51
47
46
59
48
46
74
43
40
44
41
23
70
0
100000
200000
300000
400000
500000
600000
2004/2005 2005/2006 2006/2007 2007/2008
Boards
Boots
Bindings
Sales evolution over last 4 years
Global 07/08 turnover ESTIMATION based on retail prices
4%25%71%
8 931 820 €62 861 981 €177 845 517 €TOTAL
2 309 272 €15 948 042 €40 820 140 €bindings
2 472 686 €16 456 912 €44 992 405 €boots
4 149 863 €30 457 027 €92 032 972 €snowboards
KidsWomanMenIn €
249 639 317 €TOTAL
59 077 453 €bindings
63 922 003 €boots
126 639 861 €snowboards
European Market in Euros
26%
24%
50%
snowboards
boots
bindings
Main markets variation in EU season 0708 : units
-1006UK
-1789Finland
-1822France
-1968Italy
-3100Sweden
-3691Norway
-3901Spain
-3890Austria
-5064Switzerland
-5362Germany
BOARDS
-523Italy
-918Norway
-1329Benelux
-1724France
-1870Finland
-2258Switzerland
-2570Austria
-2587Spain
-3511Germany
-3872Sweden
BOOTS
- 1 773 Finland
- 2 204 Sweden
- 2 278 UK
- 2 950 Italy
- 3 110 Spain
- 4 278 Austria
- 4 513 France
- 4 663 Germany
- 4 988 Norway
- 8 945 Switzerland
BINDINGS
Main markets variation in EU season 0708 : Reasons
�Snowboard as a trend is flat or decreasing.
�Stock situation in shops.
�Increasing part of rental, product mix up, pro shop sales down, close out sales up.
�Lack of believe in wintersport.
�Overall purchasing power decrease.
�Small shops run out of money.
�Less money : weak economy in Europe.
�Elitisation of the sport.
�lack of innovation.
�Lack of mass media support.
�Cost of ski resort vacations (average is 2700 € per week for a 4 person’s family ).
�Bad Winter 06/07, global warming impact.
Main reasons for deacreases :
Main markets variation in EU season 0708 : units
BOARDS
BOOTS
BINDINGS
512Czech
republic
936Poland
13 577 Russia
362 Serbia
montenegro
9 123 Russia
1333Serbia
montenegro
1747Poland
15026Russia
Main markets variation in EU season 0708 : Reasons
�Economy is picking up, accumulated needs of the society in all areas.
�Backlog demand, developing economies.
�Strong outdoor market.
�Russia, Poland: increasing snowboard population, distribution investment.
�Growing economies in these countries.
�Snowboard is trendy in Russia.
�Freestyle become trendy.
�Renewing of stuff.
�Rental market.
Main reasons for increases :
�Snow Hall development in EU.
Global Trend :
Forecast Sell In 2008/2009 after order season
12%Apparels
10%Helmets
-5%Bindings
-6%Boots
-6%Boards
Global Decrease confirmed all over Europe.
Increase or stabilization (Russia) confirmed in Eastern countries.
Brand ranking Estimation , season 2007/08
Atomic/Volkl10
Elan9
Nidecker/Crazy
Creeks/Quechua8
Rome7
Head6
Rossignol5
Salomon4
K2/Ride3
Nitro2
Burton1
BOARDS
Brand ranking Estimation , season 2007/08
Atomic/Volkl10
Elan9
Nidecker/Crazy
Creeks/Quechua8
Rome7
Head6
Rossignol5
Salomon4
K2/Ride3
Nitro2
Burton1
Forum/Rome/SP10
Head9
Rossignol8
Quechua/Crazy
Creeks7
Drake6
Salomon5
nitro4
Flow3
K2/Ride2
Burton1
BOOTS
Brand ranking Estimation , season 2007/08
Atomic/Volkl10
Elan9
Nidecker/Crazy
Creeks/Quechua8
Rome7
Head6
Rossignol5
Salomon4
K2/Ride3
Nitro2
Burton1
Forum/Rome/SP10
Head9
Rossignol8
Quechua/Crazy
Creeks7
Drake6
Salomon5
nitro4
Flow3
K2/Ride2
Burton1
Flow10
329
Quechua/Crazy
Creeks8
Deeluxe7
Vans6
Head/Northwave5
DC shoes4
Nitro3
Salomon2
Burton1
BINDINGS
Brand ranking Estimation , season 2007/08
Scott3
Red2
Giro1
O'Neill6
Protest5
Billabong4
Quiksilver/
Roxy3
Volcom2
Burton1HELMETS
APPARELS
Brand ranking Estimation , season 2007/08 Vs 2006/07
Rossignol / Atomic / K2/
Deeluxe / Flow
Elan/ Atomic/ Nidecker
Volkl/ Flow/ Elan
10FlowForum/
Rome/SPAtomic/Volkl10
DCRossignolNidecker932HeadElan9
VansHeadAtomic8Quechua/
CrazyCreeks
RossignolNidecker/Crazy
Creeks/Quechua8
32NitroHead7DeeluxeQuechua/
CrazyCreeks
Rome7
NitroQuechua /
CrazycreeksQuechua/
crazycreeks6VansDrakeHead6
Quechua / Crazycreeks
DrakeK2/Ride5Head/North
waveSalomonRossignol5
NorthwaveSalomonSalomon4DC shoesNitroSalomon4
HeadK2 / RideRossignol3NitroFlowK2/Ride3
SalomonFlowNitro2SalomonK2/RideNitro2
BurtonBurtonBurton1BurtonBurtonBurton1
BootsBindingsBoards06/07BootsBindingsBoards07/08
Boards production site winter 0708 :
1. China 50%
2. Austria and East countries 35%
3. Spain (Rossignol)
4. Tunisia (Salomon)
tendencies for future:
AUSTRIA and CHINA
Boards production site
64%
36%
70%
30%
0%
20%
40%
60%
80%
100%
season 0708 season 0607
resorts
cities
73%
28%
0%
20%
40%
60%
80%
100%
120%
season 0708
resorts
cities
percentage of sales between ski resorts Vs cities (global market hardware) :
cities : 64 %
ski resorts : 36 %
percentage of sales between ski resorts Vs cities (global market apparel)
cities : 73 %
ski resorts : 28 %
Distribution segmentation : details
83%
17%
86%
14%
0%
20%
40%
60%
80%
100%
season 0708 season 0607
rental
sales
percentage rental Vs sales (global market hardware) :
sales : 83 %
rental : 17 %
Distribution segmentation : details
0%
36%
31%28% 20% 21%
29%
16%19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
proshop sport shops
(independant)
sport chains big box flagship store
0708
0607
Distribution segmentation in %
0%0%Flagship store
19%21%Big box16%20%Sport chains
36%31%Sport shops
(independant)
29%28%Proshop06070708
Based on retail price informationBoard price segmentation season 0607
92122444%
X >500 €400€<X<500€300€<X<400€199€<X<300€X < 199 €Board price
Board price segmentation in % winter 0708
14%
23%
30%
21%
12%
X < 199 €
199€<X<300€
300€<X<400€
400€<X<500€
X >500 €
Board price segmentation season 0708
1221302314%
X >500 €400€<X<500€300€<X<400€199€<X<300€X < 199 €Board price
Boards price segmentation Men products
Based on retail price information
60,332,47,4%
X >150 €80 € < X < 150 €X < 80 €Boots price
Boots price segmentation season 0607
Boots price segmentation in % winter 0607
8%
33%
59%
X < 80 €
80 € < X < 150 €
X >150 €
Boots price segmentation Men Products
Boots price segmentation season 0708
59338%
X >150 €80 € < X < 150 €X < 80 €Boots price
Based on retail price informationBindings price segmentation season 0607
39,444,915,7%
X >150 €80 € < X < 150 €X < 80 €Bindings prices
Bindings price segmentation in % winter 0607
10,0
36,054,0
X < 80 €
80 € < X < 150 €
X >150 €
Bindings price segmentation Men products
Bindings price segmentation season 00708
543610%
X >150 €80 € < X < 150 €X < 80 €Bindings prices
Based on retail price informationBoard price segmentation season 0708
213472316%
X >500 €400€<X<500€300€<X<400€199€<X<300€X < 199 €Board price
Boards price segmentation Women products
Boots price segmentation season 0708
59338%
X >150 €80 € < X < 150 €X < 80 €Boots price
Bindings price segmentation season 00708
61390%
X >150 €80 € < X < 150 €X < 80 €Bindings prices
011364922%
othersFreeride
Backcountryfreestyle
Freeridefreestyle
freecarveAlpinRiding type
Men , Season 0607
Riding type Men and Women
Men , Season 0708
010384831%
othersFreeride
Backcountryfreestyle
Freeridefreestyle
freecarveAlpinRiding type
2,2933,653,80,90,5%
othersFreeride
Backcountryfreestyle
Freeridefreestyle
freecarveAlpinRiding type
Women , Season 0607
Women , Season 0708
08256710%
othersFreeride
Backcountryfreestyle
Freeridefreestyle
freecarveAlpinRiding type
Gender segmentation (sales)
Season 0607
70%
6%
24%Girls
Kids
Boys
Season 0708
68%
7%
25% Girls
Kids
Boys
market share men-women in wintersport in % (practice)
52 5064
49
48 5036
51
0
20
40
60
80
100
120
Alpin ski nordic ski snowboard other
women
men
Source: INSEE France
Wintersports global : market share men-women
REMINDER OF LAST YEAR PRESENTATION
1 3 25 3 6
2721
20
22
24
22
12
19
1216 20
45
3
69 16
12
18 14
58
13
7
0
20
40
60
80
100
120
Alpin ski Nordic ski Snowboard others
student
reprocessed
workmen
employees
intermediate profession
higher intellectual profession
entrepreneur
farmer
In % of Stay
Wintersport practice by social and economic category 2006/07
Source: INSEE France
Girls market:
�Growing again
�Styles ,designs and prices are always important
�Girls are freeriding much more
Kids market (<14 years old) :
�Freeski more cool for kids
�Industry needs to invest in this category as kids are the future of the sport and business�Kid boots prices have to be very low
�Growing segment but parents are still not willing to spend money on proper equipment
Gender segmentation : details
Primary industry concerns :
� Less demand. No hype anymore.
� Lack of snow in lower altitude regions.
� Conservative/ low risk attitude from the retailers.� Less and less investment in the evolution of the sport : No Innovation
� US influence getting bigger, less room for the Euro way
� People are getting more price sensitive due to declining economies.
� Inventory in shops/distributors.� Shy Consumer behaviour and trend to save money rather to spend on new gear.
� Free skiing gets more attention than before.
Negative market influencies Winter 0708
Negative market influencies Winter 0708
�Concentration of brands, loss of good mix in shops, fear of monoculture shops, rentability of
hardgoods compared to softgoods
�Snowboards can be bought everywhere.
�Pressure from the industry brings prices down and down.
�Fewer independent shops. Consolidation of the distribution channels
�Many retailers are in a bad financial state, as many of them have a lot money still tied up in inventory. (In the back room or on the sales floor..)
�Discount sales starting too early, too big (-20/-30%)
�Rental market number increase : competition with sales number.
�The big chains are going for price more than ever and contribute to a new type of generic
products redefining the basic quality of snowboard equipment.
�The core shop network has suffered more from the green 06 winter. Core shops are the lungs of
the sport and need support.
�Bad situation for snowboarding in the city shops
�Production numbers are too big.
�Drop in instore snowboard display.
Statement of the distribution concerns:
your overview on the global market in Europe
�Some brands just simply produce too much product, growing close-out and grey market business
�The importance for shops of the hardgoods business is declining compared to the apparel and outdoorbusiness.
�The number of participants is not increasing.
�A lot of the feedback insinuates that kids are moving more towards technology hobbies (myspace, computers in general, facebook, iphones, etc…) and taking them away from wintersports.
�The sell-out season starts later and later, with « end of season » sales that start at the beginning of the season(beginning of January). Dangerous tendency that needs to be changed quickly for the survival of the market. Shops are however starting to understand this and are slowly changing their way of buying and of selling.
�Rental is increasing and infrastructures will evolve together with the ski market.
�European market is still very contrasted and requires a very local approach (product and distribution)
�Internet sales influence should also hit the market pretty soon enabling the bigs to get bigger.
�Pressure on prices is higher and higher both on brands and shops.
�Our market will need a couple of season to digest the winter 0607. Retailers had lot of old stock whichdecreased the sell-in for 0708 and 0809 seasons.�The snowboard community needs to react now and to show its unity .�It is still more versatile freestyle oriented but will for sure evolve towards more “low tech” freestyle products.
�As snow is disappearing in most of the big cities, less people are attracted to go to wintersports.
�Sport is OK, economies are down !!!
Influences from other markets (freeski, outdoor…) :
your opinions summary
�Most of them are skiers who discovered a new style of skiing. Some of them, especially the
younger Freeskiers might have choosen a snowboard in previous years but now stay on a ski.
�Freeski is still growing but having so many Freeskiers does not mean that they are all converted
Snowboarders.
�Participants are switching between skiing and snowboarding according to snow condition.
�Freeski market is hyped up, but figures are not particularly great when you look at how many twin
tip/fat skis are really sold in the shops.
�More parks, more media awareness for freestyle in general.
�Still more positive influence from the Freeski market as kids go to the mountain and have fun
together.
�There is a good number of kids that switch from snowboarding to skiing.
�There is quite a lot of kids that start winter sports with Freeskiing.
SWOT of the market (Strength, weakness, opportunity, threats)
�Still part of the youth culture.
�There is still a lot of interest for snowboarding: The magazines do good sales, the homepages are
well visited, the big events enjoy enourmous numbers of spectators.
�New brands are still coming to the market , they are adding the cool factor to the sport.
�Local EU specificities lowering the risk factor.
�Euro “vision” of snowboarding expressed by media.
�Some of the very best riders in the world are european.
�Park equipment installation is up, More snowparks available.
�The whole Alps as playground.
�Solid consumer base.
�Cool Image.
� Markets with good distribution channels.� Culture and style around snowboarding.
Strength:
SWOT of the market (Strength, weakness, opportunity, threats)
�Fragmentation of the market and hence a lack of power of reinvestment in marketing and promotion for the sport in general.
�Lack of new participants. No dedicated snowboard teachers because of legislation.
�Offer > demand , especially in a bad snow year.
�Product mix going down.
�Less Euro brands that have a worldwide position.
�Infrastructure / economy.
�Less Dealers are backing the Snowboard Category and see Snowboard only as an
accessory to sell softgoods. Conservative retail policies.
�Lack of coordination in between the sport's players.
�Elitist marketing. Lack of mass media support.
�Cost of wintersport for families. Decreasing purchase power
�Global warming effects.
�Not enough innovation for the same price level.
Weakness:
SWOT of the market (Strength, weakness, opportunity, threats)
�Still need to improve binding technology to make snowboarding accessible.
�To develop a pan European snowboard instructor diploma.
�Markets for women/kids and lower priced boots.
�New way of buying from shops (fewer brands, less stock), to make the market more
sane.
�More pro shop support (loyalty programs, incentives..).
�Improvement of equipment in resort (parks, maintenance, creative playground,,) and
easy access to ski resort (travel agencies…).
�Education of dealers : Attract beginners and keep them on a board (vs 2 boards).
�Snow halls.�Growing potential in new EU countries.
�The World snowboard day to make the sport open to the masses,,,Need to work on mass media impact events to get more major brand money.
�New « easy » shapes, new technologies. Industry needs to be more open to joeconsumers (youth and middle age).
Opportunity:
SWOT of the market (Strength, weakness, opportunity, threats)
�We are addressing a young target group which exactly loves the lifestyle and expression of our sport….they like to change.
�Big groups fighting on prices (especially rental).
�Freeski competition.
�Core Distribution survival.
�World wide economical crisis.
�The freestyle « ghetto » !
�Global warming and its presentation by medias.
�Kids are more attracted by digital wonderland.
�Skiing or snowboarding gets more and more expensive (vacation, lift pass, travel..).
Threat:
Contact informations :
Boardsports Consulting
Rémi FORSANS
Mobile phone :+33626914039
Email: remi.forsans@free.fr
KEEP RIDING ….AND STAY COOL !
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