sia state of the market. who we are sia | snowsports industries america sia is an international,...
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SIA State of the Market
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Who We Are
Who We Are
SIA | SnowSports Industries America
SIA is an International, Member-Owned, Not for Profit Trade Association of snow sports products and service companies working together for the development of the Snow Sports Industry.
VISION
To ensure long-term sustainability and growth of the North American snow sports industry.
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1954
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SIA Show Jan. 26-29 Denver, Co.Nordic Demo Jan. 30
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Our Industry
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State of the Marketplace
Consumer’s Perspective (Slumping Economy and Higher Prices)
Retailer’s Perspective (Uncertainty and Risk)
Supplier’s Perspective (productions costs)
Resort’s Perspective (will it snow?)
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Consumer’s Perspective (Slumping Economy and Higher Prices)
• Recovery from the recession appears stalled by unemployment, underemployment, and lack of job security. 8.8% 13.7 Mill.
• Wage growth flat 2000 to 2010 at a 10 year low in 2010
• Lack of vacation time and discretionary income
• More conservative outlook following the recession
• Figured out how they can spend
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Consumer Cont.
• New shopping habits– Focused, cautious and tactical.
– Surgical
– Impulse buying is ancient history
– Stores have become messier as shoppers dump merchandise
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Retailer’s Perspective Uncertainty and Risk
• Better margins, stronger prices in 2010/11
• Inventories leaner
• Consumer confidence growing to 70.4 from 54.1 in Nov. 100= 1985
• Sales in recovery, dollar sales higher
• Late deliveries of merchandise
• Increasing cost of goods looming
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Supplier’s Perspective• Pre-season equipment orders for equipment
appear healthy
• Marketing costs increasing
• Manufacturing costs overseas increasing due to labor initiatives and currency policy, Chinese Production no longer a deal
• South America/India strong emerging markets buying up raw materials
• Credit still a problem
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Resort’s Perspective
• Est. 60 million+ Skier/Rider visits for 2010/11 on excellent La Niña conditions.
• Economic conditions improved for this season
• Baby boomers leaving the slopes at 150,000 per year with smaller Gen X behind them
• 2010/11 snowfall was amazing!!!!!!!
• On-the books occupancy up 15% this season
• Real Estate surrounding resorts an issue
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Overall Trends In Cross Country Retail Aug – March 2010/2011
• Improved consumer confidence and great weather are driving strong sales
• Cross Country equipment sales are up significantly and re-ordering was very strong at mid-season
• Snow Sports and Outdoor channels close to equal for Cross Country
• Sell through, margins and prices are very strong
• Men’s and women’s sales are up but they are slightly more for men
• Junior sales up 19%
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What We Know about Nordic Participants
• Average Age 3858.1% Male 41.9% Female
• College Degree 86%• HH Income $75,000+ 46%• Ave. # of Days 9.8• Ride Road bikes 43%• Fitness Walking 57%• Alpine Ski 43%
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Cross Country Skier Participationby Age
Source: SIA/Physical Activity Council 2006/2007 – 2008/2009 Snow Sports Participation15
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Opportunities Available on Both Ends of The Spectrum
Source: SIA/Physical Activity Council Executive Summary 2011
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Snow Sports Participation by Age and Gender
Source: 2010 SIA Participation Study – 2008/2009 Season Participation Data
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30.3%22.0%
30.7%
17.9% 19.6% 18.6%
36.6%
51.1%
22.1%
49.5%40.2%
47.5%
20.6%
18.6%
55.9%
69.3%
31.5%40.2%
33.9%
42.8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Ski Specialty SnowboardSpecialty
Cross-countrySpecialty
Ski &SnowboardSpecialty
SpecialtySports
Sporting Goods& Outdoors
Resort
Seasonal Rentals
Yes - juniors only Yes - adult and juniors No
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Looking Ahead
• How will the consumers react to the increases in pricing looming ahead?
• Will the economy ever get back on track? How will long lasting high unemployment impact the market?
• This season is a record but what are major concerns for next season?
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Thank You!
Ed Wray | Eastern Sales & Marketing Manager
SnowSports Industries America (SIA)8377-B Greensboro Drive, McLean, VA 22102 direct ph:
401.743.8089 main ph: [email protected]
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