Although this winter has been slow to arrive, it hasn’t dampened people’s enthusiasm for skiing.
On the afternoon of January 17, 2019, friends from all over gathered at the ISPO seminar in Beijing for the “2019 ISPO Seminar on New Consumer Ski Rental Experiences.”
Wu Bin, author of the White Paper on China’s Ski Industry, served as the host for the event and raised several common questions at the beginning.
Consumer: “Should I buy or rent?”
Ski resort owner: “Should we invest in our own rental equipment or partner with others?”
Consumer: “The rented ski boards must be terrible, right?”
Ski resort owner: “Why should we share profits with rental providers?”
Then, professional members from various sectors joined in to share their insights and perspectives.
Ding Changfeng
Senior Vice President of Vanke Group
“The era of ice and snow requires professional rental institutions—platform collaboration is better for the development of winter sports.”
Vanke Songhua Lake is a one-of-a-kind destination resort and suburban learning-oriented comprehensive ski area in China.
With the increasing influx of skiing enthusiasts and vacationers, Vanke and AMER began comprehensive cooperation in 2016, introducing SALOMON STATION and ATOMIC CENTER to the resort. Together, they set up two rental service points and one exclusive shop, enabling categorized services for different guests.
This in-depth collaboration not only brings better services to consumers but also adds value to the resort: first, through strong brand partnerships, rental staff have become more professional; second, Vanke gave up short-term gains but provided customers with a better skiing experience, resulting in a 48% year-on-year increase in skier visits this season at Songhua Lake.
In future ice and snow projects, Vanke will continue this partnership strategy to keep delivering better service experiences to consumers.
Xavier LeGuen
Global Vice President of Winter Sports at SALOMON
“SALOMON Ski Rental Stations offer consumers an all-around upgraded rental experience.”
Originating in Japan 25 years ago, SALOMON Ski Rental Stations have since been replicated across Europe and China. They address three key areas: how to serve consumers with varying needs; how to handle peak rental times at ski resorts; and how to assist with product maintenance. Using snowboarding and the Austrian resort of Solden as examples, he detailed how SALOMON rental stations solve these issues: filling out a needs form to quickly understand skiers' requirements and select appropriate gear; installing binding fixtures that save rental staff 50% of the time; and simplified information guides that streamline equipment maintenance. SALOMON rental stations provide tailored solutions based on different needs.
Wolfgang Mayrhofer
Global General Manager of ATOMIC
“Upgraded products are lighter, more time-saving, and labor-saving, helping you enjoy skiing with ease.”
With a 60-year legacy in ski products, the ATOMIC brand is committed not only to serving the world’s top athletes but also to providing suitable, professional ski equipment for intermediate and recreational skiers, aiming to deliver safe and enjoyable skiing experiences.
He shared a survey finding: consumers want to enjoy skiing comfortably and conveniently. Based on research results and observations of the skiing process, the ATOMIC brand is upgrading its products. The new SAVOR concept series, launching in the 2019 winter season, is designed based on consumer insights. It saves time on putting on/taking off and using the gear, making the skiing experience more comfortable and enjoyable. It also helps resort owners and staff adjust equipment more easily, reducing rental workload and improving efficiency.
Stefan Schwarz
General Manager of Asia-Pacific at Amer Sports Group
“Creating market demand together to shape the future of China’s ski market.”
Known to Chinese consumers through trail running, the Salomon brand was also discussed. He mentioned that Amer Sports Group owns not only winter sports brands like SALOMON and ATOMIC but also many other beloved sports brands such as Arc’teryx, Wilson, Suunto, and other internationally renowned outdoor brands. He believes that through collaboration with industry partners, they can jointly develop the vast market demand for winter sports in China, deliver great sporting experiences to customers, encourage repeat business and social sharing, and achieve mutual success.
Kishino Hiroshi
General Manager of Amer Sports Japan
“We offer solutions for all four seasons.”
With 30 years of experience in winter sports, Mr. Kishino shared a video showcasing the GALA Ski Resort and Rusutsu Resort operated by Amer Sports. He noted that Japanese ski resorts are seeing more Chinese ski tourists, and Japanese resorts focus on providing great experiences for beginners. With over 20 years of operating multiple SALOMON rental stations, the Amer Sports Group can offer solutions for ski rentals, ski schools, instruction services, staff training, and various resort entertainment facilities. The group, with its diverse portfolio of brands, can also provide solutions for activities beyond winter sports, covering all four seasons.
During the salon session, the event was also honored to have two skiing enthusiasts, Mr. Hot Spring and Ms. Mushroom, as well as Mr. Yi Li, General Manager of Harbin Sunac Land, and Mr. Ralf Schoerghofer, Global Commercial Manager for ATOMIC – Head of Ski Resorts & Rental Operations. The interactive discussions also sparked a variety of thoughts.
Consumers expect a more convenient and smooth rental process experience, and they often frequent ski resorts that offer easy rental services. They also pay significant attention to the professionalism and hygiene of the equipment, as the quality of rental gear greatly impacts customer experience.
However, Mr. Yi Li, representing the ski resort perspective, believes that good experiences in Japan—such as filling out forms to select products—may not be suitable in China. There are more beginners in the domestic market who initially do not understand their own needs and instead prioritize getting on the slopes quickly, having fun, and taking photos.
Meanwhile, Mr. Kishino Hiroshi, General Manager of AMER Sports Japan, shared initiatives from the SALOMON rental service stations: meeting customers' expectations of renting new snowboards by updating over 30% of inventory with new products each year.
Mr. Ralf Schoerghofer, ATOMIC Global Commercial Manager for Ski Resorts & Rental Operations, stated that the brand’s main focus is on simplifying the rental process to make the consumer experience more effortless.
But regardless of individual viewpoints, there is no doubt that everyone has shown great anticipation and confidence in the future of China’s ski resorts—cultivating interest in skiing, providing good products, and delivering excellent service are all essential.