European Market Survey 2007/2008
A BOARDSPORTS CONSULTING JOB
European Market Survey 2007/2008
A BOARDSPORTS CONSULTING JOB
country
Boards
Market share %
% 0708 Vs 0607
Switzerland
56000
14,17%
-8,29%
Germany
55833
14,13%
-8,76%
France
54833
13,87%
-3,22%
Russia
43200
10,93%
45,83%
Austria
42600
10,78%
-8,37%
Italy
24900
6,30%
-7,32%
UK
17500
4,43%
-5,53%
Norway
14833
3,75%
-19,92%
Spain
14000
3,54%
-21,79%
Sweden
12125
3,07%
-20,36%
Benelux
11940
3,02%
-1,30%
Czech republic
11900
3,01%
4,50%
Finland
11750
2,97%
-13,21%
Poland
9680
2,45%
10,70%
Slovania
2667
0,67%
1,82%
Hungary Serbia montenegro
1700 1700
0,43% 0,43%
-3,68% 21,17%
Denmark
1600
0,40%
-11,36%
Romania
1333
0,34%
-17,75%
Slovakia
1333
0,34%
-14,69%
Croatia
1067
0,27%
1,01%
Kosovo
1000
0,25%
17,23%
Greece
1000
0,25%
25,00%
Bulgara
730
0,18%
-0,95%
TOTAL
395225
100,00%
-4,01%
Sell-In 07/08 : BOARDS
country
Boots
Market share %
% 0708 Vs 0607
France Germany
60717 60333
13,75% 13,66%
-2,76% -5,50%
Switzerland
58933
13,35%
-3,49%
Austria Russia Italy UK Norway Spain Benelux Sweden Finland Czech republic Poland Slovania Denmark
46140 43240 28833 24840 19333 16900 15015 14750 13749 12476 10780 3073 2288
10,45% 9,79% 6,53% 5,63% 4,38% 3,83% 3,40% 3,34% 3,11% 2,83% 2,44% 0,70% 0,52%
-5,28% 26,74% -1,78% -1,69% -4,53% -13,28% -8,13% -20,79% -11,97% -0,25% -5,56% -26,14% -27,27%
Hungary
1900
0,43%
-55,91%
Serbia montenegro Croatia
1900 1300
0,43% 0,29%
23,54% -6,94%
Greece
1183
0,27%
-1,14%
Romania Kosovo Slovakia Bulgara TOTAL Ratio
1117 1050 1050 650 441551 1,12
0,25% 0,24% 0,24% 0,15% 100,00%
-31,79% 6,06% -44,53% 0,93% -4,76%
Sell-In 07/08 : BOOTS
country
Bindings
Market share %
% 0708 Vs 0607
switzerland
57583
13,96%
-13,44%
Germany France Russia Austria Italy UK Norway Spain Sweden Benelux Czech republic Finland Poland Slovania Hungary
56833 56667 45260 42680 25917 18520 16267 14300 13188 12840 12600 11975 10320 2900 2600
13,78% 13,74% 10,98% 10,35% 6,28% 4,49% 3,94% 3,47% 3,20% 3,11% 3,06% 2,90% 2,50% 0,70% 0,63%
-7,58% -7,38% 49,70% -9,11% -10,22% -10,95% -23,47% -17,86% -14,32% -7,37% -2,69% -12,90% 20,38% 21,64% -3,02%
Serbia montenegro
2600
0,63%
105,21%
Croatia
1675
0,41%
48,76%
Denmark Kosovo Romania Slovakia Greece Bulgara TOTAL Ratio
1650 1525 1367 1350 1017 738 412370 1,04
0,40% 0,37% 0,33% 0,33% 0,25% 0,18% 100,00%
-29,55% 69,82% -6,39% 0,82% -7,58% 130,47% -5,02%
Sell-In 07/08 : BINDINGS
Evolution of the Global European snowboard sales (Sell-In) 600000
500000
412370
441551
395225
434044
464159
412251
484674
526837
462559
474659
200000
453480
300000
506828
400000
Boards 100000
Boots Bindings
0 2004/2005
2005/2006
2006/2007
Sales evolution over last 4 years
2007/2008
European Market in Euros In €
Men
Woman
Kids
snowboards
92 032 972 €
30 457 027 €
4 149 863 €
boots
44 992 405 €
16 456 912 €
2 472 686 €
bindings
40 820 140 €
15 948 042 €
2 309 272 €
TOTAL
177 845 517 €
62 861 981 €
8 931 820 €
71%
25%
4%
snowboards boots
126 639 861 €
24%
snowboards
63 922 003 € 50%
bindings
59 077 453 €
boots
26% bindings
TOTAL
249 639 317 €
Global 07/08 turnover ESTIMATION based on retail prices
Germany
-5362
Sweden
-3872
Switzerland
-
8 945
Switzerland
-5064
Germany
-3511
Norway
-
4 988
Austria
-3890
Spain
-2587
Germany
-
4 663
Spain
-3901
Austria
-2570
France
-
4 513
Norway
-3691
Switzerland
-2258
Austria
-
4 278
Sweden
-3100
Finland
-1870
Spain
-
3 110
Italy
-1968
France
-1724
Italy
-
2 950
France
-1822
Benelux
-1329
UK
-
2 278
Finland
-1789
Norway
-918
Sweden
-
2 204
UK
-1006
Italy
-523
Finland
-
1 773
BOARDS
BOOTS
Main markets variation in EU season 0708 : units
BINDINGS
Main reasons for deacreases :
Bad Winter 06/07, global warming impact. Cost of ski resort vacations (average is 2700 € per week for a 4 person’s family ). Lack of mass media support. lack of innovation. Elitisation of the sport. Less money : weak economy in Europe. Overall purchasing power decrease. Small shops run out of money. Lack of believe in wintersport. Increasing part of rental, product mix up, pro shop sales down, close out sales up. Stock situation in shops. Snowboard as a trend is flat or decreasing.
Main markets variation in EU season 0708 : Reasons
Russia
13 577
Poland
936
Czech republic
512
Russia Serbia montenegro
BOOTS
9 123
Russia
15026
Poland
1747
Serbia montenegro
1333
362
BOARDS
Main markets variation in EU season 0708 : units
BINDINGS
Main reasons for increases : Snow Hall development in EU. Rental market. Renewing of stuff. Freestyle become trendy. Snowboard is trendy in Russia. Growing economies in these countries. Russia, Poland: increasing snowboard population, distribution investment. Strong outdoor market. Backlog demand, developing economies. Economy is picking up, accumulated needs of the society in all areas. Main markets variation in EU season 0708 : Reasons
Global Trend :
Boards
-6%
Boots
-6%
Bindings
-5%
Helmets
10%
Apparels
12%
Global Decrease confirmed all over Europe. Increase or stabilization (Russia) confirmed in Eastern countries.
Forecast Sell In 2008/2009 after order season
BOARDS 1
Burton
2
Nitro
3
K2/Ride
4
Salomon
5
Rossignol
6
Head
7
Rome
8
Nidecker/Crazy Creeks/Quechua
9
Elan
10
Atomic/Volkl
Brand ranking Estimation , season 2007/08
BOOTS 11
Burton Burton
22
Nitro K2/Ride
33 4 4 5 5 6 6 7 7 8 8
K2/Ride Flow Salomon nitro Rossignol Salomon Head Drake Rome Quechua/Crazy Creeks Nidecker/Crazy Creeks/Quechua Rossignol
99
Head Elan Forum/Rome/SP Atomic/Volkl
10 10
Brand ranking Estimation , season 2007/08
BINDINGS 111
Burton Burton Burton
222
Nitro K2/Ride Salomon
333 44 4 5 5 5 6 66 77 7 88 8
K2/Ride Nitro Flow Salomon DC shoes nitro Rossignol Head/Northwave Salomon Head Vans Drake Rome Deeluxe Quechua/Crazy Creeks Nidecker/Crazy Quechua/Crazy Creeks/Quechua Creeks Rossignol
999 10 10 10
32 Head Elan Flow Forum/Rome/SP Atomic/Volkl
Brand ranking Estimation , season 2007/08
APPARELS HELMETS
1
Burton
1
Giro
2
Volcom
2
Red
3
3
Scott
Quiksilver/ Roxy
4
Billabong
5
Protest
6
O'Neill
Brand ranking Estimation , season 2007/08
07/08
Boards
Bindings
Boots
06/07
Boards
Bindings
Boots
1
Burton
Burton
Burton
1
Burton
Burton
Burton
2
Nitro
K2/Ride
Salomon
2
Nitro
Flow
Salomon
3
K2/Ride
Flow
Nitro
3
Rossignol
K2 / Ride
Head
4
Salomon
Nitro
DC shoes
4
Salomon
Salomon
Northwave
5
Rossignol
Salomon
Head/North wave
5
K2/Ride
Drake
Quechua / Crazycreeks
6
Head
Drake
Vans
6
Quechua/ crazycreeks
Quechua / Crazycreeks
Nitro
7
Rome
Quechua/ Crazy Creeks
Deeluxe
7
Head
Nitro
32
8
Nidecker/Crazy Creeks/Quechua
Rossignol
Quechua/ Crazy Creeks
8
Atomic
Head
Vans
9
Elan
Head
32
9
Nidecker
Rossignol
DC
Volkl/ Flow/ Elan
Elan/ Atomic/ Nidecker
Rossignol / Atomic / K2/ Deeluxe / Flow
10
Atomic/Volkl
Forum/ Rome/SP
Flow
10
Brand ranking Estimation , season 2007/08 Vs 2006/07
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
percentage of sales between ski resorts Vs cities (global market hardware) : cities : 64 % ski resorts : 36 %
100% 80%
36%
30%
60%
resorts
40% 64%
70%
season 0708
season 0607
cities
20% 0%
percentage of sales between ski resorts Vs cities (global market apparel) cities : 73 % ski resorts : 28 %
120% 100% 28% 80% resorts
60%
cities 40%
73%
20% 0% season 0708
Distribution segmentation : details
percentage rental Vs sales (global market hardware) : sales : 83 % rental : 17 %
100% 17%
14%
80% 60% 40%
rental 83%
86%
season 0708
season 0607
20% 0%
Distribution segmentation : details
sales
Proshop Sport shops (independant) Sport chains Big box Flagship store
40%
36%
35% 30% 25%
0708 28%
0607 29%
31%
36%
20% 21% 0%
16% 19% 0%
29% 28%
31%
20%
21% 0708
20% 15%
16%
19%
0607
10% 5%
0%
0% proshop
sport shops (independant)
sport chains
Distribution segmentation in %
big box
flagship store
Based on retail price information
Board price segmentation season 0607 Board price
X < 199 €
199€
