THE SNOWBOARD MARKET Analyse and Key figures by Rémi FORSANS
European market share estimation season 03/04 Sell-in country Switzerland France Germany Austria Norway Italy Sweden Spain Benelux UK Finland Russia Czech republic Poland Slovenia Denmark Hungary
boards 80000 75000 71000 55000 30000 25000 21000 20000 16000 22400 15000 15000 10000 7000 3000 2500 2500
boots 92000 85000 82000 63000 33000 29000 24000 23000 18000 33600 17000 17000 11000 8000 3500 2900 2900
Bindings 88000 82500 78100 60500 30000 27500 23100 22000 17600 24500 15000 16500 11000 7700 3300 2750 2750
Croatia Serbia Montenegro Kosovo Romania Greece Slovakia Bulgaria TOTAL
1500
1700
1650
1500 1500 1500 1000 1000 300 478700
1700 1700 1700 1100 1100 300 554200
1650 1650 1650 1100 1100 330 521930
For the moment letonia, Lithuania, Estonia, Ukraine, Byelorussia aren’t significant.
European market share estimation season 04/05 Sell-in country Switzerland France Germany Austria Norway Italy UK Sweden Russia Benelux Spain Finland Czech republic Poland Slovenia Denmark Hungary Serbia Montenegro
boards 78400 70500 63900 52250 27000 22500 20000 18900 18000 16000 17000 13500 10500 7700 3300 2250 2750
Croatia Kosovo Romania Greece Slovakia Bulgaria TOTAL
1650 1650 1650 1000 1100 330 453480
1650
boots 86240 77550 70290 57475 29700 24750 30000 20790 19800 17600 18700 14850 11550 8470 3630 2475 3025
Bindings 82320 74025 67095 54863 27000 23625 21800 18900 18900 16800 17850 14175 11025 8085 3465 2363 2888
1815
1733
1815 1815 1815 1100 1210 363 506828
1733 1733 1733 1050 1155 347 474659
Sell In comparison -1600 Switzerland -4500 France -7100 Germany -2750 Austria -3000 Norway -2500 Italy -2400 UK -2100 Sweden 3000 Russia 0 Benelux -3000 Spain -1500 Finland 500 Czech republic 700 Poland 300 Slovenia -250 Denmark 250 Hungary Serbia 150 Montenegro Croatia Kosovo Romania Greece Slovakia Bulgaria
150 150 150 0 100 30
-2% -6% -10% -5% -10% -10% -11% -10% 20% 0% -15% -10% 5% 10% 10% -10% 10% 10% 10% 10% 10% 0% 10% 10%
Sell out -5% -10% -15% -10% -15% -15% -10% -15%
-20% -15%
-15%
2005 Highlights : The total boards quantity is shrinking in Europe: Sell-in : - 6 % Sell-out: west europe – 10 to – 15 % East europe + 10 to + 15 % The market is slightly decreasing in traditional markets Switzerland is European leader The market still growing in East countries REASONS : •The season started late everywhere •No snow in south Alps •The worrying economical situation in Germany and France •The powerfull and trendy comeback from the ski practice •The lack of snowboard infrastructure in European ski resorts (compared to USA) TENDENCY AFTER SELLING PERIOD FOR 05/06 : - 10% (Sell-in)
The market share of top five in Europe based on the complete offer (board, boot ,binding) quantity in Sell-In season 04/05: BRAND
M.S. in %
Burton
27
Tecnica group (Nitro, Vokl..)
9
Quiksilver-Rossignol group (Rossignol, Hammer, Dynastar,Gnu, lib tech, Roxy…)
14
K2 group (K2, ride, Morrow, 5150…)
11
Salomon-Adidas group (Salomon)
12
Total
73
These top five are representing 80% of the world turnover !!!
The sales sharing out : Ski companieslarge brands
Midsize brands
Core brands
Chain store- big boxes
50 %
35%
10%
Sports shops
35%
25%
30%
Pro-shops
15%
40%
60%
Usually inside Chain stores we can find 3 to 5 brands: 1 to 2 “big five” 1 to 2 “Midsize” 1 Trade brand inside sport shops we can find 5 to 7 brands: 2 t0 3 “big five” 2 to 3 “Midsize” 1 to 2 core brands inside Pro shops we can find 7 to 10 brands: 2 to 3 “big five” 3 to 5 “Midsize” 3 to 5 core brands
Board price level (retail)
Distribution channel
Sales %
Sales tendencies %
03/04
04/05
< 300 €
45
55
Pro shops-sport shopschains stores
300-400 €
25
20
Proshops-sport shopschains
400-500 €
15
10
Proshops-sport shops
> 500 €
15
15
proshops
European Practice category in retail aspect (Boards) : category
Market share %
quantities
Distribution
Alpin / freecarve
4
18139
Pro shop-sport shopchains
Backcountry / Freeride
6
27209
Pro shop
Freeride / Freestyle
70
317436
Pro shop-sport shopchains
90696
Pro shop-sport shop
Freestyle technical
total
20
100
453480
(These following figures are crossed informations results for production , not production capacity) 1.
Austria :
KEIL for Burton around 110.000 pieces PALE for Nidecker, Head, Crazy creek, OEM, … around 180.000 pieces GST for Forum, S.Cruz,F2,Jeenyus,Flow, OEM,… around 115.000 pieces ATOMIC for Atomic, Quechua,… around 25.000 pieces OLDENBURG for Burton,… around 20.000 pieces ALLACTION for Palmer,… around 30.000 pieces 2.
Spain :
ROSSIGNOL for Rossignol, Hammer, Dynastar,… around 180.000 pieces 3.
Germany:
VOLKL for Volkl, Nitro,…around 45.000 pieces 4.
Slovenia :
ELAN for Elan, Nitro, Option, Sims,Salomon,Scott, Head,…around 180.000 pieces 5.
Bulgaria :
PAMPOROVO for Oem,…around 25.000 pieces 6.
France :
SALOMON for Salomon around 25.000 pieces 7.
Switzerland :
NIDECKER for Nidecker around 20.000 pieces 8.
Poland :
NODILE for Burton, Fanatic,… around 30.000 pieces Total European production : around 985.000 snowboards
INDUSTRY CONCERNS : • PRODUCTION FACILITIES •DISTRIBUTION NETWORK •LACK OF MOTIVATION AND INNOVATION •SPORT MEDIA COVERAGE •LACK OF INFRASTRUCTURE (snow parks) •LACK OF INVESTMENT CAPACITY
« if we don’t have the shops down there on the beach showing off
surfboards and snowboards and selling wax and wetsuits, with guys with green hair and tatoos talking the talk and walking the walk, if we don’t have that, we’re fucked » Bob Mcknight, Quiksilver Inc founder and CEO « it’s got to have energy, it’s got to have innovation, and it’s got to Happen through getting more people to the sport. Providing sick innovation so riders will go out and buy new stuff is one way. And if we get morePeople into the sport, people will buy more stuf » Jack Burton Carpenter, Burton founder
THANKS FOR ATTENTION…
…KEEP RIDING !
Contact informations : Rémi Forsans Mobile phone :+33626914039 Email:
[email protected]
