Archaeopteryx.
With temperatures in major cities hitting record lows and China ushering in the peak of the ice and snow season, skiers have been opening their boards one after another to gallop through the thrilling world of ice and snow. Compared with previous years, popular ski destinations such as Heilongjiang, Jilin and Xinjiang have seen a surge in passenger traffic. According to Tongcheng Travel, searches related to "skiing" increased 412% year-over-year in December. It can be seen that in the first snow season after the end of the domestic epidemic control, more people showed interest in ice and snow sports and included skiing in their travel plans.
In this context, outdoor clothing brands are also trying to seize the opportunity to more effectively ride the "east wind" of the booming ice and snow sports. While many brands have chosen to boost sales through livestreaming, pop-up stores, celebrity collaborations, co-branding, and other strategies, Arc'teryx, as an industry-leading brand, has not followed the crowd and has paid homage to the mountains and skiing in the most authentic way.
On December 21, Archaeopteryx released the 2023 snow season documentary "The Way of Mountain Snow", which tells the story of a group of snow lovers looking for a way to get along with mountain and snow and explore the true nature of freedom. The film focuses on three pairs of skiers who share their love for mountain snow through their personal perspectives.
Whether it is the Tuvan Suke and his sister Wurna, who inherit the spirit of mountain snow, or Dahuan and Guancai, who choose to go freely after careful consideration, Xing Zhekui, the mountain guide of Archaeopteryx who insists on protecting the safety of skiing, Wang Zhixun, a ski promoter, and Peng Chao, the founder of the AARE Altay Avalanche Research and Education Organization, they all use their stories to prove that alpine is not a show for elite lifestyles, and skiing is not only a "highlight moment" for social **. Through the film, the true values behind skiing – freedom, responsibility, and reverence for nature – are revealed.
The Way of Mountain Snow is in line with the principle of alpine reverence that the Archaeopteryx brand has always adhered to, emphasizing the symbiotic relationship between man and nature. This unconventional marketing campaign has garnered great attention on social media platforms, with more than 1.5 million views of Xiaohongshu's relevant content and more than 7.3 million documentaries on the entire network.
In recent years, Arc'teryx's strong growth in the Chinese market and its leading position are obvious to the entire outdoor industry. This article will take "The Way of Mountain Snow" as a guide to delve into the development of the domestic ski clothing industry and the fundamental factors for Arc'teryx to lead the ski clothing track.
Archaeopteryx 2023 Snow Season Documentary "The Way of Mountain Snow".
Archaeopteryx.
Ice and snow sports continue to heat up in China
According to official estimates, by 2025, about 50 million people in China will participate in ice and snow sports, which will make the country's winter sports market a global leader. In 2016, China** recognized the deep potential of the industry and issued the "Ice and Snow Sports Development Plan (2016-2025)". The goal is to develop the ice and snow sports industry into a 1 trillion yuan industry by 2025, and at the same time cultivate and promote the interest of the Chinese people in various ice and snow sports.
In 2021, China** released the Action Plan for the Development of Ice and Snow Tourism (2021-2023) to further promote the development of ice and snow sports-themed tourism. The introduction of official policies has created the conditions for the rapid development of winter sports infrastructure and made skiing a cutting-edge activity in China's ice and snow sports market. In 2021 alone, the valuation of the ski industry reached RMB 35.1 billion, and this figure continues to grow.
In the context of the rapid development of the ski industry, consumer demand for ski equipment has also exploded. According to the December data of the Dewu app, the sales of ski equipment (including ski clothing, ski boots, helmets, glasses, protective gear, gloves, etc.) increased by more than 14 times compared with the same period last month, of which the sales of ski clothing exceeded 120% year-on-year**.
In recent years, outdoor brands and luxury brands have made a lot of layouts in the ski field, which has confirmed this trend.
However, with the development of skiing in China, the needs of consumers are also differentiated: for experience-oriented players, renting or buying first-class products is the choice of most people;For professional skiers, the fancy design is not enough. Just as Zhang Yuang, head of the commercial operation center, said in an interview with **: "Old players are entering the advanced or professional stage one after another, and they need to purchase high-end products with more scientific and technological power and technical performance. "And Archaeopteryx captures the pain points of these niche people.
Hardcore products and safety education
Help skiers enjoy the freedom of mountain snow
Despite the growing number of consumers who are captivating the allure of skiing, the safety of the sport is often overlooked. As a consumer-centric brand, Arc'teryx adheres to the brand genes and brand philosophy of excellence derived from the mountains, and is committed to providing reliable equipment and leading technology, and advocating a focus on ski safety.
The brand's pursuit of ultimate professionalism is also reflected in "The Way of Mountain and Snow". The film highlights that Arc'teryx products have been rigorously honed and tested to provide better durability and functionality in harsh conditions. For example, the Sabre SV hard-shell snow suit is specially designed for severe snow conditions, flexibly adapting to different terrains, allowing more skiers to enjoy the freedom brought by skiing.
Archaeopteryx alpine guide Xing Zhekui, ski promoter Wang Zhixun and AARE promoter Peng Chao survey the snow conditions.
Archaeopteryx.
In addition to the marketing initiatives, the brand also conducts avalanche nature education, rescue and teamwork skills through mountain classes under the theme of "ski safety". This communication strategy demonstrates the brand's deep concern for safety and its commitment to fostering a deep connection between skiers and the mountains. For the 2023 2024 snow season, Archaeopteryx supported the AARE Altay Avalanche Research and Education Organization, advocating for a calm and scientific approach to exploring nature.
Building on this, Arc'teryx has gone one step further by driving a drive to reduce its environmental footprint and enhance its positive social impact. The brand's Rebird sustainability program, which encompasses maintenance, repair, and recycling, is the best proof of its commitment to long-term sustainability.
Arch'teryx's Rebird sustainability program.
Archaeopteryx.
Rooted in the brand genes of the mountains
In recent years, Arc'teryx has been committed to sharing brand values and culture with Chinese consumers. In October this year, Archaeopteryx No Wasted Days The Road to the Mountains Digital Film Festival opened its first stop in Asia in Chengdu, bringing the spirit of mountaineering to a wider audience with an immersive audio-visual experience.
Archaeopteryx No wasted days Road to the Mountain Digital Film Festival.
Archaeopteryx.
In addition to marketing activities, Arc'teryx held a number of "mountain classes" in various places, providing an excellent platform for outdoor enthusiasts to interact with professional athletes. Through workshops, workshops and social events covering mountaineering, skiing, hiking and rock climbing, Mountain Classes has built a loyal community of brand members. With a sense of awe and yearning for the mountains and snow, more and more outdoor enthusiasts are joining the community.
Archaeopteryx "Mountain Classroom".
Archaeopteryx.
It's not hard to see that in an era when many brands are trying to create buzz through high-profile marketing, Arc'teryx has gone the other way and invested a lot of resources in storytelling and community building. This strategy has attracted more real skiers, further cementing Arc'teryx's leading position in the skiwear market.
With its unique brand narrative and commitment to professionalism, safety, sustainability and community building, Arc'teryx has inspired more skiers to take a more prudent approach to the mountains and set a benchmark for the industry. As the ice and snow sports craze continues to heat up in the Chinese market, Arc'teryx will continue to shape the ice and snow sports culture and promote the transformation of the ski apparel track.
Author and editor Wu Wenzhuo.