The ski market is based on revenues generated directly in the ski resorts but also on all the equipment sold on the market by well-known brands such as Rossignol and Salomon.
The winter sports market in France is worth around 700 million euros (source: NPD Group). In addition, the ski market is also based on the sale of equipment, which is not included in this figure. Skiers at least buy clothing specific to skiing and sometimes personal boots or a pair of skis.
In the ski resort sector, competition is moderate as companies operate several resorts. The size of the companies therefore allows them to assume the significant investments necessary for the security and accessibility of the sites. In the ski equipment market, competition is controlled with brands that are already well established and recognized by the general public. The players are trying to seek value through technological innovations in this specialist segment.
Product diversification is mainly through acquisitions. For example, Salomon, that is already very active in skiing and clothing, has established itself on the ski boots market through acquisitions.
Innovation is a key factor in a sector in which consumers are particularly demanding. Indeed, the high prices maintained increase the demand of consumers who are often connoisseurs. Thus, research and development are a major cost item for ski equipment companies.
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