The 123 Mass Ice and Snow Festival has opened. How can Snow Flying play with young people together?

Every year, the arrival of cold air has never dampened people's enthusiasm for ice and snow sports.

Since November, as domestic ski resorts have gradually opened, the winter ice and snow sports in 2024 are slowly kicking off, and the search popularity for ice and snow tourism continues to rise.

The enthusiasm of the public for ice and snow sports has driven it to become a booming industry worth nearly one trillion yuan. According to the "Research Report on the Development of China's Ice and Snow Industry (2024)", it is expected that the 2024 - 2025 ice and snow season is expected to exceed 500 million person - times, and the total income of ice and snow leisure tourism is expected to exceed 700 billion yuan, and the scale of China's ice and snow industry is also expected to exceed 1 trillion yuan next year.

Facing such a vast blue ocean market, Snow Flying has not only created the "Born for Snow" 123 Mass Ice and Snow Festival IP for two consecutive years, but also launched a new series of wind and snow clothing.

On December 3, the Snow Flying "Born for Snow" 123 Mass Ice and Snow Festival was inaugurated at the Yinhe Ski Resort in Cuiyun Mountain, Chongli, Beijing.

Why does a clothing enterprise hold an ice and snow event? For this, we invited Mei Dong, the Executive President of Bosideng Group, to talk about the decision - making logic and strategic significance behind it.

Executive President of Bosideng Group Mei Dong

Mei Dong, the Executive President of Bosideng Group, believes that The reason why Snow Flying holds the 123 Mass Ice and Snow Festival is, on the one hand, to respond to the policy call to stimulate the vitality of the ice and snow economy through the high - quality development of ice and snow sports, actively promote the development of ice and snow sports, and drive more people to go outdoors and participate in ice and snow sports; on the other hand, in the current situation where the down jacket market is gradually becoming homogenized, Snow Flying hopes to take this opportunity to create a characteristic ice and snow culture IP, so that the brand itself can stand out in the competition and achieve remarkable results.

As a domestic brand that has gone through a 25 - year journey, Snow Flying has had an ice and snow gene since its establishment, and its brand name comes from the sentence "Thousands of mountains are frozen and cold, and thousands of miles are flying in the snow". And the 123 Mass Ice and Snow Festival is the exclusive IP event created by Snow Flying to always implement the brand gene.

1. Focusing on Young People and Value for Money: A 25 - Year Domestic Brand Finds a New Growth Path

At present, the consumption logic of Chinese consumers has changed. From the once cost performance to the current value for money, a rational consumption era that focuses on "good quality and reasonable price" has arrived.

This is also felt by Mei Dong, the Executive President of Bosideng Group. She believes that The current market is in a structural consumption change, which brings an unprecedented development space for the Snow Flying brand that focuses on high value for money.

In late October, Snow Flying officially announced that the outstanding young actor Cheng Yi became the global brand spokesperson of Snow Flying, comprehensively interpreting the fashion, functionality and multi - scenario wearing of the wind and snow series, and bringing a comprehensive take - off in sales and popularity for the brand.

It is understood that the wind and snow series uses the new SF - Tex fabric independently developed by Snow Flying and has undergone durable water repellent (DWR) treatment, combining excellent characteristics of wind resistance, waterproof, wear resistance and easy and quick management, and can withstand harsh wind and snow weather conditions. With the new wind and snow series, Snow Flying has won several international design awards and has newly defined the "wind and snow resistance" standard of down jackets.

At the same time, Snow Flying is not limited to ice and snow sports in winter, but expands a richer product category according to the wearing needs of users in four seasons.

For example, the Snow Flying sunscreen clothing launched for high - frequency scenes in summer, and the Shan Hai series 冲锋衣 that is suitable for both spring and autumn temperatures - these products bring new market growth points to Snow Flying by meeting the clothing needs of consumers in different seasons throughout the year.

From sunscreen clothing, 冲锋衣 to the new wind and snow series, what remains unchanged for Snow Flying is "value for money".

Mei Dong, the Executive President of Bosideng Group, said that value for money is still the key word for Snow Flying. It is specifically manifested in that with the broadening of the price range of some products, the quality and multi - scenario wearing experience brought to consumers by the products have been greatly improved.

Starting from the three scenarios that young people are most concerned about nowadays, Snow Flying has launched the wind and snow series that focuses on the brand's ice and snow gene, the urban and wild series that focuses on the lifestyle of young people, and the titanium light series that focuses on the urban commuting group, further consolidating the brand positioning of "fashion, sports, and functionality".

Nowadays, Snow Flying has achieved remarkable results in the youth - oriented strategy. Up to now, in the breakthrough in the young consumer circle, the main customer group of Snow Flying is mainly young people aged 18 to 30.

Mei Dong, the Executive President of Bosideng Group, believes that winning the recognition and choice of the young consumer group of the era and providing everyone with more diverse and more comfortable products and services is the core competitiveness of the Snow Flying brand that has lasted for 25 years.

It can be seen that Snow Flying, guided by the consumption needs and clothing scenarios of young people, has found a future growth path.

2. Continuously Deepening the "Internet +" Transformation Strategy, Snow Flying Takes the Lead in Winning the Next Future

In the 1970s, down jackets entered China as an imported product. At that time, down jackets were once called "bread jackets" because of their limited down content, poor warmth retention, and single style design.

However, with the continuous improvement of production technology and design technology by domestic enterprises later, the down jacket industry in China has long moved from the once unbranded or small workshop production mode to the brand and even industrialized development. Under the historical wave of the rise of domestic down jacket enterprises, a large number of domestic brands like Snow Flying have been born.

In 2017, Snow Flying, which had a revenue of only 200 million yuan at that time, launched the "Internet +" transformation strategy. It not only built an organizational team with an Internet gene, but also achieved innovation in products, channels and marketing in an all - round way.

In 2024, Snow Flying further deepened the "Internet +" operation mode, focused on the high - quality and cost - effective track, took the lead in the layout of the top strategic channels, and broke through around the three strategies of category value innovation extension, strategic omni - channel model breakthrough, and brand user mindset remodeling.

Relying on the new platform and new technology of "Internet +", Snow Flying gradually realizes the transformation of being younger and more functional. Actively embrace the omni - channel, integrate and graft high - quality supply chain resources, and create the core competitiveness of "high quality and cost - effective". In terms of product innovation, this year the brand focuses on the three dimensions of fashion, sports and functionality, and expands the applicable scenarios of brand products from a single down jacket scenario to outdoor sports, urban sports and wind and snow sports, so as to meet the needs of contemporary young consumers' life scenarios with high quality; in terms of marketing upgrade, not only the IP event of the 123 Mass Ice and Snow Festival was held, but also the new brand spokesperson Cheng Yi was enabled, and the brand assets of Snow Flying were precipitated in the minds of young people.

Nowadays, Snow Flying can no longer be simply summarized as a "down jacket enterprise".

In the view of Mei Dong, the Executive President of Bosideng Group, Snow Flying, as a brand that started with down jackets, has a certain technical accumulation and market awareness. By entering the related functional clothing fields, such as 冲锋衣 and sunscreen clothing, it can use the existing supply chain advantages and technical expertise to further consolidate the brand's position in the functional clothing market.

"If we go back to 2017, the development momentum of Snow Flying today might be regarded as 'a fairy tale'", Mei Dong, the Executive President of Bosideng Group, said in the interview. However, since 2017, Snow Flying has achieved an extremely rapid growth - from the brand GMV of less than 200 million yuan in 2017 to 12 billion yuan in 2023, and the brand GMV compound growth rate in the past six years (2018 - 2023) is 92.8%.

When talking about the future goals, Mei Dong, the Executive President of Bosideng Group, said that In the future, Snow Flying will continue to focus on the customer demand value, focus on improving the product technology innovation ability, and is committed to becoming the first brand of Chinese fashion sports functional clothing.