Global skiing participation is on the decline—but in one crucial market, skiing is perhaps the hottest recreational pastime, with millions of people taking up the sport in the last few years.
That market is China. In this episode of The Negotiation, host Todd Embley welcomes back Justin Downes, who has led efforts to develop snow resorts across China over the last two decades.
As President of Axis Leisure Management, Justin has played a crucial role in growing China’s ski industry and developing the infrastructure for the 2022 Winter Olympics in Beijing. He is the pre-eminent expert on China’s ski industry.
Justin provides an overview of his work in the Chinese ski industry, detailing its development and operational challenges. He analyzes the current state of skiing in China, including participation rates and the number of skiing venues, which both rank among the highest in the world. He also looks at the average Chinese skier, including income levels, where they live, how often they ski, and the drivers behind broader participation.
Reflecting on the 2022 Beijing Olympics, Downes shares insights on its impact on China's ski industry. He discusses the state of elite competitive skiing in China post-Olympics, the performance of Chinese athletes in international competitions, and the significance of China hosting the recent FIS Freestyle World Cup.
The episode also explores developments in resort construction and the potential for China to emerge as an international skiing destination. Additionally, Downes assesses opportunities for ski equipment and winter apparel brands in the Chinese market.
Listen to this episode for an in-depth discussion on the growth and future of skiing in China with industry expert Justin Downes.
Discussion Points:
Jacob Cooke | Special Edition Coronavirus Update
Sarah Kutulakos | The Rise of the Middle Class and How eCommerce Has Changed Corporate Infrastructures
Scott Silverman | Context Over Content, The Demand for Immediacy, & Experiential Marketing
Lauren Hallanan | Live Commerce, Private Traffic & Idle Fish
Tom Nixon | The Speed of China, An Innovation Mindset, & Reaching the 2nd, 3rd, and 4th Tier Cities With Your Marketing
Rebecca Fannin | The Race for Technology Supremacy & Alibaba Life After Jack Ma
Shawn Graham | From Politician to Chinese Business Consultant & The Importance of Building On-The-Ground Human Relationships in China
Doug Pearce | Chinese Megabrands, Agency Pitching Best Practices, & Using KOLs and Social Marketing in China
William Bao Bean | China's First Startup Accelerator, The Chinese Entrepreneur's Modus Operandi, & SOSV's Asia Investment Thesis
Bessie Lee | 3 Decades of Marketing in China, Marketing Technology Startups, and How AI Is Disrupting it All Everywhere
Elizabeth Campbell | PPC West vs. East, Forming Chinese Marketing Teams, and the Value of Custom Built China Data Analytics Software
Sally Zhang | A Masterclass in Dominating Alibaba's Taobao eCommerce Platform
Jordan Rosenberg | Unpacking China's Relationship With Bitcoin, Blockchain, and Cryptocurrencies
Singles Day Recap with Hao Lin of Alibaba Cloud & Joseph Cooke of WPIC Marketing + Technologies
Mathias Chaillou | China's Video Platforms, Risk Tolerance of Chinese Brands, and the Changing Agency Landscape in China
Todd Embley | Being An Expat Entrepreneur, Building Asia's First Tech Accelerator, and VC Investing in China
Leif Rogers and David Noel | Major Sports Brand Building in China, the Rise of Health and Fitness, and the NBA Tweet to Forget
Milo Chao | Auto vs. Infant Milk Powder Industries, the Importance of CSR to Brand Building, and Investing in Customer Service for Chinese Consumers
Rob Arthurs | China Import Regulations, Chinese Consumer Buying Cycles, and Using Free Trade Zones Effectively
Alex Duncan | Exploring the Social Media Landscape in China and the Importance of Quality Content
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