The discount war in the ski market begins now

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Easter is over, ski season is over. The lack of snow shaped the business. The winners were the large ski areas at higher altitudes, which can guarantee white slopes thanks to the heavy snow formation.

The lower ski areas could not be opened for a long time and had to close again early. Freeriders and tourers have had a hard time. Cross-country skiers had to switch to racing bikes. One industry in particular suffered from this winter: ski retailers.

Three reasons for a bad winter

The discount wars of various online retailers and outdoor experts are an indication that guests are not very keen to buy. Products are getting cheaper every day, discounts of up to 60 percent on all winter varieties are no longer uncommon.

While many switch to spring activities—hiking, biking, trail running, or water sports—after Easter, neon yellow sale signs can still be found in the winter corner. When asked why so little winter gear was sold, ski retailers came up with three reasons.

«Stone skis» instead of new skis

Number one, according to one retailer, is no snow in winter. He too bought a new pair of skis at the start of the season and went off the track every weekend – but never with new skis. He preferred old skis, which in these conditions should always act as “stone skis”.

Many customers have had the same experience as him. So instead of buying a new pair, they kept using their old stuff. Because it is known that the first scratch hurts the most and scratches were on the agenda in this winter conditions. The sale was delayed for a year.

Post Corona saturation

At the same time, the same thing is happening in the ski industry as in the bicycle industry: After the pandemic, the market is oversaturated. During the indoor winter season, many tried ski touring, and the complete touring equipment was part of the best-selling set.

Ski dealers were aware that these figures could not be sustained. Still, one could hope for more—for example, that the eruption would take a little longer, new female ski tourers bringing their friends along and purchasing equipment. Or that people bought a new pair of carving skis to cut sharply through the snow prepared by the snowplow.

Cheap competition from abroad

Often the opposite happened: the vendors were left alone with their supplies. The result: Online retailers, in particular, advertise with huge discount campaigns. The most aggressive are platforms like Ekosport or Snowleader. Good offers can also be found at Bächli, Transa or Intersport, but those who are price sensitive will find what they are looking for from other providers.

And that third point: low-cost platforms are undermining the business. They often act like Swiss companies. But the headquarters of the company is rarely located in Switzerland, the goods are delivered from Germany, France or Italy.

This bothers retailers in this country. Foreign suppliers benefit from lower storage costs and lower fees while supplying Swiss customers.

Gray imports are also a problem – companies buy cheap skis from abroad and then sell them in Germany. An unexpected but frequently cited competitor does this: discounter Otto’s. A wide variety of sports equipment can be found at the specially built chalet in Sursee. The skis are assembled on site, the price is comparable to the online offer.

Earn points with service

The trigger for this is simply stinginess, composure. The comparison between the in-store price tag and the online price is a mobile click away. Freeriders especially prefer freeride to work, so cheaper skis are also attractive. However: In this case, problems arise if there is a defect, the skin is fitted incorrectly, or the shoe ordered is jammed.

Return orders with bulky skis are time consuming and tedious. In most cases, online shoppers go to a local dealer anyway. Gritting their teeth, they adapt the products they ordered to the expert staff and re-drill.

Source :Blick