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SECTION I: INDUSTRY ANALYSE
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SECTION I: INDUSTRY ANALYSE
A. Industry and Competition analyse
1. Industry analyse
a. Ski global market size and shares
According to the Ski Property Report, there are 1,975 ski resorts worldwide that feature
four or more lifts.
The future trends of the global ski industry are influenced by various factors, including
technological advancements and environmental concerns.
● Sustainability and Environmental Responsibility
○ A prominent trend in the ski industry is the rising demand for eco-friendly and
sustainable practices, both within ski resorts and in equipment manufacturing. As
consumer environmental awareness continues to expand, stakeholders in the ski
industry are actively embracing initiatives aimed at reducing their ecological
impact. These efforts range from the adoption of renewable energy sources within
resorts to the incorporation of recycled materials in ski gear manufacturing
processes.
● Technological advancement
○ Furthermore, technological progress is transforming the skiing experience in
remarkable ways. Innovations such as smart goggles equipped with augmented
reality features and the integration of advanced snowmaking technologies are
revolutionizing the industry. These advancements not only enhance convenience
and safety but also contribute to the overall enjoyment of skiing for enthusiasts
around the globe.
b. Ski market in the US
The United States leads the global rankings for skier visits, attracting over 60 million
visitors during the 2022/23 season. This achievement is particularly remarkable given the
higher costs, as lift passes in America are significantly more expensive compared to those
in other major ski nations.
c. Ski market in Europe
Even though the price of single-day tickets increased, American ski resorts experienced a
record 65.4 million skier-snowboarder visits in the 2022-23 season.
d. Ski market in Asia (China)
The Chinese ski market is growing rapidly, driven by increasing middle-class wealth and
interest in winter sports, especially after the 2022 Beijing Winter Olympics, reaching a
value of $520 million.
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When discussing winter sports in China, skiing stands out as the dominant activity. With
a staggering value of US$8.1 billion in 2023, the skiing market in China is on a
significant upward trend. According to a white paper on China's ski industry, the number
of ski resorts in China has expanded from 200 to over 700 within the course of a decade.
2. Competition analyse Commented [1]: Đối thủ ở Mỹ, Châu Âu, Úc
Regions are leading the Ski Resort Construction Market:
● North America (United States, Canada and Mexico)
● Europe (Germany, UK, France, Italy, Russia and Turkey etc.)
● Asia-Pacific (China, Japan, Korea, India, Australia, Indonesia, Thailand, Philippines,
Malaysia and Vietnam)
● South America (Brazil, Argentina, Columbia etc.)
● Middle East and Africa (Saudi Arabia, UAE, Egypt, Nigeria and South Africa)
According to The International Snow and Mountain Tourism Report 2024, even if snowfields are
much more numerous, about 2,000 ski resorts have been identified worldwide.
Figure 1: The USA already achieved a record number of visitors in the winter season 2021/22. Commented [2]: https://www.simagazin.com/en/si-
alpin/topics/management-tourism/guest-record-north-
america-on-the-rise/
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Figure 2: The number of ski visits per country based on the latest 5-year averages Commented [3]: https://www.statista.com/chart/16330/a
verage-number-of-skier-visits-per-season/
Based on two statistics above, among Europe, North America, and Asia, it is evident that
most international tourists prefer the Alpine countries for skiing. In the 2021/2022
season, America led the world rankings with nearly 60 million visitors. Therefore, to
expand their scale, Americans and Europeans have numerous options within their own
countries, Asia, on the other hand, represents a new, potential, and unsaturated market.
China appears to be the more attractive market for a Canadian ski hospitality company to
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focus on than Japan, by giving the larger and rapidly growing market potential,
significant government investment, and increasing interest in winter sports.
As per the newly published 2022-2023 China Ski Industry White Book by local expert
Wu Bin (Benny Wu), the majority of ski centers in China are small-scale, with only 166
equipped with chairlifts or gondolas.
3. PESTLE framework
● Political
Government support: The Chinese government strongly supports the development of
winter sports, as seen with initiatives like the "300 million people on ice and snow"
campaign, particularly in the lead-up to the 2022 Winter Olympics.
● Economic
In 2023, the gross domestic product (GDP) of China amounted to around 17.7 trillion
U.S. dollars, according to official data from the World Bank.
Inflation Rate in China is expected to be 0.80 percent by the end of this quarter,
according to Trading Economics global macro models and analysts expectations.
● Social
A large and youthful population presents a significant market for ski tourism. The
growing middle class with disposable income is particularly important.
Increased awareness and interest in winter sports, driven by government campaigns and
the success of Chinese athletes in international competitions.
● Technological
Technological advancements in resort infrastructure, such as automated ticketing systems
and smart resort management systems, improve operational efficiency and customer
satisfaction.
Innovations in ski equipment and technology, such as improved snow-making machines,
ski lifts, and safety gear, enhance the skiing experience and operational efficiency.
● Legal
Protection of intellectual property rights for brands, equipment designs, and technologies
is important, especially for foreign companies entering the market.
● Environmental
Growing environmental awareness and demand for sustainable practices can influence
the industry. Resorts adopting eco-friendly practices may attract more customers and
receive government support.
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The PESTLE analysis of the ski industry in China highlights a dynamic environment with
significant opportunities and challenges. Government support and economic growth are
strong enablers, while technological advancements and growing social interest in winter
sports provide additional momentum. However, environmental concerns and the need for
cultural adaptation are crucial factors that companies must navigate to succeed in this
burgeoning market.
4. Porter's five forces analysis
● Threat of substitutes: Low
○ Alternative winter sports and leisure activities: Other winter activities and sports
can serve as substitutes, though the unique experience of skiing has its own strong
appeal.
○ Travel alternatives: The availability of other attractive domestic and international
travel destinations presents a significant threat of substitution.
● Threat of new entrants: High
○ High capital requirements: Developing ski resorts and related infrastructure
requires significant investment.
○ Government regulations: Strong governmental support for winter sports can be
both a barrier and an enabler. Favorable policies might lower barriers, but
navigating regulations and obtaining permits can be challenging.
● Bargaining power of buyers: High
○ Customer taste and preferences: Cultural differences between China and Canada
mean that Canadian ski resorts must adapt their offerings to suit Chinese tastes.
This includes preferences for food, hospitality, and overall experience. Tailoring
services to meet these cultural preferences is crucial.
○ Price sensitivity: Despite a growing middle class, there remains notable price
sensitivity. Buyers seek value for money, pressuring companies to offer
competitive pricing.
● Bargaining power of suppliers: Medium
○ While there are limited suppliers of highly specialized ski equipment and
technology, these suppliers typically operate in a global market, providing some
leverage to buyers who can source from multiple countries.
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○ The need for specific sizes, colors, and custom features might increase the
dependence on a few key suppliers, but the global nature of the supply chain
somewhat mitigates this power.
● Rivalry among existing competitors: Medium
The company's main competitors are:
○ Ski Amadé region- Austria
○ Niseko ski resorts- Japan
○ Soelden- Austria
○ Zermatt- Switzerland
○ Three Valleys- France
○ Aspen, Colorado- United States
SkiBig3 differentiates itself through its unique combination of stunning natural beauty,
diverse skiing and adventure activities, high level of service, and the authentic Canadian
experience. This makes it an attractive destination for Chinese tourists seeking a blend of
adventure, culture, and luxury in a pristine and scenic environment.
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5. SWOT
SkiBig3 has two key strengths. Its location in Banff National Park is a unique selling
point, and it employs highly skilled and experienced instructors to teach novice skiers.
However, the resort faces challenges due to its aging customer base, which limits future
growth potential. Additionally, climate change and climate-related measures threaten the
availability and accessibility of ski opportunities. The current economic climate also
gives suppliers and customers significant bargaining power.
Opportunities for SkiBig3 include targeting young Chinese customers, a substantial
segment of the U.S. demographic. Since all-inclusive vacations are highly desired among
Chinese travelers, SkiBig3 could capitalize on this by offering such packages. These
could include wellness and hiking/active vacations, which are more popular than ski-only
packages. Furthermore, with high social media engagement in China, where most people
use a platform daily, there is a valuable marketing opportunity for SkiBig3.
Strengthens Weaknesses
● Unique location: Skibig3's position in ● Aging client base: Skibig3's current
Banff national park is a distinctive customer demographic is aging, which
selling point, offering picturesque may pose challenges in attracting
surroundings and natural beauty that younger Chinese travelers who seek
can appeal to Chinese tourists seeking different vacation experiences.
unique experiences. ● Climate change vulnerability: the
● Experienced instructors: the resort's impact of climate change on ski
skilled and experienced instructors can opportunities and accessibility could
provide high-quality guidance and affect Skibig3's appeal to Chinese
instruction to Chinese visitors who may tourists, who may prioritize
be new to skiing or snowboarding. destinations with more reliable snow
conditions.
Opportunities Threats
● Growing Chinese tourism: the ● Competition from other destinations:
increasing number of Chinese tourists Skibig3 faces competition from other
presents a significant opportunity for ski resorts within China and globally,
Skibig3 to tap into this lucrative market which may offer similar or alternative
and expand its customer base. experiences to Chinese tourists.
● All-inclusive packages: skibig3 can ● Economic and political factors:
capitalize on the preference for all- economic fluctuations and political
inclusive vacations among Chinese tensions between China and other
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travelers by offering comprehensive countries could impact tourism trends
packages that include skiing, wellness and affect Skibig3's ability to attract
activities, and other experiences. Chinese visitors.
Figure 3: SWOT analyse of Skibig3
B. New Market Selection and Analysis
The market segment that would offer SkiBig3 the most promising opportunities to exploit:
1. Demographic segmentation
Figure 5: Distribution of age analyse on the Ski Industry in China in 2021 Commented [4]: https://www.e3s-
conferences.org/articles/e3sconf/abs/2021/27/e3sconf_
Age: Focus on younger Chinese travelers aged between 18 and 35, who are likely to be more ictees2021_01008/e3sconf_ictees2021_01008.html
adventurous and open to trying new experiences like skiing.
Income level: While younger travelers may have lower incomes, SkiBig3 can target affluent
segments within this demographic, such as urban professionals and high-income families, who
are willing to spend on premium experiences.
2. Travel trends and preferences
Rising outbound tourism: China has become one of the largest outbound tourism markets
globally, with a growing number of Chinese travelers exploring international destinations.
SkiBig3 can capitalize on this trend by offering unique skiing experiences in Banff National
Park.
Preference for All-Inclusive Packages: All-inclusive vacation packages are gaining popularity
among Chinese travelers, offering convenience and value-added services. SkiBig3 can attract
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Chinese tourists by providing comprehensive packages that include skiing, accommodations,
meals, and other activities.
Cultural sensitivity: Understanding and respecting Chinese cultural preferences and customs is
essential. SkiBig3 can offer Chinese-language signage and communication, Chinese cuisine
options, and services tailored to Chinese tourists' preferences.
SECTION II: MARKETING
COMMUNICATIONS PLAN
A. Promotion channels
Determining the Marketing Channel: WeChat
Our target audience consists of young Chinese tourists aged between 18 and 35. To effectively
reach this demographic, leveraging social media platforms popular among Chinese users is
crucial. Of the more than 1.2 billion people who use WeChat regularly, more than 1 billion
people are located in China (World Population Review, 2024)
When selecting the appropriate social media channel, it's essential to consider the preferences of
our target audience. With its diverse features, including messaging, social networking, and e-
commerce capabilities, WeChat provides a comprehensive platform to engage with young
Chinese tourists effectively.
Brand engagement and follower count
While SkiBig3 may not have a WeChat account currently, establishing a presence on this
platform could yield significant benefits. High engagement on WeChat can enhance brand
visibility and foster a sense of community among followers. It's worth noting that engagement
rates on WeChat tend to vary based on content quality and relevance to the target audience.
Estimates of another platform, Ski photography tags on social and e-commerce app Xiaohongshu
have also exceeded 10,000 (Vogue Business, 2022). Commented [5]: https://www.voguebusiness.com/consu
mers/china-middle-class-winter-olympics-skiing
April is the slowest month of the ski season; however, it remains the best snow, temperatures,
and light of the winter season (Skibig3, 2022). Therefore, by amplifying the campaign impact in
April, SkiBig3 can capitalize on the enthusiasm generated earlier in the year and ensure a strong
finish to the ski season.
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Time Objective KPI Commun Key Key Hook Supporti Cost Contacts Other Tips For
ication Activities ng Maximum
Objective Tactics Effectiveness
Janua create increase in introduce launch fun collaborat social media social utilize targeted ads and
ry awareness website skibig3's social challenge e with advertising media sponsored posts to
among visits Chillwiths media for skiing chinese budget: influencers reach specific
chinese kill campaign beginners influencer $5000 demographics
tourists campaign on Wechat, s to share
Tiktok, challenge
on social
media
Febru drive growth in encourage share interactive host live video ski encourage user-
ary engagement social participati engaging skiing q&a production instructors generated content by
with media on in videos and tutorial sessions cost: $3000 reposting participant
campaign followers skiing tutorials on videos with videos and photos
content challenges skiing skiing
techniques instructors
to address
user
queries
March enhance increase in facilitate offer personalized provide website customer ensure seamless
skiing ski booking exclusive skiing virtual developmen service booking process and
experience package of ski discounts packages tours of t cost: $2000 team responsive customer
for bookings packages and skibig3 support
participants through packages resorts to
campaign to showcase
participant amenities
s and
activities
April amplify social extend launch exciting organize prize marketing leverage user-
campaign media reach of influencer prize skibig3 giveaway agency generated content and
impact shares and #chillwith marketing giveaways merchandi budget: testimonials to further
mentions skill campaign se $1000 promote the campaign
campaign with skiing giveaways
enthusiasts to
generate
buzz and
excitemen
t
Figure 6: An integrated marketing plan for Skibig3
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B. Messages
This strategy positions SkiBig3 as the top
choice for adventurous travelers seeking
thrilling ski adventures in Canada's
picturesque landscapes by:
1. Virtual Reality ski experience:
SkiBig3 can launch an innovative virtual
reality (VR) ski experience targeting
young Chinese tourists. Through
partnerships with VR content creators and
gaming platforms popular in China,
SkiBig3 can offer an immersive ski
simulation allowing users to virtually
explore its resorts, experience thrilling ski
runs, and immerse themselves in the
stunning landscapes of Banff National
Park. By leveraging cutting-edge
technology, SkiBig3 can captivate the
interest of young Chinese travelers and
inspire them to book a real-life ski adventure.
2. Interactive social media challenges:
SkiBig3 can create interactive social media
challenges on platforms like WeChat and Tiktok to
engage young Chinese tourists. For example,
SkiBig3 could launch a ski-themed photo or video
challenge where participants share their most
creative skiing moments or winter adventure
experiences. By encouraging user-generated content
and offering exciting prizes such as ski passes or
merchandise, SkiBig3 can generate buzz, increase
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brand visibility, and foster a sense of community among Chinese travelers.
3. Cultural exchange ski program for non-skiing:
SkiBig3 can introduce a unique cultural exchange ski program tailored specifically for young
Chinese tourists. This program could include ski lessons taught by bilingual instructors, cultural
workshops highlighting Canadian traditions and Indigenous heritage, and culinary experiences
featuring authentic Canadian cuisine. By offering a blend of skiing adventures and cultural
immersion, SkiBig3 can provide a memorable and enriching experience that appeals to the
curiosity and wanderlust of young Chinese travelers.
4. Influencer-led adventure tours:
SkiBig3 can collaborate with influential Chinese travel bloggers and social media influencers to
organize exclusive adventure tours targeting young Chinese tourists. These tours could include
guided ski expeditions led by popular influencers, behind-the-scenes access to SkiBig3's resorts,
and VIP experiences such as private après-ski parties and helicopter tours. By leveraging the
influence and reach of social media influencers, SkiBig3 can generate excitement, credibility,
and aspirational appeal among its target audience.
5. Gamified booking platform:
SkiBig3 can gamify its online booking platform to create a fun and interactive booking
experience for young Chinese tourists. By incorporating elements of gamification such as reward
points, badges, and challenges, SkiBig3 can incentivize users to explore different ski packages,
unlock exclusive discounts, and share their booking experiences with friends. This innovative
approach not only enhances user engagement but also encourages repeat bookings and referrals
within the young Chinese traveler community.
C. Campaign
Campaign title: "Chill with Skill: SkiBig3's Buddies on the Slopes!"
Big idea: "Snow Buddies: Where Friendship Meets Adventure on the Slopes of SkiBig3!"
Key Message:
"Embrace the thrill of learning something new! Join the Chill with Skill: SkiBig3's Buddies on
the Slopes! and kickstart your skiing journey with confidence. Whether you're a first-timer or
looking to hone your skills, SkiBig3 welcomes all beginner skiers to experience the joy of skiing
in Canada's stunning Banff National Park. Share your progress, conquer the slopes, and create
unforgettable memories with #Chillwithskill"
Campaign objective is to promote SkiBig3 as the ultimate destination for beginner skiers with
their friend among young Chinese tourists, leveraging the insight that the majority of Chinese
people are newbies to the sport because most Chinese people remain newbies to the sport with Commented [6]: https://www.e3s-
the account of “90%” beginner skiers (TEES, 2021) conferences.org/articles/e3sconf/abs/2021/27/e3sconf_
ictees2021_01008/e3sconf_ictees2021_01008.html
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Challenge: encourage young Chinese tourists to embrace their beginner status and embark on
a memorable skiing journey at SkiBig3 resorts.
Hashtag: #Chillwithskill
The campaign will encompass various elements aimed at engaging and inspiring young Chinese
tourists to participate in the SkiBig3 Newbie Challenge. Firstly, a dedicated social media campaign
will be launched across popular platforms such as WeChat, Instagram, and TikTok, inviting
participants to join the challenge and share their experiences using the campaign hashtag. User-
generated content will play a significant role, as participants will be encouraged to showcase their
skiing progress and enjoyment on the slopes at SkiBig3 resorts. To further motivate participants,
engaging challenge videos will be created featuring SkiBig3 instructors providing beginner skiing
tips and demonstrating basic techniques, instilling confidence in newcomers to the sport.
Additionally, strategic partnerships with Chinese influencers renowned for their skiing expertise
or adventure travel content will be forged to endorse the SkiBig3 Newbie Challenge and encourage
their followers to participate. To aid participants in their skiing journey, SkiBig3 will offer online
tutorials and resources on its website and social media platforms, covering topics such as
equipment basics, safety guidelines, and beginner-friendly ski trails. Lastly, to incentivize
participation, exclusive prizes and incentives will be awarded to active participants, including
SkiBig3 merchandise, discounts on ski packages, and complimentary ski lessons, based on criteria
such as creativity, progress, and enthusiasm. Through these campaign elements, SkiBig3 aims to
create an engaging and rewarding experience for young Chinese tourists, fostering a sense of
excitement and achievement as they embark on their skiing journey.
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D. Promotional Materials
Content posted should feature questions and other interactive elements to engage followers with
SkiBig3
1. Email Template
Subject line: "Experience Skiing at Its Best This April with SkiBig3!"
Header image: A vibrant image of skiers at Banff National Park.
a. Introduction:
Text: "Dear [Recipient's name],"
"April is the perfect time to hit the slopes at SkiBig3! Enjoy the best snow, mild temperatures,
and breathtaking views in Banff National Park."
b. Main content:
Header: "Why SkiBig3 in April?"
c. Bullet Points:
"Perfect skiing conditions with fresh snow."
"Longer days for extended skiing."
"Exclusive April discounts and packages."
Image: Group of young skiers enjoying the slopes.
d. Special offer:
Header: "Book Now and Save!"
Text: "Reserve your ski vacation today and receive a 20% discount on all-inclusive packages."
CTA Button: "Book Now"
e. Footer:
Text: "Follow us on WeChat, Weibo, and Douyin for updates and special offers."
Social Media Icons: Links to SkiBig3's social media pages.
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2. Social media post
Some additional concept sketches for locally-tailored marketing materials for the
“Chillwithskill” campaign targeting young Chinese tourists
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Figure 7: Wechat social media post
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Fleck, A. (2022, November 30). Infographic: Where Most People Are Hitting The Slopes.
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visits-per-season/
Grace. (2024, February 21). China’s Winter Sports Market Skis Towards the 520 Million
Mark. WPIC Marketing + Technologies. https://www.wpic.co/blog/china-winter-sports-
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Nast, C. (2022, January 14). China’s middle class is hitting the ski slopes. Vogue
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