imone Pompilio, Rossignol’s general manager for Greater China. “The second main innovation will be using our Wechat store as a trade marketing and distribution platform for our dealers. They will be able to re-sell products out of their WeChat account (created within our store) and they will be also able to leverage our contents, promotions and activations within their communities. Lastly, we will be launching our new CRM program linked to our physical stores and WeChat marketplace. Our VIP members will be able to enjoy digital incentives as well as the ability to redeem ski passes and discounts.” Rossignol is focusing on expanding its physical store network in China this year. Since it was announced that Beijing would host the 2022 Olympics, up until recently, the country has been on a fast track to increase the nation’s love of skiing. Indeed, to help meet President Xi Jinping’s aim to create 300 million winter sports enthusiasts, pre-Covid, multibillion dollar ski resorts were popping all over China and the aim was for more than 2,000 schools to feature winter sports. While the impact of Covid meant that the ski season stopped in January in China, Pompillo predicts that there will be a strong resurgence in the coming year, as consumers will likely avoid Japan and Europe and travel only within Mainland China. According to Pompilio, Rossignol is keen to take advantage of the hype around the Olympics and the rapid growth of the ski market in the region. By 2025, the business has set the target to become “the most premium ski and skiwear brand in China”. The brand is aiming to create deeper connections with customers through DTC. A new focus on direct-to-consumer means that the brand can have more control of its distribution, be able to better deliver its brand DNA to customers and also showcase its full range of products, from its urban jackets and skiwear to accessories and winter sport equipment.  In the past year, Rossignol has also focused on growing its direct-to-customer store network and has opened several physical stores, as well as one located within a ski resort and one Rossignol Experience Centre in Fulong, a new store concept created specifically for China. Two more will soon open in Genting and Songhua Lake. “We don’t want only to expand in China with our products, but more importantly, our culture.  In the last 12 months, despite Covid, we have been very active in setting key touchpoints to allow consumers to get to know us,” explained Pompilio.