Sailing picture in China projects mixed messages
Sunreef presented at the Polish-Chinese trade forum in Beijing to demonstrate its export potential. To date, the brand has sold 100% sailing yachts to China, which reflects a less than straightforward apatite for sailing in this emerging marketplace.…
Involvement at Shanghai's Polish-Chinese trade forum in Beijing has put Sunreef Yachts' success rate in China into renewed focus. Trade links with China and Sunreef, based in Poland, received a boost as the brand was chosen by the Polish government to represent its luxury sector and demonstrate its export potential at the event, staged in May.
To date Sunreef's success in China has concentrated entirely in its sailing yacht range, with its tenth catamaran sold to China in July 2011. But no yachts have yet been sold in its motoryacht range (although the company claims there are two 'serious leads' in the offing).
This result, which forces attention onto China's appetite for sailing, in contrast to its interest in motoryachts as the ultimate luxury accessory, is not as surprising as might first be presumed. China’s interest in sailing as a sport has grown considerably in recent years. In 2008 China won its first Gold medal in sailing at the Olympics, which it held in Qingdao City, and yacht clubs have seen ‘rapid growth’ according to BMI’s recent industry report on yachting in China.
But at Sunreef the preponderance for sailing yachts reflects a complex reality, as the Sunreef 70, the last catamaran sold, has not even been used for sailing, said its marketing manager Ewa Stachurska.
“On the one hand one could think that sailing yachts are very popular, but at Sunreef, although the units we have sold are sailing ones…the problem is that the one that has been delivered very rarely sails on sails and the crew rather stays on engines. The owner uses it very rarely, mostly in the marina or in the bay." This suggests the look of the yacht is the main attraction, rather than its function, adding to the difficulties widely cited in approaching this emerging marketplace.
Rafal Lenartowski Sunreef sales director presenting Sunreef Yachts at the Beijing forum
Elsewhere on the sailing yacht scene in China, Oyster Marine won best production sailing yacht for its Oyster 625 at the Asia Boating awards in May and Nautor Swan recently expanded its presence with the appointment of Jimmy Cheung, area manager for the Asian market.
Cheung explained that, "the sailing market (in China) is still very small, but definitely growing. This is one of the reasons that Nautor Swan start to invest into Asia now, but not ten years ago, when several Italian luxury yacht builders were selling the first luxury motor yachts to Shanghai." Barriers to getting the nation involved in sailing include a lack of crew training infrastructure he said. Nautor Swan has to provide its own training programme for Swan owners and their crew for this reason. But on the plus side, the brand sees a gap in the market and a definite desire for luxury sailing experiences.
"There is around 10% to 15% yacht owner who are on sail and they are really enjoying the experiences, as well as the regatta experiences," said Cheung. "I trust there are some percentage of sail owners who just wish to show to others that they are different and special. Now, there are some general quality sail yachts and some racing sail yachts in China, but not very much luxury, ocean going, performance sail yachts like Nautor Swan yet, and again, this is the reason why Nautor Swan start to invest and focus the Asia market," he concluded.
There is clearly a degree of demand for sailing in China, which could be obscured by reports of the nation's famous lack of recent tradition in watersports and sailing. But the picture, as with all areas in this new marketplace, is far from 'plain sailing.'
Sunreef Yachts was invited by the Polish Ministry of Economy to speak at the Polish-Chinese trade forum to represent the export potential of Poland's luxury sector.
L-R: Rafal Lenartowski, Francis Lapp with James Li and Kathy Wang at Speedo Marine team Sunreef's broker for China based in Shenzhen
Related Links
Sunreef Yachts Profile | Sunreef Yachts Website
Development prospects for Polish-Chinese business ties - article from the Polish Ministry of Treasury
Oyster Marine Profile | Osyter Marine Website
Nautor Swan Website
To date Sunreef's success in China has concentrated entirely in its sailing yacht range, with its tenth catamaran sold to China in July 2011. But no yachts have yet been sold in its motoryacht range (although the company claims there are two 'serious leads' in the offing).
This result, which forces attention onto China's appetite for sailing, in contrast to its interest in motoryachts as the ultimate luxury accessory, is not as surprising as might first be presumed. China’s interest in sailing as a sport has grown considerably in recent years. In 2008 China won its first Gold medal in sailing at the Olympics, which it held in Qingdao City, and yacht clubs have seen ‘rapid growth’ according to BMI’s recent industry report on yachting in China.
But at Sunreef the preponderance for sailing yachts reflects a complex reality, as the Sunreef 70, the last catamaran sold, has not even been used for sailing, said its marketing manager Ewa Stachurska.
“On the one hand one could think that sailing yachts are very popular, but at Sunreef, although the units we have sold are sailing ones…the problem is that the one that has been delivered very rarely sails on sails and the crew rather stays on engines. The owner uses it very rarely, mostly in the marina or in the bay." This suggests the look of the yacht is the main attraction, rather than its function, adding to the difficulties widely cited in approaching this emerging marketplace.
Rafal Lenartowski Sunreef sales director presenting Sunreef Yachts at the Beijing forum
Elsewhere on the sailing yacht scene in China, Oyster Marine won best production sailing yacht for its Oyster 625 at the Asia Boating awards in May and Nautor Swan recently expanded its presence with the appointment of Jimmy Cheung, area manager for the Asian market.
Cheung explained that, "the sailing market (in China) is still very small, but definitely growing. This is one of the reasons that Nautor Swan start to invest into Asia now, but not ten years ago, when several Italian luxury yacht builders were selling the first luxury motor yachts to Shanghai." Barriers to getting the nation involved in sailing include a lack of crew training infrastructure he said. Nautor Swan has to provide its own training programme for Swan owners and their crew for this reason. But on the plus side, the brand sees a gap in the market and a definite desire for luxury sailing experiences.
"There is around 10% to 15% yacht owner who are on sail and they are really enjoying the experiences, as well as the regatta experiences," said Cheung. "I trust there are some percentage of sail owners who just wish to show to others that they are different and special. Now, there are some general quality sail yachts and some racing sail yachts in China, but not very much luxury, ocean going, performance sail yachts like Nautor Swan yet, and again, this is the reason why Nautor Swan start to invest and focus the Asia market," he concluded.
There is clearly a degree of demand for sailing in China, which could be obscured by reports of the nation's famous lack of recent tradition in watersports and sailing. But the picture, as with all areas in this new marketplace, is far from 'plain sailing.'
Sunreef Yachts was invited by the Polish Ministry of Economy to speak at the Polish-Chinese trade forum to represent the export potential of Poland's luxury sector.
L-R: Rafal Lenartowski, Francis Lapp with James Li and Kathy Wang at Speedo Marine team Sunreef's broker for China based in Shenzhen
Related Links
Sunreef Yachts Profile | Sunreef Yachts Website
Development prospects for Polish-Chinese business ties - article from the Polish Ministry of Treasury
Oyster Marine Profile | Osyter Marine Website
Nautor Swan Website
Click here to become part of The Superyacht Group community, and join us in our mission to make this industry accessible to all, and prosperous for the long-term. We are offering access to the superyacht industry’s most comprehensive and longstanding archive of business-critical information, as well as a comprehensive, real-time superyacht fleet database, for just £10 per month, because we are One Industry with One Mission. Sign up here.
