In the 12 months ending on December 31, 2023, outdoor sports brand Snow Peak saw both sales and profits decline, falling short of expectations. Sales decreased 16.4% YoY to 25.7 billion yen ($234.2 million), ending the previous streak of 17 consecutive years of growth in performance. By region, Snow Peak’s sales in the Japanese market amounted to 17.13 billion yen ($155.9 million), while overseas market sales reached 8.57 billion yen ($78.1 million), accounting for 33.3% of total sales, compared to 29.5 percent in 2022. Focusing on the Greater China market, Snow Peak’s sales in mainland China in 2023 amounted to 1.13 billion yen, approximately $10.3 million. According to the brand’s official WeChat account, as of December 31, 2023, Snow Peak China has opened flagship stores on three online platforms (WeChat, Tmall, JD.com) and a total of 28 authorized stores in 14 cities offline.