Our reporter Xu Xiao

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  By 2022, the annual sales revenue of my country's ice and snow equipment industry will exceed 20 billion yuan, with an average annual growth rate of more than 20%.

Ice and snow activities have also been "heating up" in the south, and skiing is no longer exclusive to northerners.

  After winter, some areas of our country ushered in large-scale snowfall, and many snow scenes and spectacles were frequently searched.

On November 29th, after the video of the deputy magistrate of Zhaosu County, Ili, Xinjiang running horses galloping in the snow, the local tour group was scheduled for New Year's Day.

Regardless of whether it is watching snow scenes or snow sports, it has entered a hot period.

  Ice and snow sports are becoming more popular

  On November 29th, Ms. Minchang from Beijing took her children to ski at the outdoor ice rink next to Wangfu Central, and sighed: "There are so many people like dumplings." This is the first open outdoor ice rink in Beijing, despite the outdoor temperature in Beijing. It is already below zero, but the enthusiasm of the citizens who come to experience ice and snow sports is high.

"Children like to play in the snow, and many parents also hope to cultivate their children's interest since childhood." Ms. Chang told reporters that going to the outdoor ice rink is more of a beginner's experience, because the price is close to the people and you can experience it several times. If you want to learn, you can go The indoor ice rink officially learns sports such as skating or ice hockey.

  For ski enthusiasts, conquering snow-capped mountains is a lifetime pursuit, and distance is not a problem.

Mr. Bao from Henan took advantage of the two days at the Chongli Ski Resort in Zhangjiakou on the weekend, "It can only be said to be greedy, two days is not enough." He said that seeing a friend in his circle of friends posted pictures of skiing, he couldn't help but take it to school. Gu went straight to Chongli.

And "heavy skiers" like him are determined to check in the global ski resorts.

  According to data from the professional version of Tianyancha, there are currently more than 4,800 ski-related companies in my country that include "skiing" in their business scope.

In terms of geographic distribution, Hebei has the largest number of ski-related companies, with nearly 600 companies, and Heilongjiang ranks second with nearly 500 related companies.

In addition, Shandong and Guangdong also have more than 400 ski-related companies.

  It is worth mentioning that in recent years, snow and ice activities have been "heating up" in the south, and skiing is no longer exclusive to northerners.

Guangdong Province, located in southern my country, does not lag behind in the number of ski-related companies, ranking ahead of Jilin and Liaoning.

"Southerners who have never seen snow" are also very keen on ice and snow sports, and indoor ice rinks in the south are constantly expanding.

  It is reported that in June 2019, the opening of Guangzhou Huadu Sunac and Jiangsu Wuxi Sunac Indoor Ski Resort attracted tens of thousands of snow fans to the ski resort that day.

In fact, after the successful bid for the Beijing Winter Olympics, indoor ski resorts have gradually emerged.

  According to related reports, after China won the right to host the Winter Olympics in 2015, the number of indoor ski resorts has exploded. As of 2018, the number of indoor ski resorts has increased from 7 to 26 in only three years.

Compared with European and American countries, my country's indoor ski resorts have grown extremely fast, leading the world.

The outdoor ski resort is showing a momentum of rapid development.

Indicators such as the number of ski resorts, the scale of ski resorts, and the number of people participating in outdoor skiing have all rapidly expanded.

In addition to Northeast, North China and other regions, Xinjiang, Inner Mongolia, Northwest and other places are also attracting people's attention.

The Jiangjun Mountain Ski Resort in Altay City, Xinjiang attracts skiers from all over the country.

At present, Jiangjunshan Ski Resort has built 41 ski trails, which can receive tens of thousands of tourists a day.

  Snow mountain becomes golden mountain

  Compared with foreign countries, China's ski market has just started.

Whether in Europe or neighboring Japan and South Korea, ice and snow sports have long been popular sports and have formed a solid cultural foundation.

Snow-capped mountains are not only famous scenic spots. Many families will choose to go to snow-capped mountains on holiday, and skiers can become household names in Europe and the United States.

In China, skiing has always been a "niche" sport, and even higher family income can afford skiing and other sports consumption.

  In recent years, the ice and snow industry has become increasingly popular and cannot do without the support of relevant policies.

In 2018, the State Sports General Administration issued the "Implementation Outline for Encouraging 300 Million People to Participate in Ice and Snow Sports", proposing to take the Winter Olympics as an opportunity to vigorously popularize mass ice and snow sports, and achieve the goal of driving 300 million people to participate in ice and snow sports by 2022.

  In order to achieve this goal, the whole society has begun to invest in the promotion of the ice and snow industry, such as policies to promote the establishment of a number of large-scale ice and snow industry clusters.

Take Zhangjiakou Chongli as an example. At present, there are 7 large-scale ski resorts in Chongli District, Zhangjiakou, with 169 ski trails totaling 162 kilometers, of which 15 ski trails are certified by the International Snow Federation. At that time, the number of passengers had exceeded 3,000.

  In addition, capital entry is a policy free ride, focusing on building a snow and ice industry enterprise with high visibility, influence and strong market competitiveness, with special emphasis on the development of brand strategy.

For example, Wanda Group, which built a composite ice and snow tourism base and an ice and snow theme park, began to actively seize the domestic ice and snow market in 2016.

  In addition, the upstream and downstream demand of the industrial chain has also driven the research and development of domestic technology companies. As an important part of the ice and snow industry, the ice and snow equipment industry has long been dominated by foreign brands in the market.

According to the nine departments including the Ministry of Industry and Information Technology and the State Sports General Administration jointly issued the "Ice and Snow Equipment Industry Development Action Plan (2019-2022)" in 2019, it is proposed that by 2022, the annual sales revenue of my country’s ice and snow equipment industry will exceed 20 billion yuan, an average annual increase. The speed is above 20%. Taking this opportunity, domestic sports brands can increase their efforts to develop high-tech ice and snow sports products with independent intellectual property rights.

  Increased demand for professionals

  There is no doubt that my country's ice and snow industry is a sunrise industry, and the professional talents related to the ice and snow industry are naturally "sweet and sweet."

Although China's ice and snow sports market is currently the world's largest primary market, it is also the world's only rapidly growing market.

The short development history and weak foundation have led to an imperfect ice and snow sports training system that cannot match the speed of market development, and has become a weak link in the development of the ice and snow industry.

  This weakness is mainly reflected in three aspects: 1. The training demand and the number of ski instructors are seriously insufficient; 2. The large ski resorts are increasing sharply, but there is a serious shortage of professional management personnel and professional technical personnel; 3. The demand for training of competitive athletes is increasing and professional Coaches are scarce.

After the ice and snow industry entered a period of rapid development, some citizens began to focus on cultivating children to become professional athletes, especially figure skating and ice hockey.

According to data forecasts, by 2022, the demand for professional talents in the skiing industry is about 20,900, and the talent gap cannot be ignored.

  In addition, domestic schools offering ice and snow majors are concentrated in sports majors, while comprehensive universities offer very few ice and snow majors, and the schools are concentrated in the three northeastern provinces and Beijing and Hebei. The nationalization of ice and snow education is still a long way away. More distant.

In addition to ski theoretical education and training, the school also pays attention to the training of vocational skills. Generally, one or two ski resorts are selected as student learning, internship, and employment bases. Therefore, the implementation level of ice and snow education is in a sense similar to that of ski resorts. The development status is closely related.

If the ski resort has "three leisures in one season", it will not only waste resources, but also make it difficult to achieve profitability.

  In some well-known ski resorts abroad, in summer, business projects such as golf, mountain biking, zipline, hiking, cable car sightseeing, and paragliding will be carried out, and even music festivals, film festivals, food festivals and other activities will be organized to seek profit.

  Domestic ski resorts are also exploring all-season operations, such as the mountain golf and music festival at the Beijing Yuyang Ski Resort, the cable car tour at the Chongqing Jinfo Mountain Ski Resort, and the mountain cross-country sports and sightseeing at the Jilin Beida Lake, Wanda Changbai Mountain, Heilongjiang Yabuli and other ski resorts Projects etc.

In Chongli, Zhangjiakou, the ski resort focused its summer operations on camp education.

For example, Taiwu Ski Resort has set up a nature school, designed and introduced courses, and turned the ski trail into a camp education place. It not only seeks profit, but can also cultivate more professionals to make up for market vacancies.

  Li Xinjian, a professor at Beijing International Studies University, said: “Any ice and snow tourism destination cannot simply hold professional ice and snow events to drive the overall development of ice and snow tourism. Only after ice and snow tourism becomes a consumer choice or even a way of life for more ordinary people It is possible to burst out strong market momentum, stimulate supply with demand, and promote the extension and deepening of the destination value chain."