China's promise to "drive 300 million people to participate in ice and snow sports" has come true. Not long ago, Li Sen, director of the overall planning department of the Beijing Winter Olympics Organizing Committee, revealed at the press conference of the State Council Information Office that the number of people participating in ice and snow sports nationwide has reached 346 million. The resident participation rate reached 24.56%.

Among the various reports on the Spring Festival holiday this year, ice and snow sports are the focus of attention.

　　Ice and snow sports were once regarded as "aristocratic sports".

Wang Hui, a direct participant of the "Double Olympic City" and a historical witness, said recently that when Beijing bid for the Winter Olympics, the number of people participating in ice and snow sports in the world was 270 million, and the development of ice and snow sports in China is breaking the myth of "aristocratic sports".

　　The domestic market of 300 million people undoubtedly brings a huge blue ocean.

So, is there really a business opportunity for "ice and snow fever"?

After the Winter Olympics, will ice and snow sports still be "hot"?

How to actively seek change in southern cities with "congenital deficiencies"?

　　The real ice rink "rises"

　　There is no obvious seasonal distinction, and it is easy to form a stable customer group

　　Back in 2011, in Chengdu, Sichuan, the Champion Ice Rink quietly opened in a shopping mall in the city.

At that time, the store quickly came out of the circle with the concept of "real ice skating rink", and its most famous slogan was "guarantee that every piece of ice never melts".

For southern cities like Chengdu, roller skating has long been accustomed to, and the real ice rink is even more luxurious.

　　The price of a real ice rink is also extravagant.

In the interview, many "post-80s" who grew up in the south recalled that the price of a real ice rink was at least twice that of a roller skating rink. "Even the equipment rental (deposit) was charged about 100 yuan."

　　There has always been a shortage of ice and snow projects in the north, but this has always been a "regret" for southern cities.

Hu Yuan, the regional director of the champion ice rink, told reporters that until today, the cost of the real ice rink is still relatively high. At present, it mainly focuses on energy consumption expenditure. The most important thing is to ensure the stability of the ice surface by consuming electricity.

　　In Hu Yuan's view, the industry needs long-term and fixed hardware cost investment, but since the real ice rink has no obvious seasonal distinction, it is easy to form a stable customer base.

At present, the champion ice rink has achieved profitability in the Chengdu area.

　　In comparison, ski resorts are more challenging.

A ski practitioner revealed to reporters that most ski resorts have obvious seasonality, and the annual snow season is only four or five months at most.

At present, the perfection of my country's ski industry does not match the popularity, and the business of "relying on the sky" is still difficult to operate.

"For a period of time in the future, the price of ice and snow sports will remain at the current level." The above-mentioned practitioners predicted.

　　The reporter learned that the current price of ski training courses in southwest China ranges from 5,000-6,000 yuan, and the class hours range from 4 to 10 lessons.

Some parents pointed out that, plus commuting, accommodation and other expenses, skiing is still a relatively expensive sport.

　　However, according to Zhu Jianhui, head of retail real estate research in JLL China and head of the research department in West China, the current range of ice and snow sports is in line with the law of new business development.

He said that the popularity of ice and snow sports is not strong enough at present. Considering the large initial investment in ice and snow sports venues and equipment, a certain threshold will be set for consumers in the early stage.

　　"But ice and snow sports are a big project involving 300 million people, and more investment is pouring into this industry." Zhu Jianhui predicted that when the number of skiers is more balanced and breaks through the break-even point, and the mass production produces scale effects, the marginal cost will still be Continuing to lower, ice and snow sports will become a daily sports experience.

　　Winter Olympics "overweight"

　　"Free a wave of ads" passenger flow increased by 20 to 30%

　　The real "fire" of ice and snow sports is also related to the success of the bid for the Winter Olympics.

On July 31, 2015, the host city of the 2022 Winter Olympics was announced in Kuala Lumpur, Malaysia, and Beijing, China was granted the right to host the Games.

　　The successful bid for the Winter Olympics has led to the rapid expansion of the number of commercial ice rinks.

Hu Yuan mentioned that since 2016, the expansion of the Champion Ice Rink in Chengdu has accelerated significantly. At the same time, it has also increased the training strength of ice hockey, figure skating and other projects, carried out various competitions and activities, and won a large number of local youth and children. pay attention to.

Especially the holding of the recent Winter Olympics has "brought a wave of free advertisements" for many ice and snow sports venues.

Hu Yuan noticed that in the past month, in the stores of the four champion ice rinks in Chengdu, the number of passengers participating in ice hockey and figure skating events has increased by 20-30%.

On February 6, the reporter learned at the Champion Ice Rink Global Center store that many children who came to experience the event had just watched the Winter Olympics figure skating competition at home.

　　However, in the "post-Winter Olympics" era, can the popularity of ice and snow sports continue?

The "Research Report on the Development of China's Ice and Snow Industry (2021)" shows that at present, a large part of the people participating in ice and snow sports in China belong to experiencers.

The report pointed out that in general, most of the skiing population only ski once a year, and the proportion of the population converted into a stable skiing population (on average 4-5 skis per snow season) is about 3%, which is much lower than 10-15% - This is the average ski conversion rate in countries with mature snow and ice economies.

　　Zhu Jianhui emphasized that the market needs to make it clear that the ice and snow business should not be limited to the theme of the "Winter Olympics" to develop.

From the perspective of commercial consumption, ice and snow sports are undoubtedly a new field with broad market prospects, and new development ideas must be considered in advance.

　　"For example, the market needs to think about how to combine ice and snow sports with technology to create more ways to experience ice and snow online." Zhu Jianhui said.

In his view, with the opportunity of the Winter Olympics, the emergence of games and technological products related to curling and speed skating will help the ice and snow sports continue its passion.

　　Southern cities "seek change"

　　Build indoor snow rinks and ice rinks to promote ice and snow sports on campus

　　In addition to the dividends of the Winter Olympics, ice and snow sports itself is also an industrial innovation.

The "Ice and Snow Sports Development Plan (2016-2025)" puts forward the goal that by 2025, the total scale of China's ice and snow industry will reach one trillion yuan.

　　No city wants to miss this huge blue ocean.

In the outbreak of this ice and snow movement, southern cities with "congenital deficiencies" are actively seeking change.

　　The "2020 White Paper on China's Ski Industry (and 2020-2021 Snow Season Fiscal Year Report)" shows that by the end of 2020, there were 36 indoor ski resorts opened in China, ranking first in the world.

Among them, the increase brought by the operation of indoor ski resorts has a great impact on the growth of skiers, especially the large and medium-sized indoor ski resorts in the south.

The report specifically mentioned that Wenzhou Zhongti Ice and Snow City, Guangzhou Sunac Cultural Tourism City, Chengdu Sunac Cultural Tourism City, etc. have all become representative southern ice and snow complex projects.

　　It is worth noting that after Beijing successfully bid for the Winter Olympics in 2015, the ice and snow sports just started the comprehensive promotion plan of "expansion from south to west to east".

　　On September 5, 2018, the General Administration of Sports of the People's Republic of China announced the "Implementation Outline of "Driving 300 Million People to Participate in Ice and Snow Sports" (2018-2022), which aims to vigorously promote mass ice and snow sports.

Southern cities responded positively by building indoor snow rinks and ice rinks, holding winter sports competitions, and promoting ice and snow sports on campus.

　　The lack of congenital conditions determines that in order to achieve these goals, the southern ice and snow market needs to find another way to find a role that is different from that of the northern ice and snow.

For example, in terms of venue facilities, there are currently 44 ice and snow venues in Shanghai, and 30 ice and snow sports venues will be built by 2025; by the end of 2021, Chengdu already has 11 real ice rinks, 2 snow rinks and 3 dry ski rinks. Covering Jinjiang, Gaoxin, Dujiangyan, Qionglai, Jintang and other districts (cities) and counties.

　　In Hu Yuan's view, in the "post-Winter Olympics" era, the development of ice and snow sports in the south still needs the support of publicity and popularization.

"Only in the Chengdu area, ice hockey and figure skating still need more events to help children understand sports."

　　Chengdu Business Daily-Red Star News reporter Zou Yue