Behind the "300 million people on the ice and snow", these capitals are eyeing the ice and snow business

　　Sino-Singapore Jingwei, February 12th (Zhao Jiaran intern Hu Yi) At the opening ceremony of the Beijing Winter Olympics, the scenes of children practicing skating and skiing in the short film made the audience laugh; while Gu Ailing, Jin Boyang and other athletes were on the field. The outstanding performance has also driven the unprecedented popularity of the ice and snow sports market.

　　While the skating and skiing markets are booming and related companies are increasing, capital is increasingly deployed in ice and snow-related projects.

It is understood that many institutions such as Hillhouse Ventures, Sequoia China, and New Oriental War Investment have concentrated on investing in ice and snow projects in recent years. According to industry analysts, driven by favorable policies, mature technology development and other factors, coupled with the positive impact of the Winter Olympics, ice and snow The industry will usher in good development opportunities.

Ski training is on the rise, and children's private lessons are more than 10,000 at every turn

　　32-year-old Xu Mengqi is a ski instructor who lives in Canada. His daughter was taken to the snowy mountains when she was just over one year old.

"When she was able to stand independently and walk, I started to take her skiing, and she showed great interest. At that time, many friends saw the video of her skiing and came to ask me where I bought the ski equipment." Practice 1 Over the years, my daughter's skiing level has improved rapidly, and now she can slide independently on the primary track.

Photo courtesy of Xu Mengqi and her daughter to practice skiing

　　With the opening ceremony of the Winter Olympics, the skiing video of a 1-year-old cute baby has become popular, and many parents are also eager to try children's skiing training.

However, Xu Mengqi suggested that if parents do not have a certain skiing foundation, they do not need to send their children to training classes too early.

"In recent years, many parents of 'chicken kids' have come to me to inquire about children's skiing training, but taking Canada as an example, the children enrolled in the ski school are over 3 years old, and the children who are too young have not fully developed their leg muscles and cannot exert their strength. "Parents don't have to be too impatient."

　　It is understood that there are currently two types of children's ski training courses, one is children's winter vacation training in the form of winter camps, and the other is indoor dry snow.

Because it is not limited by seasons and venues, indoor dry snow has gradually become a popular training method for parents.

　　Recently, Sino-Singapore Jingwei went to the first store of Snow Leshan Indoor Skiing in Beijing. The skiing training of this store is mainly through indoor skiing machine practice.

According to the on-site staff, the children's skiing training course is divided into three grades of 20/40/60 lessons. According to the different class hours, the price of small class training is 11,800-32,800 yuan, and the private lesson is 18,800-46,800 yuan.

In other words, a 30-minute private lesson will cost up to 940 yuan.

The price of ski training courses

　　Xu Mengqi also said that among the many hobbies of young people, the consumption of skiing is relatively high, of which training is the main expenditure item.

"A set of well-known brands of ski equipment costs about 5,000-6,000 yuan, and a slightly cheaper brand costs less than 3,000 yuan. The training costs vary from place to place. In Canada, from a beginner to an entry-level, it takes about 15,000 yuan or more for private education; in In the Chinese market, cheap resident coaches in ski resorts charge about 100-150 yuan per hour, and there are also 'net celebrity private coaches' that charge 500-1000 yuan per hour, and the price gap is large." Xu Mengqi said that the current Chinese training market for skiing The application of skiing and indoor skiing is relatively common, but students who are accustomed to indoor skiing may not be able to "seamlessly connect" to outdoor skiing, and it takes a certain amount of time to adapt.

　　Sino-Singapore Jingwei learned from the training institution that Fangfang, a sixth-grade girl, signed up for a small class training course of 10,000 yuan. After seven or eight classes of training, she could already glide smoothly on a double board; while Wang Ming, a 10-year-old boy After 15 courses, I have been able to make veneer "leaf leaves" proficiently.

Capital targets the ice and snow industry

　　In 2015, Beijing successfully bid for the Winter Olympics, and enterprises related to ice and snow sports began to grow rapidly.

According to Tianyancha data, about 55% of related companies have been established in the past five years; in 2021, there will be more than 1,400 new ice and snow sports related companies in China, a year-on-year increase of 24%.

　　In November 2021, the State Sports General Administration and other four departments jointly issued the "Ice and Snow Sports Development Plan (2016-2025)", proposing

　　With the support of policies and the increasing attention of the market, capital has also turned its attention to the ice and snow business.

According to incomplete statistics,

Many well-known investment companies such as Sequoia China, Hillhouse Ventures, New Oriental Venture Capital, and Xiaohongshu participated in the event.

Financing of some ice and snow sports projects in recent years

　　According to Tianyancha data, ski training institution SNOW51 has successively received A and A+ rounds of financing in 2021. Among them, the A round was led by Jinshajiang Venture Capital, and the A+ round of financing was invested by Heyu Capital; in addition, the indoor simulation ski chain chain The institution Xue Leshan Ski received a strategic investment of 100 million yuan in December 2021; Snow Owl Technology, which specializes in high-end skis, successively raised financing in November 2021 and January 2022. Investors include Sequoia China Seed Fund, Xiaohongshu, etc. .

　　A number of listed companies also "pre-emptive" early before the Winter Olympics to grab the ice and snow market.

For example, according to Sunac, as of 2021, Sunac Cultural Tourism has deployed 19 ice and snow projects across the country and opened 7 ski resorts. In addition, Sunac has also signed projects such as Shenzhen Sunac Ice and Snow Cultural Tourism City.

Also as a leading real estate company, Vanke established an ice and snow business unit in 2017 to integrate its own snow resort resources such as Vanke Songhua Lake Resort.

In 2021, Vanke signed a contract with the Hohhot government and plans to invest 33.8 billion yuan, including building the "Mazong Mountain Ski Resort".

In addition to real estate companies, many fields such as media and tourism are targeting business opportunities on ice and snow.

For example, CYTS, Yunnan Tourism, and scenic spots under OCT have all launched ice and snow activities; Tencent Video and iQIYI have launched multiple ice and snow related variety shows such as "Super Interesting Ski Conference" and "Chasing Snowman"; O.R.G., Hualu Baina, Pathfinder, etc. The company has also created ice and snow events and various ice and snow activities.

Ice and snow industry has a lot of room for development

　　The "China Ice and Snow Tourism Consumption Big Data Report (2022)" released by the China Tourism Academy shows that the number of national ice and snow leisure tourists increased from 170 million in the 2016-2017 ice and snow season to 254 million in the 2020-2021 ice and snow season. This number is expected to reach 305 million in 2021-2022.

　　Guoyuan Securities stated in the research report that from 2013 to 2017, the market size of the ice and snow industry more than tripled from 117.7 billion yuan to 397.6 billion yuan, and the total size of China's ice and snow industry in 2020 will reach 600 billion yuan. The total scale will reach 1,000 billion yuan. According to estimates,

Photo by Zhongxin Jingwei Hu Yi, a boy practicing skiing

　　However, ice and snow training itself also faces many challenges.

According to the "2020 China Ski Industry White Paper" by the Mob Research Institute, the domestic ski industry penetration rate is less than 1%, while the figure in the United States and Japan is close to 10%; in Switzerland and Austria, it exceeds 30%, and skiing is still a niche sport in China , the development space is large.

　　The market research institution Toubao Research Institute pointed out in the report that

. Among them, the probability and degree of impact of seasonal operation risks are relatively high. .

On the other hand, driven by favorable policies, increasing per capita disposable income of residents, mature technology development and other factors, coupled with the positive influence of the Winter Olympics, China's ice and snow industry will usher in good development opportunities.

　　"The skiing crowd is getting younger and younger. They are more willing to play, have more time to play, and dare to spend more. This trend is the most fundamental force driving ice and snow, and it will also affect the 10-20 years after the Winter Olympics." Vanke Group Ding Changfeng, CEO of the Hotel and Resorts Division, said.

　　Lv Ning, dean and professor of the School of Tourism Science of Beijing International Studies University, said in an interview with the media that the ice and snow industry has a huge system and huge development potential, and is expected to become a new bright spot in China's consumer economy.

In addition, issues such as how to self-discipline the ice and snow industry, how to improve service quality, and how to continue the popularity of the ice and snow economy also need to be considered and resolved.

(Sino-Singapore Jingwei APP)

(At the request of the interviewee, Fangfang and Wang Ming are pseudonyms in the text)

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