The ice and snow industry is promising
Compiled by our reporter Shi Zhe and intern Yu Peiwen
In the past six years, with the preparation of the Winter Olympics as an opportunity, the ice and snow economy has shown a good momentum of "cold resources" releasing "heat effects".
A ski ticket points to a consumer market, a set of ice hockey equipment contains an industrial chain, and an ice and snow town reflects a development model... The "14th Five-Year" Sports Development Plan clearly states: "Promote the overall upgrade of the ice and snow industry." In the process of "driving 300 million people to participate in ice and snow sports", the ice and snow fields are also invaluable, helping the ice and snow industry to achieve high-quality development.
Now that the Beijing Winter Olympics is approaching, this edition will launch a series of reports on "Towards the Winter Olympics and Revitalize the Ice and Snow Economy", focusing on the changes brought about by ice and snow sports to the development of consumption, manufacturing and other fields and regions.
How long does it take to fall in love with skiing?
"Post-90s" boy Yang He's answer is: a trip.
After a trip to Chongli, Hebei in the winter of 2015, he became obsessed with skiing, and since then he will report to the ski resort on time every snow season.
A drawer full of ski tickets records his footsteps from "rookie" to master.
Such ice and snow sports enthusiasts are now more and more common.
Since the successful bid for the Winter Olympics, the surrounding ice and snow facilities have become more and more perfect. The once niche ice and snow sports have expanded in the four seasons and spread to all directions. It has become a favorite fitness program for people.
Simultaneously spawned new formats such as ice and snow experience, ice and snow training, and ice and snow tourism have formed an increasingly large market.
Popular demand heats up——
With the improvement of living standards, consumption power and willingness increase accordingly
6-year-old Shen Luchen is a first-year student in the primary school of Chaoyang School of Tsinghua High School.
From staggering when she first started on the ice, to trying to conquer the two-week jump, the little girl made rapid progress, and also participated in the exhibition match with the world champion Chen Lu.
It takes time and energy to get out of the limelight.
Starting from Shen Luchen's contact with figure skating, he trains on ice for 2-4 hours each time.
"The most important expense is training fees. Coaches of different levels range from 200 yuan to 400 yuan per lesson. Recently I bought intermediate skates and ice skates, and a set of them cost several thousand yuan." Although the cost is not small, Shen Luchen The mother of Ms. Chen still thinks it is worth it: “Mastering a skill in ice and snow sports will greatly improve the child’s concentration and coordination, and become more confident.”
Participating in ice and snow sports has a certain threshold. From clothing equipment to training exercises, a certain amount of support is required for consumption.
Sports demand heats up consumption enthusiasm, and it is precisely with the development of social economy and the improvement of living standards that it shows huge potential space.
According to data from the JD platform, during the Double Eleven this year, self-operated ski orders increased 23 times year-on-year, and the turnover of ice equipment increased 15 times year-on-year.
Yang He has a cabinet for ski equipment.
Large items such as snowboards, snow suits, and snow shoes, and small items such as helmets, snow goggles, and snowball fights. There are several sets of different prices.
"I first rented ski equipment in the ski resort, and later bought my first ski suit, which was only 200 yuan. A few years later, I gradually purchased a full set of equipment and constantly updated. This year's "Double Eleven", I bought a snowboard flower. It cost nearly 10,000 yuan." In his view, the equipment is rich and frugal, and the professional effect is not pursued, and you can have fun without spending too much.
Another "burst point" of ice and snow consumption is ice and snow tourism.
It has become a new fashion to make appointments with friends and relatives and take a vacation to the surrounding ski resorts.
The "China Ice and Snow Tourism Development Report (2021)" shows that 55% of consumers participating in the survey are willing to take long-distance ice and snow tourism, and 82% of tourists are willing to take short-distance ice and snow leisure tourism.
With ice and snow as the axis, stimulating supporting industries and services such as catering and accommodation, the added value of ice and snow tourism has increasingly injected vitality into the local economic development.
"After skiing, go to the bubble hot springs, enjoy local specialties, and visit specialty shops. It is particularly pleasant." For 6 years of skiing, Beijing citizen Yao Jiamei has been to more than 10 ski resorts including Beidahu in Jilin Province and Wanlong in Chongli. 'Ice and snow fever', in the final analysis, is that everyone has money pockets and has the ability and willingness to pay for it."
According to the "China's Ice and Snow Tourism Consumption Big Data Report (2020)", in the 2018-2019 snow season, the number of ice and snow tourists in my country reached 224 million, and the per capita consumption of ice and snow destinations was about 5,000 yuan per person.
Ice and snow consumption is getting hotter and hotter. Behind the rising data, there are golden opportunities for the development of China's ice and snow industry.
The number of venues increased rapidly-
To form a virtuous circle, we must rely on diversified services to retain consumers
"Ice and snow fever" brings unlimited business opportunities, which is the deepest experience for the operators of ice and snow venues.
The Chen Lu International Ice Center in Chaoyang District, Beijing has a full lineup of daily figure skating and ice hockey classes from morning to night.
"When we started business in 2017, we only had one ice hockey team. Now we have increased to 8. There are 220 trainees who often come to train. It is very important to coordinate the ice." General Manager Yang Yiwei said.
The masses' enthusiasm for participating in ice and snow sports is high, and the supply of ice and snow facilities must keep up.
Since the successful bid for the Winter Olympics, "Ice and Snow Sports Development Plan (2016-2025)", "National Ice and Snow Field Facilities Construction Plan (2016-2022)" and other documents have been released one after another.
According to data from the State Sports General Administration, as of the beginning of 2021, there were 654 standard skating rinks and 803 indoor and outdoor ski resorts across the country, an increase of 317% and 41% respectively from 2015.
Shifting from serving sports to building a platform for national fitness, the operation of ice and snow venues pays more and more attention to the actual needs of consumers.
Yang Yang, the founder of Feiyang Ice Sports Center, believes that ice and snow venues form a virtuous circle, and a lot of popularization work must be done, and diversified services must be used to retain consumers.
"Ice and snow enter the campus" gave the social club the opportunity to show off their talents.
Chen Lu International Ice Center has reached cooperation with Fangcaoyuan International School, Huajiadi Experimental Primary School and Chuiyangliu Central Primary School. The school finances the purchase of services. The ice rink provides professional coaches, helps the school figure skating team arrange programs, and guides the school ice team's skills and tactics. train.
At the same time, the venue also operates a number of events of the Middle School Sports Association to expand its business model.
In order to welcome the snow season, Hu Wei, the general manager of Beijing Nanshan Ski Resort, has been busy recently.
The ski resort has added 5 new "magic carpets" this year, upgraded the ski park, and made great efforts in catering services and epidemic prevention and control. It is expected to open at the end of November.
"Riding on the east wind of the Winter Olympics preparations, the infrastructure of the ski resort has been continuously improved, and we have also enjoyed the dividend of the increase in the ski population. The number of skiers in the last snow season has exceeded 400,000." Hu Wei said.
The snow season in Beijing is short, how to attract ski lovers?
Hu Wei has a plan and wants time to benefit.
Beginning in 2018, in addition to day skiing, Nanshan Ski Resort has also added night skiing. It received more than 50,000 people that year. Last year, this number jumped to 90,000.
"The night show has good lighting effects and low prices. It is very popular with young people. In this snow season, the open area of the night show has expanded from 100,000 square meters to 200,000 square meters, and the profit is expected to reach a new high."
Development ushered in opportunities——
The masses continue to pay attention to the Winter Olympics and gradually increase their awareness of ice and snow sports
In the six years since the successful bid for the Winter Olympics, the ice and snow sports of "not going out of Shanhaiguan" has made great strides to "expand south, west and east" to achieve national coverage and four-season operations. The status of the ice and snow industry has become more and more important.
The "Research Report on the Development of China's Ice and Snow Industry in 2021" shows that from 2015 to 2020, the total scale of my country's ice and snow industry will grow from 270 billion yuan to 600 billion yuan.
According to the "Ice and Snow Sports Development Plan (2016-2025)", the total scale of my country's ice and snow industry is expected to reach one trillion yuan in 2025.
The national policy releases the driving force, and the increase in per capita consumption capacity brings acceleration, which constitutes a dual engine to boost ice and snow consumption.
How to take advantage of the opportunity of preparing for the Winter Olympics to transform the public's enthusiasm for participating in ice and snow sports into lasting interest?
In February of this year, the Ministry of Culture and Tourism, the National Development and Reform Commission, and the State Sports General Administration issued the "Ice and Snow Tourism Development Action Plan (2021-2023)", proposing that "by 2023, promote ice and snow tourism to form a more reasonable spatial layout and a more balanced The industrial structure will help the 2022 Beijing Winter Olympics and achieve the goal of'driving 300 million people to participate in ice and snow sports'."
In Altay, Xinjiang, tourists travel on "fur skis" to integrate skiing with folk customs; in Xiangshawan Ski Resort, Inner Mongolia, snow lovers can see the desert when they look up, and have a different experience; in Sichuan, Hubei and Yunnan , The sales of tickets for many ski resorts have surpassed before the epidemic... The masses have gone to ice and snow, from the initial "pure sports" to "sports + leisure", from the "experience" to the "deep participation", the future is expected to become Normalization options for sports consumption.
The historical opportunity of hosting the Winter Olympics at home has brought irreplaceable impetus.
The survey on public participation in ice and snow sports in 2020 shows that the people continue to pay attention to the Winter Olympics, their awareness of ice and snow sports has gradually increased, and the willingness to consume ice and snow has continued to rise.
With the approach of the Beijing Winter Olympics, the global ice and snow industry that has been hit by the epidemic is gradually recovering, and my country's ice and snow economy is expected to usher in a major rebound.
"The potential for development is sufficient and the prospects are broad." At this year's International Winter Sports Expo, all parties are broadly optimistic about China's ice and snow market.
After the beginning of winter, the new ice and snow season began.
Shen Luchen is still on the ice on time, Yao Jiamei can't wait to try new equipment on the snow track, Yang He plans to take the Beijing-Zhangjiakou high-speed rail to Chongli.
"During the Sochi and Pingchang Winter Olympics, the number of visitors to the venues was much larger than usual. The Beijing Winter Olympics was held during the Spring Festival. Let's spend a year of ice and snow together!" Yang Yang said.
Layout design: Cai Huawei
Our reporter Li Yang Zheng Yi
Our reporter Li Yang Zheng Yi