Iridium Introduction
Whether it's the romantic love in Ice Or the super snow fight in Ice Wars, the silver-clad world of ice and snow always brings romance and joy. In the real world of ice and snow, there is no sports event that attracts the attention of the whole people than the Winter Olympics.
Recently, the "Together to the Future - 100 Days Countdown to the Beijing 2022 Winter Olympics" was officially opened, and medals, uniforms and equipment for the Winter Olympic and Paralympic Games were unveiled, indicating that the first grand event held in China has entered the sprint stage.
Taking advantage of the "Winter Olympics" east wind, under the era of national fitness and consumption upgrading, the ice and snow sports economy has also ushered in new development. Many shopping malls have held Winter Olympics theme exhibitions, built ice skating ski resorts, introduced ski brands, held related marketing activities, etc., accelerating the expansion of the ice and snow sports market while allowing consumers to truly experience the charm of ice and snow sports.
Source | Iridium Nebula Business New Media Center
01
Shopping malls set off the "Winter Olympic fever"
Recently, the "Exercise Together" brand marketing activity linked by 400+ Wanda Plaza in Beijing was officially launched. "Sport Together" will land the Winter Olympics cultural offline theme tour exhibition in Beijing Yanqing, Guangzhou Zengcheng, Changchun Checheng, Chongqing Beibei, Hangzhou Fuyang 5 Wanda Plaza, exhibiting the original torches, medals and other precious collections of the Winter and Summer Olympic Games, while setting up dryland curling, VR ski machine and other experience areas in the exhibition.
In addition, a number of Wanda Plazas across the country will link up with Wanda Sports to land the "China City Skateboarding Competition", "China City Street Dance Competition" and other #I want to go to the Olympics # series of events, and will also hold fluorescent running, walking, vertical marathon, square dance, children's balance car and other activities to stimulate the public's desire to challenge and participate.
On the same day, the first stop of the Wanda Plaza "Hot Ice and Snow Together" and the Winter Olympics Theme Tour Exhibition was also unveiled. At the scene, the Mascot of the Beijing Winter Olympic Games "Ice Pier" and the Paralympic Mascot "Snow Rongrong" appeared together, and Chen Lu, the world champion of figure skating, issued an energy declaration as an "energy ambassador".
At the Intangible Cultural Heritage Experience Market, the face sculpture inheritors pinched out the face sculpture works inspired by Chen Lu's figure skating classic shape, and the paper-cutting artists led the young experiencers to complete the ice and snow theme craft works... The collision of "intangible cultural heritage" and "ice and snow elements" attracted many people's attention and participation.
Coincidentally. At the beginning of March this year, the "Ice and Snow Image - Olympic Home • Helping the Winter Olympics Photography Exhibition" sponsored by the Olympic House and supported by the International Trade Mall was launched at the Beijing International Trade Mall. The exhibition is composed of four parts: "City of The Two Olympics", "Venue Construction", "Beijing Outer Arena" and "Shougang Style", with a total of more than 50 works.
Among the photographic works on display, there are not only ski jumps in the old industrial park of Shougang, but also the transformed venues such as the National Stadium, the Water Cube, and the Wukesong Sports Center, so that everyone can enjoy the ice and snow style, the Olympic style, and welcome the arrival of the 2022 Winter Olympics.
It is understood that the pictures of this exhibition are mainly provided by the competition venues of the Beijing 2022 Winter Olympic Games, and the photographers are mostly the staff involved in the Beijing 2008 Olympic Games and the 2022 Winter Olympic Games. They used pictures to string together wonderful Olympic stories to ignite the passion of ice and snow and help the success of the Winter Olympics. In the future, the exhibition will also combine the form of online exhibitions to let more people know about the Beijing 2022 Winter Olympics.
Obviously, as the display stage of the Winter Olympic Games, the theme exhibition can present the background, concept, development process and wonderful moments of the Winter Olympic Games one by one in the exhibition, which not only shows the style of the Winter Olympic Games at close range, but also conveys the spirit of the Winter Olympic Games. With the arrival of the Beijing 2022 Winter Olympics, there will be more "Winter Olympic Theme Exhibition" activities in the shopping mall, becoming one of the important directions of its "Winter Olympic Marketing".
02
Ice and snow sports market into the "fast lane"
The successful bid for the Winter Olympics, the national strategy of national fitness, and the realization of the goal of "driving 300 million people to participate in ice and snow sports" have created important development opportunities for the ice and snow sports economy, accelerated the expansion of the ice and snow market, and also affected this market demand.
The State General Administration of Sport "Ice and Snow Sports Development Plan" pointed out in 2016-2025 that by 2020, the total scale of China's ice and snow industry will reach 600 billion yuan, and by 2025, the total scale of China's ice and snow industry will reach 1,000 billion yuan. At the same time, the "China Ice and Snow Tourism Development Report 2021" released by the China Tourism Research Institute predicts that in the 2020-2021 ice and snow season, the number of ice and snow tourism leisure tourism trips in China will reach 230 million person-times, and the income of ice and snow tourism will exceed 390 billion yuan. With the 2022 Beijing Winter Olympics approaching, China is becoming the fastest growing market for the global winter industry.
In this context, commercial space is also actively exploring more possibilities for the ice and snow sports economy. From ice skating rinks and ski resorts to ski apparel and ski equipment, shopping malls have shown a diversified layout trend in the form of ice and snow sports.
At present, the ice skating rink is the darling of many Shenzhen shopping malls, such as the Ice Mixc Ice Rink of China Resources MixC, the Century Star Skating Club of Coast City, the All-Star Skating Club of Haiya Colorful City, and the Champion Skating Rink of Longgang Vanke Plaza, which have become a popular destination for skating enthusiasts. The recently opened Longhua Yifang City has also introduced Shenzhen's first international standard true ice rink Chen Lu International Ice Center. On the opening day, Chen Lu said at the scene that he was optimistic about the development prospects of the ice and snow sports industry.
Compared with the ice skating rink, the ski resort in Shenzhen Shopping Center started late, and there are mainly ski brands such as Play Snow and Xuele Mountain. Taking Xueleshan as an example, as a sports training institution that moves skiing indoors, it currently has about 100 stores in many cities such as Beijing, Shanghai, Guangzhou, and Shenzhen.
Recently, the reporter visited Xuele Mountain (Shenye Shangcheng store) and observed that the store area is about 2,000 square meters, which is divided into skiing, equipment, trampoline and other areas. Among them, there are 11 ski machines in the ski area for customers to experience and learn, the ski experience price is 98 yuan / time, and the minimum course learning price is 380 yuan / lesson.
In the process of experiencing snowboarding, the reporter has staff to guide the wearing of equipment, and after wearing it, the instructor will explain the basic knowledge of the venue and snowboard one-on-one, and then the coach will lead the straight descent exercise. The experience lasts for 45 minutes, consisting of 15 minutes of skiing + 15 minutes of rest + 15 minutes of skiing, and it seems that there is not much exercise in the process, but it still sweats a lot. Overall, this experience learned some basic skiing knowledge and skills, relaxed, and will have the opportunity to repurchase in the future.
The relevant person in charge, Johnny, told reporters that the main customer base of the store is mainly children and young people, and the general weekend courses are almost full, and there are more people in winter and summer vacations and weekday evenings. Compared with outdoor skiing, indoor skiing is safer and more about learning skiing skills; the coaches in the store come from professional athletes from sports colleges, retired national/provincial athletes, and coaches from big snow fields such as Yabuli/Changbaishan. The reason why the store is located in the shopping center is mainly because of the large flow of people, which is convenient for later operation, and it is more convenient for students to learn to ski. At present, Xueleshan has opened three stores in Futian, Longgang and Bao'an, Shenzhen, and will continue to expand stores in the future.
Of course, under the popularity and development of skiing, the ski equipment market has also ushered in rapid development. The reporter visited Decathlon (Shenzhen Shangcheng store) and found that the store is creating a "ski area", which has been selling ski clothes, ski boots, ski gloves, and will introduce skis and ski glasses in the follow-up. In addition, in recent years, many domestic and foreign ski brands have also entered shopping malls. For example, Shanghai Jing'an Kerry Centre opened BOGNER China's first limited-time boutique, and Beijing Sanlitun Taikoo Li opened Phenix China's first urban complex. NOBADAY, a ski brand previously opened in Guangzhou Sunac Mao, is also about to open in Qianhai, Vientiane, Shenzhen.
In addition to professional ski brands, luxury brands are also laying out the ice and snow sports market. At this year's inaugural Beijing International Consumer Center City Show, SKP and Prada conducted a special showcase of Prada On Ice. Inspired by the world of winter sports from Prada's modern perspective, the collection showcases high-performance sports collections such as skis, skis, skis, skis and ski goggles in the ice rink space paved with red and blue lines; DIOR Menswear has teamed up with professional sports brands DESCENTE, AK SKI and POC to create a DIOR men's skiing limited series, launching a variety of DIOR ski wear, snowboards and ski accessories, and the series of limited-time boutiques also appeared at Shanghai Plaza 66.
For ski enthusiasts, the barrier to entry is not low, from ski clothing to snowboarding and other equipment must be readily available. This means that skiing, as a high-end sport, has a customer base that is in line with luxury brands, laying the consumer foundation for luxury brands. At the same time, the entry of luxury brands has also brought more ways to play for the ice and snow sports market, accelerating its development.
03
Explore the new way of playing in the ice and snow sports industry
In recent years, the improvement of people's material living standards and the continuous climbing of the tourism industry have promoted the momentum of cultural tourism businesses, and new landmarks of ice and snow cultural tourism have emerged in the industry. Taking Sunac as an example, in 2020, Chengdu Sunac Cultural Tourism City was unveiled, with the theme of "The Country of Heaven and the Joy of the Fallen City", bringing many formats such as Sunac Snow World, which became the highlight of local tourism and triggered countless people to take photos and punch cards.
The officially named "Sunac Huafa Shenzhen Ice and Snow Culture and Tourism City" this year, built by Sunac China and Huafa Group in Bao'an, Shenzhen, will cover about 100,000 square meters of super ice and snow world, about 100,000 square meters of commercial flagship of the Bay Area, The German Steiger Hotel, the Bay Area Avenue of Stars, Green Valley Central Park, corporate headquarters base and other cultural and tourism business comprehensive formats, with a total investment of 18.29 billion yuan, has begun construction, is scheduled to be completed in December 2026. It is reported that the project is included in the major project plan of Bao'an in 2021 and will become a new business card of the Guangdong-Hong Kong-Macao Greater Bay Area.
(Renderings of Shenzhen Ice and Snow Culture Tourism City)
Although the cultural tourism and business complex is a major model for unlocking the new way of playing in the ice and snow sports industry, for traditional shopping malls, more content and form need to be explored in the layout of ice and snow sports.
✦ Host snow sports events
As the venue of many events, shopping malls have become a sharp tool for diversion. Whether it is in the atrium, the outer square, the block, or the sports hall and e-sports hall in the stadium, we can often see various forms of events. Therefore, in line with the ice and snow sports industry, shopping malls can host both large-scale ice and snow sports events and small event marketing. According to the relevant personnel of Shenzhen Longgang Wanda, in mid-to-late November this year, the mall will hold the "I want to go to the Olympics - urban skateboarding" activity.
✦ Cross-border linkage with ski brands
More and more indoor ski brands are pouring into shopping malls, enriching the brand matrix in the field and creating opportunities for the linkage between the two sides. For example, SNOW51, a one-stop service platform for ski people, starts from ski training and extends to catering parties, theme tours, ski communities, etc., injecting fresh blood into the marketing activities of shopping malls. During this year's National Day, Shanghai MixC and SNOW51 launched ski experience classes, and previously held outdoor lifestyle sharing sessions such as skiing at the first Shanghai MixC "Phenomenon Art Season" in 2021.
✦ Exhibit and sell winter Olympic limited products
At the 100-day countdown to the opening of the Beijing 2022 Winter Olympic Games, the uniforms and equipment of the Beijing Winter Olympic and Paralympic Games were officially released, and ANTA became the clothing partner of the event, which undoubtedly enhanced the brand exposure and popularity of ANTA. On the occasion of the Winter Olympic Games, the shopping malls that introduce ANTA can link up with ANTA to display and sell Winter Olympic elements and accessories. In addition, shopping malls can also jointly launch pop-up stores with the Beijing Winter Olympic Organizing Committee to focus on the sale of winter Olympic commemorative badges, precious metal products, clothing and clothing, stamps, ornaments and other limited goods.
✦ Participate in sports consumption season activities
Recently, the "National Sports Nanshan Tour" 2021 Nanshan District Sports Consumption Season opened, and the relevant departments distributed 20 million yuan of sports gift packages to the public, adding sports enthusiasm to the Beijing Winter Olympics. Special sports consumption vouchers can be used to experience skiing, skating and other sports, of which the designated skating experience venues are the Century Star Skating Rink in CoastAl city and the ice skating rink in Vientiane World, while the ski venue is the snow of the Happy Coast. It can be seen that sports consumption coupons may be a new way for shopping malls to develop ice and snow sports formats, and more ice and snow sports brands in the field can be added to it in the future.
It is foreseeable that under the background of 1.4 billion people welcoming the Winter Olympics and 300 million people on the ice and snow, there is still more room for the ice and snow sports economy to be tapped. Shopping mall operators who dig deep into this format need to pay attention to the diversified and personalized needs of consumers, explore from the direction of brand, product, scene, marketing, etc., or create a more scientific and technological art "ice and snow universe", bringing consumers an immersive ice and snow experience at the same time, providing a new business model for the industry.
This article is original by Iridium Nebula Business New Media Center, author: Tang Yan, the copyright of the article belongs to Iridium Nebulas, the picture comes from the project side, brand side or network, and is not commercialized.