Foreword: With the in-depth development of China's digital economy, the process of industrial digitalization is accelerating, and the proportion of big data in industrial decision-making is getting higher and higher. Tianyancha Data Research Institute hereby launches the "Tianyan New Knowledge" column, relying on Tianyancha big data, combing the industrial pattern and development context, interpreting the latest developments in the industrial field and investment and financing trends, and providing reference for decision-making by all parties.
This article is the ninth in the Series of Industry Analysis of Tianyan New Knowledge.
Introduction: "Bringing 300 million people to participate in ice and snow sports" is a solemn commitment made by China to the international community when Beijing joined hands with Zhangjiakou to bid for the 2022 Winter Olympics. The Beijing Winter Olympics are about to kick off, and ice and snow sports have gradually become a new choice for fitness and a new way of life for the whole country, north and south of the country.
First, the ice and snow sports market rides the "winter" wind
For a long time in the past, ice and snow sports were a professional sport and a niche sport, but since the successful bid for the 2015 Beijing Winter Olympics, ice and snow sports have heated up year by year.
Ice and snow sports are in full bloom in many regions and fields. Ice and snow sports from the western border to the eastern coast, from the north to the south of the river, participation in ice and snow sports has become a new fashion for more people to exercise and relax. At the same time, with the application of real ice and snow fields such as indoor ice skating rinks and indoor ski slopes, as well as high-tech applications such as dry snow, ski blankets, and simulated ice rinks, not only allows people everywhere to feel the happiness and charm of ice and snow sports through different ways, but also gradually expands the ice and snow sports that were once only available in winter, gradually expanding to the four seasons, so that the time and space for participating in ice and snow sports are further improved.
Snow sports promote regional development. The rise of ice and snow sports has opened a new window for regional development, and 28 provinces across the country have proposed the development of ice and snow tourism and economy, boosted the construction of related infrastructure, expanded the basic plate of the ice and snow industry, enhanced the investment heat in equipment manufacturing, personal supplies and other fields, and then stimulated the domestic ice and snow consumption market. By the beginning of 2021, there were 654 standard ice rinks in the country, an increase of 317% over 2015, and 803 indoor and outdoor ski resorts, an increase of 41% over 2015. According to Tianyancha data, by the end of 2021, there are currently more than 8,500 related enterprises engaged in ice and snow sports in the mainland, of which Shandong, Hebei and Guangdong are the top three, and Shandong ranks first with more than 1,000 enterprises.
Indoor snow rinks and ice rinks create a new space for ice and snow sports. An ice and snow park has been opened in Beijing's Han's Square, and as long as people take photos and send them to the circle of friends, they can get a free ticket. On weekends, the ice and snow park is full of children's laughter, snow slides, snow rings, snowmobiles, and families with children sliding around, which is particularly lively. The world's largest indoor ski resort, Shanghai's "Ice and Snow Star", is accelerating the construction of Lingang. At that time, it will become a ski resort integrating sports, entertainment and leisure, and is expected to be completed and opened by the end of 2022.
With the approaching of the Beijing Winter Olympics, ice and snow sports have gradually realized the upgrading from 0 to 1, from north to south, from small to large, from winter to four seasons, from scale to quality, from niche competitive sports to mass fashion lifestyle, from cold resources to thermal economy.
Second, why is ice and snow sports getting more and more popular?
The popularity of ice and snow sports can be seen from the popularity of social media and circle of friends in recent years. At a deeper level, behind the popularity of ice and snow sports is the result of the Winter Olympics effect, young people's consumption choices and social media diversification marketing.
The driving effect and influence of the Winter Olympics continue to ferment. The holding of the 2022 Beijing Winter Olympics has brought great opportunities and strong impetus to the development of ice and snow sports related industries in the mainland. According to the "Statistical Survey Report on "Driving 300 Million People to Participate in Ice and Snow Sports", since Beijing successfully bid for the Winter Olympics in 2015, as of October 2021, the number of residents across the country who have participated in ice and snow sports is 346 million, and the participation rate of ice and snow sports is 24.56%, achieving the goal of driving 300 million people to participate in ice and snow sports. According to the data of Tianyancha, after the successful bid of ice and snow sports-related enterprises for the Winter Olympics in 2015, the average growth rate of newly registered enterprises in 7 years from 2015 to 2021 reached 24.3%, especially in 2021, which increased by 38.3% year-on-year, with a faster growth rate.
Breaking through the seasonal limits, you can also experience the joy of skiing in summer. Summer skiing sounds a bit novel at first, but it's actually the same as the popular rollerblading and other sports. In summer, a variety of high-tech ancillary facilities are also used to extend people's desire to participate in skiing during the non-snow season. Taking the Beijing Olympic Forest Park Jianfeng Dry Snow Four Seasons Ski Resort as an example, it adopts a dry snow blanket shaped like a "golden mushroom", and the simulated snow degree is more than 90%. With the help of science and technology, ice and snow sports are no longer only in winter, but also release more vitality in summer.
Ice and snow sports are becoming an important choice for young people's leisure and entertainment activities. Under the rapid development of social economy, the people's living standards are improving day by day, the pursuit of the spiritual level is becoming more and more intense, and healthy life has become the main goal of more and more people. At the same time, the pursuit of quality of life by young people is not limited to daily fitness activities, and thrilling outdoor sports are favored by young people. Snow sports, such as skiing, have slowly broken away from niche labels and become an important choice for entertainment in their leisure time.
According to the "China Ice and Snow Tourism Consumption Big Data Report", the post-80s and post-90s are the main force of ice and snow tourism. 64% of ski enthusiasts are between the ages of 18 and 34, living in first- and second-tier cities and new first-tier cities.
Social media is also empowering the development of snow sports. Social media and content platforms have made efforts to reduce the threshold of ice and snow sports and popularize ice and snow knowledge through content dissemination such as graphics, short videos and live broadcasts. The ubiquitous "ski posts" have undoubtedly become a catalyst for skiing from niche to fiery.
Especially at a time when Generation Z and post-00s have become the main consumer force or occupy the main voice of social platforms, the social attributes of skiing are more vividly reflected. Nowadays, it has become a consensus that new media forms such as short videos and live broadcasts can accelerate the development of the ice and snow industry, and it has become a prerequisite for the development of ice and snow sports to reduce the threshold of ice and snow sports through content and popularize ice and snow knowledge.
The rise of ice and snow sports will be conducive to the formation of a multiplier effect, effectively driving the further development of related industries. The advantages of Ice and Snow Sports+ have initially emerged.
Third, grasp the synergistic effect of ice and snow sports, promote the integration and development of the industry, and promote the popularization of ice and snow sports
Ice and snow sports are becoming more and more popular every year, which has promoted the development of China's entire ice and snow industry and also promoted the ice and snow economy to become a popular track.
Ice and snow sports + tourism: The ice and snow tourism experience stage has entered the rigid life demand stage of ice and snow tourism
Driven by the development concept of "ice and snow is also Jinshan Yinshan", ice and snow tourism with ice and snow sports as the main content has developed rapidly in recent years. According to the "China Ice and Snow Tourism Development Report (2022)" data, the number of ice and snow leisure tourists in the country increased from 170 million in the 2016-2017 ice and snow season to 254 million in the 2020-2021 ice and snow season, and it is expected that the number of ice and snow leisure tourists in the mainland will reach 305 million in the 2021-2022 ice and snow season, and the income of ice and snow leisure tourism in the mainland is expected to reach 323.3 billion yuan, and the mainland is entering the rigid life demand stage of ice and snow tourism from the ice and snow tourism experience stage. According to Tianyancha data, nearly a quarter of the ice and snow tourism related enterprises come from Heilongjiang, followed by Jilin, and Inner Mongolia ranks third.
Ice and snow tourism has become a new driving force for winter consumption in many destinations, and there are huge markets for ice and snow recreation in the south and ice and snow in the north. The Beijing Winter Olympics will not only drive more Chinese people to fall in love with ice and snow sports and enhance their physique, but also drive the rapid development of the ice and snow industry and make the ice and snow economy "cake".
Ice and snow sports + events: stimulate the potential of the domestic ice and snow industry
With the continuous deepening of the preparation for the Winter Olympics, the number of various ice and snow events in various provinces and cities has increased year by year, and the specifications have also been continuously improved, which has stimulated the potential of the domestic ice and snow industry and promoted the popularization of ice and snow sports with events. As the host of ski projects for the 2022 Winter Olympics, Zhangjiakou City hosted more than 200 various events in 2021, and the cumulative number of participants in ice and snow sports exceeded 5 million, which continued to drive the enthusiasm and attention of the masses for ice and snow sports. In Suzhou, the holding of the 2021 Mass Sports League Indoor Ski Competition allowed 71 participants of different ages to gather and compete, which not only showed the enthusiasm for ice and snow, but also spread the correct ice and snow sports methods to more people through the promotion effect of the event.
Ice and snow sports + technology: expand the possibilities of ice and snow sports
The comprehensive application of new technologies such as 5G provides more possibilities for expanding the viewing experience of ice and snow sports. At present, some wearable devices with "on-site shooting - cloud processing - client" technology links have gone to the public, supporting users to watch ice and snow sports competitions from different angles and locations. VR technology and intelligent human-computer interaction functions can enable ice and snow sports to break through the limitations of climate and region, conform to the sports development trend of "North Ice South Exhibition", reduce the experience threshold of ice and snow sports, and meet the diversified needs of national fitness and online experience.
Ice and snow sports have a very powerful driving effect on industrial synergy, but greater development is inseparable from the support of the capital market, especially the venture capital market.
Fourth, the ice and snow sports track has become a new outlet for capital to pursue
The ice and snow economy continues to heat up, and the ice and snow sports track has also become a new outlet sought after by capital. Since the ice and snow sports industry has its own financing records, a total of 52 financing events have occurred, with a financing amount of more than 500 million yuan, of which the year with the largest number of financing events is 2015, and the year of China's successful bid for the Winter Olympics, a total of 11 cases occurred. Compared with the financing of the entire sports project, ice and snow sports are still relatively niche, and the financing events of ice and snow sports-related enterprises account for 2.16% of the overall sports projects.
From the perspective of the industry distribution of innovative enterprises related to ice and snow sports, outdoor sports-related financing events ranked first, sporting goods ranked second, and other comprehensive sports services ranked third.
From the perspective of round distribution, ice and snow sports financing projects are mainly in the early stage, and the total proportion of seed rounds, angel rounds and A rounds has exceeded 70%. (There is a record of funding rounds)
From the perspective of geographical distribution, the number of start-up enterprises in Beijing, Guangdong and Heilongjiang ranked in the top three. In particular, the number of related enterprises in Beijing far exceeds that of other regions. The reason is that Beijing is rich in innovation resources, from technology to talents to the market, especially the Internet resources are unparalleled in other regions, and enterprises naturally choose Beijing as a foothold.
From the perspective of the layout of investment institutions, the number of shots of Go Play Capital, Colleit Investment and Plum Blossom Venture Capital ranked in the top three, of which Go Play Capital ranked first.
With the vigorous development of ice and snow sports, coupled with the superposition of favorable factors such as the winter Olympics effect and consumption upgrades. In the future, the ice and snow sports industry will have a broader space for development.
Tianyancha Data Research Institute believes that "more than 300 million people participate in ice and snow sports" contains huge industrial development potential, and the Beijing 2022 Winter Olympics will greatly enhance the attention of ice and snow sports, attract more and more ice and snow enthusiasts to participate in it, and contribute To the development of the global ice and snow sports industry.
This article originated from the financial world