In 2015, during its bid to host the Winter Olympics, the mainland clearly put forward the grand vision of "driving 300 million people to the ice and snow by hosting the Beijing Winter Olympics". In order to further implement this goal, the State General Administration of Sport issued the Implementation Outline of "Driving 300 Million People to Participate in Ice and Snow Sports" (2018-2022) in 2018. After a few years have passed, the development goals set by the mainland have been fulfilled step by step.
At the 2022 China Ice and Snow Tourism Development Forum, the China Tourism Research Institute released the "China Ice and Snow Tourism Development Report (2022)". The report pointed out that under the stimulation of supply and demand such as the Beijing Winter Olympics, the return of ice and snow outbound tourism, the upgrading of tourism consumption and the national layout of ice and snow facilities, 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 on the mainland will reach 305 million in the 2021-2022 ice and snow season.
In the process of the spurt development of the ice and snow industry, a series of innovative technologies with digitalization as the core have played a very obvious role in promoting the publicity and promotion of ice and snow sports. With the continuous popularization of the concept of ice and snow sports, today's ice and snow sports are no longer just competitive events, but also popular sports for young people led by the Z generation.
What seemed like a distant goal is now being accomplished step by step. Under the leadership of the successful bid for the Beijing Winter Olympics, the public's attention to ice and snow sports has increased. The arrival of this sports event not only creates a good atmosphere for ice and snow sports in China, but also allows the public to fully feel the charm of ice and snow culture.
The Beijing Winter Olympics coincided with the Spring Festival, and the huge population base plus the large amount of time given by the holiday made the Winter Olympics gain the collective attention of the masses. In today's competition, due to the counterattack of the well-known mainland athlete Gu Ailing, the freestyle ski women's big jump project has become the focus of public attention, and the Shougang Ski Jump as a competition venue has also entered the vision of the majority of Winter Olympic audiences.
As the name suggests, the Shougang Ski Jump is located in the Shougang Park. In the past, sitting on this land, it was Shougang Group, one of the ten largest steel companies in the mainland. Founded in 1919, Shougang Group has a development history of hundreds of years and is a pioneer and integrator of the mainland steel industry. At the beginning of the 21st century, in order to promote the development and transformation of the capital and environmental protection, Shougang proposed the decision to relocate the main factory area.
In 2010, shougang's main plant was completely suspended, and in the face of multiple problems such as land resource utilization, environmental pollution control, industrial heritage protection, employee job placement, and transformation and development momentum, it began to explore the path of comprehensive transformation and development. On July 31, 2015, with the successful bid for the Beijing Winter Olympic Games, the transformation and transformation of Shougang Park ushered in new opportunities.
Using the old industrial plant of the past, Shougang transformed it into a training ground for the national team. After several years, Shougang has built a winter Olympic sports training center covering short track speed skating, figure skating, curling, ice hockey winter Olympic training venues and related supporting service facilities.
The arrival of the Winter Olympics has given Shougang Park a new vitality. It is reported that the venues of this renovation will be open to the public after the End of the Winter Olympics. In addition to actively hosting, hosting and establishing international high-level ice and snow competitions, relevant units will work with well-known clubs in foreign ice and snow sports developed countries to jointly build and improve the ice and snow sports youth training system, promote youth ice and snow sports professional training, build the most professional training base in Beijing, and cultivate high-level reserve talents for the country. Nowadays, shougang park, which has lived out its second spring, has become a new landmark for Internet celebrities in Beijing.
Of course, in this park, the most eye-catching existence is the newly built Shougang Ski Jump. As the only snow competition venue in the Beijing area of the Beijing Winter Olympics, the Shougang Ski Jumping Platform was integrated with Dunhuang's "flying sky" element at the beginning of the design, and the design inspiration for the gradient color was derived from the emblem of the Beijing Winter Olympics, and the overall shape was very beautiful and smooth.
During the Beijing Winter Olympics, Shougang Ski Jump will produce a total of four gold medals. The design of the regular tetrahedral connection node allows the Shougang Ski Jump to quickly realize the transformation of the track profile of different competitions, and after the End of the Winter Olympics, it will also become the world's first permanently retained and used ski jumping venue, and transformed into a landmark landscape site and leisure and fitness activity venue of the Beijing Winter Olympics open to the public.
In order to jointly help "300 million people participate in ice and snow sports", Peace Elite has carried out in-depth cooperation with Shougang Park. In the latest version of the game, "Peace Elite" digitally implanted the northern area of Shougang Park into the game, the island nuclear power plant in the game was converted into an "ice and snow arena", and the huge "ski jump" was also unveiled in this scene, players can pedal skis and feel the pure fun of ice and snow sports.
Due to the objective limitations of geographical factors on the mainland, ice and snow sports were generally the "patent" of the northern region before. Although the mainland has proposed the strategy of the North Ice South Exhibition in the 1980s, due to the limitations of various factors, the results have not been obvious before.
In this mighty process of "ice and snow going south", innovative technology has played a very important role. In the past two decades, the rapid development of the Internet industry and the widespread popularity of mobile terminals have made the dissemination of information more simple and convenient. At the time of valuable opportunities and assistance, ice and snow sports have grown and transformed rapidly.
In recent years, domestic ice and snow sports have accelerated the pace of "expanding from the south to the west and expanding to the east", and the flowers of ice and snow sports have bloomed all over the mainland. So far, the number of views on Weibo related topics related to ice and snow sports has exceeded 1.7 billion, and the number of related videos on Douyin has exceeded 16.6 billion.
Through the spread of social media, more and more people began to understand and fall in love with ice and snow sports, and the increasing demand of users promoted the accelerated layout of the supply side.
With the continuous dissemination of pictures and short videos related to ice and snow sports on social media, the sport has gradually affected more young people born in the information age. In recent years, the number of young people involved in snow sports has begun to become more and more numerous. According to the "2021 China Tourism Consumption Big Data Report" released by the China Tourism Research Institute, in the 2021-2022 ice and snow season, the total number of post-00s and post-90s people participating in it accounted for about 60%, an increase of 2 percentage points year-on-year.
Inspired by the goal of "300 million people on ice and snow", in order to revitalize China's ice and snow industry, more and more industries have begun to contribute their own strength. As a combination of technology, culture and content, the promotion role played by games cannot be underestimated. As a way of life that is highly respected by today's young people, the content presented in the game often becomes a trend vane for young people.
In the past development process, the promotion of China's ice and snow industry is more difficult, and the low national attention and the lack of precipitation of ice and snow sports culture are an important reason. The game uses digital immersive experiences to create a very realistic online ice and snow sports environment, so that players who have not been familiar with ice and snow sports before take the initiative to take the first step.
On the occasion of the 30-day countdown to the Beijing Winter Olympics, Peace Elite and Shougang Park launched an online and offline scene linkage. "Peace Elite" created the first huge IP graffiti since the completion of the park in Shougang Park, calling on many elites to go to the ice and snow to help young people experience ice and snow sports.
The giant graffiti of "Peace Elite" shows a four-person team of stars assembled to shine on the ice and snow sports field. Behind them, many Peace Elite players are also waving their flags. Therefore, this IP graffiti is also calling on many special soldiers of "Peace Elite" to cheer for the Olympic athletes. And this IP graffiti will be permanently retained in the park, representing the endless ice and snow dreams of the whole people.
At the online level, "Peace Elite" has also launched the core gameplay of snowboarding on the basis of implanting in the north area of Shougang Park. The game simulates the whole process of ski jumping. In the game, players can climb on the big jump platform, and when diving down from a high point, they will make various difficult technical actions, such as turning 720 inside to grasp the knee with the front hand, turning 720 inside to grasp the board head, turning 1800 degrees before the hand grasping the front blade, forward flip for two weeks and turning around the body, and so on. The system gives corresponding ratings based on multiple dimensions such as the player's starting height, the difficulty of the technical actions made, the degree of completion, and the coherence. Its realistic scene simulation allows every player involved to experience the fun of ice and snow sports while also recognizing and understanding the rules and charm of the sport of ski jumping.
In the process of research and development, the snowboard jumping gameplay of "Peace Elite" was designed and supervised by the assistance of Li Xu, the referee of the International Snow Federation, so as to ensure that the majority of players can get the original ice and snow sports experience.
In response to the fact that young people are keen to discuss ice and snow sports on social platforms, Peace Elite caters to the online social preferences of young users, further allowing them to experience ice and snow sports online at any time. For those who are not able to experience ice and snow sports offline for the time being, it is a valuable opportunity to experience the in-depth experience of ice and snow sports online in advance.
In addition to the linkage with Shougang Park, Peace Elite also cooperates with a number of offline snow parks. Players can complete the game in-game, participate in the corresponding challenges, and receive surprise gifts such as ski season cards, tickets, hotel ski packages and so on.
In addition, "Peace Elite" also joined hands with Wang Yan, coach of the National Ski Team, Li Xu, technical judge of the International Snow Federation snowboard project, and other well-known snow circle people to jointly create the documentary "Snow Circle People", and invited Han Xiaopeng, the first gold medalist of the Chinese Snow Sports Winter Olympics, and Zhang Jiahao, the 2019 national snowboard slope obstacles champion, to serve as "Peace Elite" Ice and Snow Cheering Officer" and "Peace Elite" Ice and Snow Sports Promotion Ambassador" respectively. Through in-depth dialogue, "Peace Elite" allows more people to understand the ice and snow dreams of the Chinese people.
During the production of "Snow Circle Man", Han Xiaopeng, the first gold medalist of the Chinese Snow Sports Winter Olympics, also made an appearance. He won the men's aerial skills final at the 2006 Winter Olympics in Turin with 250.77 points, winning the first snow sports gold medal for the Chinese team since participating in the Winter Olympics. Through the documentary, Han Xiaopeng also expressed his desire to have more people participate in ice and snow sports.
In the process of dissemination and promotion of ice and snow sports, "Peace Elite" has always spared no effort to use its own IP influence to break through the barriers of online and offline experience of ice and snow sports, so that more young people can truly feel the charm of ice and snow sports.
I hope that in the future promotion process, there will be more forces like "Peace Elite" to participate in it, so that more people can understand, participate in and love ice and snow sports. The development of the sports industry needs to start from cultivating user interest. Only by allowing more young people to take the first step and start to enjoy the fun brought by ice and snow sports can the ice and snow culture belonging to China gradually take root.