Ice and snow headlines: The Winter Olympics will drive the outbreak of ice and snow consumption in Guangdong

According to the Southern Daily, the "Winter Olympic Wind" is blowing hot Guangdong's ice and snow economy. After the opening of the Beijing Winter Olympics, consumers' demand for the viewing experience has increased rapidly, and sales of home appliances such as high-definition large-screen TVs and tablet computers have continued to rise.

At the same time, the opening ceremony of the Winter Olympic Games and the Winter Olympic Games have also quickly become large-scale fashion shows, representing the team, the athletes' clothing, accessories and related sports devices, peripheral products with Winter Olympic elements are sought after by domestic and foreign audiences.

"The Beijing Winter Olympics will have a greater role in promoting the consumer economy at home and abroad." Pan Helin, executive dean of the Digital Economy Research Institute of Zhongnan University of Economics and Law, suggested that relevant departments or businesses can promote the development of related industries through special coupons for the Winter Olympics, such as encouraging the development of tourism in the Winter Olympics; at the same time, they can promote the development of related industries in China through the construction of winter Olympic venues and the consumption of athletes' clothing, such as snowmaking equipment, venue construction, and national tide winter sportswear.

"Mass consumption hotspots are still committed to improving the quality of life." Relevant people of Grandbuy pointed out that from the public's purchase of high-value home appliances such as 77-inch OLED large color TVs, smart washing machines with integrated washing and drying, and even home appliances with a unit price of 30,000 yuan to 60,000 yuan, it reflects the continuous upgrading of the quality of public holiday consumption and the continuous improvement of living standards.

The reporter noted that before the opening of the Winter Olympic Games, some domestic retail manufacturers and well-known brand home appliance companies have already taken the lead in fighting the "sports marketing" war, leveraging the "Winter Olympic Style" to show brand image in domestic and foreign markets.

For example, Changhong implants color TV products through ice and snow variety shows; Galanz carries out hundreds of city activities with ice and snow as the theme to lay out the sinking market; Midea invites members of the Winter Olympic team to endorse the company's products; Gree directly participates in the construction of winter Olympic venues and supporting facilities.

Retailer Gome's "True Happiness" App has also become the first sales platform for China's ice and snow series hand-made spot, which will cooperate with home appliance brands in more new models online and offline around themes such as ice and snow sports, and add diversified live broadcasts, events, videos and other content on the platform.

In addition to the pulling effect on the consumption of home appliances, the "Winter Olympic Wind" also has a great pulling effect on other clothing, handicrafts, domestic goods, tide play and other fields, as well as ice and snow-related sports, ice and snow tourism and other consumption.

The athletes' admission session at the opening ceremony of the Beijing Winter Olympics was called "a large down jacket show" by netizens. Athletes wearing a variety of down jackets were sought after as soon as they appeared, and many consumers searched for the same model on the Internet. On the field, athletes' accessories, clothing, mobile phones, handmade, etc. attract attention on social platforms from time to time, and set off wave after wave of enthusiasm.

"The Beijing Winter Olympic mascots on the store are currently sold out, and the store only replenished them shortly before the Spring Festival, but they were all sold two days after the opening of the Winter Olympics." According to the relevant person in charge of Grandbuy Co., Ltd., the "Guangtian Collection" has a store in the commercial building, and recently many citizens have often come to consult about the "ice pier", and there are also commemorative banknotes and commemorative coins for the Beijing Winter Olympics in the store.

The public's enthusiasm for sports down jackets and ski equipment has also suddenly exploded this spring, and the sales of related products on many e-commerce platforms and offline supermarkets have exploded.

"During the Spring Festival, our down jackets, storm jackets, fur coats, wool coats and other warm clothes are popular." Guangzhou Friendship Store said that the company organized a number of brands to hold colorful sticker activities and launched a series of preferential activities to drive category sales.

Under the "Winter Olympic wind" and cold air, the sales of warm clothing increased significantly, the sales of clothing increased by 40% year-on-year, and high-end bedding products including duvets, wool quilts, silk quilts and other warm bedding products were sold hotly, an increase of 50% year-on-year.

Data from the e-commerce platform Vipshop shows that since the beginning of this year, the sales of sports down jackets on the platform have increased by 99% year-on-year; the Winter Olympics with fire ski sports, only during the Spring Festival holiday, the sales of ski equipment on the platform have increased by 122% year-on-year. Among them, the sales of ski clothes and ski equipment in Guangdong Province increased by 67% year-on-year.

"Affected by the Winter Olympics, many outdoor sports brands pay more attention to the ski category, and the skiwear SKUs on our platform have been greatly enriched compared with previous years." The person in charge of Vipshop said that in the platform's skiwear orders, female consumers account for much higher than men. The 2021 vertical circle marketing report of the ski industry released by Zanyi and Yien pointed out that snow circle users are still mainly male, but the growth rate of women is higher, and the frequency of female users changing ski clothes far exceeds that of men.

The ice and snow sports consumption report recently released by Jingdong also shows that during the 2022 Jingdong New Year Festival, the consumption of ice and snow sports related categories increased significantly, and the turnover increased by 135% compared with the same period last year. Among them, the transaction amount of ice and snow equipment increased by 107% year-on-year, ice and snow sports clothing increased by 99% year-on-year, and ice and snow sports protective gear increased by 41% year-on-year.

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