Image source: Visual China
Text/Golden Wrong Knife Channel
In the cold winter moon, in addition to doing nucleic acid, what else is worth you queuing up in the cold wind?
The answer to half of the circle of friends on the whole network is: go skiing.
During the soft opening of a snow field in Beijing, the people queuing up the mountain stood out for two miles.
In the ski slopes, the skiers are as dense as dumplings.
With the Winter Olympics, the hottest sport of the year is skiing.
Tongcheng travel data shows that during the Spring Festival, ice and snow tourism-related scenic spots increased by 57% year-on-year.
After the opening of the Shichahai Outdoor Ice Rink in Beijing, the tourism popularity quickly climbed to the second most popular scenic spot in the country, second only to Luoyang Laojun Mountain, which became popular because of the snow scene.
Open the short video, Hanfu skiing, royal sword flight, genius skiing cute baby and other ski videos, dominate the screen network, ski topic videos have been played 14.79 billion times.
On Weibo, there are six or seven hot searches about skiing every month.
Talented ski girl Gu Ailing, directly out of the circle, a year of income of more than 100 million yuan, dry overturned a lot of first-line stars.
There is no doubt that the skiing sport that belongs only to the northeast and the rich is walking down the "altar" and becoming the new favorite of young people.
A snow bikini, priced at tens of thousands of yuan
Skiing can explode, and Internet celebrities are absolutely responsible.
In the past, the people who could endorse skiing were either business tycoons or celebrities.
Anecdotal rumors say that Hillhouse's investment in Weilai was finalized by Zhang Lei and Li Bin when they skied.
Lei Jun's sentence "Standing on the wind outlet, pigs can take off" is his new understanding of the Internet while skiing.
KunLing, the "Sister-in-law of the Heavenly King", is a ski enthusiast, and Zhou Dong's honeymoon trip did not forget to arrange a ski trip.
Liang Chaowei and Liu Jialing and his wife will go to the snow field on time almost every winter to punch in.
Du Jiang and Huo Siyan's family regard skiing as an annual New Year's Eve project.
Skiing = the subconscious of identity, so that internet celebrities gather here, want to keep up with this wave of traffic express.
But it is also because of the inner volume of the Internet celebrity that the skiing has become more grounded.
One of the compulsory courses of the famous production assembly line that I relished a while ago was to take a lively ski photo.
However, as the circle of celebrities becomes more and more difficult to mix, Internet celebrities have begun to give up the low-level operations of "Tea Yuan" and "Buddha Yuan", and the king of the scrolls is gathering "Xueyuan".
If you want to get out of the circle by skiing, down jackets, warm pants, and dumplings are weak.
Internet celebrities wear Victoria's Secret underwear, lower body ski suits, hand-held skis, and huge goggles on their heads, and are concave in a low temperature of minus 30 degrees.
What's more, the direct miniskirt kneels next to the Chanel bag, which is in sharp contrast with the Australian snow behind it.
How hard do they really fight?
Not far from Changbai Mountain, the favorite of Internet celebrities, the staff said that their masks had been frozen and hardened due to exhalation and inhalation.
Brother Dao interviewed a small red book Internet celebrity, she said that no one is stupid, a bikini snow photo, up to 30,000 yuan.
But it is also because of these most frost-resistant people that the original male-dominated skiing sport quickly "out of the circle".
On the Little Red Book, there are as many as 480,000 ski-related notes, and on Tmall, women's ski equipment has also become a hot search keyword.
In addition to these "life-playing" Internet celebrities, there are many sports Internet celebrities, and they are even more playing skiing tricks.
Sports internet celebrity Xiaomei skied in Hanfu and wore a red cloak, and quickly paddled over the snow tracks, like a royal sword flying, directly on the CCTV news.
Many people have watched her Hanfu skiing video and said that they have skied in the pit.
The video of Shen Yan, a post-95 girl wearing a crane embroidered Hanfu skiing, also went abroad, saying that she created a new martial arts faction: ice and snow kung fu.
A girl relied on a Chinese vocabulary lesson between skates, and it was played 1.2 million times on TikTok.
Skiing also inspires "human cubs", in Zibo, Shandong, only 4-year-old Meng Wa Duoduo put on a strict protective equipment, snowboard blade change, change direction of these skills are not a word.
Some time ago, there was also an 11-month-old cute baby skiing video on fire, less than 2 years old can not walk but can already ski, so that netizens call themselves not as good as children.
Under the demonstration role of Internet celebrities, many netizens have also put the experience of skiing on the agenda.
Skiing has gradually become an Internet celebrity sport.
5000 yuan stimulates 3 minutes, the more expensive the more addictive
Open the circle of friends and find that it seems that the whole world is skiing.
But the picture of "skiing freedom per capita" in the circle of friends is burning money behind it.
When you enter the ski pit, you must be prepared to spend money like running water, from thousands to tens of thousands.
Depending on consumption and purpose, ski circles have their own chain of contempt.
1. Low-level: Experiential players, spending thousands of yuan
A big reason why skiing is becoming more and more popular is that the price has been knocked down.
Open the travel APP, the average price of ski tickets is only two or three hundred, no ski equipment can also be rented, spend hundreds of dollars to enter the circle.
You can experience the favorite sport of the big guys for a few hundred dollars, so skiing has become a good place for many people to go on holidays.
But many people who go to ski through the snow will find that sliding snow once is far from being able to do it for a few hundred dollars.
First of all, ski resorts are generally built on the edge of the city, and the cost of a round trip is not a small expense.
Many people line up to go up the mountain at 8 o'clock in the morning, so many times they have to stay, and many ski resorts are quite expensive, starting from thousands of yuan.
If it is a novice Xiaobai, without a coach to carry, it will definitely become a wrestling journey.
Many ski resorts do not allow friends to teach each other, and finding a coach on idle fish is generally 700/3 hours. Looking for it in the snow field, it is almost 1,000 yuan.
One of the most important things in skiing is to "get out of the film".
Under the demand for photography, ski photographers are also very popular, with an hourly settlement price of 200 yuan - 800 yuan, and a daily settlement price of 1000 yuan - 3200 yuan.
A Beijing ski group learned that the cost of a snow trip to Xiaobai, including round-trip travel fees, one-day accommodation, personal trainers, snow tickets and ski rental, is about 5,000 yuan.
2. Middle segment: amateur, cost 10,000 yuan
In addition to the little white players who just want to experience skiing once, there are also a large number of amateurs.
For them, skiing must have two outfits, a senior player revealed that the snow suit is cheaper than a thousand, the helmet with better safety performance is also a thousand smaller, the protective gear is more than 600, and the quick-drying clothes are two or three hundred.
The choice of ski tools, according to shop statistics, 1000 to 2000 yuan is the choice of more people.
If you want to be "affordable", a set of primary equipment including ski clothes, skis, ski battles, and ski boots costs between 3,000 yuan and 10,000 yuan.
These skiers, the equipment should be kryptonite, and the venue is more important.
According to enterprise investigation data, there are currently nearly 6,700 ski-related enterprises in the mainland, but 75% of the ski slopes do not exceed 5 hectares, and many small venues will be like dumplings.
Therefore, ski enthusiasts will go to some professional ski resorts, and even some people will cross half of China and run to snow parks across the country to punch cards.
3. High-level position: senior enthusiast, 10,000 yuan bottom
The more high-end players in the ski circle, the more addictive they are to skiing.
They have higher requirements for technology, venue, equipment, and if they are enthusiasts of limited edition equipment, the cost is even higher.
The ski suit AK457 of burton, an internationally renowned ski brand, has been hyped into a snow circle "wealth management product" like limited edition sneakers.
Not to mention that many luxury brands are now also increasing the ski industry, in 2018 Chanel opened the "Coco Neige" ski series; Doir's snowboard 67,000 yuan; LV a snowboard is 40,000 yuan, which is 10 times that of ordinary professional ski brands.
In skiing circles, the top of the chain of contempt is always technology.
If you want to take a certificate, only the level 1 coach certification fee is 7200 yuan for 5 days, counting transportation and accommodation, a certificate starts from 10,000 yuan.
Skiing is definitely a luxury game for "hollowing out" young people.
It's not that easy to cross the high threshold of skiing
The rise of domestic "ski fever" can be traced back to 2015. That year, the International Olympic Committee announced that Beijing had been granted the right to host the 2022 Winter Olympics.
According to data from the State General Administration of Sport, as of the beginning of 2021, there were 654 standard ski resorts and 803 indoor and outdoor ski resorts in the country, an increase of 317% and 41% respectively over 2015.
Although skiing is in full swing, the "White Paper on China's Ski Industry" shows that the per capita number of skis in the mainland is only 1.6 times, and the conversion rate is less than 1%, which is still a big gap compared with the conversion rate of 5% abroad.
Is this the reason simply because the price threshold is high?
This is not the case, According to data from the Mob Research Institute, China's current skiers are mainly middle- and high-income groups of men in first- and second-tier cities, with the age of the population concentrated in 25-34 years old and the monthly income concentrated above 10K.
Especially under the upgrading of consumption, young people pursue individuality, and the price is not very sensitive to them.
The fundamental reason why skiing is not popular is that the technical threshold is too high.
There is a popular saying in the ski circle: between the ski white and the big god, there is an orthopedic hospital.
Skiing originated in the Alps and is an extreme sport in itself, and the difficulty coefficient can be imagined.
In the past two years, on the short video platform, as hot as the handsome ski video, is the ski rollover scene.
From the moment you ride the cable car, the sledgehammer of the difficulty of skiing has been smashed into the eager people.
Many people whose feet are bound by skis have not yet adapted to the fear of the open-air lift, and they are pushed down by the cable car with a rolling belt.
Someone has a bad grasp of the direction and drills directly under the crotch of other people's pants.
In the snow field, many novices who have lost their brakes turn into self-tracking monkeys, straight to the chrysanthemums of the predecessors, chrysanthemums are crippled, full of wounds, in the snow field, it is never a joke.
Some people have just learned to brake on the beginner road, and they want to challenge the advanced road, and finally can only use the "face brake" method to go down.
Therefore, this year, even more popular than skiing, is the protector of skiing , the little turtle.
Just like the old driver who crashes the car, the most seriously injured on the snow field is often the king.
In their eyes, the higher the slope, the more exciting, the more difficult and challenging, but often waiting for them is the hospital.
Therefore, the regret left by skiing is more than what Eason Chan sang in his song.
Even the "Northeasterners who skied since childhood" have steel nails on their ski legs, some people have shadows on the snow since then, and some people have even lost their kidneys.
Even many veteran star players, on the ski track, are difficult to avoid the whole body.
Zheng Jun broke his nose bone after going skiing alone at the age of 30; Wang Shi, whose stock price fell as soon as he climbed a mountain, broke two ribs after challenging snowboarding at the age of 60; Michael Schumacher, known as the "F1 car god", was in a coma for 5 years because of a skiing accident.
Skiing that follows the trend, under this hard-core threshold, even if the celebrity Internet celebrities make various recommendations, fans blindly follow, it is difficult to completely become a national sport.
After all, on the ski slopes, no one has a gold medal.
The poetry and distance of skiing must also be supported by Gou and: take a photo, and skate and cherish.
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The author of this article | Cloud shake