Financial Investment News reporter Mei Jing
This winter, only food and sports can not live up to.
At the Winter Olympics, Gu Ailing's victory jump and Jin Boyang's light jump on the ice further ignited everyone's passion for ice and snow sports, and for a time, the entire circle of friends went skiing.
It can be said that under the interweaving of multiple benefits such as policy dividends, capital entry, and Internet celebrity Amway, the ski market is releasing strong growth potential.
In order to feel the charm of this new year's most fashionable outdoor sports, Jin Mei'er rolled up her sleeves, rubbed her fists and rubbed her palms into the ski circle!
One
The chain of disdain for skiing
The one who popularized the ski circle for Jin Mei'er is the self-proclaimed enthusiast Lao Wang, who is said to spend the rest of his time soaking in the ski resort every snow season except for work, and these two days are crazy to call Gu Ailing's deflection body for two weeks 1620 degrees.
"First of all, you have to know the chain of contempt in ski circles." Lao Wang took a sip of tea and told Jin Mei'er: "Skiing used to be a kind of money sport with money and leisure, daring to take risks, and obsessing with the limit, but later it began to spread, and the chain of contempt also existed." ”
"Of course, in addition to the top professional athletes such as Gu Ailing, the top of the ski circle is said to take their own private jets to Courchevelville in France, Zermatt or St. Moritz in Switzerland every year, anyway, in the Alps. Because what they slip is not snow, what they slip is business. Lao Wang said deeply.
Jin Mei'er realized. Through skiing again and again, Rebbs has a new understanding of the Internet era, thus saying that the legendary experience of the golden sentence "Standing at the outlet, pigs can fly" has long been popular throughout the Internet, understanding and understanding
Then Lao Wang continued: "In the middle are ski enthusiasts with a certain professional level. Before the epidemic, I went to Nagano Hakuba Village in Japan to play alpine skiing or cross-country skiing, and now I either go to Xinjiang Altay to ski wild snow or go to Changbai Mountain Ski Advanced Trail. It is the kind of middle and high-level players who specialize in playing the underworld, can turn the figure eight, and turn dynamically parallel. ”
"Originally, the single board despised the double board, and since Gu Airing came out, it is now the double board that is proud of the single board." Lao Wang added.
He Yao, who graduated from the University of Science and Technology Beijing and now works as a middle-level person in an Internet company, is a middle-to-high-end player. According to him, before the epidemic, some snow friends would take annual leave together to ski in Nagano Hakuba Village, share a villa, and ski to different surrounding venues every day. On weekends, I usually go skiing in Chongli, Beijing.
He Yao told Jin Mei'er: "The three biggest ski expenses are accommodation, transportation and equipment. Before being in Hakuba, going on a trip all cost nearly 20,000. After the epidemic, it is basically in China, about 30,000 yuan a year, including a trip to Yabuli and the usual Chongli, which does not include the cost of upgrading equipment, last year I changed a board, it cost more than 10,000. ”
In He Yao's view, the cost of skiing is directly proportional to the professionalism of skiers: "For example, for beginners, the biggest expense is accommodation and transportation, and equipment can be bought for ordinary." But the cost of semi-professional and professional equipment is much larger, generally buy professional phenix, rossugnol and other brands, my snowshoe snowshoe sweat clothing snow mirror leg pads and other full equipment costs are 22,000, two or three years to upgrade once, the cost is more than 20,000. ”
He Yao also revealed that an enthusiast he knew who played veneers had to change several snowboards in a snow season, and the price of each board was more than 7,000 yuan. "Skiing is about burning money, in our circle, a snow season costs 100,000 yuan, and the more you skate, the more you want to experience different tracks or double black roads, and the cost of going abroad for accommodation is very large."
So, rookie and beginner are at the bottom of the ski contempt chain?
Lao Wang denied: "The bottom layer is the kind of Internet celebrity who wears a bikini, does not bring any equipment, and rents a snow field Chanel board, lv board, and Dior board to take pictures!" Rookie level, beginners are honest skiing, those Internet celebrities are Bo eyeballs, take a few photos to leave, it is simply blasphemous ice and snow sports! ”
Two
Skiing in Chengdu starts at least 500 yuan
According to Lao Wang, the golden sister who only touched the snow when she went to the Xiling Snow Mountain Emei Mountain belonged to the rookie level, only one level higher than the legendary "Xueyuan".
It is reported that the ski resorts around Chengdu mainly include indoor Sunac Snow World and outdoor Xiling Snow Mountain, Emei Mountain and other places, and a little farther away is the Jiuding Mountain Taiziling and Bipenggou in Aba. Among them, outdoor ski resorts are mostly in tourist attractions.
"Every winter, we are the peak season for playing snow and skiing, and in the past two years, the flow of people has not increased much because of the epidemic, but more and more people come to ski in winter, especially many children learn to ski, more than in previous years." A staff member of Xiling Snow Mountain said.
The picture is according to the official website of Xiling Snow Mountain
The mother of a 6-year-old boy in Chengdu calculated an account for Jin Mei'er: "During this time, there are many people who go to Xiling Snow Mountain on weekends, and the road must be blocked, and skiing must also be queued." And in the past, it was possible to go back and forth on the same day, but children had to stay for one night when skiing, plus various expenses such as tickets and ropeway accommodation transportation, and it cost more than 3,000 yuan a weekend. If you hire a coach, the cost is even higher. ”
In this regard, Chen Qiankang, deputy dean of the School of Tourism of Sichuan Normal University, told Jin Mei'er: "The rise of ice and snow sports has made up for the relative lack of off-season products in the Sichuan tourism market. At the same time, the income of ice and snow sports is also higher than that of traditional sightseeing tourism products. ”
After looking at the amount of her own savings, Jin Mei'er decided to go to the indoor Sunac Snow World to feel the first slide in her life.
Jin Mei'er checked, located in Dujiangyan Sunac Snow World is more than 60 kilometers away from the center of Chengdu, the taxi fare is more than 150 yuan, and its single weekday/weekend unlimited primary ski ticket (including basic ski equipment) price is 368 yuan.
Xiaoxue, a girl from Chengdu who has experienced it before, said: "The Snow World Ski Pass includes ski equipment, but does not provide gloves, and if you want to go skiing, you must bring a pair of gloves. And the ski equipment they provide is not necessarily completely suitable, so it is best to buy a set of equipment yourself, and buy a full set of cheaper ones in Decathlon for more than 2,000 yuan. Their coach is 400 yuan / hour, and the next hour is 200 yuan / hour. ”
Jin Mei'er calculated, if it is a one-way taxi + return bus + bring your own dry food + do not invite a coach, the minimum cost of a round trip to the snow world is about 520 yuan, or a little expensive.
Lao Wang looked at Jin Mei'er with contempt: "There is a artificial snow pedal on the East Gate, the online group purchase double ticket is 96.39 yuan, limited to 2 hours, free coat, you can wear snow boots and fake bar meaning to go there on the snow ladder twice." It is that the skin should be thicker, which is the ice paradise where the little doll plays. ”
Golden Girl...
However, Jin Mei'er learned that compared with the high cost and inconvenient skiing, in recent years, there are many parents and children who choose to participate in other ice and snow sports such as figure skating and curling in the city.
Mei Lanxin, who was selected for the Sichuan Provincial Figure Skating Team at the age of 5 and 10 months, now has three years of figure skating training experience.
Her mother, Ms. Xiong, told Jin Mei'er: "At that time, Chengdu did not have its own professional ice rink, and after the provincial team was established, the children were sent to the Jiuhuashan Ice and Snow Sports Center in Beijing for three months, and often saw Jin Boyang, as well as Zhang Hao and Yu Xiaoyu before retiring, until the Chengdu Jiazhong Ice Rink was built. ”
According to Ms. Xiong, in the past two years, more and more families have paid attention to figure skating and ice hockey. "Generally boys play more hockey, and girls prefer figure skating. My daughter is addicted to the speed and take-off on the ice. ”
Three
Capital falls in love with the ice and snow blue ocean market
With the rise of ice and snow sports, capital has taken aim at this blue ocean market.
According to the "Ice and Snow Sports Development Plan (2016-2025)" formulated by the State General Administration of Sport, by 2025, the total scale of the mainland ice and snow industry will reach 1,000 billion yuan.
As of October 2021, 346 million people across the country have participated in snow sports. Data from JD.com shows that in 2021, the number of ice and snow sports enthusiasts in Sichuan ranked fourth in the country, of which female users increased significantly, an increase of 19.2% year-on-year.
At the same time, the per capita ice and snow consumption in Sichuan increased by 224.6%, specifically, for every 100 ski enthusiasts in Sichuan, there are 7 ski gods. In addition, for ski lovers in Sichuan, cool snowboards are more attractive than double boards, and users who buy snowboards are more than 8 times more than double-board users.
It is not difficult to see that the size of the ice and snow sports market is growing rapidly.
From the perspective of the entire industrial chain, due to the huge cost of indoor and outdoor ski resort operations, single profit model and other issues, it is difficult for small enterprises to get involved, and only head enterprises with strong financial strength or unique geographical advantages can participate in it.
Listed companies such as Jindawei, Hualu Baina and Rhein Sports have chosen to join the ranks of ice and snow sports cooperation with the government.
In contrast, more companies are targeting ski equipment and ski training with relatively low thresholds but large market potential. In addition to anta, Li Ning, Sanfu Outdoor, Pathfinder, Bosideng and other enterprises into the ski equipment, vector, Nanen and other start-ups have also entered the game to get a piece of the pie.
Capital has also set its sights on this blue ocean market, and completed 13 financings in the field of ice and snow in 2021.
According to tianyancha data, Xueleshan and SNOW51 hit a new high in the industry with the latest financing of 100 million yuan, and ski startups such as Aoxue Culture, Extreme Road, Slippery Road, and GOSKI received tens of millions of yuan in financing, involving a total of more than 325 million yuan. Among them, ski training-related platforms have become a fragrant feast for capital increases, followed by social platforms such as ski equipment and technical services.
Jin Mei'er noticed that in addition to traditional enterprises, some Internet platform players have also begun to dabble in skiing tracks. For example, Keep launched the "Snow Season" series of content, using online courses as training in new scenarios, and Xiaohongshu also launched "Little Red Book Ice and Snow Season".
When capital is competing to encircle and suppress the ice and snow industry, the shortcomings of related domestic industries have also begun to stand out.
The "White Paper on China's Ski Industry" released by mob research institute pointed out that China's ski equipment market has long been occupied by foreign brands, and domestic brands are still in the early stage of development. Mainland ski equipment enterprises have long been mainly OEM and agent-oriented, and there are problems such as low profits in the production process and limited development of their own brands.
In any case, the ice and snow industry is coming as a trillion-level new outlet.