The business opportunity behind the Gu Ailing gold medal

Behind Gu Ailing's gold medal is a trillion ski track supported by 300 million people

On February 8th, in the just-concluded freestyle ski jumping final, Gu Ailing won his first gold medal in the Winter Olympics and the third gold medal for the Chinese delegation! Since Beijing's successful bid to host the 2022 Winter Olympics in 2015, the ski industry has become one of the fastest growing sports industries in China in recent years. From the consumer side, the limited leisure and entertainment activities in winter, coupled with the fact that skiing can not only strengthen the body, but also be shrouded in the aura of "upper class" sports, the skiing crowd is not only getting closer to younger and younger, but also gradually expanding the female market. Under the catalyst of "skiing for all" and the Winter Olympics, the "heat" of skiing is obvious. The ski track also already has a bright future, just waiting for the moment of explosion.

The ice piers and commemorative badges are out of stock, and the beijing Winter Olympics are expected to attract 2.5 billion yuan in gold

The beijing winter olympic mascot ice pier pier "a pier is difficult to find", frequently appeared on the hot search, becoming a new "top stream". During the Spring Festival, Beijing citizens lined up outside the retail stores of licensed goods for the Winter Olympics. In some stores, the ice pier plush toys were snapped up as soon as they were on the shelves, and many consumers "froze into ice piers and did not grab the ice piers." On the occasion of the opening of the Winter Olympics, a Japanese journalist showed off the six "ice pier" badges he bought and wore during the live connection, which became popular on the Internet. In addition to collecting related peripherals, this crazy fan also prepared a rescue suit. However, because the keychain of 58 yuan and the hand of 88 yuan are too difficult to buy, many netizens ask for high prices to buy around the ice pier, and their prices in second-hand channels have doubled.

The "snow economy" is growing rapidly, and the world is looking for a replacement Chinese foundry

In the fourth quarter of 2021, overseas sales of Chinese ski products increased by more than 60% year-on-year, and the overseas sales of Chinese-made ski helmets rose by 15 times at the same time. From OEM to branding, Chinese merchants are cutting a hole in the gap, along with China's fast-growing snow economy, reshaping the ancient industry of skiing. The demands of foreign consumers and domestic consumers will be very different. For example, different color preferences, European and American countries prefer black and white and other solid color ski clothes, while consumers in China, Japan and South Korea have a richer acceptance of style and color; different ski stages, Zhang Yi, head of Ctrip's theme tour platform, once said that at present, 80% of ski tourists are beginners, and more than 90% skate on average 1-2 times per snow season. Under the experiential skiing, there is a larger market for beginner-specific goods such as small turtle hip pads and knee pads, and as beginners progress, the demand for high-end player equipment in the domestic market will also grow.