"300 million people on the ice and snow" aims at the scale of trillions of industries, and the per capita cost of ski equipment is from 10,000 yuan

Gu Ailing's victory in the Winter Olympics has a huge impact, and ice and snow sports have quickly "broken the circle".

On February 10, at a regular press conference held by the Ministry of Commerce, Gao Feng, spokesman of the Ministry of Commerce, revealed that the ice and snow economy took advantage of the momentum, the sales of Winter Olympic commodities and ice and snow equipment were strong, and the sales of winter Olympic chartered commemorative goods increased by 21.2 times year-on-year; the sales of ski equipment and ski clothing increased by 62.9% and 61.2% respectively year-on-year. Ice and snow theme tours are very popular. During the Festival, online ski ticket sales increased by 102.1% year-on-year. The order volume of ice and snow tourism products on related e-commerce platforms increased by more than 30% year-on-year.

According to the data released by the State General Administration of Sports, China has achieved the goal of "driving 300 million people to participate in ice and snow sports", with the number of participants in ice and snow sports reaching 346 million and the participation rate of residents reaching 24.56%. The Beijing Winter Olympics will heat up the ice and snow economy, and "300 million people on ice and snow" will bring great opportunities to the ice and snow sports and ski resort industry, and is expected to become a bright spot in future consumption growth.

(Source: Beijing Winter Olympics Organizing Committee official website)

Sales of winter Olympics licensed commemorative goods increased by 21.2 times year-on-year

The Winter Olympics were held, and the derivatives of ice and snow sports and the surrounding good things took the lead in "hot start".

On February 10, at a regular press conference held by the Ministry of Commerce, Gao Feng, spokesman of the Ministry of Commerce, said that the 29-day "2022 National Online New Year Festival" had just ended. The ice and snow economy took advantage of the momentum, the sales of Winter Olympic goods and ice and snow equipment were strong, and the sales of winter Olympic charter commemorative goods increased by 21.2 times year-on-year.

Known as the "first share of the ice pier", Yuanlong Yatu harvested the up and down board for four consecutive trading days after the Spring Festival, and repeatedly responded to the "one pier is difficult to find" The company fully coordinated the production capacity rationing to ensure the supply of licensed commodities for the Winter Olympic Games.

Yuanlong Yatulian pulled four up and down boards.

According to the data disclosed by Jingdong, among the popular search keywords related to the Winter Olympics in various provinces and cities across the country during the Spring Festival, the search volume of the "ice pier" mascot accounted for 90%, and more than 10 million people searched for the "ice pier". On the opening day of the Winter Olympics on February 4, "ice pier" became the most popular search keyword for users in Beijing, Shandong, Hebei, Liaoning, Henan, Tianjin, Shanxi, Zhejiang, Shanghai, Heilongjiang and other provinces and cities. At the same time, affected by the heat of the opening ceremony of the Winter Olympic Games,

When the "ice pier" became the top stream, competitive sports stars such as Gu Ailing and Su Yiming also frequently came out of the circle. On February 8, the day Gu Ailing won the gold, the value of the handmade designed by her image soared, and Migu Sports's official website Weibo said that Gu Ailing's peripheral products sold out in seconds. On February 10, Nandu reporters saw in Migu Mall that MeetGu's signature handmade has been re-listed, but it is a pre-sale link, priced at 259 yuan, and it will only start shipping on March 31. However, migu mall does not show the number of sales.

In addition to Gu Ailing's hand office, Migu Shang said that there are also "Meet GU mobile power", "Gu Ailing signature mask" and other peripherals. In addition, there are China Mobile 5G Ice and Snow Team series mobile power supply - Ren Ziwei signature model and other peripheral good things.

Nandu commentator article pointed out that in such an era of abnormally developed information, the social impact of Gu Ailing has long been no longer limited to the sports circle, and this chemical reaction will continue for a long time after the End of the Olympic Games. This is the social effect produced by the personal aura of star athletes, and it is also a special gift brought to Chinese society by the Winter Olympics. It is conceivable that driven by these star athletes, the development of Ice and Snow Sports in China will enter a new stage.

Ice and snow sports and tourism consumption continue to heat up

Data from e-commerce platforms show that as the Winter Olympics drive the national ski fever, online consumption of ice and snow sports continues to heat up, and ski equipment and clothing are favored by consumers.

According to Alibaba's "2022 Year of the Tiger Spring Festival Consumption Trend Report", from January 31 to February 4, Tmall ski equipment sales increased by more than 180% year-on-year, and ice sports sales increased by more than 300% year-on-year. In addition, according to the 2022 Spring Festival holiday consumption observation released by JD.com, the overall turnover of ski sports and ice sports products from January 31 to February 5 increased by 322% year-on-year. Among them, the turnover of ski masks reached 15 times year-on-year, and ski pants, ski goggles, snowboards, ski clothes, and ski shoes also achieved high growth. The overall turnover of ice sports products increased by 430%, of which figure skates, speed skating sharpeners, speed skates, speed skates, hockey clubs, ice knife sets, and ice hockey shoes increased by 553%, 420%, 368%, 328%, 266% and 125% respectively year-on-year.

The enthusiasm of the national tide consumption has also been stimulated at the same time. From 8:00 p.m. on the fourth day of the first year to 11:00 a.m. on February 5, the turnover of Jingdong Sports ANTA down jacket increased by 203% year-on-year. Some of the retro fashion clothes with the word "China" launched by Huili are sought after by the post-90s generation, driven by these new national tide products, the Spring Festival of the Year of the Tiger, the sales of Huili in Vipshop rose by more than 66% year-on-year.

According to Vipshop data, the sales of ski equipment on the Vipshop platform increased by 122% year-on-year, of which the sales of ski clothes and ski equipment in Guangdong Province increased by about 67% year-on-year. Sales of mountaineering and climbing equipment also increased by more than 30%. The sales of sports bibs and headbands increased by as much as 85% year-on-year.

The Winter Olympics have also raised the attention of indoor fitness, vipshop data show that during the Spring Festival, the sales of fitness equipment accessories increased by as much as 219% year-on-year, and the purchase of "land skating" equipment roller skates also doubled. Fitness and sports have become the consensus of young people in the New Year.

While the consumption of ice and snow sports is hot, ice and snow tourism has also ushered in new development opportunities. The "China Ice and Snow Tourism Development Report (2022)" released by the China Tourism Research Institute predicts that from 2021 to 2022, the number of domestic ice and snow leisure tourism trips is expected to reach 305 million person-times, and the corresponding revenue is expected to rise to 323.3 billion yuan.

Recently, the Ministry of Culture and Tourism and the State General Administration of Sports announced the list of the first batch of national ski tourism resorts, and 12 ski tourism resorts such as Beijing Yanqing Haituo, Hebei Laiyuan and Hebei Chongli were identified as the first batch of national ski tourism resorts.

Tongcheng travel big data shows that during the Spring Festival, the number of orders for ice and snow scenic spots nationwide increased by 68% compared with the same period last year's Spring Festival. Skiing has also become one of the five hottest scenic themes during this year's Spring Festival. According to Tongcheng travel statistics, Beijing Shichahai Ice Rink, Sichuan's Taiziling Ski Resort, Beijing Jundushan Ski Resort, Zhejiang Hangzhou Damingshan Ski Resort, and Guangzhou Sunac Snow World became the most popular ice and snow tourism attractions in the country during the Spring Festival.

Qunar data shows that the enthusiasm for ice and snow tourism is not limited to the north. Judging from the increase in the number of spring festival snow tickets compared with the same period last year, the southern snow field occupies 5 seats. Among them, Zhejiang alone has 3 snow list. Qunar Big Data Research Institute analysis, the northern city suburbs of the ski resort flow is greater, the southerners are happy to punch the city ice and snow park, Shaoxing Qiaobo Ice and Snow World, Guangzhou Sunac Snow World and other snow resorts in the city, the number of tickets during the Spring Festival holiday increased by more than 2 times compared with the week before the festival. Ctrip data mentioned that the number of orders booked for indoor ski resorts during the Spring Festival this year increased daily, and for every ten ski users, two will go indoor skiing.

According to a report released by Alibaba, on Fliggy, the order volume of ice and snow tourism goods during the Spring Festival increased by more than 30% year-on-year. Orders for ski resorts such as Jilin Changbaishan, Heilongjiang Yabuli, Huzhou Anji and other ski resorts have grown rapidly, and indoor ski resorts in Guangzhou, Chongqing, Chengdu and other places have also become popular places, and "300 million people participating in ice and snow sports" is becoming a reality.

According to relevant reports, in the next step, the relevant departments will continue to improve the development measures of ice and snow tourism, seize the opportunity of the Beijing Winter Olympics, continuously launch high-quality ice and snow tourism products, promote the upgrading of ice and snow consumption, strengthen the promotion of ice and snow products, and promote the use of venues after the games.

In recent years, ice and snow tourism has gradually shown a trend of "rejuvenation and diversification". On mafengwo platform, "Snowboard Raiders" and "Skiing Raiders" were read three times as much during the Spring Festival holiday as they had since the beginning of winter. According to Tongcheng travel data, young people are more fond of trying ice and snow sports, and more than half of the post-90s and post-00s people who book ice and snow sports scenic spots account for more than half.

With the popularization of ice and snow tourism, the number of users from Xiaobai to professional level has increased year by year. Taking 2021 as an example, the number of users who play in the snow field for 2 days or more throughout the year has increased by 180% compared with 2019. More than 70% of the "skiers" on the platform will repurchase ski products for the second time, and the number of deep ski enthusiasts is increasing.

Ski sports have great consumption potential and aim at the scale of trillions of industries

Behind the growth of ice and snow sports and tourism consumption is the increasing prosperity of the overall ice and snow industry.

According to the "Ice and Snow Sports Development Plan (2016-2025)" jointly issued by the National Development and Reform Commission and the State General Administration of Sports, the total scale of the ice and snow industry will reach 600 billion yuan in 2020, and the total scale of the ice and snow industry will reach 1,000 billion yuan in 2025. By 2022, the number of skating halls in the country will be no less than 650, and the number of ski resorts will reach 800.

According to the "White Paper on China's Ski Industry", the development of the mainland ski industry has entered the fast lane, with more than 20 million skiers and a market size of nearly 90 billion yuan.

It is worth noting that skiing is expensive. Mr. Wen, a ski enthusiast who lives in Guangzhou, calculated an account for the Nandu reporter, in the consumption of ski sports, sports equipment costs the most: a medium-priced ski suit of more than 2,000 yuan, an ordinary snowboard 3,000 or 4,000 yuan, a set of ordinary warm fast drying clothes 3400 yuan, a pair of medium snow goggles 500 or 600 yuan, a set of protective gear (including headwear knee pads, etc.) 3500 yuan, calculated down a complete set of medium ski equipment needs tens of thousands of yuan.

Coupled with the ski resort ticket (a ski resort in Guangzhou) for a single four-hour 700 yuan, please ski instructor's personal training fee, 600-1000 yuan per hour, from equipment to venue, training, market space can not be underestimated.

The Winter Olympics bring ice and snow sports fever. Xinhua Photo

Affected by the epidemic, consumers who previously chose to ski abroad have also turned to China to further stimulate domestic ice and snow sports consumption. According to Mr. Yang, a ski enthusiast in Guangzhou, in the past few years, the whole family will go to Hokkaido in winter to ski, and in the past two years, they have maintained practice in the Guangzhou Indoor Ski Resort, and he and his son's entertainment projects will usually prefer skiing. The cost of skiing over the past four years (excluding miscellaneous expenses such as transportation, food, accommodation, etc.) is also more than 100,000 yuan. It is understood that the price of an annual pass for a large ski resort in Guangzhou is also "rising in the water", the price of the five-time card last year was 1888 yuan, and it rose to 2388 yuan after January this year. From the ski configuration of Mr. Yang's family of three, it can be seen that the potential for ski consumption is great.

Nandu reporter learned that the ski equipment of Mr. Yang's family has been configured successively over the past few years, and the necessary equipment when first contacting skiing is glasses, gloves, masks and quick-drying jackets. Ski slopes are generally not available for personal hygiene reasons. This is followed by helmets, snowsuits, snowshoes, retainers, and snowboards. Because if you ski more often, you will have a higher and more personal demand for equipment, your own equipment is more convenient to use, and many ski resorts do not provide equipment for multiple tickets. Mr. Yang skates with his son snowboarding, the snowboard is the American brand Nitro, and the snowshoe and retainer are the Japanese brand Flux. Mrs. Yang skates, snow boots and snowboards are all French Rossignol. The choices are all medium-priced equipment of the brand, and the per capita "installation" cost is about 20,000 yuan. In addition, the loss of ski equipment is larger, not counting the child's growth and development update equipment, adult amateur use for two years need to replace a full set of equipment, professional service life is shorter.

Although the ski equipment market has long been occupied by foreign brands and lack of independent brands, domestic merchants are accelerating their occupation of overseas markets in recent years. According to a report released by Alibaba, on the eve of the Spring Festival, the overseas sales of domestic ski supplies on AliExpress increased by more than 60% year-on-year, of which the overseas sales of ski helmets increased by 15 times. Taking over the opportunity of the Winter Olympics, the number of domestic ski products merchants on AliExpress has increased by nearly 50% in the past year. In the past year, consumers in 100 countries and regions around the world have purchased Chinese ski equipment on AliExpress. From Iceland in the north to Chile in the south, there are Chinese ice and snow industry brands.

Break through the bottleneck of talent shortage and develop ice and snow equipment manufacturing

It is understood that the mainland ice and snow sports industry is in the ascendant, and has initially formed an industrial pattern with fitness and leisure as the mainstay, competition performances, venue services, sports training and sports tourism as the coordinated development.

(Source: Mob Research Institute)

What cannot be ignored is that the current development of the domestic ice and snow sports industry is also facing challenges. Ai media report shows that the current shortage of talents in the ice and snow sports industry, low degree of professionalism and other phenomena, can not meet the public's demand for professional guidance in ice and snow sports. The supply and demand of ice and snow sports professionals are unbalanced, and ice and snow sports coaches lack unified training, assessment and authoritative certification bodies. The large gap of ice and snow sports professionals and the small amount of storage restrict the high-quality development of the ice and snow industry to a certain extent, and the public will also lack professional and efficient guidance.

In addition, despite the upward development of the ice and snow sports industry, the ice and snow sports industry has a single business model and a shorter operating season. Most businesses are closed for non-winter and lack of tourism programs in other seasons. The high input cost of the ice and snow sports industry, the long capital recovery cycle, coupled with the high price of ice and snow sports, it is difficult to achieve profits, or even losses.

The ministry of culture and tourism and the state general administration of sports issued a plan proposed that the government guide and social participation, by 2025, initially form an ice and snow industry system based on the construction and operation of ice and snow venue facilities, ice and snow public leisure fitness and competition as the core, driven by ice and snow sports tourism, and supported by ice and snow equipment manufacturing. Tap the potential of sports industry clusters such as the Yangtze River Delta, the Pearl River Delta, Beijing-Tianjin-Hebei and the west coast of the Taiwan Strait in the manufacture of ice and snow clothing and equipment.

Jian Ke, head of market research at Savills China, said that China's initiative of "300 million people on ice and snow" has brought great opportunities to the ice and snow sports and ski resort industry, and is expected to become a bright spot in future consumption growth. More consumers appreciate the ultimate charm of outdoor sports and nature, which will surely prompt more owners to think about how to enhance their competitiveness and compete with internationally renowned ski resorts.

Producer: Nandu Business Data News Department Coordinator: Zhen Qin Wang Xincai Wrote: Nandu reporter Wang Chenchen