Liu Jingyi is teaching skiing skills to trainees at the indoor ski training center. Party field photo
China News Network Xi'an, March 12 Title: How to continue the "Covenant of Ice and Snow"? The "post-Winter Olympic era" helps the "cold" economy to open up another "new" path
Author Yang Yingqi
The spring equinox is approaching, the temperature is warming, and the Beijing Winter Paralympic Games are about to come to an end. At this time in previous years, seasonal activities have "withdrawn", but with the opening of the "post-Winter Olympic era", the "cold" movement still holds "hot" traffic, and the ice and snow economy is no longer "over-season".
Outdoors in Shaanxi, most of the ski resorts have stopped operating, but there are still novice skiers eager to try. "At the beginning of March, although the number of passengers has decreased, it is more suitable for beginners to learn skiing." Yu Shui, marketing director of Taibai Aoshan Ski Resort, told reporters that with the heat of the "Winter Olympics", the passenger flow of the snow field during the Spring Festival this year increased by 50% year-on-year, and the number of beginners and parents increased sharply. In addition, the number of youth season card sales increased by 12 times compared with the snow season.
Ski resort in the downtown area of Xi'an. Party field photo
"I first experienced skiing two weeks ago and I 'got stuck' in it." Xi'an girl Yan Jing wanted to catch the "tail" of the snow season as soon as possible to "go on the road", after the raider inquiry, she found an indoor ski base. "Practicing here is convenient and efficient regardless of the season, and I want to 'sneak' to advance and shine in the next snow season." Yan Jing said excitedly that after the experience, she felt that the ski simulator was not much different from the outdoor ski track.
Regardless of the venue and weather, the ski resorts in the downtown area meet the needs of ski enthusiasts in the non-snow season, and the former niche sports such as skating and ice hockey have also become popular choices. From winter to spring, new scenes and new formats of the ice and snow industry have entered the public eye.
The reporter learned that the online browsing of stores in an indoor ski base in Xi'an in the past week reached more than 4,000 people, and it was necessary to make an appointment five days in advance during the weekend period. "We've always made it easy for everyone to enjoy skiing during the non-snow season." Liu Jingyi, coach of the indoor ski training center, said that ice and snow sports are not "one-time" seasonal sports, and the developed technology is enough to achieve "scene reproduction" in the absence of natural conditions.
"Our original intention was to train professional skiers, but we didn't expect that today's customer base is becoming more and more broad from young children to the elderly." Liu Jingyi told reporters that from the perspective of revenue, the operating income of her store is significantly better than the same period last year, because people "no longer limit their thinking to skiing can only be carried out in winter", and at the same time, as the industry continues to heat up, more and more people who want to join the industry have emerged.
"As a healthy trend sport, the most obvious growth in the popularity of ice and snow sports is the youth market. We have also planned a number of ice and snow research and ski training activities, and the industry is currently very sustainable. Yu Shui told reporters that "ice and snow fever" has also spawned the "appearance" of many domestic brands in the industry, and with the quality of foreign brands and more youthful design, domestic brands are favored by many consumers.
When the public's "experience" of ice and snow sports changes from "experience" to "love", the "constant temperature" of the ice and snow economy will also become the norm. Skates, snowboards, ski wear, protective gear and other sports accessories have become a must for enthusiasts, and the trendy and colorful consumer demand has also brought more business opportunities to the ice and snow market.
According to the relevant report released by Ai Media Consulting, the overall scale of China's ice and snow sports industry has maintained a stable growth trend, and it is expected that the core market size of ice and snow sports will be 71.39 billion yuan (RMB, the same below) in 2022, and will reach 124.55 billion yuan in 2025.
After three years in the industry, Liu Jingyi is full of confidence in the ice and snow industry. "The Winter Olympics ignited a passion for ice and snow sports, and the afterglow of this enthusiasm will continue. I expect that within five years, both indoors and outdoors, the ice and snow games will mushroom, and in the future, this sunrise industry will develop rapidly. (End)