One hundred and twenty-seven issues
Planning and production|Titanium Media Visual Center, Editor|Liu Yaning, Drawing|Chu Yanmo
Recently, the major ski resorts in China have successively "opened", and many ski enthusiasts have rushed to the major ski resorts. According to the data, since November 2023, the popularity of ski-related searches has increased by 3 times compared with the end of October, the number of ticket bookings for ski resorts nationwide has increased by 147% compared with 2019, the number of air ticket bookings to the Northeast has increased by more than 1.3 times compared with 2022, the number of train tickets has increased by more than 2.4 times, and the number of car rental bookings has increased by 1.6 times...... The ice and snow market continues to heat up.
Nowadays, skiing is becoming the new favorite of most people in winter. Some ski enthusiasts said that skiing is an "aristocratic sport", a set of basic equipment will cost about 3,000 yuan, in addition to the need to buy ski tickets, find coaches for training, a winter just ski expenditure will be tens of thousands of yuan.
As the popularity rises, capital has begun to focus on this track and invest in the ice and snow industry, including many head venture capital institutions such as Hillhouse Investment and Shenzhen Venture Capital.
With the rapid development of the industry, how many ski enthusiasts are involved? How much money does their ski equipment burn? How much capital is aimed at the new blue ocean of the ice and snow industry?
The number of skiers increased by 66%, and the ski fever drove the demand for hotels, training and other industries to skyrocket
According to the data, in the 2014/2015 snow season, the number of domestic skiers reached 11.95 million, in the 2018/2019 snow season, the number of domestic skiers exceeded 20 million for the first time, and in the 2021/2022 snow season, the number of domestic skiers reached the highest peak in the history of 21.54 million. Compared to the ski season eight years ago, the number of skiers is now 66% higher.
In this year's new snow season, major domestic ski resorts ushered in a "good start". The "Keketuohai International Ski Resort" in Altay Prefecture, Xinjiang has attracted more than 100,000 ski enthusiasts, and the "Chongli Fulong Ski Resort" in Zhangjiakou, Hebei Province has received more than 60,000 ski tourists.
In addition, the ski craze has also driven the growth of demand for peripheral products such as hotels and homestays, ski group tours, etc. According to data, the number of bookings for hotels around Zhangjiakou Chongli Snow Resort in December increased by 8 times compared with 2019 and 3.4 times compared with November. Ctrip data shows that since December, orders for outbound ski products have increased by 460% month-on-month. At the same time, the number of orders for ski group tours during the New Year's Day and Spring Festival increased by 6 times and 16 times respectively compared with 2022.
Skiing is a "noble" sport, which has high requirements for hardware facilities and is very "money-burning", and ski venues, personal equipment, teaching and training, etc., are all worth a lot. Generally speaking, ski equipment can be divided into ski boots, ski clothes, skis, ski poles and other products, according to the incomplete statistics of titanium media and titanium pictures, the price of a set of primary ski equipment is about 3,000 yuan, and the price of a set of advanced ski equipment is about 60,000 yuan. In addition to the necessary equipment, transportation to the ski resort, accommodation and ski resort tickets are also the main expenses of skiing.
As the ski industry enters the fast lane, the consumption of ski equipment continues to heat up. JD.com data shows that during November 2023, the consumption of ski clothing and ski mask headgear increased by more than 100% year-on-year, and the turnover of ski bindings and ski goggles increased by more than 90% year-on-year. Even the high cost of the sport does not stop the enthusiasm of ski enthusiasts.
The capital is competing for the ice and snow track, and it has raised 2.3 billion yuan in the past ten years
With the continuous release of the ice and snow boom, the market scale of the ice and snow industry continues to expand, and the development of the industry has entered the fast lane. Tianyancha data shows that as of December 11 this year, there were 16,000 ski-related enterprises in China, and in the past ten years, the number of registered ski-related enterprises has shown a fluctuating upward trend. In 2012, there were 292 ski companies registered that year, and the number of ski companies has continued to grow in the following years. In 2022, the number of ski enterprises registered reached 1,878, an increase of 543% compared to 10 years ago. As of December 11, 2,408 domestic ski companies have been registered this year, exceeding the number of registrations in the whole of 2022.
According to the statistics of Titanium Media and Titanium Pictures, a total of 2.312 billion yuan of investment and financing has occurred on the ice and snow track over the years, and 47 financing behaviors have occurred. Among them, ski-related enterprises received the largest number of investment and financing in 2016, reaching 11, including the ski community "GoSki" and the ski brand "Zero Summer". In 2015, skiing-related enterprises received the largest amount of investment and financing, with a cumulative financing amount of 738 million yuan. In 2023, the high-tech ski brand "TOPAZ" will receive two rounds of angel financing from Zhonghe Venture Capital during the year, and the vertical media platform "Skier" in the ski industry will receive a 40 million yuan A+ round investment from SZZ Supercar Club.
In the future, ice and snow sports-related products should also continue to develop new experiences to meet new needs, so that the "fire" of the ice and snow economy will burn more vigorously.
Data sources: IT Orange, Tianyancha, Taobao, Mob Research Institute, "China Ski Industry White Paper", "China Ski Industry White Paper" and other public information collation.