Core Insights - The skiing market in China is experiencing a surge in popularity, with the number of ski visits expected to reach a record high of 26.05 million in the 2024-2025 season, driven by the enthusiasm generated post the Beijing Winter Olympics [2][6] - Despite the growth in skier numbers, the majority are casual tourists or beginners, leading to a low penetration rate of only 0.85% in China compared to over 10% in countries like the US and Japan [6][8] - The skiing industry in China is currently characterized by a price war among ski resorts, with ticket prices dropping significantly, making skiing appear affordable for many [10][13] Market Dynamics - The number of ski resorts in China has increased from 524 in 2018 to 914 in 2024, with an annual compound growth rate of 9.8%, intensifying competition in the market [21][23] - Many ski resorts are struggling to maintain profitability due to high operational costs, which can exceed 100 million yuan annually, and a short operational season of 3 to 5 months [21][23] - The current market is divided between high-end and budget ski resorts, with many resorts failing to find a clear positioning, leading to operational challenges [8][21] Consumer Behavior - A significant portion of new skiers start with low-cost options, with nearly one-third spending less than 1,000 yuan annually on skiing, primarily judging the sport's affordability based on ticket prices [13][15] - Hidden costs associated with skiing, such as equipment, clothing, transportation, and lessons, often lead to a much higher total expenditure, with many enthusiasts spending over 10,000 yuan annually [15][17] - The trend of "cheap skiing" is prevalent, but many consumers overlook the cumulative costs that can make skiing an expensive hobby [15][19] Industry Challenges - The rapid expansion of ski resorts has led to concerns about quality and sustainability, with many resorts facing the risk of closure or underutilization due to poor planning and excessive competition [23] - The industry is currently experiencing a "low price, low quality" cycle, where resorts attract customers with low prices but struggle to provide adequate services, leading to dissatisfaction among skiers [23][24] - The long-term success of the skiing market in China hinges on transforming casual visitors into dedicated enthusiasts, fostering a culture of sustained participation in the sport [24]
为什么滑雪的人很多 雪场还不赚钱？
Xin Jing Bao·2025-11-19 23:59