为什么滑雪的人很多，雪场还不赚钱？

Core Insights - The skiing market in China is experiencing significant growth, with the number of ski visits expected to reach a historical high of 26.05 million in the 2024-2025 season, driven by increased interest post the Beijing Winter Olympics [8][12] - Despite the growth in participation, the skiing market has not yet developed a stable consumer base, with a penetration rate of only 0.85%, compared to over 10% in countries like the US and Japan [12][14] - The ski industry is currently characterized by a price war among ski resorts, leading to significant price reductions for lift tickets, with some prices dropping to as low as 19.9 yuan [15][18] Market Dynamics - The majority of skiers in China are casual participants, primarily seeking a tourism experience rather than developing a long-term skiing habit [10][12] - The ski resorts are facing challenges in positioning themselves, with some targeting high-end consumers while others aim for budget-friendly options, leading to operational difficulties [14][28] - The rapid increase in the number of ski resorts, from 524 in 2018 to 914 in 2024, has intensified competition, with an annual compound growth rate of 9.8% [26][28] Consumer Spending - A significant portion of new skiers start with low-cost options, with nearly one-third spending less than 1,000 yuan annually on skiing [18][20] - However, the total cost of skiing can be substantial when considering additional expenses such as equipment, clothing, transportation, and lessons, with many enthusiasts spending over 10,000 yuan annually [25][23] - The average cost for a single skiing trip, including transportation and accommodation, is estimated to exceed 1,000 yuan, especially for those opting for premium resorts or hiring instructors [20][25] Industry Challenges - Ski resorts face high operational costs, often exceeding 100 million yuan annually, with a limited operational window of 3 to 5 months each year [26][28] - The current trend of aggressive pricing strategies is leading to a "low price, low quality" cycle, making it difficult for resorts to maintain profitability [29] - There is a concern that the rapid expansion of ski resorts may lead to many smaller resorts becoming unsustainable, similar to trends observed in Japan's ski industry [28][29]