新消费派丨“没雪又爱雪” 室内滑雪场“激活”南方冰雪经济

Core Viewpoint - The ice and snow economy in China is experiencing rapid growth, driven by policy support, consumption upgrades, and innovative scenarios, with indoor ski resorts playing a crucial role in expanding the market, especially in southern regions [1][2]. Policy and Market Dynamics - Ice and snow-related consumer goods have become a consumption hotspot since September, with Douyin reporting a 112% year-on-year increase in related content and a 24% rise in group buying sales [2]. - The State Council aims for the ice and snow economy to reach a total scale of 1.2 trillion yuan by 2027, promoting nationwide participation in ice sports [2]. - By 2030, the total scale of China's ice and snow economy is projected to reach 1.5 trillion yuan, indicating significant growth potential [2]. Indoor Ski Resort Growth - Indoor ski resorts are emerging as a new growth engine, with 5 indoor ski resorts in 2013 growing to 66 by April 2025, primarily located in economically active southern regions [4][5]. - Indoor ski visits are expected to reach 5.63 million by the 2024-2025 fiscal year, accounting for 22% of total ski visits, with a compound annual growth rate of 23% since 2018-2019, significantly outpacing the 4% growth of outdoor skiing [4][5]. Seasonal Demand and Operational Strategies - Indoor ski resorts exhibit unique seasonal demand patterns, thriving in off-peak winter months, with May, July-August, and October being peak times [6]. - High fixed costs necessitate effective management of both peak and off-peak seasons, with successful indoor ski resorts characterized by advantageous locations, large scale, and refined operations [6]. Diversification and Event Integration - To address seasonal challenges, indoor ski resorts are exploring "ice and snow +" integration models, combining skiing with other entertainment options [7]. - Events play a significant role in driving consumer engagement, with facilities like Shanghai Yao Snow Ice World successfully hosting major competitions, leading to a 30% increase in local retail and dining revenues during events [7]. Future Outlook - The ice and snow economy is expected to maintain high growth momentum, transitioning from seasonal peaks to year-round prosperity, supported by ongoing policy backing and evolving consumer demands [8].