滑雪场要摆脱门票经济实现收入多元化

Core Viewpoint - The article discusses the challenges and opportunities in China's skiing industry, emphasizing the need for ski resorts to diversify their revenue streams and improve operational capabilities rather than relying solely on ticket sales [1][2]. Group 1: Current Industry Challenges - Many ski resorts are overly dependent on ticket sales, leading to a fragile profit structure and increased competition driving down ticket prices [1][2]. - The trend of low ticket prices may transform ski resorts from high-experience venues to low-quality crowded spaces, diminishing the overall value of the industry [1][2]. Group 2: Recommendations for Revenue Diversification - Establishing a systematic training program is crucial, including professional ski schools and various courses to meet different skier needs and enhance repeat visits [2]. - Upgrading equipment rental and retail services through high-end partnerships can extend the consumption chain and increase additional revenue [2]. - Diversifying accommodation and dining options can significantly boost customer spending, transitioning ski resorts from merely selling lift tickets to offering comprehensive experiences [2]. Group 3: Understanding Consumer Needs - A user-demand-oriented product system is essential, shifting from an "industry mindset" to a "functional demand" approach [3]. - Creating a tiered positioning system can facilitate differentiated competition, catering to both professional and general market segments [3]. Group 4: Addressing Seasonal Operation Issues - The "one season supports three seasons" issue is prevalent, with many ski resorts operating effectively for only 90-120 days a year, leading to financial strain [3][4]. - Transitioning to a year-round operational model with diverse outdoor activities during off-seasons can attract various customer groups and extend the consumption chain [4]. Group 5: Future Industry Outlook - The future of the skiing industry lies in transforming from a ticket-selling model to an experience-selling model, evolving into comprehensive year-round vacation destinations [4]. - The focus should be on creating real industry value and meeting public expectations rather than merely competing on ticket prices or the number of ski resorts [4].