Zhong Guo Jin Rong Xin Xi Wang·2025-12-25 08:57Core Viewpoint - The popularity of skiing in China is rapidly increasing, with a significant rise in participation among younger demographics, particularly those born in the 1990s, as skiing transitions from a niche sport to a mainstream recreational activity [2][3]. Group 1: Market Trends - A "Beginner Skiing" package launched by Meituan Travel offers a comprehensive service for as low as 99 yuan, making skiing more accessible to the public [2][3]. - Since November, nearly 20 million people have shown interest in ice and snow sports, with over 40% of participants being post-95s [2]. - The search volume for "beginner skiing" has increased by 292% in December, indicating a growing interest in skiing among new users [5]. Group 2: Demographics and Participation - Over 50% of skiing enthusiasts are from the post-90s generation, highlighting a trend of younger individuals engaging in skiing as a social activity [3][5]. - The majority of the ice and snow interest demographic is under 35 years old, making up 52% of the total [7]. - The adult participation in skiing training has notably increased, especially among those aged 30 to 40, with over 80% being beginners [5]. Group 3: Consumer Behavior - The customer base for skiing is evolving, with many new skiers transitioning into dedicated enthusiasts willing to invest in equipment and advanced training after initial experiences [7][8]. - The demand for night skiing has surged, with ticket sales increasing by over 30% this year [8]. - Related sectors such as transportation and accommodation are also benefiting, with hotel bookings up by 9% and flight bookings soaring by 45% in December [8]. Group 4: Industry Initiatives - Meituan Travel is collaborating with various ski resorts to enhance skiing services and offer exclusive member benefits, aiming to stimulate the ice and snow economy [9].