米兰冬奥倒计时，冰雪，又热起来了

Core Insights - The upcoming 2026 Milan Winter Olympics is expected to boost ice and snow sports, building on the momentum generated by the Beijing Winter Olympics, which has transformed China's ice and snow sports from a niche interest to a vibrant industry with long-term growth potential [1][4]. Industry Development - The number of snow venues in China has doubled since 2019, exceeding 1,300, with indoor ice and snow facilities now present in over 30 provinces, making "four-season snow" activities possible [2][4]. - By 2024, the number of participants in ice and snow sports in China is projected to surpass 400 million, with a compound annual growth rate (CAGR) of over 15% [4]. Market Trends - The ice and snow equipment market in China has seen significant growth, with the market size increasing from approximately 300 billion yuan in 2019 to over 600 billion yuan by 2024, reflecting a CAGR of 18% [4]. - The demand for ice and snow sports equipment has shifted from basic, entry-level products to more specialized and high-quality gear, as consumers seek enhanced performance and safety [5][7]. Consumer Behavior - Consumers are increasingly looking for personalized and comprehensive solutions, including customized equipment, professional guidance, and maintenance services, indicating a shift towards a more immersive and holistic experience in ice and snow sports [5][10]. - Brands are now required to focus on technical expertise and performance validation, moving beyond mere marketing to establish a competitive edge in the market [7][10]. Policy and Future Outlook - The Chinese government has set ambitious goals for the ice and snow industry, with expectations for the market to exceed 1 trillion yuan by 2025, supported by policies that encourage integration with sports, culture, and technology [11][18]. - The evolution of consumer needs is prompting brands to adapt their business models, moving from traditional retail to more integrated experiences that connect professional knowledge, user engagement, and lifestyle [11][18].