3亿人参与冰雪运动后，天猫打造“雪上空港”再燃冰雪经济

Core Insights - Tmall is creating a grand ice and snow season event themed "Flying to Milan," showcasing the transformation of the Winter Olympics legacy into a consumer experience [1] - The Chinese ice and snow industry is projected to exceed 1 trillion yuan by 2025, indicating a shift towards mass consumption [2] - Tmall's role is evolving from a participant to a key influencer in defining consumer trends and meeting niche market demands [4] Group 1: Event Highlights - An immersive ice and snow show was held at the Chongli ski resort, featuring live orchestral performances and professional ski demonstrations [1] - The event included the launch of over 30 winter fashion and ski gear collections from 14 major brands, marking a significant promotional effort [1] - Olympic champions participated in the event, enhancing its appeal and credibility [1] Group 2: Economic Impact - Tmall's ice and snow season activities are revitalizing the local ice and snow economy, with a focus on creating a "Tmall Flying Airport" experience [2] - The event serves as a hub for winter sports enthusiasts, offering various interactive experiences and brand promotions [2] - The ice and snow industry is transitioning from event-driven growth to sustainable commercial opportunities, driven by brand innovation and consumer experience [4] Group 3: Future Trends - The Chinese ice and snow economy is on a path of transformation, moving from scale expansion to quality enhancement and from niche markets to mainstream fashion [5] - The 2025 China Ice and Snow Industry Development Report predicts the industry will grow to 1,005.3 billion yuan, more than tripling from 270 billion yuan in 2015 [4]