从北到南 共赴“冰雪之约”

Core Insights - The ice and snow economy in China is experiencing rapid growth, with the National Sports Administration reporting a 10% year-on-year increase in visitor numbers to ski resorts and a 6% increase in consumption, reaching 36.35 billion yuan in the first month of the 2025-2026 ski season [1] - The demand for ice and snow tourism is being driven by a younger demographic, with 70% of visitors at certain resorts aged between 22 and 39, and a significant portion of bookings coming from the post-95 generation [3][4] - The trend is shifting from single-sport experiences to multi-experience offerings, with a notable increase in combined activities such as skiing plus dining or wellness experiences [5][7] Industry Trends - The ice and snow tourism market is projected to reach 1 trillion yuan by 2025, with over 14,000 related enterprises, reflecting an 11% year-on-year growth [6] - Indoor ski resorts are becoming increasingly popular, especially in southern regions, with 61.62% of respondents preferring indoor facilities over outdoor ones [6] - The integration of services and experiences is becoming a key focus, with resorts offering bundled packages that include skiing, accommodation, and other activities to enhance visitor convenience and satisfaction [7][8] Consumer Behavior - Consumers are showing a preference for mid-range pricing, with the most popular spending bracket for skiing being between 201-300 yuan, indicating a shift towards value for money [4] - There is a growing emphasis on quality and experience over price, with factors such as snow quality and accessibility being prioritized by visitors [4][11] - The demand for personalized and diverse experiences is rising, with resorts adapting to cater to families, young people, and niche markets, including pet-friendly options [10][12] Service Innovations - Ski resorts are enhancing their service offerings to improve visitor satisfaction, focusing on safety, efficiency, and personalized experiences [11][12] - The introduction of integrated service systems, such as self-service ticketing and smart storage solutions, is being implemented to streamline visitor experiences [12] - Resorts are also leveraging community engagement through social media and personalized communication to build loyalty among visitors [14]