冰雪运动盛会带动雪季消费，折扣滑雪服迅速走红

Core Insights - The upcoming winter sports event is driving a surge in demand for skiing equipment among Chinese consumers, with a notable increase in both visitor numbers and spending in ski resorts [1] - The trend is shifting from "event-driven" to "mass consumption," highlighting a sustainable transformation in the snow economy [1] Group 1: Market Trends - In the first month of the 2025-2026 snow season, ski resorts in China welcomed 35 million visitors, a 10% year-on-year increase, with total spending reaching 36.35 billion yuan, up 6% [1] - Discount ski apparel has become a market focal point, reflecting consumers' preference for high cost-performance products [1][4] Group 2: Consumer Behavior - Young consumers are increasingly opting to rent ski equipment, with over 100 rental shops in Chongli offering more than 70,000 rental items, showcasing a shift towards cost-effective options [1] - The popularity of discount ski clothing indicates a growing consumer preference for specialized ski gear over traditional winter clothing, with professional brands gaining traction [4] Group 3: Industry Outlook - The ice and snow economy in China is projected to exceed 1 trillion yuan by 2025, with an expected 360 million participants in winter sports and leisure activities, generating potential revenue of 450 billion yuan [4] - The synergy between ice and snow tourism, equipment, and event consumption is becoming the new norm, with major sporting events acting as catalysts for the industry's transition from seasonal peaks to a more stable, year-round market [4]