抖音2025冰雪消费报告：冰雪团购订单量同比涨98% 亲子家庭成消费主力军

Core Insights - Douyin's "2025 Ice and Snow Consumption Report" indicates a significant growth in ice and snow-related content and consumption, with over 12.69 million related posts in the past year, marking a year-on-year increase of over 128% [1] - The report highlights a surge in group buying orders for ice and snow activities, with a 98% year-on-year increase, and 15.66 million users showing interest in ice and snow group purchases, up 79% [1] Group 1: Consumption Trends - The report identifies indoor skiing as a rising trend, with cities like Shanghai, Wuhan, and Huzhou leading in indoor skiing consumption, showing year-on-year growth in group buying orders of 77%, 1852%, and 116% respectively [4] - The "South to North" trend in ice and snow consumption is gaining momentum, with the northern ice and snow industry belt seeing a 108% increase in group buying orders [4] - Family-oriented consumers and the "new generation" are the main drivers of ice and snow consumption, with family orders accounting for over 55% and the new generation contributing over 17% [7] Group 2: Popular Activities and Locations - The report lists five popular ice and snow activities: skiing, hot springs, winter swimming, ice fishing, and ice sculpture [3] - Major cities for ice and snow consumption include Harbin, Beijing, Changchun, Zhengzhou, Tianjin, Shanghai, Jinan, Huzhou, Chengdu, and Suzhou [3] - Top attractions for ice and snow activities include Harbin Ice and Snow World, Zhengzhou Yinji Ice and Snow World, and others [3] Group 3: Future Initiatives - Douyin plans to launch an "Ice and Snow Season" event starting November 2025, collaborating with 19 types of merchants to offer over 50,000 ice and snow products [7] - The initiative aims to stimulate local ice and snow consumption through promotions and exclusive consumer subsidies [7] - Douyin will leverage content marketing, influencer partnerships, and unique IP collaborations to enhance offline ice and snow consumption [7]