Core Viewpoint - The article discusses the emerging trend of smaller ski resorts in China, particularly in the Changbai Mountain area, attracting a growing number of beginner skiers who prefer these venues over larger, more established ski resorts due to lower costs and a more suitable learning environment [3][9][10]. Group 1: Market Dynamics - Smaller ski resorts like Xiaohua and Nanshan are experiencing a surge in visitor numbers, contrary to expectations that they would be overshadowed by larger resorts [2][3]. - The influx of young beginners is driven by their desire for a more accessible and less intimidating learning environment, which smaller resorts provide [8][9]. - The ski market in China is showing a clear division between experienced skiers who frequent major resorts and beginners who are increasingly opting for smaller venues [9][10]. Group 2: Consumer Preferences - Beginners often find that larger ski resorts do not meet their needs, as they are primarily limited to beginner slopes and feel overwhelmed by the advanced skiers around them [6][7]. - Smaller ski resorts offer a more tailored experience for beginners, with a focus on lower costs for tickets, accommodation, and lessons, making them more appealing [9][10]. - The teaching quality at smaller resorts is reportedly high, with instructors providing more personalized attention to novice skiers [9][10]. Group 3: Strategic Responses - Cities like Changchun are adapting their marketing strategies to attract beginner skiers, emphasizing their friendly learning environments and comprehensive training systems [13][15]. - The local government is implementing various promotional strategies, including issuing ice and snow consumption vouchers to stimulate interest in skiing among young people [18][19]. - There is a growing recognition among ski resorts of the need to differentiate their offerings and target specific customer segments, particularly beginners [10][16].