世园之夜消夏避暑节之草莓派对。 据统计，该奖励政策直接带动消费近2.5亿元，今年上半年全区实现净游客接待量1056.1万人次、旅游总花费63.8亿元。 来源：北京日报客户端 8月15日，在北京世园国际旅游度假区，延庆区举办文旅体商农融合发展促消费政策首批兑现发布会，现场向15家企业发放总计超581万元的政策奖励，以真 金白银激活市场主体创新动能。 记者：李瑶,潘之望 现场，北京世园文旅发展有限责任公司凭借"旅游+演艺"融合项目获得奖励，未来将以世园公园为核心打造创新消费IP。北京摩登天空文化发展有限公司则 计划引入更多高品质音乐节项目，进一步丰富延庆演艺市场。北京国家高山滑雪有限公司负责人表示，"政策是对'冰雪+文旅'融合模式的肯定，我们将持续 升级雪道体验、拓展四季运营。" 今年6月，延庆区围绕会奖旅游、文旅产业高质量发展等推出奖励政策，尤其是《延庆区文旅体商农融合发展促消费政策（试行）》，自发布以来持续释放 政策效能。该奖励覆盖三大政策，聚焦"支持会奖旅游""支持文旅演艺项目""支持打造消费新活动""支持滑雪产业发展"等方向，对推出文旅演艺消费新活动 的企业给予最高250万元奖励。其中，部分政策创新采用" ...

Core Viewpoint - The article discusses the rapid changes in consumer preferences among the middle class in China, particularly regarding outdoor activities such as camping, cycling, and skiing, highlighting a shift from enthusiasm to disillusionment and the impact on related industries [3][5][12]. Group 1: Changing Consumer Preferences - The once-popular outdoor activities, referred to as the "three treasures" of the middle class, have seen a decline in interest, with social media reflecting a shift from promotion to liquidation of related gear [5][6]. - The middle class's preferences are volatile, with trends rapidly changing from traditional sports to newer activities like camping and cycling, which were once seen as symbols of a refined lifestyle [7][12]. - Data from the China Bicycle Association indicates a 15.1% year-on-year increase in the production of mid-to-high-end bicycles priced over 1,000 yuan in 2023, reflecting a brief surge in interest before a downturn [9]. Group 2: Industry Impact - The skiing industry, influenced by the Winter Olympics, saw a significant increase in participation, with a 209% rise in ski ticket orders in early November 2023 compared to 2019 [9][11]. - However, the skiing market is experiencing a downturn, with many brands reporting sales declines of 30%-50% and some even halting operations due to excess inventory [17][19]. - The camping industry, which thrived during the pandemic, is now facing challenges as many businesses are unable to sustain operations, leading to closures and a significant drop in consumer interest [21][22]. Group 3: Economic Factors - The article notes a shift in consumer behavior towards cost-effectiveness, with middle-class individuals prioritizing budget-friendly options over luxury experiences, leading to a decline in spending on outdoor activities [24][26]. - The economic environment has changed, with individuals now more focused on finding discounts and deals, contrasting sharply with previous years of carefree spending [25][26]. - The article emphasizes that the outdoor industry is facing a "survival of the fittest" scenario, where only those with deep industry knowledge and experience will thrive amid the changing landscape [30][31].

以下文章来源于真故研究室 ，作者梁湘 真故研究室 . 真问题，更商业 动辄千元。 撰文 | 梁 湘 编辑 | 龚 正 来源 | 真故研究室 （ID：zhengulab） 雪季到来，"山顶见"已经成了滑雪爱好者的结队暗号。根据中国滑雪协会发布的数据，预计到2025年，中国的滑雪人口将达到3亿 人。携程有关负责人也表示，目前滑雪游客中预估80%为初学者，中国已经成为全球最大的 初级滑雪市场 。 滑雪新人里，95后居多，年轻人对这项高风险的极限运动又怕又爱，跃跃欲试的同时，却很少意识到，滑雪其实 极其烧钱 ：除去雪 01 周末滑雪，中产花掉千元 听闻"周六在冬奥村酒店住一晚，周日滑一天雪，只要400元"的消息后，北京工作的阿飞立刻答应了。 虽然阿飞是东北人，时不时会被调侃"你们东北人是不是滑着雪去上学"，但阿飞从没滑过雪。 局是一个有着3年滑雪经验的朋友组的，他在电商平台上团了一张" 1600元的4人住滑券 "。 "我没有滑雪装备怎么办？"阿飞疑惑。朋友回答，"都可以租。" 比起装备，首先要解决的是交通问题：北京延庆的这座雪场，离市区大约100公里。雪场大巴早上7点发车，并不适合阿飞的行程。商 量之后，朋友决定 租 ...