又到一年滑雪季！ 北方多地 已然银装素裹、冰封雪飘 11月22日 吉林省2025-2026新雪季开板活动 在位于吉林市的 中旅松花湖度假区举行 一场属于全民的冬日盛宴如期而至 这片黑土地上的冰雪热情再度被点燃 2025年11月22日，滑雪爱好者在吉林市中旅松花湖度假区合影留念。新华社记者颜麟蕴摄 2025年11月22日，滑雪爱好者在吉林市中旅松花湖度假区滑雪。新华社记者颜麟蕴摄 从徒步登山备战 到南北雪场遍地开花 从2022年北京冬奥会的成功举办 到2024-2025雪季全国滑雪人数超2600万 光影流转间 新华社的镜头见证着 中国滑雪从专业竞技的"小众赛道" 一步步成为走进大众生活的"全民运动" 1957年2月，新中国第一次举行的全国滑雪运动会在吉林省通化市郊浑江畔的滑雪场上开幕。新华社记者胥志成摄 2023年12月22日，游客在新疆阜康市天山天池国际滑雪场游玩。新华社记者张铖摄 地处"世界冰雪黄金纬度带"的吉林省 是中国开展冰雪运动最早的地区之一 更是新中国滑雪运动的起点之一 这里有着 新中国第一座高山滑雪场 曾举办 新中国第一届全国滑雪比赛 诞生过 新中国第一位滑雪冠军单兆鉴 培养出 中国首批冬奥选手朴 ...

又到一年滑雪季！ 北方多地 已然银装素裹、冰封雪飘 11月22日 吉林省2025-2026新雪季开板活动 在位于吉林市的 中旅松花湖度假区举行 一场属于全民的冬日盛宴如期而至 这片黑土地上的冰雪热情再度被点燃 2025年11月22日，滑雪爱好者在吉林市中旅松花湖度假区合影留念。新华社记者颜麟蕴摄 2025年11月22日，滑雪爱好者在吉林市中旅松花湖度假区滑雪。新华社记者颜麟蕴摄 从徒步登山备战 到南北雪场遍地开花 从2022年北京冬奥会的成功举办 到2024-2025雪季全国滑雪人数超2600万 光影流转间 新华社的镜头见证着 中国滑雪从专业竞技的"小众赛道" 一步步成为走进大众生活的"全民运动" 1957年2月，新中国第一次举行的全国滑雪运动会在吉林省通化市郊浑江畔的滑雪场上开幕。新华社记者胥志成摄 1963年，在内蒙古大兴安岭阿尔山林区，滑雪运动员正在练习大回转滑行技术。新华社记者赵连升摄 1965年1月24日到28日，全国滑雪锦标赛在吉林省通化市举行。在比赛前，滑雪运动员来到通化市金厂滑雪场，扛着雪板上山进行练习。新华社记 者王敬德摄 1978年，吉林省的滑雪爱好者积极开展群众性的滑雪活动。新华社记者袁 ...

Core Insights - The skiing market in China is experiencing significant growth, with the number of ski visits expected to reach a historical high of 26.05 million in the 2024-2025 season, driven by increased interest post the Beijing Winter Olympics [8][12] - Despite the growth in participation, the skiing market has not yet developed a stable consumer base, with a penetration rate of only 0.85%, compared to over 10% in countries like the US and Japan [12][14] - The ski industry is currently characterized by a price war among ski resorts, leading to significant price reductions for lift tickets, with some prices dropping to as low as 19.9 yuan [15][18] Market Dynamics - The majority of skiers in China are casual participants, primarily seeking a tourism experience rather than developing a long-term skiing habit [10][12] - The ski resorts are facing challenges in positioning themselves, with some targeting high-end consumers while others aim for budget-friendly options, leading to operational difficulties [14][28] - The rapid increase in the number of ski resorts, from 524 in 2018 to 914 in 2024, has intensified competition, with an annual compound growth rate of 9.8% [26][28] Consumer Spending - A significant portion of new skiers start with low-cost options, with nearly one-third spending less than 1,000 yuan annually on skiing [18][20] - However, the total cost of skiing can be substantial when considering additional expenses such as equipment, clothing, transportation, and lessons, with many enthusiasts spending over 10,000 yuan annually [25][23] - The average cost for a single skiing trip, including transportation and accommodation, is estimated to exceed 1,000 yuan, especially for those opting for premium resorts or hiring instructors [20][25] Industry Challenges - Ski resorts face high operational costs, often exceeding 100 million yuan annually, with a limited operational window of 3 to 5 months each year [26][28] - The current trend of aggressive pricing strategies is leading to a "low price, low quality" cycle, making it difficult for resorts to maintain profitability [29] - There is a concern that the rapid expansion of ski resorts may lead to many smaller resorts becoming unsustainable, similar to trends observed in Japan's ski industry [28][29]

Core Insights - The skiing market in China is experiencing a surge in popularity, with the number of ski visits expected to reach a record high of 26.05 million in the 2024-2025 season, driven by the enthusiasm generated post the Beijing Winter Olympics [2][6] - Despite the growth in skier numbers, the majority are casual tourists or beginners, leading to a low penetration rate of only 0.85% in China compared to over 10% in countries like the US and Japan [6][8] - The skiing industry in China is currently characterized by a price war among ski resorts, with ticket prices dropping significantly, making skiing appear affordable for many [10][13] Market Dynamics - The number of ski resorts in China has increased from 524 in 2018 to 914 in 2024, with an annual compound growth rate of 9.8%, intensifying competition in the market [21][23] - Many ski resorts are struggling to maintain profitability due to high operational costs, which can exceed 100 million yuan annually, and a short operational season of 3 to 5 months [21][23] - The current market is divided between high-end and budget ski resorts, with many resorts failing to find a clear positioning, leading to operational challenges [8][21] Consumer Behavior - A significant portion of new skiers start with low-cost options, with nearly one-third spending less than 1,000 yuan annually on skiing, primarily judging the sport's affordability based on ticket prices [13][15] - Hidden costs associated with skiing, such as equipment, clothing, transportation, and lessons, often lead to a much higher total expenditure, with many enthusiasts spending over 10,000 yuan annually [15][17] - The trend of "cheap skiing" is prevalent, but many consumers overlook the cumulative costs that can make skiing an expensive hobby [15][19] Industry Challenges - The rapid expansion of ski resorts has led to concerns about quality and sustainability, with many resorts facing the risk of closure or underutilization due to poor planning and excessive competition [23] - The industry is currently experiencing a "low price, low quality" cycle, where resorts attract customers with low prices but struggle to provide adequate services, leading to dissatisfaction among skiers [23][24] - The long-term success of the skiing market in China hinges on transforming casual visitors into dedicated enthusiasts, fostering a culture of sustained participation in the sport [24]

Core Insights - The Chinese skiing industry has shown a significant recovery and growth, with the number of skiing participants reaching 26.05 million in the 2024-2025 season, marking a 12.9% year-on-year increase, and surpassing the pre-Winter Olympics peak of 1.91 times per person [3][7][10] - The market is experiencing a structural shift, with indoor ski resorts becoming the mainstay of the skiing market, while outdoor ski resorts are seeing increased concentration and growth in destination ski resorts, particularly in Jilin and Xinjiang [3][5][12] Market Performance - The total number of operational ski resorts in China is 748, with 66 indoor and 682 outdoor resorts, reflecting a mild expansion trend [5][20] - The total number of ski resorts decreased from 935 to 914, indicating a market consolidation where smaller, less efficient resorts are being eliminated [5][20] - Jilin province leads in skiing participants with 3.763 million, followed by Hebei and Xinjiang, with respective figures of 3.19 million and 2.47 million [8][10] Indoor Skiing Growth - Indoor ski resorts have expanded rapidly, with the number increasing from 5 in 2013 to 66 in 2024, accounting for 8.82% of all operational ski resorts [16][19] - Indoor ski resorts generated 5.63 million skiing participants, representing 21.61% of the total skiing population, highlighting their growing importance in the market [16][20] Regional Distribution - The top five provinces for skiing participants are Jilin, Hebei, Xinjiang, Heilongjiang, and Beijing, with Jilin showing a 23.7% increase year-on-year [8][11] - Beijing is the only province showing a decline in skiing participants, attributed to the post-Winter Olympics market adjustment and increased competition from surrounding provinces [10][11] User Demographics - The skiing user base is becoming younger, with a significant increase in the popularity of snowboarding among individuals aged 20-35 [28][30] - A substantial portion of users (25%) ski only once per season, indicating that skiing remains an experiential activity for many [30][31] Infrastructure and Capacity - The number of ski lifts has increased to 365, with 12 new lifts added, but the overall capacity and efficiency of ski resorts still need improvement to meet growing demand [25][27] - The majority of ski resorts have a vertical drop of less than 100 meters, which limits their appeal compared to larger resorts [23][24] Future Outlook - The southern regions of China are seeing a rise in indoor ski resorts, driven by demand and investment, but the challenge remains in promoting a comprehensive ice and snow culture [33][34] - The skiing market in China is expected to continue evolving, with a focus on enhancing user experience and expanding infrastructure to support the growing number of participants [27][34]

Group 1 - The event held on August 15 in Beijing's Yanqing District announced the first batch of policy rewards totaling over 5.81 million yuan to 15 enterprises, aimed at stimulating market innovation [1] - The policy, introduced in June, focuses on high-quality development in the tourism and cultural sectors, particularly in areas like MICE tourism, cultural performances, and the skiing industry [1][2] - The reward system includes a maximum of 2.5 million yuan for companies launching new cultural consumption activities, with a "non-application" approach for eligible entities to receive funding support [1] Group 2 - The policy has reportedly driven nearly 250 million yuan in consumption, with the district receiving 10.56 million visitors and generating a total tourism expenditure of 6.38 billion yuan in the first half of the year [4] - Companies like Beijing Garden Cultural Development Co. and Beijing Modern Sky Cultural Development Co. are leveraging the policy to enhance their offerings, including high-quality music festivals and improved skiing experiences [2]

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 ...