受强冷空气影响，8月底，新疆部分地区已经下起了初雪，位于阿勒泰地区的吉克普林国际滑雪度假区覆上一层薄薄的白雪。银装素裹的景象，一下子将 人们的记忆拉回到纵情驰骋的滑雪场当中，提醒雪友们是时候展望这雪季了。事实也的确如此，在网上，已经有人发起相约雪季的召唤了。 不过，新的雪季全面到来还需要再等待一小段时间。在这个等待的关口，不妨让我回顾一下上一个雪季（2024-25雪季）的整体市场表现和数据情况。 近期发布的《2024-2025中国滑雪产业白皮书》（简称《白皮书》）显示，上一雪季全国滑雪人次突破2605万，同比增长12.9%，创下历史新高；人均滑雪 次数也由1.80次提升至1.92次，超过冬奥会前2020-2021雪季的历史峰值1.91次；室内滑雪场新增6家，延续全球领跑态势，但全国雪场总量从935家下降到 914家。 从 2024-2025 雪季财年的各项数据来看，和上年反映出的结论基本一致，主要有这两点：室内滑雪场全面爆发，势不可挡，成为中国特色的滑雪市场主 体；室外滑雪场市场集中度进一步提升，目的地滑雪度假村增速喜人，尤其以吉林省内的三万一湖四家大型目的地滑雪度假区以及新疆阿勒泰泰旅集团三 大滑雪场为代表 ...

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 ...