Core Insights - The ice and snow economy is expanding into southern China, breaking geographical and climatic barriers, and becoming a vibrant part of consumer upgrades and industrial transformation in the region [1] Group 1: Southern Ice and Snow Demand - Southern consumers are increasingly engaging in ice and snow activities, with indoor ski resorts becoming popular leisure destinations [2][3] - Data shows a significant increase in interest for indoor skiing in southern cities, with Shanghai's search volume for "indoor ski resorts" up 117% year-on-year [2] - The trend indicates a shift from casual snow play to more serious skiing experiences, with families and young professionals participating more frequently [3] Group 2: Supply Quality Improvement - The growth of the ice and snow economy in southern China is driven by tailored supply that meets diverse consumer demands, including enhanced service and innovative products [5] - Indoor ski resorts are projected to account for over 25% of total visitor numbers in the 2025-2026 season, with significant investments in the southern region [6] - New service offerings, such as "stay and ski" packages, are being developed to enhance consumer experience and engagement [6][7] Group 3: Policy and Infrastructure Support - Government policies and infrastructure development are crucial for supporting the growth of the ice and snow economy in southern China [8] - The implementation of strategies to promote ice and snow sports is being coordinated across multiple departments, enhancing consumer engagement and infrastructure [8] Group 4: North-South Collaboration - The collaboration between northern and southern regions is evolving, with southern indoor ski resorts serving as training grounds for consumers before they visit northern ski areas [9][11] - The potential for the ice and snow economy in southern China remains high, driven by rising disposable incomes and a shift towards experiential consumption [9][10] - The development of a comprehensive "ice and snow +" ecosystem is being prioritized to enhance consumer offerings and drive growth [10][11]

Group 1 - Meituan Travel has launched a "Beginner Skiing" package starting at 99 yuan, which includes equipment, training, and lift tickets to encourage more people to participate in ice and snow sports [1] - Since November, nearly 20 million people have shown interest in ice and snow activities, with over 40% being post-95s. The highest interest is from residents in Guangdong, Jiangsu, and Heilongjiang provinces [1] - The search volume for "beginner skiing" has increased by 292% year-on-year since December, while "ski training" searches have risen by over 86% month-on-month, with individuals aged 20 to 40 making up over 78% of the search demographic [1] Group 2 - Meituan Travel has partnered with several ski resorts to offer exclusive benefits for its premium members, including free rest areas and complimentary hot drinks during the peak ski season [2] - Special events such as the "Sister Photo Shoot" at Wanlong Ski Resort are planned to capture memorable moments for skiers on December 27-28 [2]

Core Viewpoint - The popularity of skiing in China is rapidly increasing, with a significant rise in participation among younger demographics, particularly those born in the 1990s, as skiing transitions from a niche sport to a mainstream recreational activity [2][3]. Group 1: Market Trends - A "Beginner Skiing" package launched by Meituan Travel offers a comprehensive service for as low as 99 yuan, making skiing more accessible to the public [2][3]. - Since November, nearly 20 million people have shown interest in ice and snow sports, with over 40% of participants being post-95s [2]. - The search volume for "beginner skiing" has increased by 292% in December, indicating a growing interest in skiing among new users [5]. Group 2: Demographics and Participation - Over 50% of skiing enthusiasts are from the post-90s generation, highlighting a trend of younger individuals engaging in skiing as a social activity [3][5]. - The majority of the ice and snow interest demographic is under 35 years old, making up 52% of the total [7]. - The adult participation in skiing training has notably increased, especially among those aged 30 to 40, with over 80% being beginners [5]. Group 3: Consumer Behavior - The customer base for skiing is evolving, with many new skiers transitioning into dedicated enthusiasts willing to invest in equipment and advanced training after initial experiences [7][8]. - The demand for night skiing has surged, with ticket sales increasing by over 30% this year [8]. - Related sectors such as transportation and accommodation are also benefiting, with hotel bookings up by 9% and flight bookings soaring by 45% in December [8]. Group 4: Industry Initiatives - Meituan Travel is collaborating with various ski resorts to enhance skiing services and offer exclusive member benefits, aiming to stimulate the ice and snow economy [9].