2026年米兰冬奥会开幕在即，全球冰雪运动热潮再度席卷，中国消费者对滑雪装备的需求也呈现增长态 势。数据显示，2025—2026冰雪季首月，全国滑雪场累计接待客流量为3500万人次，同比增长10%；消 费额达363.5亿元，同比增长6%。其中，折扣滑雪服因高性价比成为市场焦点，折射出冰雪经济从"赛 事驱动"向"大众消费"的可持续转型。 米兰冬奥会进入倒计时，各大雪场开始爆满，而性价比也成为年轻消费者走上雪道时重要的考虑因素， 央视网报道，在崇礼，今年一个明显的变化是游客选择到雪场租赁滑雪装备。目前，崇礼雪具租赁店超 100家，可租赁雪具超7万件。其中，拥有自主品牌的"国潮"雪具的崛起更让租赁模式性价比凸显，成为 滑雪爱好者的新偏好。 同样，折扣滑雪服也受到消费者的偏爱，家住北京朝阳的郑超准备在春节假期前往张家口滑雪，他选择 在折扣平台上购买滑雪服："即使HALTI的雪服，折扣下来，也不超过1000元"。而据特卖电商唯品会相 关负责人介绍，平台上，"折扣滑雪服"已成热搜词，在1月30日早10点开启的滑雪今日大牌活动中，低 至4折的哥伦比亚儿童滑雪服、原价近4000元到手价仅750元左右的HALTI滑雪服等尤其受 ...

Core Insights - The upcoming winter sports event is driving a surge in demand for skiing equipment among Chinese consumers, with a notable increase in both visitor numbers and spending in ski resorts [1] - The trend is shifting from "event-driven" to "mass consumption," highlighting a sustainable transformation in the snow economy [1] Group 1: Market Trends - In the first month of the 2025-2026 snow season, ski resorts in China welcomed 35 million visitors, a 10% year-on-year increase, with total spending reaching 36.35 billion yuan, up 6% [1] - Discount ski apparel has become a market focal point, reflecting consumers' preference for high cost-performance products [1][4] Group 2: Consumer Behavior - Young consumers are increasingly opting to rent ski equipment, with over 100 rental shops in Chongli offering more than 70,000 rental items, showcasing a shift towards cost-effective options [1] - The popularity of discount ski clothing indicates a growing consumer preference for specialized ski gear over traditional winter clothing, with professional brands gaining traction [4] Group 3: Industry Outlook - The ice and snow economy in China is projected to exceed 1 trillion yuan by 2025, with an expected 360 million participants in winter sports and leisure activities, generating potential revenue of 450 billion yuan [4] - The synergy between ice and snow tourism, equipment, and event consumption is becoming the new norm, with major sporting events acting as catalysts for the industry's transition from seasonal peaks to a more stable, year-round market [4]