2025年，当消费市场的潮水转向，一个曾被视为小众的赛道，正以前所未有的姿态，站在了聚光灯的中央。 趋势1： 行业规模高速扩张：从风口到生活方式的质变 2025年，户外运动已不再是三五年一轮的时尚风口，而是真正沉淀为大众的日常消费选项，驱动着整个产业链向纵深发展。 随着全民健身热潮及户外生活方式的兴起，运动户外市场正快速发展。据国家体育总局体育经济司发布的《中国户外运动产业发展报告（2024-2025）》， 截至2025年6月底，我国户外运动相关企业已达33.5万家，其中2025年上半年新增注册相关企业约2.4万家，反映出市场对行业未来发展前景持续看好。户外 体育用品销售火爆，全年滑雪杖、滑雪镜、滑雪鞋、单板滑雪板销量增长均超80%，越野跑鞋销售增长100%。 整体来看，根据全球新经济产业第三方数据挖掘和分析机构艾媒咨询最新发布的《2025年中国运动户外市场消费行为调查数据》显示，2025年中国运动鞋服 行业市场规模为5989亿元，预计2030年将达到8963亿元。 这组数据背后，是高达48.33%的消费者每月参与2-3次户外运动的强大黏性。艾媒咨询分析师认为，未来中国运动户外市场将持续保持高速增长态势。一方 ...

（来源：湖州日报） 转自：湖州日报 y N ENERGE OF BE TO IIIntt s / 。 all 1 1 1 1 C 0 6 20 电子商品(LED) an o Dims K d TTA 8 247 a u 记者 伊凡 吴拯 摄影报道 冬日江南，虽少天然冰雪，却"热雪"涌动。12月27日，随着总投资3.2亿元，占地超5万平方米的长兴八 都岕滑雪场启动雪道试滑，浙江的冰雪经济版图又添生动一笔。这里规划的4条专业雪道与3500平方米 嬉雪区，让长三角游客在"家门口"就能体验到冰雪运动的刺激和玩雪嬉戏的乐趣。 虽无冰天雪地的先天禀赋，浙江却凭借技术突破与场景创新，走出一条独特的"造雪"之路。安吉云上草 原依托山势和先进造雪技术，打造出总长3.8公里的雪道，可同时容纳1.5万人滑雪，年接待游客超25万 人次，被誉为"南方阿勒泰"；湖州太湖龙之梦，7.8万平方米的室内冰雪世界打破季节限制，夏日旺季 单日接待量突破上万人次，成为年轻人追雪的热门选择。自2006年浙江首家户外滑雪场落户安吉江南天 池至今，湖州已涌现10余家冰雪游乐场地设施，通过举办一系列群众性冰雪赛事活动，激发起全民的冰 雪运动热情。据统计，2 ...

新疆阿勒泰的粉雪雪道上，冰雪爱好者踏雪逐风；吉林长白山的琼枝树挂间，远方来客赏雪寻幽；开往 黑龙江漠河的冰雪专列中，游人一路向北览胜观景……新雪季以来，冰雪旅游热潮涌动，"冰雪+"业态 花式上新，冰雪经济热力无限。 从曾经的小众领域到如今的万亿元产业，冰雪经济已从"赛事驱动"迈向系统化、产业化发展的新阶段。 冰天雪地转化为金山银山，其间的创新实践，为各类消费新场景的打造提供了什么样的借鉴？ 厚重的历史积淀和遗存，是发展冰雪经济的宝贵资源。以游客视角为原点，未曾见过即为新，未曾体验 即为奇。找准转化切口，在旧时光中沉淀韵味、于历史记忆中萃取亮点，便能让老资源焕发新活力。 河南洛阳应天门遗址推出冰雪夜游，游客不仅能在城楼上体验雪落盛唐的意境，还能感受AR技术还原 的唐代"冰嬉"场景，在光影交错中触摸历史温度。文化是底蕴，也是资源。文化赋能让冰雪更有魅力， 只要找对转化路径，就能形成新爆点。 点面联动，凝聚发展新合力。 冰雪经济不是单点"独唱"，而是多点"合唱"。单一景区或城市资源有限，唯有打破壁垒，点面结合，才 能形成规模效应与协同优势。 黑龙江以雪乡为核，辐射带动凤凰山"雪谷"、海林"林海雪原"、柴河"雪村"等 ...

眼下，冰雪游热度不断攀升，冰雪经济活力持续释放。放眼各地，在业态升级、产业融合与政策赋能的驱动下，冰雪经济正成为提振消费、推动 区域高质量发展的重要引擎。 ■冰雪游热度不断攀升 冰雪经济活力持续释放 河北省围场满族蒙古族自治县庙子沟村平均海拔约1500米，冬季雪期长达120天，得天独厚的"冷资源"为冰雪游发展提供了优越条件。 ■打造"冰雪+"消费新场景 激发消费活力 《中国冰雪产业发展研究报告（2025）》显示，2025年中国冰雪产业规模将突破万亿元。各地通过业态升级、产业融合等，打造"冰雪+"消费新场 景，持续激发消费活力。 2025至2026雪季，崇礼各滑雪场还将举办、承办大量赛事活动。这个雪季，国际雪联自由式滑雪和单板滑雪大跳台世界杯等国际级与国家级高水 平雪上赛事在崇礼举办，让广大雪友近距离感受竞技体育的魅力。 验。 今年冰雪季，黑龙江省铁力市依托得天独厚的冰雪资源，推出了"冰雪+温泉""冰雪+运动"等系列特色旅游产品，力求给游客们带来更好的冰雪体 新雪季，河北崇礼各大滑雪场在设施升级、赛事引进与服务优化方面全面发力，推动冰雪经济持续升温，为雪友打造更专业、更富趣味的滑雪度 假目的地。 今年，湖北神农 ...

近日，随着冬季气温逐渐降低，冰雪消费热度悄然攀升，浙江义乌的雪橇板、滑雪镜、滑雪杖等产品进 入出货高峰，吸引不少海外客商前来洽谈采购。 ...

2022年北京冬奥会，在河北崇礼的云顶滑雪公园中，18岁的谷爱凌在自由式滑雪女子大跳台决赛的最后一跳，挑战了一个从未在比赛中完成过的动作：反 脚偏轴转体1620度。 腾空、旋转、稳稳落地，一道完美的抛物线，不仅为她斩获了冬奥金牌，也在全国范围内激荡起了前所未有的冰雪运动热。 3年后的今天，这项运动走进了越来越多人的生活中——周末约上三五好友，前往滑雪场来一场运动与休闲结合的"微度假"之旅，成为了不少年轻人的选 择； 在社交平台上，极具辨识度的外卖冲锋衣还因实用性成为了雪场上的爆款，共同见证着"冰雪热"，从专业的雪道，蔓延到了更日常的大众文化中。 如果把这股热度摊开在中国地图上，会发现一个有点反常识的变化：升温最快的，并非人们印象中的白山黑水、冰天雪地，而是以上海、杭州、深圳为代 表的南方。 从小众运动到大众日常，从北方雪山到南方城市，这背后，是一个万亿级赛道，正重构地理版图的过程。 冰雪消费的重心 正在快速南移 首先，南方更发达的经济与相对更多的高收入人群，无疑更具优势。根据今年11月抖音发布的《冰雪消费数据前瞻》提到，我国10大热门冰雪消费城市 中，有6个是南方城市：湖州、武汉、佛山、上海、深圳、宁波。 尤 ...

Core Insights - The ice and snow economy in Zhejiang is rapidly growing, becoming a new engine for winter consumption despite the lack of natural snow resources [4][12] - The number of ice and snow sports venues in Zhejiang has reached 26, with 18 ski resorts, including 8 indoor facilities, leading in southern provinces [5] - The government is actively promoting ice and snow tourism and related economic activities, aiming to transition from seasonal peaks to year-round engagement [6][12] Group 1: Ice and Snow Sports Venues - The indoor ski resort at Taihu Longzhimeng Park in Huzhou can accommodate over 10,000 visitors on peak days, with a staff of nearly 80 instructors during the winter season [4] - The Yunshang Grassland Ski Resort in Anji is set to open mid-December, with a capacity of 15,000 skiers and an average annual visitor count of 250,000, contributing 80% of its revenue during the snow season [5] - The Daming Mountain Wansongling Ski Resort in Hangzhou offers a unique "skiing + hot spring" experience, reflecting the diversification of winter tourism [5] Group 2: Ice and Snow Product Sales - The sales of ice and snow-related products have surged, with a notable increase in children's ski gear, achieving sales of over 700 million yuan, a 40% year-on-year growth [8][9] - The market for ice and snow products is expanding, with a variety of items available, including ski goggles, helmets, and snow boots, indicating a positive outlook for the industry [9][10] - The production of ski poles in Ninghai County has become a significant industry, with an annual output value nearing 1 billion yuan, driven by increasing domestic demand [10] Group 3: Regional Economic Impact - The snow boot industry in Taizhou has seen a significant increase in production, with annual output exceeding 1 billion yuan, accounting for one-third of the national market [11][12] - The ice and snow economy is fostering innovation, with companies diversifying their product lines to include heated snow boots and snow removal equipment [12] - Zhejiang province now boasts over 500 companies related to ice and snow equipment, creating a comprehensive industrial chain from ski apparel to snowmobiles [12]

缺乏天然冰雪资源的浙江，室内滑雪场是主流的冰雪运动场地。记者看到，冰雪世界分为滑雪区、冰雪 小镇和冰雕三部分。不少游客在滑雪之余，选择去小镇尝美食、在冰雕区拍照打卡。 "考虑到时间和费用，家门口是不少人'过雪瘾'的首选。"太湖龙之梦的工作人员说，本地及周边城市亲 子家庭是消费主力，随着冬季旅游旺季的到来，游客数量将进一步增长。 穿戴雪具、脚踩雪板，从雪坡上飞驰而下……时值冬日，地处南方的之江大地，"冰雪热"持续升温。 从冰雪运动的风生水起，到运动装备购销两旺，再到冰雪旅游动能奔涌……尽管缺乏天然的冰雪资源， 冰雪经济却正成为浙江冬日消费市场的新引擎。近日，记者深入实地探访，看冰雪浪潮如何在"浙"里升 温。 从"一季火"走向"四季热" 周末，湖州长兴的太湖龙之梦乐园冰雪世界里游人如织。滑雪、坐雪圈、打雪仗……2万余平方米的室 内滑雪场里，游客们玩得不亦乐乎。另一头，滑雪教练张时雨正指导着一群小朋友。 "我们园区日常有近30个教练，冬季高峰期将近80人，可还是不够用。"张时雨说，雪场上午9时30分开 园，晚上10时30分闭园，旺季最高峰日接待游客量超过1万人次，"有时忙得连午饭都顾不上吃"。 数据显示，浙江现有经 ...

Core Insights - By 2025, high participation in mass sports will be a significant highlight of the sports market in China, with over 400 million people engaged in outdoor activities [1] Group 1: Trends in Outdoor Sports - New sports formats such as VR virtual climbing, night hiking, and fluorescent cycling are gaining popularity [3] - High participation rates are noted in ice and snow sports, mountain sports, and water sports, with significant interest in marathons, cycling, triathlons, skiing, and rafting [3] - Hiking-related content on social media platforms has seen massive engagement, with hiking notes receiving 16 billion views, and growth rates of 340% for climbing and 250% for bouldering [3] Group 2: Regional Participation - First-tier and new first-tier cities are leading in outdoor sports participation, with second-tier cities rapidly catching up [7] - A trend is observed where the East China region is central, radiating towards North China and Southwest regions, with emerging sports events like pickleball and triathlons gaining traction in county-level areas such as Gaotang, Jiexi, and Dianjiang [7] Group 3: Growth in Sports Equipment - Sales of skiing poles, goggles, shoes, and snowboards have all increased by over 80%, while sales of trail running shoes have doubled [12] - There is a notable increase in demand for trendy sports equipment, leading to a surge in related rental services, with paddleboard rental searches up by over 470% and group purchase orders increasing by over 315% [12]

Core Insights - The number of participants in outdoor sports in China has exceeded 400 million, indicating a strong pursuit of a healthy lifestyle and significant market potential [1] - The 2025 China Outdoor Sports Industry Conference highlighted the robust growth of the outdoor sports industry, driven by the implementation of the Healthy China strategy and the increasing popularity of fitness among the public [1] Industry Overview - As of June 2025, there are 335,000 outdoor sports-related enterprises in China, with 24,000 new registrations in the first half of 2025, reflecting a positive outlook for the industry's future [2] - The primary consumer demographic for outdoor sports is the young and middle-aged population, particularly those aged 25-34, with distinct preferences in outdoor activities based on gender [2] Market Trends - The outdoor sports market is characterized by a diverse range of activities, with high participation in ice, mountain, and water sports, as well as growing interest in events like marathons and triathlons [2] - The sales of outdoor sports equipment have surged, with ski-related products seeing over 80% growth and off-road running shoes doubling in sales [3] Cross-Industry Integration - The outdoor sports industry is increasingly integrating with tourism, finance, and rural revitalization, with significant visitor numbers and revenue generated from ski resorts and outdoor events [5] - The ice and snow sports sector has reached a total scale of 970 billion yuan, with a year-on-year growth of approximately 9% [5] Policy Support - A robust policy framework supports the development of the outdoor sports industry, with multiple government initiatives aimed at enhancing infrastructure and promoting sports consumption [7] - By the end of 2024, there were 2,678 ice and snow sports venues in China, alongside extensive fitness trails and a growing number of outdoor activity camps [7]