Group 1 - The core event is the introduction of the first "snow holiday" for middle and primary school students in the Altay region of Xinjiang from December 1 to 5 [2] - During the "snow holiday," various ski resorts in Altay City are offering discounts on student tickets and rental equipment, promoting accessibility to winter sports [2] - The initiative includes public skiing classes for youth, aimed at enhancing the appeal of ice and snow sports among children [2]

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]

Group 1 - The search popularity for "ice and snow routes" such as "Xi'an to Lhasa," "Chengdu to Urumqi," and "Guangzhou to Harbin" has been steadily increasing since November, with "Chengdu to Urumqi" seeing a 48% year-on-year growth in search volume [2] - The top 10 destinations for ice and snow tourism include Beijing, Zhangjiakou, Urumqi, Altay, Changchun, Baishan, Tianjin, Harbin, Shenyang, and Chengdu, indicating a nationwide trend in ice and snow tourism [2] Group 2 - The search volume for "Chongli ski tickets" has surged by 275%, reflecting a high demand for skiing experiences [3] - Popular flight routes to ski destinations are being offered at low prices, with flights from Beijing to Harbin starting at 300 yuan and from Shanghai to Changchun at 280 yuan [3] - Nearly half of the visitors to Zhangjiakou are post-95s, with Beijing contributing over 20% of the total visitor flow [3] Group 3 - Short-distance ice and snow tourism is gaining traction, with train ticket bookings to Changbai Mountain increasing by 167% [4] - The opening of the Shenyang-Baishan high-speed railway has significantly reduced travel time, facilitating weekend trips for urban workers [4] - Activities at Changbai Mountain extend beyond skiing, including natural hot springs and reindeer feeding, enhancing the overall tourist experience [4] Group 4 - The overall tourism booking volume in Beijing has increased by 15% since November, with a notable rise in interest for skiing in the region [5] - The search volume for "Beijing skiing" has surged by nearly 90%, indicating strong interest from tourists in nearby cities [5] - Cross-city ice and snow consumption is showing robust vitality, particularly from visitors in Tianjin, Shijiazhuang, and Shenzhen [5]