Core Viewpoint - The development of the ice and snow economy in Shenyang is showing positive progress, with a solid market foundation and optimistic business expectations among enterprises [1][2]. Group 1: Business Confidence - The "Action Plan for Promoting High-Quality Development of the Ice and Snow Economy in Shenyang (2025-2027)" has been officially released, enhancing the brand image of Shenyang as a winter tourism destination [2]. - 42.9% of surveyed enterprises expect stable revenue growth during the 2024-2025 ice and snow season, while 42.8% anticipate a year-on-year increase of over 10% in average spending per customer [2]. - 71.4% of enterprises believe that the number of consumers and revenue for the 2025-2026 ice and snow season will either increase or remain stable, indicating overall strong confidence [2]. Group 2: Consumer Trends - The consumer structure for ice and snow activities in Shenyang is characterized by a spindle shape, with 39.7% being low-frequency participants and 19.8% high-frequency participants, indicating a focus on experiential consumption [3]. - There is a preference for the "ice and snow+" model, with 51.5% of respondents favoring traditional sports and 35.4% preferring combined experiences like "ice and snow + hot springs + food" [3]. - 47.5% of respondents plan to maintain their participation frequency, while 60.9% have a stable budget, suggesting that growth will rely more on deepening engagement with existing customers [3]. Group 3: Challenges to Address - High participation costs are a barrier, with 34.6% of respondents citing expensive equipment and 60.0% of non-participants indicating high economic costs as a primary reason for not participating [4]. - There is a need for improved supporting facilities, as 34.6% of respondents reported that transportation connections need optimization, and 30.1% noted that visitor flow affects their experience [4]. - A significant portion of non-participants (73.3%) lack knowledge about ice and snow activities, indicating a need to activate market potential [4]. Group 4: Recommendations for Improvement - Suggestions to enhance ice and snow consumption include establishing a cost optimization system, increasing policy subsidies, and encouraging enterprises to offer high-value products [5]. - Improving supporting service systems is essential, such as enhancing transportation connections and managing visitor flow to reduce wait times [6]. - Creating a friendly consumption environment through interest cultivation, skill promotion, and safety measures is crucial for increasing public participation [6].