The 2022 Winter Olympics to be held in Beijing will add another spark to China’s growing “ice and snow economy”. Ministry of Commerce spokesperson Gao Feng said on the 27th that sales of outdoor products in 2021 will increase by 30.8% year-on-year, of which ski equipment will increase by 55.2%. “The Winter Olympics are here, and the ice and snow are getting hotter,” said Dai Bin, president of the China Tourism Academy. From a national perspective, a new pattern of “ice and snow economy” that blooms all year round in the east, west, south, north, and south has taken shape. Northeast China, Beijing-Tianjin-Hebei, and Xinjiang “Three pillars stand together”, the Qinghai-Tibet Plateau ice and snow tourism belt represented by Tibet and Qinghai, and the ice and snow leisure belt in the central and western regions represented by Sichuan, Guizhou and Hubei “rise in two belts”.
Beijing Olympic Forest Park has been surrounded by strong Winter Olympic elements, and ice and snow sports welcome the arrival of a large number of ice and snow enthusiasts. Wang Qing is taking her daughter to practice skating at the Ossen Ice Arena. She said that she herself has been an ice and snow sports enthusiast for many years, and she hopes that her daughter will also develop an interest in ice and snow sports. For this reason, she bought more professional skates for herself and her daughter, and often used her weekends to go skating in Ossen. “My daughter was infected by the Olympic atmosphere, and she feels better when exercising, so she has made rapid progress.”
The Osun Snow Resort has many sports and entertainment projects such as snow circles and snow mazes. The staff said, “The number of people participating in snow sports this year has increased significantly compared with previous years. On Saturdays and Sundays, the entire ski resort is even more crowded. It can be seen that more and more people are interested in ice and snow sports.”
Xu Xingfeng, head of the Department of Market Operation and Consumption Promotion of the Ministry of Commerce, said that the disclosed data shows that the consumption of ice and snow is continuing to heat up, especially with the Beijing Winter Olympics opening soon. There has been a boom in ice and snow consumption in various places, including Beijing, Jilin, and Heilongjiang. On the premise of epidemic prevention and control, places such as Shanghai, Shanghai, Hubei and other places have carried out ice and snow consumption activities with rich content and various forms. The sales of ski supplies on some e-commerce platforms have more than doubled.
XinjiangSilk Road International Resort is located in Tianshan National Forest Park and is qualified to host international events. A staff member at the resort’s reception center told a reporter from the Global Times that the number of people coming to ski this year has increased significantly, probably because of the Winter Olympics. There are local tourists from Xinjiang, tourists from all over the country, and even foreign tourists who have lived in China for a long time. Xinjiang, which is located in a snowy area, released 25 winter self-driving tour routes, 10 ice and snow tour routes and other high-quality winter tourism routes in November last year. During the entire snow season, more than 1,500 ice and snow cultural tourism activities will be launched.
Enthusiasm for ice and snow sports continues to grow. Ctrip platform data shows that since December last year, the number of ski resort ticket bookings for the New Year holiday across the country has increased by 86% year-on-year in 2020. Among them, when users in North China and Northeast China choose surrounding scenic spots, an average of 1 in 5 people will choose ski resorts .
The “China Ice and Snow Tourism Development Report (2022)” recently released by the China Tourism Academy shows that ice and snow tourism is transforming from new fashion and new folk customs into a normalized lifestyle for ordinary people (42.500, -1.05, -2.41%). National ice and snow tourism The number of leisure tourists increased from 170 million in the 2016-2017 ice and snow season to 254 million in the 2020-2021 ice and snow season. It is expected that the scale of national ice and snow leisure tourism will reach 305 million in the 2021-2022 ice and snow season, and the national ice and snow leisure tourism revenue is expected to reach 323.3 billion yuan.
The popularity of ice and snow sports and ice and snow tourism has also stimulated e-commerce sales. Data provided by JD.com to the Global Times shows that since the New Year’s Day, ice and snow sports related categories have become the most popular “New Year’s goods”, with transaction value increasing by 135% year-on-year. Among them, the transaction value of ice and snow equipment increased by 107% year-on-year, ice and snow sports clothing increased by 99% year-on-year, and ice and snow sports protective gear increased by 41% year-on-year. Data monitored by JD.com shows that enthusiasm for ice and snow sports is constantly spreading from the traditional northern ice and snow sports provinces to the whole country. Guangxi, Anhui, Yunnan, Hubei, and Hunan have become the provinces with the fastest growth in ice and snow consumption.
Data provided by Alibaba shows that during Tmall’s “Double 11” last year, sales of ski supplies increased by 120% year-on-year. In December 2021, Fliggy’s bookings for ice and snow travel-related products more than tripled compared to November.
Bai Ming, a researcher at the International Market Research Department of the Research Institute of the Ministry of Commerce, said that the holding of the Winter Olympics in China has undoubtedly stimulated people’s enthusiasm for ice and snow sports and ice and snow tourism. Coupled with seasonal characteristics, ice and snow sports have gradually become an indispensable daily choice for people. , the ice and snow consumption boom will not subside with the end of the Winter Olympics. He told reporters that the ice and snow economy that combines sports and fitness with tourism caters to the consumer needs of modern people and is expected to become a new bright spot in China’s consumer economy.
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