“Bing dwen dwen” is hard to find “, did you get it?
The latest Alibaba annual report on the consumption trend of the Spring Festival shows that with the opening of the Winter Olympic Games in Beijing, over 1 million netizens rush into the official Tmall flagship store.
When the Winter Olympics meets the Spring Festival of the year of the tiger, the public’s ice and snow consumption potential is completely activated. Respondents generally believe that with the vigorous development of the “white economy”, the “300 million people participating in ice and snow sports” is becoming a reality.
the sales volume of ski products increased significantly
Besides Bing dwen dwen, the sales of ice and snow sports goods such as ski wear and snowboard are also amazing. According to Alibaba, from New Year’s Eve to the fourth day of the first month, tmall skiing equipment increased by more than 180% over the same period last year. Ice sports related categories increased by more than 300%.
According to the data of jd.com platform, the overall turnover of ski sports commodities increased by 322% year-on-year, of which the turnover of ski masks reached 15 times the same proportion. The overall turnover of ice sports commodities increased by 430% year-on-year, of which the turnover of figure skating shoes, speed skating sharpener, speed skating skates, ice hockey clubs, skate sets and ice hockey shoes increased by 553%, 420%, 368%, 328%, 266% and 125% year-on-year respectively.
ticket orders for ice, snow and skiing scenic spots increased significantly year-on-year
According to the “2022 Spring Festival holiday tourism consumption trend report” released by meituan tickets, during the Spring Festival holiday in 2022, the popularity of ice and snow tourism in various regions has increased significantly, and ski venues have entered the top 3 popular categories of the Spring Festival for the first time. Ice and snow Carnival once ranked top 1 in the hot search list; The popularity of snow paradise and ice and snow Carnival soared by 642% compared with the same period in 2019.
According to the summary report on the 2022 Spring Festival outing in the year of the tiger released by donkey mother tourism network, the booking volume of scenic spots such as Chengdu Xiling Snow Mountain, Hangzhou Tonglu shengxianli international ski resort, Beijing Vanke Shijinglong ski resort, Jiayuguan cantilever great wall four seasons ski resort and Huanggang Yingshan taohuachong Ski Resort has increased significantly, Citizens and tourists choose to experience the fun of playing with snow by ice at the “door of home”.
According to Ctrip’s report, as of February 5, the bookings of ski themed hotels during the Spring Festival increased by 54% year-on-year, and the ticket orders of ice, snow and ski scenic spots increased by nearly 40% year-on-year. Among them, the ticket bookings of hotels and scenic spots in the three northeastern provinces have achieved double-digit growth year-on-year.
Hotels and scenic spots in Jilin Province have the strongest performance. According to the data of Ctrip platform, as of February 5, the order volume of hotels in Jilin province increased by 153% year-on-year, of which the order volume of local hotels increased by 93% year-on-year. The ticket booking volume of scenic spots increased by 98% year-on-year, and the ticket booking volume of night tour scenic spots increased by 85% year-on-year.
On the flying pig, the order volume of ice and snow tourism related commodities in the Spring Festival of the year of the tiger increased by more than 30% year-on-year compared with last year’s Spring Festival. Orders for ski resorts such as Jilin Changbai Mountain Tourism Co.Ltd(603099) , Yabuli in Heilongjiang and Anji in Huzhou have increased rapidly. Indoor ski resorts in Guangzhou, Chongqing and Chengdu have also become popular destinations. Rich and diverse ice and snow activities have become a hot choice for this spring festival in both the South and the north.
Beijing ranks
top cities of popular ice and snow tourism destinations
Ice skating and skiing during the day and hot springs in hotels at night. Under the background of “local Chinese New Year”, ice and snow tourism consumption also presents significant localization and small radius characteristics.
According to Alibaba’s report and analysis, skiing at the “door” of the house, which is three hours away, is favored. In terms of regions, Beijing, Guangzhou, Jilin, Chongqing, Harbin, Chengdu, Huzhou, ABA, Baishan and Changchun have become the top ten popular destinations for ice and snow tourism. Among the ice and snow tourism orders for the Spring Festival of the tiger, the top ten cities of tourist origin are Beijing, Shanghai, Guangzhou, Chongqing, Chengdu, Hangzhou, Shenzhen, Wuhan, Jinan and Dalian.
Among them, generation Z is becoming a new force in ice and snow tourism. After the Spring Festival, ice and snow tourism bookings increased by more than 80% year-on-year, far exceeding other age groups. After skiing, soak in the hot spring and experience the extreme of ice and fire, which has also become a new way for young people to unlock ice and snow tourism. According to Alibaba’s report, the orders of “ice and snow + hot spring” combination commodities in the Spring Festival increased by more than 40% year-on-year. Ice climbing, curling, extreme sports on snow and other new subdivision formats will attract more young people’s attention.
In addition, according to the meituan ticket report, the popularity of ice and snow tourism in all regions has increased compared with the same period in 2019. Among them, the growth rate of the southern, Eastern and northern regions ranked the top 3, and the ice and snow tourism heat in the western and central regions also increased by different ranges, with the growth rate of 33% and 6% respectively. From the perspective of destinations, the online access popularity of ice and snow places in Beijing, Guangdong, Jiangxi, Shanghai, Chongqing, Yunnan and other places has increased by more than 100% compared with the same period in 2019.
expert: how much profit does ice and snow tourism usher in
Liu Yunan, general manager of the industry consulting business department of Qichuang tourism group, told the Shanghai Securities News that from the perspective of the Spring Festival in recent years, the mainstream customer group of China’s ice and snow leisure tourism market is divided into two groups: the customer source group dominated by northern provinces and the customer source group dominated by first-line and second-line cities. The former has a large population base and high frequency, but the customer unit price needs to be improved. The latter is mainly in southern cities. Although the number of people is less and the frequency is relatively low compared with the north, the customer unit price is higher and the aftereffect is greater.
Liu Yunan analyzed that at present, China’s ice and snow tourism has ushered in multiple positive factors, and the ice and snow tourism market is expected to break out further. First, the market is favorable and tourism consumption is upgraded. Tourists pay more attention to interactive and experiential products. Ice and snow tourism is in line with this characteristic. The second is the favorable events. The 2022 Winter Olympics will become a grand event for all Chinese people, which is bound to further heat up the ice and snow tourism. Thirdly, it is driven by the favorable sustainable policies, the vision of “300 million people on ice and snow”, the development of ice and snow tourism as key industries in many provinces and cities, and the selection of the first batch of ski tourism and vacation destinations. Finally, the industry is favorable. Around the Winter Olympics economy, a closed-loop industrial chain of “ice and snow manufacturing, rescue, vacation services and supporting facilities” has been gradually formed.
