The Beijing Winter Olympics has aroused the enthusiasm of the whole people to participate in ice and snow sports.
According to the latest data of meituan, affected by the Beijing Winter Olympic Games, the popularity of ice and snow related activities has increased. “Ice and snow Carnival” once ranked top 1 in the hot search list of meituan users. In addition, the popularity of online visits to snow play paradise and ice and snow Carnival soared by 642% compared with the same period in 2019, and ski venues entered the top 3 categories of the Spring Festival for the first time.
From the perspective of radiation range, the Winter Olympics has set off an ice and snow fever all over the country. The data show that the online access heat of ice and snow tourism across the country has increased recently compared with the same period in 2019, and the online access heat 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. Minority sports have also been brought to the fire in the Winter Olympics. According to the public comment data, during the Spring Festival, the search volume of curling increased by 40 times compared with last year, and the search volume of ice hockey increased by 420%.
Driven by the Winter Olympics, more and more people began to learn skiing. Xu Lijing, founder and Secretary General of golden snowflake skiing industry alliance and general manager of Beijing jingzhihu ski resort, told China business, “the passenger flow of ski resorts this year has increased significantly compared with previous years. Beginners have increased by 40% and students participating in winter camps have increased by 50% compared with previous years.” At the same time, from the perspective of the course, the tourists who signed up for skiing classes for more than two days accounted for 30% of the total tourists, and the players’ stay time in the ski resort increased.
At the same time, affected by the Winter Olympics, Xu Lijing said that the age difference of skiing beginners has also expanded. She said that “recently, the oldest beginners are over 60 years old, because they are interested in skiing and want to try it. Later, they rowed very well under the guidance of the coach. There is also a 60 year old couple who come skiing almost every day.”
The increase of ski resort passenger flow has also driven the surrounding economy. Xu Lijing said that catering, accommodation, sports equipment and even other entertainment projects near the ski resort have been brought on fire. “Recently, catering consumption has also increased significantly. It is difficult to find a room in the hotels around the ski resort recently. At the same time, the surrounding picking gardens have also been driven, and the passenger flow has increased recently.” In addition, the recent sales of ski equipment have also increased rapidly. Xu Lijing said, “a set of ski equipment ranges from thousands to tens of thousands of yuan. Many young people buy one directly for the first time. The Winter Olympics has driven the development of the whole industrial chain.” For the follow-up development of ice and snow sports, Xu Lijing said that with the growth of ski lovers, the ice and snow sports ski market will develop steadily after the Winter Olympics.
On the other hand, the data of e-commerce platform shows that sports equipment has increased significantly recently. Jingdong consumption trend shows that since the Spring Festival, ice and snow sports related categories have become the most popular “new year goods”, with a year-on-year increase of 135%. Within four hours of the Spring Festival Gala on New Year’s Eve, Anta Sports Jingdong brand members reached more than ten million people, and the search volume of Anta China ice and snow series products Jingdong increased by four times.
From the perspective of the overall consumption trend during the Spring Festival, the overall turnover of skiing and sports goods increased by 322% year-on-year, of which the turnover of ski masks reached 15 times, and ski pants, ski glasses, snowboards, ski clothes and ski shoes also achieved high growth. The overall turnover of ice sports commodities increased by 430%, of which the turnover of figure skating shoes, speed skating knife sharpener, speed skating skate shoes and ice hockey sticks increased by 553%, 420%, 368% and 328% respectively year-on-year.
