■ our reporter Li Zichen
Since Bing dwen dwen Beijing Winter Olympic Games, the mascot of the Winter Olympic Games, the ice pier pier, has become a super top. “Do you have Bing dwen dwen”, becoming a new popular greeting for Spring Festival? It is hard to find a “pier” and become the hottest topic during the Winter Olympic Games. Bing dwen dwen glutinous rice balls, Bing dwen dwen, Bing dwen dwen tomatoes on sticks, all kinds of DIY version of ice piers came into being.
Bing dwen dwen is a microcosm of the current “ice and snow fever”. The 2022 Beijing Winter Olympics has driven the great leap forward development of ice and snow sports and tourism. By October 2021, the number of participants in ice and snow sports in China has reached 346 million, and the vision of “driving 300 million people to participate in ice and snow sports” has become a reality. By the beginning of 2021, there were 654 standard ice rinks and 803 indoor and outdoor ski resorts in China, an increase of 317% and 41% respectively over 2015. The China Tourism Research Institute predicts that by 2025, the number of ice and snow tourists in China will exceed 500 million, and the income of ice and snow tourism in China will exceed 1.1 trillion yuan.
In order to seize the economic opportunities brought by the influence of the Winter Olympics, global sports brand retailers are also accelerating the layout of China. Down jacket, sportswear, sports equipment and other business brands have opened their first or flagship stores in China; Through overseas brand mergers and acquisitions and endogenous innovation growth, Chinese brands speed up the integration of industrial chains and explore the Chinese market.
With the rise of ice and snow sports, what are the characteristics of local consumption? Do people prefer to play with ice or snow? Which ice and snow sports are the most popular? Recently, Jingdong consumption and Industrial Development Research Institute released a report on ice and snow sports consumption, using big data means to analyze and interpret the ice and snow consumption with fire in the Winter Olympics.
The report shows that ice and snow sports are no longer exclusive to the north. Various indoor and outdoor ice and snow sports venues and training institutions in the South have been vigorously developed. More and more southern “piers” are actively going to the ice and snow fields to enjoy the happiness of ice and snow sports. Among them, Beijing, Zhejiang, Liaoning, Sichuan and Shandong have become the top five provinces / cities of ice and snow users in China.
Under the influence of the Winter Olympics, many southerners are full of enthusiasm for ice and snow sports. According to jd.com, Guangxi, Anhui, Yunnan, Hubei and Hunan are the provinces and cities with the fastest growth rate of ice and snow consumption during the annual cargo festival in 2022, with a year-on-year increase of more than 4 times.
Do consumers prefer ice or snow? Jingdong’s consumption shows that ski users account for a larger proportion between ice and snow, and maintain a slow upward trend year by year. Among all ice and snow sports users, the proportion increased from 88% in 2018 to 90% in 2021.
Among the many competitions in the Winter Olympics, snowboarding and freestyle skiing are undoubtedly the two most popular. Among them, young people are more keen on snowboarding. Snowboarding’s unique skiing style and fashion wear have gradually become synonymous with “Trend Sports”. More and more young people begin to join the team of snowboarding. Jingdong’s consumption shows that nearly 70% of veneer users are 35 years old.
With the large-scale construction of indoor venues and the popularity of ice and snow sports travel, ice and snow sports have long broken the time limit and can enjoy ice and snow fun all year round. The proportion of ice and snow consumption in non snow seasons continues to increase, and the normalization of ice and snow sports will be the trend of development in the future.
However, winter is still the main season for ice and snow sports, especially skiing. Jd.com’s consumption shows that skiing consumption accounts for more than 70% of ice and snow consumption during the peak period (November, December and January), but the proportion shows a downward trend year by year. The completion of more indoor venues and ice and snow sports travel allow enthusiasts to cross the seasonal restrictions.
In addition, consumers who love sports can enjoy skiing in winter. What sports will they be immersed in in in summer? In this regard, Jingdong consumption shows that ice sports users prefer roller skating, swimming and yoga; Skiing users like swimming, cycling and yoga best. Among them, swimming and yoga are the common hobbies of all ice and snow sports lovers.
