Although the 2022 Winter Olympics has ended, the "ice and snow fever" set off by the Winter Olympics will continue.
According to Kerui's statistics, the average number of skiing trips in China in recent five years is 17.04 million, and the overall penetration rate (the proportion of skiing trips to the population, according to the data of Qipu) is only 1.2%. Skiing is still a minority sport in China, while the average number of skiing trips in the United States, Austria and France in recent five years are 54.25 million, 51.7 million and 51.1 million respectively, with a penetration rate of about 16.6%, 579.8% and 75.9%.
In the face of the huge market of ice and snow tracks, real estate enterprises have long been moved by the wind. So far, real estate enterprises have also accumulated a lot of experience in ice and snow tracks. For example, in the face of the operation of outdoor snow fields without snow season, real estate enterprises are committed to the development of multiple formats; Considering the characteristics of high investment and long cycle of ice and snow projects, real estate enterprises began to test the asset light modes such as entrusted management; In addition, the destination resort ski resort is the first choice of most real estate enterprises. In addition to the diversified realization channels such as hotels, commercial rents and ski resorts, obtaining low-cost land and selling houses is the main way to revitalize their assets.
It is worth noting that because ice and snow sports are more picky about natural and geographical conditions, small towns have inherent advantages over metropolises. So, how can Yanqing and Zhangjiakou, the host of the 2022 Winter Olympics, continue the Winter Olympics dividend and find a better development path? Cities and towns that have hosted the Winter Olympics abroad may bring some experience.
ice and snow economic fire
There is no doubt about the "ice and snow fever" brought by the Winter Olympics.
"There are a lot more skiers this year." Zhang Yang (a pseudonym) grew up in Jilin and has been skiing in every snow season in recent years. She told the Huaxia times that there are many snow resorts in Jilin, and she has almost been there. During holidays, the price of snow tickets is relatively expensive. "On the one hand, the number of ski resorts should be controlled."
Official data show that during the seven day holiday of the Spring Festival, Beida lake ski resort received 49400 tourists and realized an income of 214457 million yuan, an increase of 174% and 265% respectively year-on-year; Vanke Songhua Lake Resort received 39200 tourists and realized an income of 33.28 million yuan, with a year-on-year increase of 72% and 166% respectively. According to the big data of one-way travel, during the small and long Spring Festival holiday in 2022, the order volume of national ice and snow scenic spots increased by 68% year-on-year.
On February 17, 2022, Tu Xiaodong, director of the Publicity Department of the General Administration of sports, introduced at the press conference with the theme of "Beijing Winter Olympics drives 300 million people to participate in ice and snow sports". According to the statistical results of the National Bureau of statistics, from the successful bid for the Beijing Winter Olympics (July 31, 2015) to October 2021, 346 million people participated in ice and snow sports nationwide, and the resident participation rate reached 24.56%.
real estate enterprises take the "Winter Olympics free ride"
As early as November 2016, the development plan for ice and snow sports (20162025) jointly issued by the State General Administration of sports and other four departments pointed out that in 2025, more than 50 million people will directly participate in ice and snow sports and "drive 300 million people to participate in ice and snow sports"; The total scale of ice and snow industry will reach 600 billion yuan in 2020 and 100 billion yuan in 2025.
In the face of the trillion market of "ice and snow track", real estate enterprises have rushed into Vanke, Wanda, rongchuang, Aoshan and other real estate enterprises. In 2017, rongchuang acquired Harbin Wanda cultural tourism city and officially entered the ice and snow industry; In 2017, Aoshan holdings raised the ice and snow industry to the strategic height of the enterprise and formulated the two wheel drive development strategy of "ice and snow + housing"; In 2017, Vanke ice and snow business department announced the establishment of three major snow resorts, including Vanke Songhua Lake Resort and Vanke Shijinglong ski resort.
The figure of real estate enterprises also appeared in the 2022 Beijing Winter Olympic Games. For example, in August 2018, Vanke consortium won the bid for the government and social capital cooperation (PPP) project of Yanqing competition area of Beijing 2022 Winter Olympic Games and winter Paralympic Games, participated in the engineering construction of Yanqing competition area of Beijing Winter Olympic Games and was responsible for the post competition operation of Yanqing Winter Olympic competition area.
Kerui's relevant research shows that the competition of real estate enterprises to layout ice and snow real estate is mainly affected by the low penetration rate of ice and snow sports in China, the limited market scale, but the strong policy support. According to the 2020 white paper on China's skiing industry, the average number of skiing trips in China in recent five years is 17.04 million, and the overall penetration rate (the proportion of skiing trips to population, according to the data of Qipu) is only 1.2%. Skiing in China is still a minority sport, while the average number of skiing trips in the United States, Austria and France in recent five years are 54.25 million, 51.7 million and 51.1 million respectively, with a penetration rate of about 16.6%, 579.8% and 75.9%.
Over the years since entering the ice and snow track, real estate enterprises have become more and more experienced in the ice and snow economy. In the face of the operation problem of no snow season in the outdoor snow field, Vanke is committed to the development of multiple formats. It is reported that the summer flower sea of Songhua Lake has become a new network red punch in place in Jilin; Considering the characteristics of high investment and long cycle of ice and snow projects, Fosun lvwen, Vanke and rongchuang began to test water entrusted management and other light asset models. For example, by the end of 2020, among the 65 Clubmed resorts around the world, 41 adopted the leasing mode, 10 obtained commissions through the management mode, and only 14 were self-sustaining.
According to the 2020 white paper on China's ski industry, China's ski resorts can be divided into three categories according to their core target customers: tourism experience, suburban learning and destination vacation. Kerui related research said that from the perspective of the layout direction of real estate enterprises participating in ice and snow real estate, destination resort ski resort is the first choice of most real estate enterprises. In addition to multiple realization channels such as hotels, commercial rents and ski resorts, obtaining low-cost land and selling houses is the main way to revitalize their assets. Take Jilin Vanke Songhua Lake resort ski resort as an example. From 2016 to 2017, the real estate development income of the project was 139 million yuan and 252 million yuan respectively, accounting for 55.38% and 67.74% respectively.
"It is undeniable that with the increasing attention to the Winter Olympics, people's love for ice and snow projects will continue to increase in the future," Zhang Bo, chief analyst of 58 anjuke Real Estate Research Institute, told the Huaxia times, Some communities and business districts in the South can also enhance people's participation by creating "indoor artificial ice and snow"; In addition, enterprises need to improve the sense of ice and snow experience in scenic spots.
how to develop after the Winter Olympics
It is understood that after the Winter Olympics, the newly-built national speed skating hall will become a permanent training venue for Chinese athletes' ice sports in the Winter Olympics, and will also be open to Beijing citizens. The newly-built Shougang ski jumping platform will also become the world's first ski jumping platform venue permanently reserved and used. At the same time, it will be open to the public and become a sports theme park.
The newly built national alpine skiing center, national snowmobile and sleigh center and Yanqing Winter Olympic Village in Yanqing competition area will also be permanently retained after the competition. Among them, the national alpine skiing center will be used for the training of Chinese national team and professional teams outside China and the holding of international events; After the competition, the national snowmobile and sled center will add mass experience entrance and carry out mass experience projects; Yanqing Winter Olympic Village will be transformed into a hot spring resort hotel.
Li Li, deputy director of Zhangjiakou operation center of Beijing Winter Olympic Organizing Committee, introduced that after the Winter Olympic Games, the "three fields and one village" (National ski jumping center, national cross-country ski center, national biathlon center and Zhangjiakou Winter Olympic Village) in Zhangjiakou competition area will be permanently retained as Olympic heritage and become an Olympic Park. At the same time, Zhangjiakou plans to rely on Olympic resources, Build the core area of the event into a world-class tourism destination.
Because ice and snow sports are more picky about natural and geographical conditions, small towns have inherent advantages over metropolises. Yanqing and Zhangjiakou, as the host of 2022 Winter Olympics, how to continue the Winter Olympics dividend and find a better development path? Small towns that have hosted the Winter Olympics abroad may bring some experience to learn from.
For example, Whistler town in Canada has realized the all season tourism mode. In addition to winter ice and snow sports, spring rafting and horse riding, summer mountain biking, rock climbing, SUV, speedboat, autumn jungle adventure, golf, fishing and other sports have also attracted many tourists. Especially mountain bikes, Whistler takes it as the core engine second only to ice and snow sports. It is reported that Whistler can attract 100000 bike lovers every summer, and the tourists in summer once exceeded that in winter, accounting for 60%.
Innsbruck, located in Austria, focuses on the "sports industry chain". In addition to the ski area, Innsbruck also has summer hiking trails, mountain bike paths, mountain rock climbing areas, alpine mountain climbing routes and mountain exploration camps. In addition, Innsbruck has also established a professional organization engaged in the management of large-scale (Sports) events. Relying on the local educational infrastructure, the local universities in Innsbruck have unique advantages in mountain research, health research, sports science research and other fields. Nowadays, sports medical treatment, sports equipment and exhibition have become their important industrial direction.
Huagaoles, a consultant of real estate agencies, believes that "ice and snow" and "Olympic Games" can become the characteristics of a place, but no matter a small town or a small town, it can never develop by relying on ice and snow tourism alone. Whether it's the ultimate four seasons vacation or playing sports cards, the key is to find a sustainable development model suitable for yourself.
