Recently, the press conference and launching ceremony of “Nanguo Flower City welcomes the Winter Olympics · the first bay area ice and snow culture festival” was held in Huadu, Guangzhou. It is understood that the event was officially launched on January 4 and ended in April this year, covering the pre, middle and late stages of the Beijing Winter Olympic Games.
Nanfang finance and economics all media reporter learned that there are 12 theme series activities of the first bay area ice and snow culture festival. The whole process focuses on the theme of the Winter Olympics. It will plan from all levels such as competitive sports, mass sports, sports industry, sports culture and sports communication, highlight the characteristics of Guangzhou and Huadu in the arrangement of activities, and mobilize the people of the whole city to participate in ice and snow activities through various forms Help Beijing Winter Olympics.
Ouyang Ziwen, Secretary of the Party group and director of Guangzhou Municipal Bureau of sports, said that Guangzhou has a good foundation for the development of ice and snow sports and has good strength in mass sports popularization, market foundation and competitive level. Through various innovative measures, Guangzhou has further created a strong ice and snow sports atmosphere in Huacheng, helping to realize the “ice and snow sports for 300 million people” as soon as possible.
Guangzhou sample of ice and snow “hot industry”
In recent years, ice and snow sports have gone out of Shanhaiguan and turned from the minority stage to the mass arena. Taking the opportunity of the Winter Olympic Games, China’s ice and snow sports have been popularized and the development of ice and snow industry has entered a fast lane.
Xing Xiang, Secretary of Huadu District Party committee, said that with “ice and snow tourism, ice and snow sports and ice and snow culture” as the core, Huadu District of Guangzhou focuses on building a “ice and Snow Flower City”, making “cold resources” a “hot industry”, and building a new highland of ice and snow sports in Guangdong, Hong Kong and Macao Bay District covering South China and radiating Southeast Asia.
As the specific executive unit of the Winter Olympics, rongchuang snow world opened in June 2019. So far, the cumulative passenger flow has exceeded 1.9 million. It is currently the largest indoor ski resort in South China. With the help of rongchuang cultural tourism city, Huadu has enhanced its influence in shaping ice and snow tourism brand, promoting ice and snow sports, ice and snow education, etc.
Guided by the star product snow world, Huadu has created sports, tourism and research projects that athletes can compete, lovers can practice and beginners can play, innovated and created the popularization mode of “tourism + ice and snow”, initially formed a high-quality tourism brand of “ice and snow Huadu”, helped the development of ice and snow sports with tourism popularization, and became an important node of “one-way multi-stop” tourism in Guangdong, Hong Kong and Macao Bay area.
In addition, in terms of promoting ice and snow sports, Huadu strives to build a public event brand IP, hold the skiing elite challenge in Guangdong, Hong Kong and Macao, and take this opportunity to attract international and Chinese famous events to settle in Guangzhou. In order to give full play to the leverage of large-scale events, Guangzhou has also actively arranged ice hockey, curling, figure skating, cross-country skiing (pulley) “sliding to 2022” series.
“Guangzhou Huadu has the largest indoor ski resort in South China and the longest indoor ski track in the world. It has the supporting facilities and organizational ability to host international and national professional ski events. In recent years, it has also actively increased its weight in site construction and athlete training.” Xing Xiang said.
In addition to the hardware facilities of the event venue, Huadu accelerates the circle expansion on the public ice and snow sports facilities. It is reported that Guangzhou is exploring to build real ice rink, imitation ice rink and imitation snow rink facilities in large stadiums and gymnasiums, and further expand the supply of ice and snow venues and facilities by using new technologies, new materials and new processes such as VR, AR, dry snow and liquid simulated ice, so as to send ice and snow sports to the people.
At present, Huadu is planning to promote the planning and construction of Huadu sports park and national fitness center, and improve professional ice sports facilities such as skating, curling and hockey, so as to lead the new trend of Huacheng sports.
“Huadu takes cultivating sports hobbies as its long-term work, integrates ice and snow elements with culture, science and technology, brings a good-looking and fun immersive experience, drives Hotel, catering, shopping and other consumption, and creates an industrial complex of leisure tourism and sports culture.” Xing Xiang said.
What is Guangzhou’s confidence in building a new highland for ice and snow sports in the Great Bay area of Guangdong, Hong Kong and Macao?
Sun Zheng, general manager of Guangzhou rongchuang cultural tourism city, said that according to statistics, Guangzhou ranked second among the top 20 tourist source cities of ice and snow tourism in China.
According to the national survey report on ice and snow participation released by Renmin University of China, 51% of southern provinces love ice and snow sports. “The ice and snow sports customers are mainly young people under the age of 30, with great market consumption potential. In addition, the general moderation and strong popularity of the market have set off an upsurge of ice and snow in Guangzhou.” Sun Zheng said.
In addition, in the business layout of atypical ice and snow cities, Huadu rongchuang extends a multi scene and multi-functional business model from indoor ski resorts. In addition to using the snow world to supplement the scarce ice and snow resources in South China, the cultural tourism city also drives the development of surrounding industrial complexes through 8 business formats such as rongchuang paradise, lakeside bar street and resort hotel group. In addition to focusing on young customers, Huadu also focuses on parent-child customers and launches the “parent-child snow war and ice and snow fun camp” activity with the participation of thousands of people, so as to improve people’s participation in multiple dimensions in the form of snow war competition.
“With the development of mass sports, the promotion of physical education and the creation of sports culture as the core, Guangzhou will promote the popularization and development of ice and snow sports in the flower capital of Guangzhou in an all-round, multi-level and all-round way.” Xing Xiang said.
Innovating and promoting the construction of world famous sports cities
As the largest tourist source and world tourism destination in China, Guangdong has a good atmosphere of ice and snow sports and strong consumption potential of ice and snow tourism. It has made outstanding achievements in the construction of “ice and snow + sports” comprehensive cultural and tourism projects. With its strong strength, Guangdong Hong Kong Macao Bay area will become a golden zone for the development of ice and snow industry.
The advantages of Guangzhou Development Group Incorporated(600098) ice and snow sports are also very obvious. It is reported that the popularity rate of roller skating in Guangzhou is the highest in China, and Shiqiao street, Panyu District has been awarded the title of “hometown of roller skating in China”. In addition, Guangzhou has vigorously promoted the popularization of ice and snow sports into schools, and the soft power of ice and snow sports has been gradually enhanced.
At present, Guangzhou has 12 characteristic schools for ice and snow sports on campus nationwide, 2 Olympic education demonstration schools for the 2022 Winter Olympic Games and winter Paralympic Games in Beijing, 17 roller skating clubs and many skating rinks. The strength of teachers has also been continuously strengthened.
In recent years, Guangzhou has taken innovative measures to promote the development of ice and snow sports, accumulating potential for building a world famous sports city.
In terms of overall planning, Guangzhou combines the innovative development of ice and snow sports with the overall planning of Guangzhou’s “14th five year plan” of sports and promoting the construction of world famous sports cities, integrates the forces of the government, enterprises, society and schools, further guides and encourages social resources to provide rich training guidance and ice and snow experience.
For example, Huadu District encourages the joint construction of schools and enterprises, strengthens the in-depth cooperation with rongchuang Cultural Tourism City snow world, and uses its advantages such as venues, equipment and courses to participate in the training led by school professional teachers to improve the professional level of athletes.
In addition, Guangzhou also continues to implement the pilot drive, build characteristic schools, strengthen exchanges with professional clubs, promote the formation of the development pattern of “ice and snow sports characteristic school + Winter Olympic education demonstration school + high-level ice and snow sports team”, and launch the campus ice and snow sports brand.
It is reported that 18 pilot schools in Huadu District have led about 2000 students to participate and formed 18 ice and snow school teams; Rongchuang snow world has trained more than 230000 people and expanded Guangdong ice and snow industry circle.
In terms of technological transformation, Guangzhou has promoted the transformation of roller skating to ice and snow through government guidance and social participation in accordance with the principle of “strengthening and compensating the weak”, so as to realize the integrated development of roller skating, ice and snow.
“In the next step, we will continue to increase support, improve the construction of ice and snow sports facilities, carry out ice and snow entering campus activities, expand ice and snow vocational training, create ice and snow events, develop mass ice and snow consumption, comprehensively build the ice and snow industry chain in Guangdong, Hong Kong and Macao, and make Guangzhou contributions to the early realization of ‘300 million people going to ice and snow sports’.” Ouyang Ziwen said.
(21st Century Business Herald)
