This winter has seen a notable surge in enthusiasm for skiing across China, its popularity swelling compared to last yearAs the season commenced at the end of November, ski enthusiasts from various regions flocked to renowned locations such as Chongli in Hebei, Yabuli in Heilongjiang, and Altay in XinjiangThese hotspots annually host a grand celebration for skiers, transforming the snowy landscapes into bustling hubs of activity.

According to data from Trip.com, the past month has seen a nearly 20% increase in ticket bookings for domestic ski resorts compared to the previous yearSkirting into November, ticket reservations for skiing in Urumqi and Fuyun in Xinjiang surged by over 200%. Additionally, the demand for charter trips in Inner Mongolia has more than doubled compared to last year, demonstrating the growing appetite for winter sports.

Between 2014 and 2019, the Chinese skiing industry's market size witnessed a steady growth, boasting a compound annual growth rate of 22.15%. However, the pandemic caused a temporary decline

Still, propelled by the Beijing Winter Olympics and supportive policies, the ice and snow economy saw a resurrection, becoming increasingly vibrant and expansive.

The "Post-Games Legacy Report" from the Beijing 2022 Winter Olympics indicated that the total scale of China's ice and snow industry ballooned from 270 billion yuan in 2015 to an estimated 600 billion yuan in 2020, with projections suggesting it could reach one trillion yuan by 2025.

However, when juxtaposed with the international skiing market, it becomes clear that China's skiing consumption is still in its infancy, which reveals intriguing disparities that highlight the evolving landscape of ski-related expenditures.

One notable trend is the profile of the consumer demographic, which is primarily made up of beginners driven by experiential desires and social connectivityAccording to the 2023-2024 China Ski Industry White Paper, the total number of ski participants is projected to reach 23.08 million during the 2023-2024 season, a 16.3% increase from the last winter

• Hillhouse Invests Exclusively in Zhengshi Jingkong
• Can Japanese Automakers Make a Comeback?
• Rising Yields Boost Gold Stock ETFs
• Japan Upgrades GDP Outlook, Fueling Rate Hike Bets
• German Economy Contracts, Yet Stock Index Soars

Of those, about 12.8 million are first-time skiers, marking a growth spurt of 14.49%.

Behind this rapid market expansion lies a substantial proportion of youthful novicesA report from the China Ice and Snow Industry Development Research Institute reveals that over 70% of the skiing demographic consists of experience-seeking consumers who have skied fewer than three times, while 20% identify as enthusiasts who partake regularlyOnly about 10% can be classified as professionals.

As one Trip.com representative remarked, China has become the largest beginner skiing market globallyMoreover, another study points out that the skiing population is predominantly aged between 25 and 34, with a monthly income typically exceeding 10,000 yuan, and nearly 40% hailing from first-tier cities.

This paints a vivid picture of the average skier—they are likely your colleagues or friends, with a disposable income and a zest for novel experiences that span hiking, cycling, rock climbing, and now skiing

Also, they are active across social media platforms, sharing their latest skiing exploits on Douyin (the Chinese version of TikTok) or seeking partners for skiing adventures on Xiaohongshu.

Hence, the twin elements of experience and social sharing have emerged as pivotal factors driving the younger generation towards skiingThis marks a clear divergence from Western markets, where the demographics are more diverse, rooted in a longstanding culture of skiing developed from childhoodIn countries like the United States and Germany, skiing is often a deeply ingrained lifestyle that blends family traditions with community habits.

In the North American and European contexts, individuals prioritize the inherent enjoyment of skiing, while also fostering relationships with family and friends through shared skiing experiences, even during holiday seasonsConversely, in China's burgeoning market, the demographic's inclination towards transient experiences signals a more fluctuating consumer behavior, which presents a unique opportunity for ski businesses to cultivate a resilient interest in skiing.

As the skiing market expands, it is also characterized by rapid growth in the quantity and quality of ski resorts available across China

Recent reports indicate that the total number of ski resorts has surpassed 800, with many being medium-sized establishmentsParticularly noteworthy is the explosion of indoor ski resorts, now totaling 60 after a 20% increase since last yearTheir appeal lies in their elimination of seasonal and geographical restrictions, translating to a lower accessibility barrier for novice skiers—approximately 20% of ski visitors now opt for indoor skiing experiences.

The disparity in the scale and facilities of ski resorts is vast, with mid- to high-end ski destinations often matching, or even exceeding, international standards due to recent developments and upgrades in preparation for the Winter OlympicsTake Chongli as an example, a small city that gained fame from hosting Olympic events and now accommodates several high-quality ski resorts, attracting more than four million visitors during the 2023 winter season—a remarkable increase year-on-year.

Improved auxiliary services and the emergence of innovative "ski+" models signify the evolution of ski resorts

The predominantly inexperienced consumer base has catalyzed an expansion in ski training offerings, with many resorts providing complete training packages that include accommodation and mealsHowever, the training service ecosystem still needs refinement, as error-prone pricing and inconsistent service quality may plague the industry.

Moreover, enhancing connections between skiing services and ancillary amenities—such as lodging, dining, and entertainment—is crucialVarious resorts have begun innovating ways to offer comprehensive vacation experiencesFor instance, the Jilin Beidahu Ski Resort uniquely fuses skiing with hot spring experiences, allowing visitors to unwind post-skiing, while the Wanlong Resort in Chongli has integrated a children’s theme park to cater to diverse family demands.

As novice skiers tend to lean towards renting their equipment, due to the often expensive initial purchase costs, it becomes a potent market segment for growth

Reports suggest that the average cost of renting basic skiing equipment hovers around several hundred yuan per dayYet, enthusiasts who become passionate about skiing often reconsider and look to invest in their gear instead of continuously rentingSales data from Tmall indicates that ski equipment sales surged nearly 100% during last year's Double Eleven shopping festival, with many brands selling out within half an hour.

The market hosts several noteworthy brands ranging from budget-friendly options like Decathlon to high-end names like Arc'teryx and Descente, alongside emerging domestic brands such as AWKA and VectorEstablished in 1935, Descente is renowned for its high-performance ski apparelAfter entering the Chinese market in 1992 and forming a joint venture with Anta in 2016, Descente capitalized on the outdoor sports boom in China, seeing its revenues skyrocket from nearly one billion yuan in 2019 to over five billion in 2023—a staggering growth rate of approximately 35-40% in just one year.

Meanwhile, Burton's popularity correlates with the rising trend of snowboarding in China, where it has captured a leading market share of 12.6% in online skiing equipment sales as reported by Molmirror Insight.

As highlighted by experts, while familiar foreign brands dominate the landscape, there is a budding market for domestic skiing equipment companies, which can capitalize on higher price-performance ratios and better understand local preferences

A prime example is AWKA, a skiing new brand that quickly rose to prominence with its stylish, affordable products, topping sales in Tmall's skiing apparel category during this year’s Double Eleven promotional event.

Despite the thriving interest in skiing, the general penetration rate in China remains relatively low, indicating the need for collaborative efforts from brands, resort operators, and community teams to facilitate ongoing market education effortsWhile the influx of beginners boosts market growth, transforming them into loyal skiing enthusiasts and converting fleeting visits into sustained participation remains a significant challenge for the industry.

The seasonal nature of skiing further complicates maintaining ongoing public engagementThe challenges posed by high entry barriers and niche audience segments contribute to the relatively low commercial value of winter sports compared to mainstream sports like football or tennis

Ensuring year-round utility of ski facilities, both in the North outdoors and across indoor locations in other regions, is essential to maximizing revenue streams.

Nevertheless, the beginner market presents a canvas for potential growth and innovationThis includes everything from ski gear rentals to training courses, beginner slopes, and social skiing services; these opportunities create an extensive range of experiential consumption scenariosDomestic brands also carry a unique advantage through cost-effectiveness and localized design, positioning them to meet novice demand effectively while laying the groundwork for broader brand recognition.

Finally, the integration of skiing tourism with local culture—spanning everything from ski-and-soak experiences to traditional festivals—opens up exciting avenues for extending the consumer journey and enriching overall skiing engagement.