中国冬季运动产业的繁荣引发了租赁设备短缺

Top sports of the season3.Hypotheses on winter sports7.Winning brands of the season4.Winter sports impact on other industries5.How to reach Chinese winter sports tourists6.China’s winter sports economy1.China winter sports consumer trends2.About us8Content outline 1738232735041241 ©2 025 D AXUE CONSULTINGALL RIGHTS RESERVEDWe scraped and analyzed hundreds of millions of Chinese social media posts discussing winter sports to identify emerging trendsandshifting consumer preferences. This analysis uncovered which sports Chinese people participate in, who they do them with, theirmotivations, and preferred brands. We complemented this with desk research and in-depth interviews with winter sports enthusiasts.About our methodologyOver 290 millionposts analyzedDouyin66%•Types of posts:Short, engagingvideos that are highly shareable andcan quickly go viral•Purpose:To entertain and educate,featuring content creators rangingfrom beginners to serious athletes,with a significant portion beingcasual participants•Discussions:Tutorials, training tips,personal experiences, productrecommendations, traveldestinations Over 120 brandsincluded3 social mediaplatforms analyzedIn-depth interviewswith Chinese wintersports enthusiastsWeibo27%RedNote7%•Types of posts:Text-based posts,images, infographics, and longervideos; content is more formalcompared to other platforms•Purpose:To share news, educate,and promote products; largely usedby experts, influencers, and brands•Discussions:Industry news,competition updates, and expertanalyses•Types of posts:High-quality lifestyleimages and short aesthetic videos•Purpose:To recommend products,share experiences, and inspireusers, with greater focus on thesocial and sensory aspects than thesport itself•Discussions:Productrecommendations, traveldestinations, and personalexperiences, focus on luxury andaesthetic appeal China’s wintersports economy©2 025 D AXUE CONSULTINGALL RIGHTS RESERVED ©2 025 D AXUE CONSULTINGALL RIGHTS RESERVEDThe government effort“Winter Sports Development Plan” (2016-2025), which promoted mass participation in winter sports and growth inrelated industries like tourism, aimed to get 300 million Chinese to participate in winter sports. The plan met the target, as 313 millionpeople, or 22% of the population, participated in winter sports between the Olympics and April 2025.Nearly 25% of China’s population participates in winter sportsData source:iiMediaResearch59.571.483.3108.3124.6141.420212022202320242025E2026EChina’s winter sports market size from 2021 to 2026E(in RMB billion)The winter sports market, valued at just RMB 35.1 billion in 2016,more thantripled by 2024.It is expected to continue growing as winter sports becomemore accessible,education about them increases, and theexperiences aroundthem are upgradedwith added cultural attractions.Major spending categories for Chinese people participatingin winter sports in2023-24 season(N=1,006)Spending categoryTicketsTransportationFood and beveragesAccommodationSports equipmentEntertainment and leisureShopping (e.g., local specialties, cultural products)TrainingOtherAmong respondents who spent money on winter sports,over half spend,on average, RMB 500 or less per session. China has created easy-to-access skating rinks for the masses to enjoy winter sports easily.On the other end of the spectrum isthe 6% who spend more than RMB3,000. High spenders are often choosinghigh-cost sports and traveling.Data source: Winter Sports Administrative Center of China's General Administration ofSport’s 2024 Mass Ice and Snow Consumer Market Research ReportData source: State Council of the People’s Republic of China Percentage61.6%50.2%47.7%41.4%35.5%32.4%29.5%9.2%0.4% ©2 025 D AXUE CONSULTINGALL RIGHTS RESERVEDThe growth of ski tourism in Xinjiang, which offers more expert terrain, is also outpacing the rest of the country, indicating skiers arelooking for more adventurous trips. Some provinces with high potential for snow sports based on topography and snow coverageareInnerMongolia (especially in the Greater Khingan range) and Sichuan (theQionglaiand Min Mountains).Jilin passes Hebei as no. 1 ski province, with higher quality ski resorts= 50+ resorts= 30-50 resorts= 10-30 resorts= 1-10 resorts= 0 resorts#1–Heilongjiang,78 resorts#2–Xinjiang, 66 resortsTibet, 1 resort,whichopened in 2023-24 season#3-Hebei,64 resortsTop visited provinces for skiing in China,2023-24 seasonRank2024Rank2023Province12Jilin21Hebei34Xinjiang43Beijing57Heilongjiang65Zhejiang710Guangdong86Sichuan913Hubei108ShanxiDistribution of ski resorts in Chinese provinces2023-24 seasonData source: “Potential impacts of climate change on the spatial distribution of Chinese ski resorts” byXin-Wu Xu, Shi-Jin Wang, and Zhen-Yu Han, 2023-24 China Ski Industry White Book authored by Benny Wu*Data differs from provinces official counts as it excludes “indoor ski simulator venues”(e.g., Guangdong,Shanghai) or snow parks (e.g., Hainan)Visitor count includes those who skied/snowboard