2025年中国冬季运动市场回顾报告

Content outline Top sports of the season3.17Hypotheses on winter sports7.38Winning brands of the season4.23Winter sports impact on other industries5.27How to reach Chinese winter sports tourists6.35China’s winter sports economy1.04China winter sports consumer trends2.12About us841 About our methodology We 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. Over 120 brandsincluded Over 290 millionposts analyzed 3 social mediaplatforms analyzed In-depth interviewswith Chinese winter •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, •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, •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:Product Douyin66% RedNote7% Weibo27% Nearly 25% of China’s population participates in winter sports The 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. 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 around Among 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. Jilin passes Hebei as no. 1 ski province, with higher quality ski resorts The 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). Young participants drive China’s winter sports market The 2022 Beijing Winter Olympics brought the fame of athletes like Eileen Gu and Su Yiming, which inspired a generation of athletes.Simultaneously, winter sports and the related fashion are seen as cool and trendy, with rising exposure on social media throughphotosand videos. Eileen Gu wins the 2024 Freestyle Skiing WorldChampionship! Media exposure and public engagementChongliDistrict, host of most 2022 Beijing Olympics events,attracted 4.4 million visitorsduring the 2023-24 snow season (+98.6% YoY).Many came to “check-in” (打卡)—or share that they’ve visited aplace online—the Olympicsexposed winter sports to a wider Witnessed @EileenGuclaim her 15th worldtitle live at the peak of her game!Despite theheavy snow and wind, her focus was unwavering,and her performance was flawless—every jumpsent the crowd into a frenzy. #EileenGu#Skiing #RoadToChampionship#WinterSports#Queenstown #NewZealand Infrastructure development In 2023, the number of ski/snowboard resorts and ice rinks was2,847,over four times the figure in 2015. In the warmer southernChina,indoor ski resorts, such as Guangzhou’s “SunacSnow World”, Catching the last snow of the seasonSkiing is way too addictive… I just can’tstop… Regret not bringing my GoPro Winter sports as a trendy lifestyleChinese people view winter sports asstylish and more accessiblethan before, driving them to try winter sports that were onceconsidered a luxury or too risky. #SkiGear#Snowboarding#ALPWinterSeasonForever#XiaohongshuSnowSeason#SkiDestination#Alps #Switzerland Winter sports are a new frontier of China’s experience-driven consumer economy AsChineseconsumptionshiftstoexperiences,wintersportswillnotjustbeafad.AccordingtoasurveybyXinhuaNewsandWenju,68%didthemforleisureandentertainmentand53%didthemasanewexperience. Chinese travelers plan multi-day trips with a comprehensive winter experience.Resorts pr