Chifeng Meilin Valley Ski Resort, which has been in operation for ten years, has ushered in the hottest winter.
At 7 o’clock in the morning, 26-year-old Yu Yang got up from the bed of Meilin Valley Hotel, skillfully dressed a whole set of skiing equipment, picked up a snowboard about the same height, passed through Meilin Valley Visitor Center, put down the snowboard and slowly slid to the snow field 500 meters away from the hotel.
Meilin Valley Ski Resort is located in Meilin Town, Harqin Banner, Chifeng City, Inner Mongolia, and it is also the second closest ski resort to Yujia. The average temperature in winter reaches-20℃. According to the White Paper of China Ski Industry in 2020, at least 80,000 people will visit this ski resort in recent winter.
Especially this year, the number of skiers has obviously increased. Under the atmosphere of Beijing Winter Olympics, especially China’s Gu Ailing won the gold medal of freestyle skiing platform in Beijing Winter Olympics, which inspired more and more people’s skiing enthusiasm.
In the past Spring Festival holiday, young people no longer went to Sanya for a holiday, but went to major ski resorts in the north. Skiing is attracting more and more young people to enter the field. In the circle of friends, they are either skiing or on their way to the snow field.
Merchants are also using the atmosphere of the Winter Olympics to dig gold, and the accommodation, catering and ski equipment businesses around the snow field are constantly emerging. As a result, the competition and involution of venues, equipment and technology are also escalating. The equipment of 10,000 yuan is only the basic threshold for skiers. On top of this, the professional training of 15,000 yuan and the coaching qualification of 45,000 yuan are not the highest, but only higher.
Those who ask coaches look down on their own games, those who play with single boards look down on those who play with double boards, those who ski look down on those who take photos and punch cards, and those who run snow resorts are not as good as those who sell equipment and open hotels. On the ski resort, watersheds and chains of contempt are everywhere, and every step of the skier shows his net worth in this circle.
Spending nearly 10,000 yuan in the snow field for the New Year.
On the day before New Year’s Eve, Yu Yang set off from Dalian, arrived in Chifeng by car for seven hours, and directly stayed at Meilin Valley Hotel in the scenic spot.
"During the Spring Festival in Meilin Valley Ski Resort, the price of self-contained ski equipment is one day in 290 yuan, and the hotel accommodation is 615 yuan a day including breakfast. For seven days during the Spring Festival, it will cost 6,335 yuan for accommodation and snow tickets. If the meal is calculated at 100 yuan a day, the most basic travel expenses, accommodation and snow tickets for this skiing will exceed 8,000 yuan together. In addition, there are fuel costs and tolls from Dalian to Chifeng, totaling more than 1,400 yuan. " Yu Yang told the reporter of Phoenix WEEKLY Finance that he had spent nearly 10,000 yuan on a seven-day skiing trip.
Born in the northeast, Yu Yang was a skier in college. Living in Dalian, he has been to Chongli in Hebei and Yongji in Jilin to satisfy his skiing desire, in addition to the ordinary leisure ski resorts in the city.
"The snow season is too short and precious. I am on the snow field every weekend. During the Winter Olympics, I must find a better snow field to have an addiction."
According to the official WeChat introduction of Meilin Valley Ski Club, during the Spring Festival, the price of accommodation and skiing for two people is 1,400 yuan a day, with an average person in 700 yuan. If two people travel together, the cost performance will be higher than that of going alone.
Nevertheless, as the Meilin Valley Ski Resort, the price is much cheaper than Chongli.
According to the official platform of Chongli Wanlong Ski Resort, the snow ticket for two days on weekdays and weekends in the 2021-2022 snow season is 1,050 yuan, and the price for two days and one night of Shuanglong Hotel plus skiing ranges from 1,880 yuan to 3,350 yuan.
According to the pictures shared by consumers before, the price of snow tickets for two days on weekdays and weekends at Chongli Wanlong Ski Resort in the snow season of 2020-2021 is about 680 yuan, and the price for two days and one night at Shuanglong Hotel ranges from 1,269 yuan to 2,269 yuan. According to this price comparison, in the snow season of 2021-2022, the snow ticket price of Chongli Wanlong Ski Resort rose by about 54%, and the accommodation price rose by about 44%.
Although skiing is not a cheap sport, under the influence of the winter Olympic atmosphere, many areas have sought to take advantage of ice and snow to go out. In December, 2021, the advertisement of Changchun Ice and Snow Festival has reached the gate of Beijing Jianguomen subway station, and there have been many advertisements and publicity activities with the theme of ice and snow sports in Sanlitun.
The configuration of the snow field is also trying to upgrade. For example, Chifeng Meilin Valley, Chongli Taiwu Ski Resort and so on, hotels, restaurants, hot springs, cinemas and other supporting facilities are readily available, which has changed from a sports ground to a holiday resort.
The live video shot by Yu Yang to reporters shows that there are still many skiers who shuttle back and forth on the snow field on the third day of the New Year’s Day. You can even see some children.
At Chongli Taiwu Ski Resort, Ms. Zhou from Beijing is having a good time with her two sons. She and her eldest son skied on the advanced track in tandem, while the younger son was being taught the primary skills by the coach on the primary track.
"Taiwu has Marriott, Hyatt, and a family multi-bedroom apartment. The accommodation is the best among several snow resorts. There are also hot springs, relaxing in a hot spring after skiing, and watching movies. There are many choices for leisure activities. " Ms. Zhou said.
Single board looks down on double board, and skiers look down on punch cards.
The temperature of the Meilin Valley Ski Resort in Chifeng keeps between -10℃ and -20℃ all the year round. However, Yu Yang, who has just galloped down the advanced snow trail, looks radiant and ruddy.
"I’m sure it’s not cold. It won’t be cold to ski. Moreover, I wore three layers inside and outside. First, the quick-drying clothes are very tight and close to the body, which can lock the body temperature. This set of quick-drying clothes costs 3,000 yuan. I put a thermal underwear on the outside of the quick-drying clothes, and then I put a shin warmer and a warm baby in the ski suit, fully armed. "
Yu Yang said that he is a "poor skater" in the purchase of ski equipment. Based on the principle of ensuring professionalism and saving money, he did not excessively pursue famous brands. He showed his annual bill for ski equipment to reporters.
"ATOMIC snowshoes are almost 3,000 yuan, BURTON snowboard is about 3,500 yuan, snow goggles is 1,200 yuan, second-hand Bern helmet 500 yuan, a set of X-bionic quick-drying clothes is 3,000 yuan, BURTON’s second-hand board fixer was found at that time, more than 1,000 yuan, ski suit 800 yuan and protective gear 800 yuan. Overall, these basic equipments add up to almost 13,000 yuan. "
This is obviously not the poorest way to play. Mu Zi, a college student in Beijing, shared the raiders on Little Red Book. It shows that with the full-time college student ID card of Chinese mainland, you can make an appointment for free skiing through the Wanlong Holiday Paradise service number. You only need to pay 20 yuan insurance, and you can even make an appointment for several days, and you can make an appointment twice a month. In addition, the round-trip toll from Beijing to Prince Edward City only needs 190 yuan, college students only need 100 yuan for one day to rent ski gear, and the average person in the surrounding homestays is 80-100 yuan. The student party with limited living expenses can also experience the joy of skiing with a budget of 500.
In terms of input cost, skiing seems to be a sport of "no cap on the top and no limit on the bottom".
At the top of the ski circle, it is natural to go abroad to the ski resort under the Swiss Alps, where there is unparalleled pure beauty and the best powder snow in the Alps. Britain’s Prince Charles, Prince William and Princess Kate are all frequent visitors here.
In China, Yabuli in Northeast China is a resort frequented by entrepreneurs. With the opportunity of the annual Yabuli Forum, many business tycoons have competed on the resort, and their momentum and influence are no less than the dinner during the Wuzhen Internet Conference.
Among them, Wang Shi, the founder of Vanke, experienced skiing for the first time in 1996 at Yabuli Snow Resort. According to a "Yabuli Forum Skiing List" circulating on the Internet, during a recent Yabuli Forum, Ma Yun, Lei Jun, Li Yanhong, Wang Shi, Li Guoqing and other business tycoons all appeared on the skiing list.
Distinguish between high-end and low-end, the price of ski resort and ski equipment is the first watershed, followed by gameplay.
"Please ask the coach to look down on his own play, and those who play single board look down on playing double board." Yu Yang told the reporter of Phoenix WEEKLY Finance that the skiing circle has such an unwritten ranking. Comparatively speaking, it’s easier to get started with double boards, while it’s more exciting with single boards.
However, skiers living abroad believe that the advancement of double boards can better reflect the technical level. "Many foreigners who go skiing in the Alps abroad are more popular with skateboarding." In the snow season of 2020-2021, Ms. Wang and her friends signed up for a ski course of a famous ski instructor in London, and she studied snowboarding. "When I went skiing in Switzerland, only old people skated on the single board, or the double board was fast."
Whether it’s a single board or a double board, everyone will feel the excitement brought by the sudden surge of adrenaline when they sprint down from the top of the high-grade road.
As for technology, skiers who have reached a certain stage can take the CASI coaching certificate in the Canadian skiing system. Level 1 is the most elementary coaching level. You can teach skiers at the elementary level by winning the Level 1 certificate.
Yu Yang said that the process of textual research and driving test is similar, and both need to receive training for a period of time. CASI coaching certificate includes four levels, first study and then test.
According to the official WeChat of Maple Ski Industry, the CASI coaching certificate training institution, the certification fee for Level 1 coaching is 7,200 yuan for 5 days, and the training place is Wanlong and Fulong Ski Resort in Chongli. According to preliminary estimates, the prices of snow tickets in these two places are already above average in China. Coupled with transportation, tickets and accommodation costs, the cost of obtaining this ski instructor certificate is at least 15,000 yuan.
Such a price is still "someone outside the person." Ms. Wang and her friends signed up for another skiing course in Britain. The whole course has ten lessons, and the price is 5,000 pounds (about 45,000 yuan). The coach promised to reach the L1 level of junior coach after the whole course. However, when asked if she has reached such a technical level now, Ms. Wang said with a wry smile: "I only went to class two or three times, and I don’t have time to go there again." But I will feel that I have taken a class, and I am confident when I go skiing with my friends in Switzerland. "
Different ski resorts, different consumption levels and technical levels have formed different classes of skiing. But there is a class that all skiers despise, that is, the "online celebrity" posing in the snow field.
Zhang Yiqing (pseudonym) is a self-media anchor in Hangzhou. This winter, her company specially arranged for her to go on a business trip to Wanda Ski Resort in Changbai Mountain, Jilin Province to shoot short videos on skiing-related topics.
"I never liked outdoor sports before. I couldn’t run 800 meters in college, but I went to work." Zhang Yiqing said. According to the work arrangement, she stayed at Park Hyatt Hotel in Changbai Mountain all the time, mainly learning a few simple moves, wearing brand ski clothes and taking some beautiful photos with sports bra. "I have to say that the snow field is really out, and later the short video works are also a little hot."
But in Yu Yang’s view, such behavior is unsafe on the one hand, and misleading ordinary skiers on the other.
"These people are not serious about skiing, and it is very dangerous to pose on the snowy road; There are still many beautiful women wearing cool clothes. Taking such photos on social platforms will mislead people who don’t understand skiing, thinking that skiing doesn’t need to wear a lot. In fact, it is very important to keep warm during skiing. "
It is difficult to make a profit on the ski resort, and the equipment sells well.
The skiing atmosphere didn’t just rise this year. Foreign media quoted domestic data in China, showing that in 2015, when Beijing won the bid to host the 2022 Winter Olympics, the number of skiers in China had reached 12.5 million, and since then, it has doubled to 26 million.
According to the data of the State Sports General Administration, by 2025, the total scale of China’s ice and snow industry will reach 1 trillion yuan.
Enterprise survey data show that by the end of November 2020, there were 5,008 ski-related enterprises in China, including 1,684 ski-related enterprises. Harbin has become the largest city with 416 ski-related enterprises, while Zhangjiakou and Beijing rank second and third. Judging from the ranking of provinces, Hebei, Heilongjiang and Guangdong rank in the top three, and the three northeastern provinces account for 27% of the country.
Despite this, in the past few years, the key word around large snow resorts has always been "loss".
According to public reports, Wanlong Ski Resort in Zhangjiakou has been losing money for ten years since it opened in the 2004-2005 snow season. In the meantime, only in the 2014-2015 snow season, influenced by Beijing’s bid to host the 2022 Winter Olympics, it made a profit for the first time. After 2017, Wanlong lost money again.
Zhang Litao, general manager of Chongli Fulong Ski Resort, once worked in Taiwu Town. He told the reporter of Phoenix WEEKLY Finance that the ski resort is a means to attract guests, and the profit point is not by selling snow tickets, but by consumer behavior other than skiing. As a complex of lifestyles, the ski resort wants to attract not all skiers, but skiers, junior high school skiers and middle-class families with children, and turn skiing into a holiday habit for middle-class families, which is as popular as playing golf.
"According to this goal, the design of the ski resort must emphasize fun and fashion." Zhang Litao said, "Advanced trails only account for 30%, and snowy trails pay attention to visual and entertainment effects. There is a theme sculpture on the mountain, which will change every year. A DJ square is built in the middle of the snow field to render the snow field with music. The town’s fun park is divided into four difficult areas: black, pink, blue and orange, which not only improves skiing skills, but also allows more people to experience skiing fun. "
Indeed, outside the snow field, what is really hot is the business of equipment sales, accommodation and catering, and even the surrounding housing prices. After the successful bid for the 2022 Winter Olympics, the house price of Chongli in Zhangjiakou generally soared to more than 10,000 yuan/m 2, and even individual projects reached 30,000 yuan/m 2.
"In 2015, the number of guests with their own skis did not exceed 20% of the total number," a coach of Dalian Happy Snow World told the reporter of Phoenix WEEKLY Finance. "Now more than half of the guests enter the ski resort with their own equipment, and the number of single boards has exceeded that of double boards. Snowsuit helmets are basically self-contained, and there are many fashionable and big-name figures. There are more and more young people, the market is rich, and the new generation of consumption power has also risen. "
According to the data of Tmall platform, during the "Double Eleven" period in 2021, the sales of ski products increased by 120% year-on-year. The data recently released by AliExpress, a cross-border e-commerce platform, also shows that in the fourth quarter of 2021, the overseas sales of ski products in China increased by over 60% year-on-year.
"Most experienced skiers start by renting equipment. Generally, the ski resort package includes the cost of renting clothes and ski gear. However, after having certain skiing experience, they usually choose to buy it themselves. "
Fashion luxury brands and high-end sports brands are striving to seize this market opportunity. Luxury brands such as LVMH, Gucci, Prada, Dior, etc. have also spared no effort in the huge white market, and rushed to launch joint-name ski suits, snowboards and other equipment. A snowboard in LV costs 40,000 yuan, which is 10 times that of ordinary professional ski brands.
The financing of the ice and snow industry is also reflected in related industries. In 2021, social APP Slippery received a 40 million yuan A round investment from Gaochun, and Aoxue Culture, which owns two ski equipment brands of "Zero Summer" and "NOBADAY", completed the A round financing in October 2021, with an amount of tens of millions of yuan; SNOW 51 also completed the A and A+ rounds of financing in the same year, with an amount exceeding 100 million yuan.
In fact, under the hot atmosphere, the snow field is not worried about passenger flow. However, the profitability of the ski resort depends on the construction of hardware facilities and the improvement of basic service capabilities.
For families with children, Taiwu team set up a children’s ski service center. When parents ski, they entrust their children to the service center, where there will be children’s instructors to teach skiing.
"In the future, these children from middle-class families who were brought to ski vacations will be the backbone of China’s ski market in the next two decades." Zhang Litao said.
