As the popularity of ice and snow sports gradually increases, ski clubs have emerged as a new option for young people, with their "ski tour groups" becoming a new choice for young people due to their "fun, worry-free, and cost-effective" features. The clubs have also further embraced new young users by releasing event information through content platforms such as Dianping on the basis of private domain traffic, attracting potential enthusiasts.
The boom of "ski tour groups" is a profile of the "hottest ski season" and a reflection of the transformation of ski clubs. According to data from Dianping, the number of ski clubs registered on the platform has increased by more than 30% in the past two weeks, and nearly 60 new activities have been launched.
The ice and snow industry of 300 million people has given birth to the first generation of "enthusiasts" club
The development of domestic ski clubs is closely related to the Winter Olympics. Since 2015, ski enthusiasts have spontaneously formed groups and gradually developed into "first generation" ski clubs. On Dianping, Black Diamond and SNOWHERO, which are now the leading ski clubs in China, are typical representatives.
"I started skiing in 2013. Before that, I worked in the conference industry and often traveled abroad for business. I had the opportunity to get in touch with this sport before the domestic trend," Louis, the founder of SNOWHERO, told the reporter. At that time, there were few relevant resources in China, and those who played together were mostly friends and relatives, who were trying to cross the river by feeling the stones. "At first, we could only go skiing in Europe, then we went to Yabuli in Heilongjiang, and when Changbai Mountain opened, we went there again.
Since 2015, in line with the development of the domestic snow industry, a number of ski clubs have been established and gradually grown. On Dianping, a former Internet programmer got in touch with skiing and established a club due to the opening of the Guangzhou Sunac Snow World in 2019. In 2017, a couple from Hangzhou who were born in the 1970s established the Spade Club simply for their interest. "So far, we have three business segments, including snow equipment retail stores, training courses, and ski groups," Leo, the head of the Spade Teaching Department, said.
The popularization of ice and snow sports, and the transformation of ski clubs in content platforms
In 2022, with the successful hosting of the Beijing Winter Olympics, snow and ice sports are gradually becoming popular, and travel forms such as "skiing tour groups" have further lowered the threshold for skiing.
"This year, we expect to open more than 100 groups, with more than 7,000 participants, which is double that of last year. Most of the newcomers are young people aged 25 to 35," Leo said. "Ski tours" are not only time-saving, worry-saving, and strong social attributes, but also have nearly 70% discount compared to DIY tours. "Especially for domestic groups, it is more suitable for young people with limited economic ability and for those who want to save trouble."
In addition, the rise of the younger generation has added cool, handsome and other emerging elements to snow circle, adding new momentum to the skiing field. "Skiing in nature is a feeling similar to 'flying', which is more free than on the court, which is very charming," said Dasheng, a full-time coach after the age of 95, who transferred from football youth training to the skiing field.
When young people flocked to the ski club, the club also began to transform. "In the past, the club built a network of relationships through private social groups, and the recruitment channel was only introduced by regular customers." Leo told reporters, but since last year, the industry began to focus on content platforms such as Dianping, and posted on official accounts. "Half of the newcomers this year were recruited through content platforms." The relevant person in charge of the Spades said that more than 20% of the participants in the club's opening ceremony on the 25th were registered through Dianping.
The relevant person in charge of Dianping said that under the "hottest snow season", various skiing activities are receiving attention from young users on the platform and clubs that have settled in. "As the birthplace of such new trends, content platforms such as Dianping can, through cooperation with local clubs, provide timely information for young people, meet various needs of users in the fields of interest socialization, sports and entertainment, and help clubs transform by broadening their customer acquisition channels through content platforms."
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Wu Dan
Editor Ⅲ: Liu Guosong
