The PyeongChang Winter Olympics are coming in less than a month。For China, the host country 188bet app download 2022 Winter Olympics，When the Pyeongchang Winter Olympics ends，The Winter Olympics will officially enter Beijing time。

Introduced by Pu Xuedong, Director 188bet app download Market Development Department 188bet app download Beijing Winter Olympics Organizing Committee，Current Winter Olympics、The promotion 188bet app download Winter Paralympics is on the right track、Normal track。

Today，There are also two channels for licensed products for the Winter Olympics，As of January 10 188bet app download year, 10 special stores have been opened，Even appeared at 4 in the morning、Some people queue up to buy Winter Olympics commemorative stamps at 5 o'clock。

These are good signs。But behind this，The more questions to be answered are，Next 4 years，Is China’s 188bet app download and snow industry enough to support one Winter Olympics，Can we even continue to move forward in the post-Winter Olympics era。

“China’s 188bet app download and snow industry has entered a critical stage of upgrading，" Tencent Vice President Chen Juhong said at the 2018 188bet app download and Snow Industry Summit Forum held on Monday (January 15)，She thinks，On the one hand, the driving force for this upgrade is the law of nature，On the other hand，Beijing’s successful bid for the Winter Olympics is a very beneficial booster。

“Before sports became a business，To become a life，"The words of host Zhang Bin were recognized by the guests present。His concern is not only that Beijing has lacked effective precipitation for more than 100 days，What’s more important，In just 4 years，Can the national lifestyle change？

From a macro level，China’s 188bet app download and snow industry has entered a rapid start-up period。While the number of skiers in other major snow and 188bet app download countries around the world continues to decline，China is one of the few driving forces。

The "2018 China 188bet app download and Snow Industry White Paper" (hereinafter referred to as the "White Paper") released by Tencent and Analysys shows，2016-2017 Snow Season，The number of Chinese users participating in 188bet app download and snow reached 1.700 million visitors，The number of users watching large-scale events and traveling increased，26% of teenagers participate in 188bet app download and snow sports frequently。

An industry moves from competitiveness to socialization、Industrialization，The huge number of participants is the foundation。When 188bet app download niche sport moves towards mass consumption，The entry of giants and new players will come naturally。

White paper statistics,The scale of China’s 188bet app download and snow industry reached 397.6 billion yuan in 2017，And in 2020，This scale will reach 600 billion yuan，Finally achieve 1 trillion yuan in 2025，The number of people directly participating in 188bet app download and snow sports will reach 50 million，And lead 300 million people to participate in 188bet app download and snow。

How to attract traffic to 188bet app download and snow events

Tencent Sports released a content-based 188bet app download and snow love plan that day。As the official partner of the Chinese Olympic Committee，Tencent will naturally not miss this opportunity of the Winter Olympics，Even sent a reporting team of about 400 people to PyeongChang，Comparable in scale to the 2016 Rio Olympics。

“We usually treat 188bet app download kind of huge traffic brought by large-scale events、The audience that brings the user calls it the pulse phenomenon，" Chen Juhong said。Tencent hopes to use this Winter Olympics to complete the accumulation of 188bet app download and snow crowd traffic。188bet app download is one of the reasons why Tencent added Bingxue.

Tencent will use the Winter Olympics to develop 188bet app download and snow sports

Take 188bet app download hockey as an example，The number of registered 188bet app download hockey players in Beijing in 2016 reached 2,736，Much higher than the 455 in 2012。Start of 2016-17 season，Tencent becomes the NHL’s official digital media partner in China for the next five seasons。The speed skating event that is more familiar to Chinese audiences，Tencent is also involved，Represented the Speed ​​Skating World Cup since 2016。

But for event organizers，188bet app download and snow events are not yet a mature business。2017，China’s 188bet app download and snow events market size is 43 billion yuan，There are 71 competitive 188bet app download and snow events，There are more than 120 popular entertainment events。Most are currently suffering from “huge costs、The audience is too small - unable to attract sponsorship - the embarrassing situation of running the competition at a loss。

Even an international competition with a long history like Feixue，Also faced huge challenges when landing in China。In December 2010，Feixue comes to China for the first time，At that time, the number of skiers nationwide was only 6.3 million。Starting from 2015，Shengli Family has obtained the marketing and commercial development rights of Feixue in China for five years。

"We will host Boiling 188bet app download in the future，It is very important to find partners and sponsors for sports events in Beijing，”Molly, Chief Operating Officer of Feixue Scott said.

The commercialization of 188bet app download and snow events is still difficult

This skiing event originated in Austria and has been popular in Europe for nearly 20 years，Creating the classic model of “skiing + music”。Shengli Family also used electronic music elements to increase the appeal of the 188bet app download Contest in the Bird's Nest。

Turning competition into a lifestyle or party is a method adopted by many successful events。Origined from ESPN X in 1995 Games has 20 different categories，Also through movies、Music etc.，To attract more young people。

Short track speed skating world champion Yang Yang still has a deep memory of the 2017 Netherlands Speed ​​Skating World Championships。“That event overturned my impression of regular ISU competitions，There are many diverse performances，They hired a 10-year-old DJ to play during the game，Introducing the Games with Lights，Spectators holding beer in hand to watch the game，Like a big party，”She believes this is the direction of future 188bet app download and snow events。

The potential of family sports consumer groups

Survey jointly sponsored by Analysys and Tencent，People with experience in 188bet app download and snow sports，The average annual expenditure on training is 1,909 yuan。Skiing has become the number one 188bet app download and snow training event with a proportion of 25%。

In professional training，China still faces the dilemma of talent shortage。Freestyle skiing aerials athlete Han Xiaopeng revealed，The national team is conducting cross-border selection。“120 children aged between 1 and 15 years old were selected from Puyang City, Henan Province (acrobatic troupe)。Now divided into two groups，One is a single board，One is a double board，Mainly choose skill-based skiing，”he said。

“In the past, reserve talents were limited to the three northeastern provinces，Now we are uniting the whole country to prepare for war，”As the first Chinese male athlete to win the Winter Olympics，Han Xiaopeng felt 188bet app download change。

The more significant changes are，"Previously relatively elementary project，Going abroad (training) 1 to 2 times a year，Now you can basically achieve the training of chasing 188bet app download all year round，" Han Xiaopeng said。

But 188bet app download and snow training must become a business，More importantly, enter the family field。

Family is the core of sports consumption

“The future of 188bet app download hockey is likely to be controlled by the free market，" said Li Longmou, Vice President of Kunlun Red Star，“Sports families are the main consumers of the sports industry。In North America，Families are the core sports consumer group，Already accounts for 60% to 70%。If we form 5 trillion (sports industry scale)，There must be 3 in it、40,000 yuan comes from sports family consumption，And 188bet app download hockey has exceeded this ratio。”

Yingda thinks，Hockey is not football、Popular sports like basketball，Need peripheral support for consumption，“Step to the top league，Only in order to form a high-quality league，Only before can we provide talents to the national team，In order to form peripheral consumer groups。”

South Korea is worth learning from in 188bet app download regard. Introduction by Zhang Bin,South Korea’s model is club-driven，Not China’s education drive，The Korean 188bet app download Hockey Association’s commitment to the International 188bet app download Hockey Federation，Invest 40 million US dollars into 188bet app download hockey every year。

188bet app download Hockey can be said to be the 188bet app download-breaking sport of China’s 188bet app download and snow sports。But the gap still exists。Yingda said，The current number of registered 188bet app download hockey players in Beijing is about 3,400。Introduced by Dan Li Longmou，3,400 people are only equivalent to the number of 188bet app download hockey fans in a Canadian city with a population of more than 400,000，And in Canada，There are about ten such cities。

On the other hand，Training cannot be quick。"Sports is not one that can be done quickly、The business of standardized replication，Still needs nurturing，So it’s really not that fast，"Figure skating world champion Chen Lu said。

With the support of education policy，The 188bet app download and snow on campus event will greatly promote the training business。The "188bet app download and Snow Sports Development Plan (2016-2025)" issued by the State Council requires that the 188bet app download and snow sports campus teaching guide be compiled in 2018，The number of schools specializing in 188bet app download and snow sports on primary and secondary school campuses across the country will reach 2,000 in 2020，To reach 5,000 in 2025。

Chongli District, one of the venues for the 2022 Winter Olympics, has launched a preferential policy for teenagers: students under the age of 16 in Zhangjiakou ski for free in Chongli during the 188bet app download season，Offer 200 yuan including food、Live、Insurance、Transportation package。

Fu Guangxiang, Director and Party Secretary of the Management Committee of Beidahu Sports Tourism Economic Development Zone in Jilin Province, also introduced，Jilin Province’s initiative is to use the week of winter vacation as a 188bet app download vacation，Dedicated to providing 188bet app download for primary and secondary school students。

The hosting 188bet app download Beijing Winter Olympics may cultivate a large number of professional athletes in the longer term。“If a child watches a high-level game at home in Beijing，Possibly 15 years、20 years later，They will be the ones standing in the rink，188bet app download is like Shaun White advertising，Local children who watched the 2002 (Salt Lake City, USA) Olympics，I will represent the United States in the competition 188bet app download time，"said short track speed skating world champion Yang Yang。

What’s more important is the progress in concept。“When we first started，Many people ask us，Why do you let your children practice 188bet app download，Before the successful bid for the Winter Olympics，At 188bet app download time, few parents ask me 188bet app download，”As a parent of a hockey player，Yingda has deep understanding。

Use the power of socialization to build a city of 188bet app download and snow

According to incomplete statistics from Analysys,26 characteristic 188bet app download and snow towns have been built in China in 2017,The formation of the 188bet app download and snow town ecosystem is accelerating，The economic scale of 188bet app download and Snow Town is estimated to reach 22 billion yuan in 2016，Accounting for 55% of the 188bet app download and snow tourism market。

White paper prediction，The number of 188bet app download and snow towns will reach 40 by 2020，Ushering in the explosive period of the 188bet app download and snow tourism market。

This kind of destination tourism has achieved high growth in the past few years，Especially the Southern Market。Last year，The number of people in the south participating in cross-provincial and overseas 188bet app download and snow sports reaches 6.5 million，The proportion is 23 percentage points higher than that in the north，The market size is around 16 billion yuan。The number of ski resorts in the south is also increasing，An increase of 23 in 2016 and 2017 respectively，Goal reached 193。

Social participation is the key force to promote the construction of 188bet app download and snow venues

“The concept of building a city of 188bet app download and snow is still based on our national conditions，Do a good job in top-level design，Making a good layout across the country，" said Lin Xianpeng, a professor at Beijing Sport University，“The current development of the ski industry，Ahead is a ski tour，The latter is supported by real estate，188bet app download is very obvious。”

Lin Xianpeng gives an example，Whistler in Canada and Davos in Switzerland，Basically not engaged in real estate but relying on tourism to win，“188bet app download is very important。”

ESPN X Games Vice President Tim Reed has worked in Aspen, USA, one of the hosting venues for 11 years，“We understand 188bet app download is a city with history，Many special hotels、Bar、Nightclub，188bet app download plays a very important role in regional economic development。”

Also，Culture should also become the second selling point of ski towns。“Innsbruck, Austria is a small city founded in the Middle Ages，A dazzling array of Goetheian architecture，When we walk in it brings back a lot of memories，188bet app download is worth studying by China，"Lin Xianpeng said。

As one of the venues for the Winter Olympics，Chongli has an inherent advantage in becoming an 188bet app download and snow town。“Chongli stands at a high starting point and plans，Top-level design is a drastic development，" said Cao Jianwei, head of Chongli District, Zhangjiakou，According to water resources、Ecological environment、Land size、Traffic carrying capacity，Chongli plans to reach 2030。

Before New Year’s Day this year，Chongli has already had 450,000 skiers this season，It will reach 1.3 million by the end of this 188bet app download season，Last year the number was 700,000。

But Chongli has not yet gotten rid 188bet app download real estate drive。Introduction to Cao Jianwei，Chongli urban area has climbed to 1.70,000-20,000 yuan per square meter，The housing prices near the ski resort are as high as more than 30,000 yuan。

Outside of the top-level design，Making full use of the power of socialization is also a way to build a ski resort、The key to 188bet app download rinks and even 188bet app download and snow towns。

November 2016，The "National 188bet app download and Snow Venue Facilities Construction Plan (2016-2022)" issued by the State Sports General Administration proposes to fully mobilize social forces to actively participate in the construction and operation of 188bet app download and snow venue facilities，Work together to promote the development of 188bet app download and snow facilities。

Lin Xianpeng gave a set of data:There are 646 ski resorts in China，260 skating venues。More than 80% of the ski resort is invested by enterprises。80% of the 188bet app download rink is invested by enterprises。In comparison，More than 90% of summer sports venues are government-invested and constructed。“Enterprise investment is market-oriented and truly industry-driven，can play a huge role in China’s future industrial structure transformation，”he said。

Chongli’s capital structure also proves 188bet app download point。Among the existing 7 ski resorts，1 investment from Hebei Provincial Sports Bureau，The remaining 6 are all social investment，The one under construction is also from Vanke。

But in the process of socialization,Policy support for social forces is still far from enough.

“At present, many ski resorts in our country have been built and the nature of the land is not clear。Some procedures are incomplete after the nature of the land is clarified。For example, the cable car on the 188bet app download field、The service facilities above are constructed illegally，"Lin Xianpeng said。

He also disagrees that the 188bet app download and snow industry is a large consumer of water resources，“Beijing is a city short of water，Annual water consumption 3.7 billion cubic meters。The 24 ski resorts in Beijing together use 18 million water a year，0 in total.18%，Is 1/10 of the car wash industry，1/20 of the bathing industry。”When water consumption exceeds a certain amount，The water fee has risen to 160 yuan/ton。

“We always talk about promoting the development of the 188bet app download and snow industry，I am standing here，Want to stand in the enterprise、Industry (perspective) shout a word，The country hastily come up with some feasible policies，Hurry up and land。If this thing doesn’t hit the ground，It will seriously hinder our so-called 188bet app download and snow power，Even our goal of building an 188bet app download and snow city，"Lin Xianpeng appeals。

Exploring the commercial value of golden people

If you analyze the portraits of Bingxue users, you will find，188bet app download consumer group has great potential: young people、High consumption is the two major characteristics。

White paper display,More than half of the 188bet app download and snow people are under the age of 24,Monthly income is more concentrated between 5,000 and 10,000 yuan，The proportion of people with high spending power reached 26%，Much higher than 10% 188bet app download entire network。

Love Video、Love music、Love shopping、Love to travel is the label of 188bet app download group of people，Especially for cars、Game、Food、The interest in the equipment field is more significant。

"(188bet app download and Snow Crowd) The first high income，Another highly educated person，" said Chia Chihao, President of Dentsu Media，“188bet app download and snow sports equipment is expensive、The threshold is relatively high，This is very important for many brands。”

Also，The 188bet app download and snow crowd’s attention to sports、Higher concentration。“Many 188bet app download and snow sports are extreme sports，The spectacle is better than most other sports，" Xie Zhihao added。

The concept of 188bet app download and snow marketing is about to emerge。"So (the 188bet app download and snow crowd) is the golden crowd，"Xie Zhihao described it this way，“I hear a lot of feedback from my customers，They attach great importance to 188bet app download and snow marketing。”

Luan Na, Vice President of Tencent’s Online Media Business Group, thinks，More interesting marketing can be done in 188bet app download and snow scenes，"I do a test drive on 188bet app download and snow，Why does my car run faster in this situation，Or my mascara won’t smear。There are many fashion brands and practical brands that can be expanded in the 188bet app download and snow field，It is definitely more than just 188bet app download and snow，Can be extended to many other lifestyles。”

Bingxue people are high net worth people

In Xie Zhihao’s opinion，188bet app download and snow marketing must achieve three points: diversification of content formulation、Use big data to accurately find people、Consumer experience interaction。

Anta, another Chinese Olympic Committee partner, is eager to try。Anta has just established a clothing innovation and design center in Tokyo, Japan，The first season of 188bet app download and snow clothing was also released at the end of last year。

“There will be fundamental changes in our participation and communication in the PyeongChang Winter Olympics。A simple report on the event，Become real to drive awareness、Become interested in and participate in 188bet app download and snow sports，For our goals and mission，"Anta brand director Zhu Jiji said。Cooperating with ski resorts，Providing consumers with experiential marketing is a key。

Also，Anta’s 188bet app download and snow marketing will be a long-term plan。”We don’t look at Pyeongchang in isolation，We think it is related to the future Beijing 2022，Even future industries、Lifestyle，From scratch to strong，is an overall event，" Zhu Mingji said。

In the field of sports marketing，The role of KOL or idol is crucial。Yang Yang thinks，188bet app download and snow sports have such star-making potential，"Our junior in short track speed skating、Junior sister，Good looks、All results are available，I only owe one east wind。”

In a sense，The Pyeongchang Winter Olympics is the first Winter Olympics where mobile Internet is widely used。Just like the Rio Olympics fermented by social media，Same as spawning a large number of idol-level athletes，The stars 188bet app download PyeongChang Olympics should also be here。

*188bet app downloadWen LaiSource: WeChat public account "Lazy Bear Sports"(ID:lanxiongsports), Author: Wu ChenGone，Original labelQuestion:《The scale of China’s 188bet app download and snow industry reached nearly 400 billion in 2017，You must first understand these 4 questions behind the scenes》