During Golden Week，When tourists are still enjoying the sunshine in Sanya, Hainan、Blue sky and seafood feast，Many areas in the north have already received snowfall。October 4，It snows in Changbai Mountain and becomes a hot search topic；October 11，Snow begins to fall in Chongli, Zhangjiakou。As the two major winter tourism bases in China，The arrival of snowfall，It indicates that this year’s ice 188bet is about to kick off。

The epidemic at the beginning of the year brought ice 188bet to an abrupt end，Lost the best business period，Let "one season nourish three seasons";’s ice and snow industry suffered heavy losses。"China Ski Industry White Paper" pointed out，Affected by both high temperature weather and the epidemic，The total number of ski resorts operating in 2020 is expected to decrease by 50，It will eventually drop to about 720。

As the epidemic prevention and control situation continues to improve，The upcoming 188bet season is undoubtedly the best time for winter tourism service providers to recover。However, the risk of a second outbreak of the epidemic continues to exist，Tourists’ ability and willingness to travel are unknown，How good is the industry recovery?？For related companies，The more important question is，How to reduce losses or even achieve profits this winter，Safely pass the survival test？

“One-click braking” ice 188bet

The 2019-2020 ice and 188bet season should have shown off its talents，But the pace was disrupted by a sudden epidemic。

Since Beijing and Zhangjiakou won the right to host the 24th Winter Olympic Games in 2022 in 2015，my country’s ice 188bet industry has entered a stage of rapid development。

Driven by the concept of "the world of ice and snow is also a mountain of gold and silver"，From central to local areas，Ice 188bet related policy dividends continue to be released。2019，"Opinions on taking the 2022 Beijing Winter Olympics as an opportunity to vigorously develop ice and snow sports" issued，Proposed “promoting the development of ice 188bet industry，Promote the deep integration of ice and snow industry and related industries”，For the first time, it was clearly proposed in the document to vigorously develop ice 188bet，Ice 188bet rises to national strategy。

Policy dividends also stimulated industrial vitality。According to the "China Ski Industry Development Report (2019)" (hereinafter referred to as the "Report") statistics，The ice and snow industry market size increased from 117.7 billion yuan in 2013 to 397.6 billion yuan in 2017。2018-2019 Ice and Snow Season，The number of ice 188bet in China reached 2.2.4 billion，Ice 188bet revenue is approximately 386 billion yuan，A year-on-year increase of 13% respectively.7%、17.1%。

The growing market has attracted many investors，There is also a wave of "ice and 188bet fever" in China。Take the ski industry as an example，The number of ski resorts increased from 408 in 2013 to 770 in 2019，The number of ski resort visits increased significantly from 9 million to 20.9 million。

China Tourism Academy predicted，Estimated to 2021-2022 ice and snow season，The number of ice and snow tourists in my country will reach 3.400 million visitors，Ice 188bet revenue will reach 680 billion yuan。And the 2019-2020 ice and snow season，Undoubtedly, practitioners have high hopes for it。Luo Li, chairman of Wanlong Ski Resort, said，From the opening of the snow season to the closure of business on January 28，Wanlong’s skier visits increased by 30% year-on-year，Hotel occupancy rate increased by 34%，Income 1.5.2 billion。

But affected by the epidemic，We are unable to open our doors to welcome guests during the peak travel period of January and February，Resulting in heavy losses for related companies。Huang Jing, Marketing Director of Miyuan Genting Paradise told Zhihui，The epidemic has caused a sharp decrease in bookings at Secret Garden Genting before and after the Spring Festival，The economic loss during the Spring Festival period alone reached 39 million yuan。Add events from February to April、Camp、Activities are postponed or canceled indefinitely，The cumulative result will be 1.Economic losses of 6.5 billion。Luo Li, general manager of Wanlong 188bet Resort, also told the media，The epidemic is expected to reduce Wanlong’s income1.700 million yuan。

Estimated according to "China 188bet Industry White Paper (2019 Annual Report)"，The number of skiing visits in 2020 will drop to about 11 million，Down 47% year-on-year.37%。Conservative calculation based on the growth rate of skier visits to various 188bet resorts in 2019，The epidemic has caused short-term income losses of 66% to domestic 188bet resorts.800 million yuan。

Difficulties in making profits

The epidemic is not the only thing that stumps companies，In fact，Even if there is no epidemic，Most ice 188bet service providers still struggle to achieve profitability。

Generally speaking，There are heavy assets in the ice and 188bet industry、Features such as long payback period，In addition to the existing natural ice and 188bet landscape，The ice and 188bet industry invests very heavily in early construction and later operation and maintenance。Many people in the industry even said so，This industry is not suitable for making quick money。

Among many companies engaged in ice and 188bet business，Oshan Holdings is of typical significance。As a small and medium-sized real estate company focusing on the Hubei market，Oshan Holdings has begun to implement the “ice and 188bet + residential” two-wheel drive strategy in recent years。His opinion，Engaging in the ice and 188bet sports and entertainment business will enhance the company’s brand awareness，And enhance the company’s competitiveness when acquiring land from local governments。

But the prospectus shows，From 2016 to 2018，Oshan Holdings’ income is 13.12.1 billion yuan、15.51.5 billion and 18.91.1 billion yuan，The income from ice and 188bet business and entertainment are 225 respectively.50,000 yuan、868.40,000 yuan and 295.40,000 yuan，The proportion is only 0.2%、0.6%、0.1%。2016 to 2018，The gross profit is 101.90,000 yuan、260.60,000 yuan and -66.70,000 yuan，Gross profit margin is 45 respectively.2%、30.0% and -22.6%。

In addition，Most ice 188bet “eat the weather”，"China Ice 188bet Consumption Big Data Report (2019)" shows，The peak travel period for ice 188bet occurs between January and February，The number of travelers in the two months accounted for 54% of the total number of travelers during the period。Under the inertia of the "one season nourishes four seasons" mode，The price of ice 188bet has increased significantly。

A tourist expressed his gratitude to Zhihui，In the ice 188bet he has experienced，Expensive charges for entertainment, accommodation and food，And the experience is not good，Very uneconomical。

Skiing is a popular item in winter 188bet，The defects are particularly obvious。The research report released by Guoyuan Securities pointed out，On the supply side，Domestic ski resorts can be divided into 188bet experience types、Three categories: suburban study type and destination vacation type，Accounting for 75% respectively、22% and 3%。Travel experience-type ski resort with simple facilities，Only beginner ski trails，Generally located in the suburbs or scenic spots，The vast majority of users are one-time travel experience users。Divided by ski resort size，As of the end of 2018，Among 742 ski resorts nationwide，A total of 572 ski resorts with a ski area of ​​less than 5 hectares，High proportion 77.09%，Large ski resorts are scarce。

And on the consumer side，Ski store price display for the 2019-2020 188bet season at a ski resort in Beijing，The ski pass on weekdays is 510 yuan/day、188bet equipment 150 yuan/day；On weekends, the ski ticket is 590 yuan/day，Holiday 188bet pass is 730/day，The price of ski equipment has also increased to 230/day。In addition，Also covers round trip transportation、Expenses for renting equipment, etc.，The trip is expensive。

High cost，It also raises the "threshold" for skiing。Data display，The growth rate 188bet number of domestic skiers has gradually declined since 2015， 13.2 million skiers in 2018，The year-on-year growth rate dropped to single digits，Only 9.09%。

188bet recovery welcomes big exam

Although the epidemic factors and immature business models have dealt a heavy blow to the ice and snow industry，The policy dividends released in turn still highlight the development opportunities of this industry，This snow season has also become a critical period for the recovery of ice 188bet。

During the epidemic，Beijing、Jilin、Heilongjiang and other places have introduced subsidy policies，Focus on supporting ice 188bet enterprises。In addition，The 2020 National Conference of Directors of the Department of Culture and Tourism clearly proposed the promotion of ice 188bet、Cruise travel、Development of self-driving travel”；Local level，Including the three northeastern provinces、Hebei、Local governments including Yunnan have successively introduced ice and snow industry development plans，Policy promotion and Winter Olympics fever overlap，Creating opportunities for the post-pandemic recovery of ice 188bet。

“With the approach of the Winter Olympics and the upgrade of Chongli transportation，More and more people are choosing Genting Secret Garden as a short trip destination。"Huang Jing said， The bookings for the new 188bet season at Secret Garden Genting are currently very hot，The order volume has also increased significantly compared with previous years。

Li Xiaoming, Chairman of Beijing 188bet Association, told Zhihui，Affected by foreign epidemics，Those who went abroad for skiing in previous years could only stay at home；Plus the Winter Olympics are approaching，If epidemic prevention and control is in place，It is expected that the number of skiers this season will increase significantly compared with previous years。

Facing the upcoming 188bet season，Many companies have already started taking action，Hope to restore customer flow through low prices。2019，Wanlong and other five major ski resorts have launched the 2022 joint skiing card，Significantly increased the number of visitors to the ski resort。September this year，Miyuan Genting Paradise、Wanlong Resort Paradise、The three major ski resorts in Taiwu Ski Town have joined forces again，Co-launched “Bank of China Winter Olympics Ski Pass”，The first batch of products include "Chongli Three Mountains Ski Tour" and "Chongli Three Mountains Ski Tour"。Public information display，Sanshan ski tour products reduce the price of items originally worth tens of thousands of yuan to several thousand yuan，Reduction of more than 50%，Significantly reduced the average price of skiing。

Domestic travel opportunities and low price strategy superimposed effects，Accelerating the recovery of ice 188bet。According to the Double 11 battle report released by Miyuan Genting，As of October 25th，Miyuan Genting Paradise has received more than 2,000 reservations，Pre-sale value exceeds 3 million yuan。

But on the other hand，The recovery prospects of ice 188bet are still not entirely clear。Among them，An important reason is，The possibility of a second rebound of the epidemic in autumn and winter is rising，Influence tourists’ willingness to travel。October 1，The International Skating Union announced the postponement of the Figure Skating Grand Prix Finals and the Short Track Speed ​​Skating World Cup Beijing Station originally scheduled to be held in Beijing in December，Both are test matches for the Beijing Winter Olympics。Previously，The two were once considered to be the "green light" for the Beijing Winter Olympics。

Huang Jing told Zhihui，To ensure that we are open to welcome guests，Miyuan Genting currently adopts daily temperature checks、Wear a mask、Disinfection and other epidemic prevention measures；The new 188bet season will be subject to pre-review、Limited reservation mechanism，Ensure all guests are coming from low-risk areas。But she also admitted，The danger of the epidemic continues to exist，Long-distance travel across provinces and youth going on ice and 188bet may be affected。

At present，How to enhance epidemic prevention and control capabilities while increasing tourists’ willingness to travel，This snow season will be the biggest test for ice 188bet destinations and service providers。