According to data recently released by Xiaohongshu, one of the lifestyle sharing platforms in China, since the Beijing Winter Olympics started in January, the number of posts on the platform containing the keyword “skiing” has increased by 232% year-on-year.
The proportion of post-90s users on Xiaohongshu reached 72% while the monthly active users of the platform has exceeded 200 million.
During the Winter Olympics, young users have explored and shared many new ski resorts and skiing skills. In 2021, the number of posts containing the keyword “skating” on Xiaohongshu’s platform increased by 188% compared with that in 2020.
In 2021 and 2022, ice and snow sports were selected as one of the top ten life trends on Xiaohongshu. Based on the analysis of posts published by users, this list can be recognized as a prediction of new lifestyle choices.
Skiing and skating supplies, clothing, equipment, photos, tutorials, resorts, Beijing skiing locations, and figure skating rank pretty high in terms of search volume.
According to the White Paper on China’s Skiing Industry in 2020 released by Mob Research Institute, 2020 is an important year for the beginning of the industry. China has become the largest market for junior skiers, of which 77.4% would go skiing 1-2 times a year and 13.9% would ski 3-5 times a year.
In the season from 2020 to 2021, the number of skiers in China has reached 20.76 million people. Experts predict that by 2025, the number of ice and snow tourists in China will exceed 500 million while the domestic ice and snow tourism revenue will exceed 1.1 trillion yuan ($173 billion), accounting for nearly one-fifth of the whole sports industry. From this point of view, the industry of winter sports still has a large market to conquer.