Text | Skiing Today's hot winter sports, ski resorts are constantly emerging new vitality. It is understood that there are currently more than 500 ski resorts all over the country. For the snow-loving people in the South, most of them think of Harbin Yabuli Clubmed, Wanda Changbai Mountain Ski Resort, Jilin Songhua Lake Ski Resort, etc. Northerners will mention more about Wanlong, too. Dance, Dolomiti, etc., and the surrounding ski resorts such as the Beijing Jundushan, the Strange Slopes in Shenyang, and the Silk Road in Xinjiang. However, in addition to the large ski resorts and resorts known to most southerners, more than 95% of China's suburbs are small and medium-sized ski resorts. Their survival and profitability are the real driving forces for the Chinese ski market. The cornerstone of healthy development. Many small and medium-sized ski resorts will devote almost all of their energy to the development and construction of ski resorts in the early days, and they will not be ignoring the marketing of ski resorts. Therefore, in general, small and medium-sized ski resorts tend to cooperate with ticketing agents or distributors, which can, to a certain extent, ensure the smooth operation of cash flow in the ski resort. Blindly relying on agents will lead to unavoidable price wars, broken service chains, and the inability of the ski resort to establish its own user system. The purchase rate and repurchase rate brought by low-cost incentives are far behind the expected targets, and they cannot Accurate statistics of user preferences for ski products. At the same time, the online information on the small and medium-sized ski resorts is not perfect and cannot match the user's query needs. The lack of information such as snow picture, snow facilities, and snow price will cause users to stay away and restrict the media’s promotion of the advantages of the ski resort. The Asia-Pacific Snow Industry Forum (APSC), which will be held at the National Convention Center in Beijing (the same period as the ISPO BEIJING 2017) on the 16th of February 2017, will open a discussion module for the operation of small and medium-sized ski resorts in the Asia-Pacific region, inviting invitations from Europe, Japan and South Korea. Managers of small and medium sized ski resorts, such as popular ski destinations, share the key to their operations and encourage domestic practitioners to explore solutions to the problems. It is believed that this will certainly bring a lot of new enlightenment to the small and medium-sized ski resorts that have been relying too much on traditional offline channels and neglected online operations. Focus on online interactive marketing and consumer experience In the era of Internet 2.0, the marketing methods of ski resorts have also been quietly changed. In order to meet the changes in consumer behavior, from the traditional snow sales agency sales and import direct sales, to group purchase sites, and then upgrade the sales of multiple mobile platforms, more and more The large ski resorts have taken advantage of online expansion marketing. Small and medium-sized ski resorts need to understand the importance of online marketing in the Internet era, so that users can get the latest information on the ski resort at the first time, and also shorten the transaction cycle between users and the ski resort. The official sales of snow tickets, coach appointments, winter camps and other products have reduced the labor costs of the ski resort while increasing user stickiness. The initial aim of the SaaS service launched by the skiers in the enterprise cloud service scenario is to facilitate the development of more small and medium sized ski resorts, and to disseminate, manage and trade them in the most convenient way. It’s not their luck but their transformation In China, there are many excellent cases in small and medium-sized ski resorts. Taking the Huaibei Ski Resort and the Shenyang Qipo Ski Resort as examples, they were one of the earliest resorts to change marketing methods, and they were also the first to open the WeChat public account. one. Through the official direct sales of ticketing, winter camp and other products on the public number, a large number of seed users were obtained. The self-media marketing has also increased the popularity of the ski resort and improved the user's activity. A product database was established and users and orders were managed through electronic technology. Small and medium-sized ski resorts should have clear positioning In November of this year, Shenyang Strange International Ski Resort sold the first “Liaoning Ski Joint Snow Season Card†in history, holding the card at Shenyang Strange International Ski Resort, Shenyang Northeast Asia Ski Resort and Anshan, Benxi, Yingkou and Chaoyang. There are a total of 6 ski resorts with unlimited skiing. According to Chen Jie, general manager of Shenyang Strange International Ski Resort, “The joint snow season card is able to integrate Liaoning snow field resources and keep Xueyou as much as possible in the Liaoning snow field. One snow field is small, and six snow fields are not small. If more than 20 Liaoning snow parks are bundled together, it will be big enough.†Bao Tuan’s “joint ticket†also increased the stickiness of the entry-level Xueyou customers. ▲ Shenyang Strange Ski Resort “This market for teenagers and ski beginners is already big enough to be too much to do at all.†Chen Jie said: “How to train this group of people and provide them with quality services? These should be small and medium-sized snow. The field needs a profit point to be considered. In this winter, the positioning of the Weipo slope field is very clear and it is necessary to create a good skiing destination for skiing beginners in Liaoshen area. At the same time, the Shenyang Baiqingzhai Ski Resort will also target the ski crowds. To teenagers, six winter camps were successfully held last year, and more than 800 children entered the camp. Four Seasons Management is also a bonus item The four-year operating mode of the ski resort has been slow in domestic development. According to data from Antai Xueye, a ski consultancy management agency, domestic ski resorts operating in the non-snow season do not exceed 10% of the total. Traditional summer resort ski resorts will generally invest huge amounts of golf and mountain bikes. Wanda Changbai Mountain International Resort belongs to the player of this model, with a total investment of 20 billion yuan. The golf club building according to the five-star standard has a construction area of ​​about 6,000 square meters, creating the world's top golf resort. Small and medium-sized ski resorts need to take more advantage of local conditions to give full play to their own advantages. Huaibei Ski Resort operates rafting, car camps, traversing, mountainous land projects, and mountainous CS during the summer season. Shenyang Strange operates hot-air balloons, horse riding, water parks, tent camps, orienteering and other projects. ▲ Beijing Huaibei Ski Resort - Summer Rafting The operation of these grounding gas summer projects enabled the suburban ski resorts to break through the season's restrictions and gain passengers throughout the year. This also plays a crucial role in acquiring potential ski users. Many resorts will take into account landscape and cultural factors in the initial site selection, which lays the foundation for the subsequent four-year operations. Second, you can use the influence of the festival to carry out activities or provide preferential policies. Organizing various music festivals, food festivals, etc. can also increase the popularity of the ski resort. ▲2015 “Legu Ideal Music Festival†was held in Yuyang Ski Resort “2017 will be the most prosperous winter sports event in China. On February 16th, the 311B conference room of the National Convention Center and the 13th ISPO BEIJING Asia-Pacific Snow Industry Forum will be held. The white paper of the Chinese ski industry (2016 annual report) will be the first to be analyzed. The overall situation. While continuing to learn from the experience of resort ski resorts at home and abroad, the APSC will open up new ideas for practitioners, and invites the International Association of Ski Instructors (ISIA), regional social autonomy and tourism research, resorts and regional tourism bureaus. The Group's overseas investment managers and others share operational thinking from different perspectives. The new small and medium-sized ski resort operating theme of the forum will also invite international and domestic practitioners to discuss opportunities for breakthroughs and development. 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