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Shen Dong Austria Brings Fire and Snow to New Economic Industry
**Shen Dong Austria Brings Fire and Snow to New Economic Industry, Creating Historic Development Opportunities**
*Date: March 13, 2015*
Starting from Beijing, it takes about three hours to reach Chongli County in Zhangjiakou City, Hebei Province — a distance of over 200 kilometers. Snow begins to fall in mid-October each year and lasts for more than five months, drawing many snow enthusiasts.
Although it's already March, the snow at Wanlong Ski Resort remains, with skiers still enjoying the slopes. On this day in 2015, the "Capital Icy Capital New Economy and Ideal Entrepreneurship Forum for University Students" was held, bringing together over 200 participants from universities and the sports industry. Discussions focused on the development of the ice and snow sports sector. Experts believe that the joint bid by Beijing and Zhangjiakou to host the 2022 Winter Olympics will bring historic opportunities for China’s ice and snow industry, signaling the rise of a new economic trend.
Wanlong Ski Resort, one of North China’s most renowned ski destinations, was completed in 2003. It spans over 30 square kilometers, features a vertical drop of 550 meters, and offers five different snow courses capable of accommodating up to 10,000 visitors daily.
The number of skiers has grown rapidly. According to Ms. Liang, who oversees the snow field, passenger traffic has increased by about 15% annually since the resort opened. In the past two years, visitor numbers have surged by 50% year-on-year. Even on weekdays, the traffic is comparable to holiday levels, and during peak times like the Spring Festival, the resort is almost fully booked.
Thanks to the momentum brought by the Beijing-Zhangjiakou Winter Olympics bid, numerous ski resorts similar to Wanlong are emerging across North and Northeast China. As IOC President Bach noted, the bid outlines a vision to promote ice and snow sports among hundreds of millions of people.
Huang Hao, CEO of Edge Town Sports Products, emphasized that policy support, the Olympic bid, and market potential represent three major historical opportunities for China’s ice and snow industry. Last October, the State Council issued “Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption,†which highlighted ice and snow sports as a key area for growth. This is a significant positive development for the sector.
Under the Beijing Shendong Olympics plan, 300 million people are expected to engage in ice and snow activities — a huge opportunity. The popularity of the Olympics and public enthusiasm for winter sports are essential factors, according to Huang Hao.
At the sports administration level, a blueprint for developing youth talent in ice and snow sports is being prepared. The new plan includes division of labor and timelines, and is expected to be released this year.
During the recent winter holidays, many indoor ice rinks and snow fields in Beijing remained busy. These facilities also partnered with schools and kindergartens to create platforms for children to begin their ice and snow journey. According to incomplete statistics, participation in ice and snow activities in Beijing increased by about 30% last winter.
So where exactly is the new ice and snow economy? Gao Peng, CEO of Beijing Houjing Investment Co., Ltd., believes that with the growing demand for entertainment, ice and snow sports are gaining popularity due to their unique appeal. In major cities like Beijing, Shanghai, and Guangzhou, more artificial ice rinks are opening in large shopping malls, and social investment in resorts is increasing rapidly. The ice and snow industry, driven by consumer demand, has a massive scale ahead.
For example, the Beijing-Tianjin-Hebei region could see 17 million skiers in the next few years, generating 28 billion yuan in revenue. Unlike other sporting events, the ice and snow industry has a long and diverse supply chain, including equipment, venues, events, training, and related industries such as tourism, real estate, and entertainment. Gao Peng also pointed out that the industry can contribute to economic restructuring. In the U.S., the ice and snow industry accounts for a third of the sports market, showing its vast potential. Moreover, it's green, healthy, and environmentally friendly, offering numerous job and entrepreneurial opportunities.
However, there are challenges. Surveys show that 80% of China’s skiers are beginners, compared to only 5% in Europe and the U.S. This indicates a significant gap in professional talent. Additionally, limited space is another constraint. For instance, snow groomers require years of training to become skilled. Some professionals from Yabuli have been sent to Beijing and Hebei, but current training programs struggle to keep up with demand. This year, the Heilongjiang Ice and Snow Sports Vocational College will implement an order-based training model to address the talent shortage.
Last winter, the national ice and snow season saw a surge in activity across many provinces. Urban ice parks and snow parks had to expand or limit visitors due to high demand, highlighting the shortage of venues. Wang Chunlu, director of the Mass Ice and Snow Department at the Winter Sports Management Center, said that the government encourages social forces to participate in building ice and snow facilities. Different levels of venues serve various groups, and new projects like the Capital Stadium’s ice rink offer incentives to investors. With the Shen Dong plan, the number of ice rinks and snow fields in China is expected to grow significantly in the coming years.