CBN Special丨Turning snow into gold: China's winter sports, tourism ignite consumption

Do you remember the heartwarming story of the “Little Clementines” from Guangxi who ventured into the snowy realms of Harbin, Heilongjiang earlier this year?

Dressed in their vibrant orange jackets, these southern children, known for their region’s famous citrus fruit, captured the hearts of the internet as they experienced the magic of snow and the warmth of the Northeastern hospitality.

Well, the “Little Clementines” are back, and this time, they’re ready to dive deeper into the winter wonderland that is China’s burgeoning ice and snow economy.

As the winter season arrives, 23 of these Guangxi cuties have embarked on another adventure to the Northeast, donning their signature bright orange puffer jackets. They’ve affectionately been dubbed “Little Clementines” by netizens, a nod to the common fruit from Guangxi, and their return has once again captured the internet’s attention.

From snow disco to ice slides, the children played in the Harbin Ice and Snow World, and their contagious laughers melt the hearts of netizens across the country who affectionately referred to them as “too cute to be true”.

According to data from the Harbin Sports Bureau, as of December 22, the number of visitors to Harbin Ice and Snow World has reached 106,000 in two days, showing a continuous booming trend. 

As enthusiasm for winter sports surges, the knock-on effects for tourism, culture and equipment manufacturing are profound.

China recorded over 385 million winter leisure visits nationwide, a year-on-year increase of 38%, with related revenue up 50%.

Harbin, a traditional winter tourism hot spot, saw a 300% increase in visitors and a 500% increase in tourism revenue. The city is set to host the Asian Winter Games in 2025, promising another explosive season for the local ice-and-snow economy.

In addition, Harbin and other snow season tourist cities, known for being good at making guests feel at home, have tapped into the trend of “service-oriented consumption,” attracting spontaneous promotion from young people while increasing Harbin’s popularity on social media.

The heat and appeal brought by Harbin are radiating and spreading throughout the province. Data from Qunar show that Harbin’s hotel bookings have increased by more than 50% year-on-year, driving the booking volume in the province’s Daxing’anling to grow by 140% year-on-year. 

Compared with Heilongjiang Province, which is rich in ice and snow sightseeing tourism products, Jilin Province has rich skiing resort resources. Meituan data show that since December, searches for “skiing” in Jilin has increased by 48% month-on-month.

To accelerate growth in the north-eastern region’s winter economy, the Chinese government has unveiled initiatives including establishing dedicated ice-and-snow holidays, increasing flight routes and optimizing visa-free policies, all aimed at attracting more domestic and international visitors.

Snow starts a gold rush

China’s winter economy is on a meteoric rise, transforming the country’s frosty frontiers into a playground for enthusiasts and a goldmine for investors.

According to a recent industry report, this ice-and-snow economy is expected to reach a staggering 970 billion yuan by 2024 and is projected to surpass the 1 trillion yuan mark in 2025. By 2030, the sector is forecast to balloon to 1.5 trillion yuan, as stated in China’s ambitious plan to boost its ice and snow economy.

Driven by the successful hosting of the Beijing 2022 Winter Olympics, China has unveiled an ambitious plan to grow its ice and snow economy, targeting winter sports, tourism, and equipment manufacturing as key drivers of economic growth.

The plan focuses particularly on the northern regions, including Beijing, Inner Mongolia, Heilongjiang, and Xinjiang, which are poised to become winter sports hubs. These areas will benefit from expanded training facilities, the establishment of elite winter sports centers, and the hosting of international winter events.

By investing in these locations, China aims to establish three to five globally recognized winter tourism destinations, positioning itself as a prominent player in the international winter tourism market.

China’s push for a winter economy is driven by several factors. For one thing, it’s about leveraging the country’s natural “cold resources” into a burgeoning “hot economy”. For another, the winter sports industry saw a 16.3% increase in skier visits during the fiscal year ending on April 30, 2024, with 23.08 million visits recorded compared to 19.83 million in the previous year. This surge in interest reflects a broader trend and the potential for economic growth.

The proliferation of facilities has made winter sports more accessible than ever. Data from China’s General Administration of Sport show that the number of winter sports venues nationwide reached 2,847 by the end of 2023, marking a 16.11% increase year on year. Many of these facilities are nestled in southern regions, like Jiangsu, which hosts about 50 ice-and-snow venues covering over 640,000 square meters.

China’s winter sports equipment industry is also snowballing, driven by advancements in 5G, artificial intelligence, and virtual reality. The country now boasts a comprehensive suite of 15 categories of ice-and-snow equipment across the supply chain, from individual gear to venue equipment.

China’s winter economy is not just about sports; it’s a complete transformation of consumption patterns. This is more than just an economic boom; it’s a story of how a nation is turning the chill of winter into the heat of economic prosperity. And for millions “Little Clementines” or “Southern Potatoes”, it’s a story of how a simple love for snow is becoming a part of China’s economic narrative.

Executive Editor: Sonia YU

Editor: LI Yanxia

Host: Stephanie LI

Writer: Stephanie LI

Sound Editor: Stephanie LI

Graphic Designer: ZHENG Wenjing, LIAO Yuanni

Produced by 21st Century Business Herald Dept. of Overseas News.

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