Winter Economy: Launch Your Own Snowballing Marketing Campaign!
The ongoing Beijing Winter Olympics has definitely brought a lot of attention and enthusiasm in China around winter sportsand what is more broadly referred to as the “ice and snow industry” or the “winter economy”, which includes also infrastructure, tourism and education.
❅ Women and Gen Z drive consumption
It is clear that the more people participate in winter sports, the more consumption related to the whole ice and snow industry will grow.
从近期消费数据看,在上个月的例行发布会上,商务部宣布:2021年滑雪装备销量同比增长57%。
E-commerce platforms are enjoying the benefits of this booming sector, too. In its report released just after the Spring Festival, the e-commerce giant JD.com registered a remarkable growth in consumption during the Spring Festival period with ski equipment turnover increasing by 107 percent compared to last year and winter sportswear rising by 99 percent.
Although the Beijing Winter Olympics are a great marketing opportunity for companies, the potential of China’s ice and snow industry goes far beyond that. Companies should adopt a more forward-looking attitude if they want to position themselves in China’s fast-growing but also highly competitive ice and snow industry.
在社交媒体上发起您的冰雪活动
Besides the most famous (and expensive) sports celebrities, China’s social media are an incredible pool of outbreak stars. The enthusiasm around the Winter Olympics is spurring the rise of winter sports KOLs and industry-related content.
除了最著名(也是最昂贵)的体育名人之外,中国的社交媒体也是一个令人难以置信的产生新兴明星的平台。关于冬奥会的热情,正在激发冰雪运动KOL(关键意见领袖)和行业相关内容的兴起。
事实上,根据小红书来看,“2022年十大生活趋势”之一就是滑雪教程。该术语的搜索量在2021 年期间翻了一番多。该平台还发起了一项活动,呼吁用户分享滑雪教程内容,以此获得 50 万元奖励的机会。
Companies could also launch their own ice and snow contest on social media, as a way to encourage users to share their products and increase brand awareness.