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An Insight into China's Ski Market

China's ski resorts have bloomed from 9 into over 200 in just 15 years and skier population dramatically increased from 500 to 1.3 million person-time/year. The skyrocketing development echoes China’s automobile market that has grown into the world’s largest in 3 decades. It is also foreseeable that the market of skiing abroad will rapidly become phenomenal in China.

Based on our insight on China’s ski market we estimate a current overall ski population of 7 million with 1.2 million in Beijing. Though ski resorts scatter around China some of the most popular ones could be found in Beijing, Hebei, Liaoning, Jilin, Heilongjiang and Xinjiang. Meanwhile, 2008-09 ski season witnessed ski trips abroad for about 6000 person-time, Beijing skiers dominated again. Generally, skiers seek to experience ski resorts abroad have 5 aspects in common:

1. High-income middle class. Travel abroad for vacations.
2. Passionate about skiing with strong desires for better equipments and richer skiing experiences.
3. Poor English.
4. Total number increases 1000 person-time per year.
5. Choose ski resort based on its popularity, publicity and service.

Outdoor Life Magazine Skier Edition has a thorough understanding on ski market and sums up skiers’ thirst for foreign ski resorts into 4W&1H.

When: Christmas Day, New Year’s Day and Chinese New Year (Spring Festival) are peak times for traveling abroad. Skiers want to know ski resort options abroad during those holidays.
Where: America, Canada, Switzerland, France, Japan and Austria are among most popular skiing destinations. Among all resorts, skiers need to choose one that most fit.
What: Diversity is a vital consideration as well. In addition to snow quality and condition, the distinguishing features of the resort will also be taken into account, such as helicopter skiing, cross-country skiing and Ski Mountaineering.
Who: Family holiday or amateur trip? Ski resorts differ. Some are suitable for families to enjoy a vacation while some are ideal for skiers to practice their skills.
How: Skiing condition is not enough to decide which resort to go. Transportation, accommodation, facilities and traveling information are all essential for a decision.

The above 4W&1H helps skiers make the final decision.

Outdoor Life Magazine Skier Edition is a professional skiing media. 58.1% of our readers have an annual income above $9000 and 63% of readers are middle or senior managers who can afford traveling abroad and possess a passion for outdoor activities. Outdoor Life Magazine Skier Edition provides skiers in China with information on skiing skills and ski resorts and that translates to an influential platform for ski resorts outside of China to gain a huge market.

In consecutive years, China has been keeping GDP growth above the 8% per year benchmark and Chinese people’s annual income increases as well. With an annual increase of 1000 person-time per year for Chinese skiers to ski abroad we envisage a promising market for ski resorts outside of China. In conclusion, if ski resorts could quench skiers’ thirst for 4W&1H mentioned above via Outdoor Life Magazine they would win a huge market.