S: Hi everyone. Welcome to CBN Friday Special, I’m Stephanie LI.
W: And I’m WEN Sixian. In today’s program, we will dwell on the “white economy,” one of the trending topics as the Beijing 2022 Winter Olympics approaches. But first of all, what is the “white economy?”
S: Well, “white economy,” also known as “ice and snow economy”, refers to tourism, sports and other industries related to ice and snow. It is still a budding industry in China, but has been ballooning since Zhangjiakou, a prefecture-level city in northwestern Hebei province, won the bid to hold the Games together with Beijing six years ago.
W: Since then, more than 346 million people have participated in winter sports in China, which has significantly driven the growth of winter sport industries and the white economy.
S: Definitely. Data from key online shopping platforms showed that the sales of Winter Olympics souvenirs surged 27 times year-on-year in 2021, and ticket sales of related theme parks and ski resorts increased by 131.5% and 95.2% from the previous year respectively, not to mention that the sales of ski equipment also reported a 52% year-on-year growth.
W: Indeed, as winter sports gain popularity among young people, the sales of related equipment on e-commerce platforms spiked. According to data of JD.com's Double 11 shopping spree last year, the turnover of ski suits increased by 270% from a year earlier, and skis and ski goggles by 590% and 300% year-on-year respectively.
S: The white economy in China is gaining traction with the upcoming Winter Olympics, and relevant businesses, such as online retail giants and sports brands, are rushing to jump on the wagon as the potential of winter sports and consumption has yet to be unleashed.
W: We are on the same page. A research revealed that, as the sales of ski-related goods have doubled year-on-year on Alibaba’s Tmall for two consecutive years, new brands are rushing into the business. There are twice as many new ski brands in 2021 as there were in 2020.
S: Right. For a long period of time, skiing and other winter sports have not received enough attention. But China has vigorously promoted the winter sports after winning the bid of the Games, and e-commerce platforms have also moved to vie for a piece.
For instance, Tmall has launched an ice and snow festival for five consecutive years, featuring both online shopping and offline winter sports activities, in collaboration with sports brands. The huge potential of the domestic ski market has attracted many brands, including professional brands and traditional sports brands at home and abroad.
W: According to the "Ice and Snow Sports Development Plan (2016-2025)" issued by the General Administration of Sport, the total value of China’s ice and snow industry will reach 600 billion yuan in 2020, and 1 trillion yuan by 2025.
S: Moreover, data showed the Winter Olympics concept stocks in the A-share market have also drawn the eyes of many and the index once spiked 16 percent, the biggest gain since the index launched last December. A total of 94 listed companies in China are engaged in the Games, in sectors ranging from infrastructure, transportation, information services to suppliers and sponsors.
W: In addition, the Games marks the first time that the central bank-backed sovereign digital currency, or the e-CYN, will be available for international users. The digital yuan app supports payment with about 49 vendors and platforms, including JD.com and Meituan, covering scenarios of dining, shopping and transportation.
S: In terms of the increasingly popular winter tourism, the number of tourists is expected to reach 305 million and generate income as much as 323 billion yuan in the winters of 2021 and 2022.
W: Anyway, the long-term prospect for the white economy remains promising. Before we end, let’s take a quick look at the stock market. Although both the indices in Shanghai and Shenzhen finished in the green on the last day in the “Year of the Ox”, over 3200 stocks recorded gains. The benchmark Shanghai Composite Index fell nearly 8% in the past year, while the Shenzhen Component Index dived over 16%. The Hang Seng Index went 1.08% lower today, dragged by tech heavyweights such as JD.com and Xiaomi.
距北京冬奥会开幕只有最后一周时间，“冰雪经济”热潮也被推上了风口。
“冰雪经济”又称“白色经济”，是指以冰雪为主开发的文化、旅游以及相关的产业，逐渐形成一条冰雪产业经济链。目前我国冰雪经济仍处于起步阶段，但蕴含着巨大的市场潜力。
1月19日，北京冬奥组委公开发布的《北京2022年冬奥会和冬残奥会体育遗产报告（2022）》提到，自冬奥会申办成功至2021年10月，全国居民参与过冰雪运动的人数为3.46亿人，冰雪运动参与率24.56%。3亿人参与的冰雪运动，蕴藏着巨大的消费市场，吸引电商平台纷纷加码。
根据商务大数据对重点电商平台的检测，冬奥会纪念品的销售额同比增长26.9倍，冰雪主题乐园和滑雪景区门票销售额同比增长分别为131.5%和95.2%，滑雪装备销售额也同比增长51.9%。
冬奥的影响，再加上内容平台的传播，冰雪运动迅速在年轻人当中走红，冰雪设备在电商平台的消费也飞速增长。京东2021年“双11”消费数据显示，滑雪服品类在整个“双11”期间成交额同比增长270%，滑雪单板、滑雪镜这两大单品分别同比增长590%和300%，京东滑雪大品类的自营订单量也同比增长了23倍之多。
虽然借助冬奥效应，冰雪经济不断“热”起来，但和发达国家相比，我国的冰雪产业起步较晚，仍然需要国家和企业继续针对这一市场进行开发，满足消费和运动的需求。借助电商，冰雪经济或许能很快抓住发展机遇。现在，已经有不少电商平台和品牌关注到这一趋势。
根据天猫新生活研究数据，国内滑雪市场从2019年~2022年雪季开始爆发式增长，天猫滑雪类目销售额同比增长200%，并不断有新的品牌涌入这片蓝海，2021年新出现的滑雪类品牌是2020年的两倍。
一直以来，滑雪这类项目都是小众赛道，由于国家大力推动冰雪运动，电商平台也早早加入布局，比如天猫就已经连续五年打造冰雪节，以线上种草产品、线下体验运动的方式，联合平台冰雪品牌进行营销。国内滑雪市场的潜力，吸引了众多品牌，包括国外专业滑雪品牌、国内外传统运动品牌以及国内新兴的独立品牌。从天猫数据上来看，2021年，近100个时尚大牌在天猫发售滑雪类服饰、设备，天猫滑雪相关的新品牌数量同比翻了两倍，一些国产小众品牌也在突围。
国家体育总局发布的《冰雪运动发展规划（2016－2025年）》显示，2020年我国冰雪产业总规模可达6000亿元，到2025年我国冰雪产业总规模将达到1万亿元。得益于冬奥会的影响，冰雪经济或将在2022年迎来新一轮爆发，资源不断被盘活，产业链也在不断铺设中，冰雪相关的消费潜力值得进一步挖掘。
在A股市场，长期潜力巨大的冰雪经济成了“新风口”，冬奥会概念股备受关注，自去年12月指数发布以来，最高涨幅曾达到16%，超90家上市公司深度参与，涉及基础设施、绿色交通、信息服务等十大重点项目。
此外，冬奥会期间，运动员、媒体记者、工作人员等均可在冬奥会现场所有商家进行数字人民币支付，支付领域包括交通出行、餐饮住宿、购物消费等重点场景。
冬奥会作为长期工程，将成为冰雪体育产业崛起的重要催化剂，但冰雪旅游业也热度不减。山西证券表示，在冰雪设施全国布局等刺激下，预计在2021-2022年冰雪季，我国冰雪休闲旅游人数将达3.05亿人次，相关收入有望达3233亿元。
节目最后来看一下今天的股市收盘情况。今天A股牛年收官，上证指数收跌0.97%，深证成指跌0.53%，创业板指涨0.07%。总体上，今日个股涨多跌少，两市超3200只个股上涨。板块方面，旅游、教育、农业等涨幅居前，煤炭、白酒、汽车、新冠治疗等板块跌幅居前。从全年表现看，沪指累计下跌近8%，深证成指下跌逾16%，创业板指下跌近15%。今天港股再度走低，恒指跌1.08%，科技指数跌1.71%，大型科技股多数下跌，拖累大市走低。
Executive Editor: Sonia YU
Editor: LI Yanxia
Host: Stephanie LI, WEN Sixian
Writer: Stephanie LI, WEN Sixian
Producer: XIANG Xiufang
Sound Editor: WEN Sixian, Andy YUAN
Graphic Designer: ZHENG Wenjing, LIAO Wanni
Co-produced by 21st Century Business Herald Dept. of Overseas News & SFC Audio/Video Dept.
Presented by SFC
编委: 于晓娜
策划、编辑：李艳霞
播音：李莹亮、温思娴
撰稿：李莹亮、温思娴
监制：向秀芳
音频制作：温思娴、袁思杰
设计：郑文静、廖苑妮
21世纪经济报道海外部 南财音视频部 联合制作
南方财经全媒体集团 出品
(作者：李莹亮,实习生温思娴 编辑：李艳霞）