A near death experience of skiing industry under the epidemic situation疫情之下，滑雪产业的一次濒死体验
By Tommy Ban
Published: April 25, 2020
"The rest of the industry is on the feet... But the ski industry is on the neck. It's life-threatening."Luo Li, chairman of Wanlong ski resort, once expressed such sentiments in an interview.“其他行业是挨在脚上......但滑雪产业这刀挨在了脖子上，有生命危险。”万龙滑雪场董事长罗力在接受采访时曾发出这样的感慨。
There is no doubt that the successful bid for the 2022 Beijing Winter Olympic Games has promoted the development of China's skiing market, making a huge breakthrough in both the number of ski resorts and the number of skiers. At present, China has 770 snow fields, large and small. According to the current development trend, the number may exceed 1000 by 2022.毫无疑问，2022年北京冬奥会的申办成功，推动了中国滑雪市场的发展，无论从雪场数量、还是滑雪人数上都取得了巨大突破。目前中国已经拥有大大小小的雪场770家，按目前的发展趋势，到2022年此数量可能会超过1000个。
With the improvement of the number and conditions of ski resorts, the enthusiasm of domestic consumers for skiing is also increasing. In 2019, there are more than 20 million domestic skiers, twice as many as five years ago.After more than 20 years of accumulation, China's skiing industry is going through the best development period in history.而伴随着雪场数量和条件的改善，国内消费者对滑雪运动的热情也在提升，2019年国内有超过2000万的滑雪人次，比5年前翻了一倍。中国的滑雪产业在经过二十几年的积淀积累后，正在经历一个历史上最好的发展时期。
By the end of 2019, the opening of Beijing Zhangjiakou high speed railway has greatly shortened the space-time distance between Beijing and Zhangjiakou (originally 4 hours by car, now only one hour by high-speed railway). The passenger flow of Chongli, a small Winter Olympic City, has also increased significantly. In the first week of the opening of high-speed railway, the number of tourists to Chongli has increased by 7% compared with that a week ago. According to the forecast of Taiwu snow field, the nearest to taiziling station of high-speed railway, this winter The passenger flow in the quarter is expected to reach 400000, double that of last year.2019年底，京张高铁的开通，大大缩短了京张两地的时空距离（原本开车4个小时的路程，如今乘坐高铁仅需一个小时），冬奥小城崇礼的客流也有了明显的增加，仅高铁开通的第一周，到崇礼的游客比一周前增长了7%，而距高铁太子岭站最近的太舞雪场预测，今年冬季的客流有望达到40万人次，比去年翻上一番。
A kind of An epidemic uncovers the false prosperity of ski resorts一场疫情揭开滑雪场的虚假繁荣
In fact, the difficulties of ski resort management are only understood by the insiders. With huge initial investment and high operating cost, it is difficult to recover the investment in the short term.实际上，滑雪场经营的苦衷只有业内人士明白，巨大的前期投入，加上高额的运营成本， 很难在短期内收回投资。
Take the most famous Wanlong ski resort in Chongli as an example. Since its opening in 2003, it has been losing money for 17 years in a row. Luo Li, chairman of the board of directors, once expressed the feeling that "life is in the line! The scariest and most unbearable thing is to keep losing money. "以崇礼最具知名度的万龙滑雪场为例，自2003年开业至今，已经连续亏损了17年，董事长罗力曾发出这样的感慨 “命悬一线！最恐惧、最承受不住的是一直在亏损”
The forced closure of the ski resort almost became the last straw for the survival of the ski resort.而滑雪场的被迫停业，险些成为压死雪场生存的最后一根稻草。
The epidemic caused heavy losses to Wanlong ski resort. It is estimated that the snow season 2019-2020 will bring 170 million yuan less income, plus electricity, water, personnel wages, and more than 60 million bank loans to repay the principal and interest. The next days will be more difficult. Chairman Luo Li once said in an interview that "other industries suffer from a knife on their feet. Although they can't walk normally, they can limp; however, ski industry relies on a winter for a year, and this knife is cut on their neck, which is life-threatening..."此次疫情让万龙滑雪场损失惨重，预计2019-2020雪季少收入1.7亿元，加上电费、水费、人员工资，以及还有6000余万银行贷款本息要还，接下来的日子将更加难熬。罗力董事长曾在接受采访时这样形容 “其他行业是脚上挨了刀，虽不能正常行走，尚可一瘸一拐；但滑雪产业一年就靠一冬，这刀砍在了脖子上，有生命危险......”
Not only Wanlong and Chongli, but also the ski resorts all over the country have been affected by the epidemic. Skiing is a very seasonal sport, and the closure of the snow season is a heavy blow to the ski resorts. According to the white paper on China's skiing industry (2019 annual report), it is estimated that the short-term loss caused by the epidemic to domestic snow fields is about 6.68 billion yuan, and the overall economic loss will exceed 8 billion yuan.不仅是万龙和崇礼，全国的滑雪场都受到了疫情的影响，滑雪本来就是一项季节性很强的运动，雪季的停业对滑雪场可谓是重创。根据《中国滑雪产业白皮书（2019年度报告）》估算，疫情对于国内雪场造成的短期损失在66.8亿元人民币左右，整体经济损失将超过80亿元人民币。
A kind of Catering, accommodation, equipment supply, travel agency, etc.The whole ski plate is completely destroyed餐饮、住宿、装备供应、旅行社等整个滑雪板块全军覆没
In addition to ski resorts, equipment manufacturers and suppliers in the upstream, as well as travel agencies and OTA platforms in the downstream, the whole ski sector has been wiped out. In addition, the days of relevant supporting industries are also very difficult. Take Chongli as an example. At the end of January 2020, all restaurants and hotels will be closed. Due to missing the peak income season of the Spring Festival, most businesses will lose more than 70%除滑雪场之外，上游的设备制造商、供货商，以及下游的旅行社、OTA平台等，整个滑雪板块全军覆没。除此之外，相关的配套产业日子也非常难过，以崇礼为例，2020年1月底，餐饮、酒店全部停业，由于错过了春节开始的收入旺季，导致大部分商家损失超过70%
Chongli also has many stores specialized in providing snow rental, some of which have entered a large number of new snow and equipment. Because all the funds are pressed on the store, not only does it mean that hundreds of thousands of incomes are lost in the soup, but also the operators will face the problems of ineffective turnover and unsustainable business.崇礼还有很多专门提供雪具租赁的店铺，有的已经新进了大量的雪具和装备，由于全部资金压在店面上，不仅仅意味着几十万的收入泡了汤，经营者还将面临周转不灵，生意难以为继的难题。
There was no one in the streets of the once noisy Winter Olympic Town, as if back to 2003曾经喧闹的冬奥小镇街道上空无一人，仿佛回到了2003年前
Even like Lengshan, a large chain brand supplier with 28 branches has only 4 stores in Beijing, Shanghai and other places to insist on business since new year's Eve, resulting in a loss of 10-20 million in the whole snow season. For the future, Lai Gang, the founder of Lengshan, is cautious. "For the snow industry, even if it recovers in the next snow season, confidence will be hurt, and the good days of 20-30% annual growth will never come back..."即使像冷山这样，拥有28家分店的大型连锁品牌供货商，从除夕开始，只剩下北京、上海等地的4家店铺坚持营业，导致整个雪季亏损1-2千万。而对于未来，冷山的创始人赖刚的态度谨慎“对于雪具产业，即便是下个雪季都恢复了，信心也会受到挫伤，每年增长20~30%的好日子一去不复返了......”
A kind of Helplessness and confusion of ordinary people under the epidemic疫情之下小人物的无助和迷茫
Zhang Qiang is a skiing coach. Every winter, he shuttles to several ski resorts to provide teaching guidance for fans. Before the outbreak, he was planning a skiing training project with his friends. Without the outbreak, everything in the future would be full of hope, but now, everything seems to be gone张强是一名滑雪教练，每到冬天，都要穿梭于几个滑雪场，为爱好者提供教学指导，疫情发生之前，他正和朋友策划一个滑雪培训的项目，如果没有疫情，未来的一切都充满了希望，然而现在，一切似乎都没有了......
Huangtuzui village is one of the nearest villages to Chongli Wanlong ski resort. In 2004, huimou, a villager, raised 80000 yuan to open a "farmyard". With the increasing number of tourists coming for skiing, his farmyard became more and more popular.黄土嘴村是距离崇礼万龙滑雪场最近的村落之一。2004年，村民惠某凑了8万块钱，开了一家“农家院”，随着来滑雪的游客日益增多，他的农家院也慢慢火了起来。
Wu Jun, a 52 year old villager, went to Wanlong ski resort to work as an electrician with an annual income of more than 40000 yuan. Li Chunzhen, my wife, is also cleaning in the ski resort, earning nearly 30000 yuan a year.52岁的村民武军到万龙滑雪场当上了电工，年收入4万多元。老伴李春真也在滑雪场做保洁，一年收入近3万元。
Farmers like huimou and Wujun are not few in Chongli. According to the data, more than 120000 residents in the whole area, nearly 30000 people are engaged in industries related to skiing and tourism. Under the shadow of the epidemic, many enterprises can only choose to lay off workers to stop bleeding in the face of life and death. 30% of grassroots practitioners are likely to lose their jobs。像惠某和武军这样的农民，在崇礼并不在少数，根据数据显示，全区的12万多居民，有近3万人都在从事与滑雪、旅游相关的产业，在疫情的阴影笼罩下，很多企业在生死存亡面前，只能选择裁员止血，30%的基层从业者有可能会就此失业
Due to the uncertainty of the epidemic situation, some people in the industry think that the situation in the next snow season is not optimistic, and for these grass-roots employees who have worked in the ski industry for many years, once they lose their jobs, it is difficult to enter other fields for reemployment due to the disadvantages of Technology and experience, so they are in a dilemma in the future.由于疫情的不明朗，部分业内人士认为下个雪季的情况也不容乐观，而对于这些已经在滑雪行业内工作了多年的基层员工，一旦失去工作，由于技术和经验方面的劣势，很难进入其他领域再就业，未来因此变得进退两难。
No retaliatory spending, retaliatory layoffs have begun。报复性消费没来，报复性裁员已经开始了
"Next winter will usher in an outbreak period. If you don't ski for a year, there will be retaliatory consumption." some practitioners are full of confidence in the next snow season.“明年冬天会迎来一个爆发期，憋了一年没有滑雪，一定会出现报复性消费”也有从业者对下个雪季充满信心。
However, from the perspective of consumers, this is not necessarily the case. In February, the national urban unemployment rate was 6.2%, while the questionnaire survey of Zhilian recruitment showed that due to the impact of the epidemic, the normal payment of wages in 38 core cities accounted for less than 40%; when asked about the operation of the enterprises, 60% of the respondents said that the enterprises suffered great or large economic losses, and answered "no" There is any economic loss "only accounts for 5.59%.但如果从消费者的角度来看，未必如此，2月份，全国城镇失业率为6.2%，而智联招聘的问卷调查显示，由于疫情的的冲击，全国38个核心城市，工资正常发放的情况占比不到40%；在被问及企业的经营情况时，6成受访者表示企业受到很大或较大的经济损失，回答“没有任何经济损失”的仅占比5.59%。
According to Maslow's theory of demand hierarchy, the first thing people need to solve is their physiological and safety needs. In the case of serious income reduction, even when the epidemic situation recovers completely, people should first consider the problems of food, clothing, housing, transportation and health and safety. For high consumption ski vacations, I'm afraid that most people have a desire to retaliate against consumption and have no power to retaliate。按照马斯洛需求层次理论，人首先要解决的是生理和安全需求，在收入严重缩水的情况下，即使等到疫情完全恢复，人们首先要考虑的是衣食住行和健康安全问题，而对于高消费的滑雪度假游，恐怕大多数人是有报复消费之心，无报复之力。
Ice and snow industry still has a breath, the key is how to survive冰雪行业还有一口气在，关键是如何续命
For the skiing industry, the snow season has basically ended, and the loss has become a foregone conclusion, but for the future market, it is not hopeless.对于滑雪行业来说，这个雪季已经基本结束，损失已成定局，但对于未来市场，也并不是全无希望。
The epidemic has brought some problems in the industry to the surface, such as "single income, weak impact resistance"; "one season for three seasons"; "high cost of venue operation"; "high experience cost of ice and snow sports and weak consumption base". In the long run, it is not a bad thing.疫情让行业内一直存在的一些问题浮出水面，“收入单一，抗冲击弱”；“一季养三季”；“场馆运营成本高”；“冰雪运动体验成本高、消费基础弱”等痛点被充分暴露出来，从长远角度来看，并不是坏事。
Chongli, a Winter Olympic Town, recently introduced a number of measures to help enterprises in the snow field overcome difficulties. Including the central bank and other financial institutions, Beijing, Jilin, Hebei, Zhangjiakou and other local government institutions are also taking various measures to help small and medium-sized enterprises.冬奥小镇崇礼近日出台了多项措施，帮助支持雪场企业度过难关。包括央行等金融机构、北京市、吉林省、河北省、张家口市等地方政府机构也都在采取各项措施，帮扶中小企业。
In addition, the approaching of 2022 Winter Olympics is still a positive factor, and the skiing market will show an obvious rebound trend before and after the Winter Olympics;此外，2022年冬奥会的临近依然是利好因素，滑雪市场在冬奥会前后将会呈现明显的反弹趋势；
Of course, ski resorts need to survive first, and ski industry practitioners are also actively taking action to seek the way of "recovery" from their own.当然，滑雪场首先要活下去，滑雪行业从业者们也都在积极行动，从自身出发，寻求“复苏”之道。
Wanlong ski resort has incorporated online skiing basic training courses into its annual planning, and is also exploring and strengthening its digital marketing business.万龙滑雪场已经把线上的滑雪基础培训课程纳入全年规划，同时也在开拓和加强数字化营销方面的业务。
Taiwu ski resort hopes to revive in summer operation, and this attempt to diversify management risks and expand revenue channels has achieved initial results in solving the problem of "one season for three seasons".太舞滑雪场将复兴的希望寄托于夏季运营，而这种分散经营风险、开拓营收渠道的尝试对于解决滑雪场 “一季养三季” 的问题，这些年来已初见成效。
Lengshan, as a channel business, not only displays products and cleans up inventory through online channels, but also begins to lay out original brand business而作为渠道商的冷山除了通过线上渠道展示产品和清理库存，也开始对原创品牌业务进行布局
Epilogue结语:"God helps those who help themselves. "
In any case, the 2019-2020 snow season has passed, and those giants in the skiing industry will not wait to die. Maybe a year or two later, looking back today, this is just an unforgettable episode on the way forward;无论如何，2019-2020雪季已经过去，对于那些滑雪行业的巨头们不会坐以待毙，或许一两年后回首今天，这只是前行路上一段难忘的插曲；
But for those little people behind the skiing industry, perhaps we should seriously think about how to get rid of the fate of "relying on the sky" in the face of the changing times, understand some emerging industries, learn some general workplace skills, and constantly improve their anti risk ability. Who knows if one day "black Swan" will come again?但对于那些滑雪产业背后的小人物，或许该认真思考的是，在瞬息万变的时代面前，如何摆脱“靠天吃饭”的命运，了解一些新兴的行业，学习一些通用的职场技能，不断提升自身的抗风险能力，谁知道会不会有一天“黑天鹅”再次降临呢？
The article is selected from WeChat official account "考克体育".文章节选自 微信公众号“考克体育