“这是一个最好的时代，这是一个最坏的时代”，借用狄更斯的这句话来形容中国滑雪产业的发展现状恰到好处。

"It was the best of times,This is the worst of times",Use of dickens' this sentence to describe China's ski industry development present situation properly.

　　与欧美和亚洲一些滑雪强国相比，中国的滑雪产业起步较晚，10多年来规模急速扩大，但急剧膨胀的同时也暴露出许多发展过程中的尴尬。据统计，目前全国滑雪场的经营额尚不及美国科罗拉多州的一个滑雪场的销售额度。而运营良好、已经打造出品牌的滑雪场不过寥寥10余家。

And Europe and the United States and Asia compared some ski power,China's ski industry started relatively late,10 years rapid expansion of the scale,But rapid inflation, there are also some problems in the development of a lot of embarrassment.According to the statistics,At present the national ski resort business revenue was still less than the us state of Colorado a ski resort sales quota.And good operation/Have make a brand of ski resort but very more than 10.

　　公众热情为何不高？ The public enthusiasm why not tall?

　　部分滑雪场服务不够完善，体验者往往还没能领略到滑雪的乐趣，就已经想放弃了 Part of the ski resort service is not perfect enough,Experience is often haven't been able to enjoy the fun of skiing,Will have to give up

　　到今年1月下旬，红牛南山公开赛在北京南山滑雪场已经举办了11次。从2003年雪友们在雪季末的一次聚会开始，北京南山滑雪场在打造赛事的同时，也聚拢了一批单板滑雪爱好者，为自身的品牌推广造势。

To late January this year,Red bull nanshan open in Beijing nanshan ski resort has held 11 times.From 2003 snow the friends in the snow season of a party began,Beijing nanshan ski resort in the create events at the same time,Also gathered a batch of snowboarding lovers,For its own brand promotion power.

　　培养滑雪人群，是中国滑雪产业形成之初面临的第一个课题。2000年左右，滑雪运动开始从单纯的竞技滑雪向大众推广，当时中国的滑雪人口(指每个雪季能滑4次以上)只有几百人。滑雪常被视为“贵族”运动，或“危险”运动。

Training ski crowd,Is China's ski industry at the beginning of the formation of the first task facing.2000 years or so,Skiing started from the simple to the promotion of competitive skier,At that time China's ski population(Refers to each snow season can slide 4 times or more)Only a few hundred people.Skiing is often regarded as"noble"movement,or"dangerous"movement.

　　经过10多年的发展，随着滑雪场的大量兴建，全国稳定的滑雪人口已经达到了两万多人，数量有所增加，但是平心而论，公众对滑雪的参与度依然不高。以北京为例，参与滑雪的人次大概只占常住人口的3%—5%，而10年前在韩国的一些大城市，就已经有60%的人口参与滑雪。

After ten years of development,With a large number of ski resort construction,The stability of the ski population has reached more than twenty thousand people,Quantity increased,But to give the devil his due,The public participation to ski still is not high.For example Beijing,Participate in ski people probably account for only 3% of the permanent population - 5%,And ten years ago in some big cities in South Korea,Will have 60% of the population in skiing.

　　中国滑雪人群的比重为何难以提高？自然条件的影响首当其冲。江西财经大学副校长、体育研究专家易剑东说，在北欧乃至日本、韩国，冰雪运动可以在零下5摄氏度左右的厚厚积雪地区进行。相比之下，我国的滑雪条件却不尽如人意。东北的冰雪很好，但温度往往在零下二三十摄氏度左右，而北京等地温度相对高一些，但积雪又达不到标准。

The proportion of China's ski people why is difficult to improve?The influence of the natural conditions bear the brunt.Jiangxi university of finance and economics vice President/Sports research experts YiJianDong said,In northern Europe and Japan/South Korea,Ice and snow sports can be in 5 degrees Celsius below zero in the thick snow.Compared with,China's ski conditions is not satisfactory.Northeast of ice and snow is very good,But the temperature often in twenty or thirty degrees Celsius below zero,And the Beijing and relatively high temperature some,But snow and can not reach the standard.

　　滑雪资深业内人士郭云川则认为，这与人们的消费理念和经济状况有关。“10年前，滑雪还是一项新鲜事物，大家都想尝鲜儿，火过一阵。我当时预想，经过五六年的市场培育，参与人群会有一个稳步上升，但是现在看来，却有一部分人失去了兴趣。”

Skiing senior the personage inside course of study GuoYunChuan is considered,The people's consumption concept and relevant economic conditions."Ten years ago,Skiing is a new things,Everybody wants to delicious jabuticaba Popsicle son,Fire a.I had thought,After five or six years of market growth,Participate in the crowd there will be a steady increase,But now it seems,But some people lost interest."

　　如果初次接触滑雪没有太好的体验，人们很容易对滑雪失去兴趣。北京南山滑雪场市场部经理郑燕秋表示：“中国的滑雪者大部分是初次体验，自己没有装备，需要租用滑雪场的滑雪用具、服装等，在周末节假日，瞬间客流量数以千计的情况下，客人办理手续、租用衣服、租用雪具、试穿雪鞋、雪板等流程之后，已经有疲惫感，再加上部分滑雪场的雪道规划、雪质、设施、服务等不够完善，所以体验者往往还没能领略到滑雪的乐趣，就已经想放弃了。”

If this initial contact ski no good experience,It's easy to lose interest in skiing.Beijing nanshan ski resort marketing manager ZhengYanQiu said:"China's skiers mostly to experience for the first time,Have no equipment,Need to hire the ski ski resort/clothing,In the weekend holidays,Instant passenger thousands of cases,The guest check in/Rented clothes/Leased equipment/Try snowshoe/The skis and after process,Have fatigue,Plus part of the ski resort trail planning/types/facilities/Services are not perfect,So the experience often haven't been able to enjoy the fun of skiing,Will have to give up."

　　雪场价格战伤了谁？ Ski resorts price war wound the who?

　　多家滑雪场因为经营困难陆续倒闭或转行，行业内的恶性竞争，对整个市场是一种伤害 Several ski resort for business difficulties have failed or turn to other industries,In the industry of vicious competition,On the whole market is a kind of hurt

　　眼下，国家体育场“鸟巢”打造的冰雪季已经进入第四个年头，这也为滑雪产业的发展做出了新的探索。北京市区的很多公园也都陆续推出了自己的冰雪项目，给人们近距离体验冰雪项目提供了机会。

the,The national stadium"Bird's nest"Make of ice and snow season has already entered the fourth year,The ski industry to the development of a new exploration.Beijing city many parks are also introduced in the ice of the project,Give people close experience ice project provides the opportunity.

　　“项目本身大多处于摸索阶段，发展并不成熟，提供的产品和服务在滑雪产业来看相对比较低端。”易剑东说，“不过，这些举措可以在北京市内营造冰雪运动的氛围，让一些还没有滑雪和溜冰经历的人得到入门的机会，假以时日，这些人中的一部分可能成为冰雪运动人口。”

"The project itself is mostly groping stage,Development is not mature,To provide products and services in the ski industry to see is relatively low."YiJianDong said,"but,These measures can in Beijing, build the atmosphere of ice and snow sports,Let some haven't skiing and ice skating experience get entry opportunities,Over time,These people may become part of the ice and snow sports population."

　　在郭云川看来，滑雪产业消费两极化已经产生。一方面，走高端路线，以河北崇礼为代表。到崇礼度假滑雪，单次成本会达到1000—2000元，但是这个价位很难被大众消费者接受。大众消费者基本都会选择北京周边的滑雪场，这些滑雪场在市场中，属于低端滑雪场。

In GuoYunChuan seems,The ski industry consumption polarisation has generated.On the one hand,Go high-end course,In hebei worship ceremony as a representative.To worship ceremony ski resort,Single cost will reach 1000-2000 yuan,But this price is difficult to mass consumers to accept.The general consumers basic will choose Beijing peripheral ski resort,The ski resort in the market,Belong to low ski resort.

　　2006年以前，滑雪场多是刚刚投入启动，前期成本很高，主要的本地客户群还没有培养起来。各雪场开始依靠打价格战来招揽游客。2005年—2006年这种竞争最为激烈，导致许多雪场高成本难得高利润，开始“赔本赚吆喝”。

2006 years ago,Skiing is more than just into the boot,The cost is very high,The main local customer base has not brought up.The ski resorts started to rely on price war to attract tourists.In 2005-2006 the most competitive,Lead to many ski resorts high cost rare high profit,Began to"Sustain losses in business to make call".

　　打“低价牌”在启动和培育市场阶段见效快，可以在短期内收到成效，但是其对行业自身带来的负面影响却是不可预测的。2006年左右，位于北京、山东、辽宁等地的多家滑雪场开始因为经营困难陆续倒闭或转行。

play"Low brand"In the startup and the cultivation of market stage act fast,In the short term effect can be received,But the industry itself brings negative influence is unpredictable.2006 years or so,Is located in Beijing/shandong/Liaoning, the number of family ski resort start because business difficulties have failed or turn to other industries.

　　郭云川认为，在大的竞争环境下，各个雪场不断地投入人力物力，这就像军备竞赛一样，在这样的经营压力下，一些滑雪场选择靠压低价格，来吸引客流收回成本，最终导致行业内的恶性竞争。“现在回想起来，价格战对整个市场是一种伤害，服务质量没有提升，却让整个行业受伤了。”

GuoYunChuan think,In the competitive environment,Each ski resorts continue to devote resources,It is like as an arms race,In this operation pressure,Some of the ski resort on the choice of lower prices,To attract passengers take cost,Eventually lead to a vicious competition in the industry."In retrospect,Price war to the whole market is a kind of hurt,Service quality did not improve,But let the industry was injured."

　　产业洗牌去向何处？ Where industry reshuffle?

　　滑雪场要生存，需要形成品牌。未来在开发滑雪场的时候，应该更注重质量而非数量 Ski resort to survive,Need to form brand.In the future development of ski resort,Should pay more attention to quality rather than quantity

　　中国滑雪产业进入重新洗牌的格局。品牌影响力、服务水平、消费者观念等多方面因素成为衡量标准。

China's ski industry into the reshuffle pattern.Brand influence/Service level/Consumer concept and so on various factors become standard.

　　通过职能部门的监管和市场竞争的自然选择，生存下来的滑雪场在硬件设施和软性服务上都具备了一定实力。未来的路该怎么走也成为各大滑雪场面临的重要课题。

Through the functional departments of supervision and market competition of natural selection,Survive ski resort in the hardware facilities and soft services have a certain strength.The way of the future has become the important subject confronting skiing.

　　目前，正处于转型期的中国滑雪产业急需建立行业基本规范和技术标准，从而淘汰一些落后企业。

At present,Is in the transition period of Chinese ski industry need to establish the basic industry standards and technical standard,Thus eliminated some backward enterprise.

　　“滑雪场的经营是以短期盈利为目的，还是打造稳固的事业型滑雪场，需要判断和取舍。”郭云川说，接下来，滑雪市场应该是“大鱼吃小鱼”的洗牌，滑雪场要生存，需要形成品牌，以优质、专业化的服务提高自身竞争力。

"Ski resort business is for the purpose of short-term profit,Or make a solid career activist ski resort,Need to judgment and choice."GuoYunChuan said,The next,Ski market should be"Big fish eat small fish"shuffle,Ski resort to survive,Need to form brand,With the high quality/Professional services to improve their own competitiveness.

　　在转型中形成品牌优势的，崇礼县是个很好的例子。优质的雪道、专业的服务已经成为“崇礼滑雪”的品牌标签。不过借助于大手笔的投入和自然条件优势，这样的路线能有怎样的借鉴作用还值得探讨。

In the transformation in the formation of brand advantage,Chung li county is a good example.Quality trail/Professional services has become"Worship ceremony skiing"Brand labels.But with the aid of the big investment and natural advantages,This route can have how to reference is also discussed.

　　“未来在开发滑雪场的时候，应该更注重质量而非数量。”郭云川说。雪场的环境应该注重文化氛围的打造，日本、韩国等一些亚洲国家的滑雪场，都在努力营造自己的文化氛围，无论是硬件还是软件，中国在这方面则要差一些。

"In the future development of ski resort,Should pay more attention to quality rather than quantity."GuoYunChuan said.Ski resorts environment should pay attention to cultural atmosphere of the build,Japan/South Korea and other Asian countries ski resort,Are trying to build their own cultural atmosphere,Either hardware or software,In this respect, China will send some.

　　显然，品牌化和特色化是滑雪场未来发展的走向。

obviously,The brand and characteristic is the trend of the future development of ski resort.

　　事实上，从2011年开始，中国的滑雪场就开始了新的探索。越来越多的旅游地产、旅游经营公司投入到滑雪场的开发和建设中来。滑雪场项目也由单纯的滑雪运动向旅游、度假、房地产开发的综合性业态转变。

In fact,Starting from 2011,China's ski resort began the new exploration.More and more tourism real estate/Tourism management company in the development and construction of the ski resort to.Ski resort project also by simple skiing to tourism/holiday/Real estate development comprehensive format transformation.

　　中国的滑雪产业增速很快，但增量的空间依旧很大。如何培养市场、提高自身竞争力，开发者们需要的是更为平和的心态以及做好持久战的准备。

China's ski industry growth soon,But the increment of space is still large.How to cultivate the market/To improve their own competitiveness,Developers need is more gentle state of mind and do a protracted war preparation.