Chongli: A small town's "frozen" tale

Unlocking China's Market Potential

In Chongli, the pulse of consumer activity beats within the vibrant ecosystem of ski resorts, offering an integrated experience blending lodging, dining, recreation, and retail. As the demographic of skiers in Chongli skews younger, there's a burgeoning appetite for cultural enrichment and premium experiences, prompting ski resorts to expand their offerings and curate a more diverse array of high-quality goods and services.

Enthusiasts enjoy skiing at the Thaiwoo Ski Resort in Chongli District, Zhangjiakou City, north China's Hebei Province. (Photo/China Daily)

Take, for instance, the Thaiwoo Ski Resort, which has enriched its amenities with cultural attractions like the Phoebe Theater, Time KTV, and indoor entertainment hubs. Meanwhile, Fulong Four Seasons Town has unveiled the Chongli Circus and Music Hall, with plans underway for an art center and multipurpose venue. Embracing the theme of "Ice and Snow Fairy Tales" this season, Aranya Chongli has transformed its spaces with whimsical lighting, festive adornments, and collaborative pop-up shops, catering to the tastes of discerning young patrons.

Films, live performances, concerts, and comedy acts - beloved pastimes of China's urban youth - now find a home in Chongli, underscoring its evolution into a cultural hub. Leveraging its prowess in winter sports to foster cultural and tourism sectors, Chongli not only caters to the multifaceted leisure needs of visitors but also fuels local employment, streamlines economic structures, and elevates developmental standards.

Data shows that in 2023, per capita disposable income of urban residents in Chongli was 43,871 yuan, an increase of 5.2% year-on-year; per capita disposable income of rural residents was 17,520 yuan, an increase of 8.4% year-on-year, ranking first in Zhangjiakou City. Fixed asset investment in Chongli increased by 27.7% year-on-year, an increase of 101.7 percentage points over the previous year. Among them, urban and rural construction project investment increased by 16.7% year-on-year, and real estate project investment increased by 122.0% year-on-year.

The 2023-2024 snow season marked the first complete snow season to release dividends after the successful hosting of the 2022 Beijing Winter Olympics. The vision of "involving three hundred million people in ice and snow sports" has become a reality.

During the 2022-2023 season, China welcomed 312 million ice and snow enthusiasts, surpassing 300 million for two consecutive years, with an average spending of 1,119 yuan per visitor, according to the "2024 China Ice and Snow Tourism Development Report" released by the China Tourism Research Institute. Forecasts predict that the 2023-2024 season will attract over 400 million tourists, generating 550 billion yuan in revenue.

At the 2023 International Winter Sports (Beijing) Expo, Asia Data Group released the "2023 China Ice and Snow Industry Development Research Report," projecting China's ice and snow sports output value to reach 1 trillion yuan by 2025, comprising one-fifth of the nation's total sports industry. The economic benefits spurred by the Winter Olympics continue to propel the ice and snow industry's growth, indicating its potential as a robust driver of prosperity.

Amidst the vibrant streets of Chongli, this narrative unfolds, offering invaluable insights into China's path to modernization. Through this lens, we glimpse a future where the allure of ice and snow transcends ephemeral trends, inspiring an enduring passion. In embracing its wintry heritage, China paves the way for a more inclusive and prosperous tomorrow.