美团旅行：今冬泛冰雪人群近2000万，推新手“破冰”计划

中国金融信息网2025-12-25

转自：新华财经在河北张家口万龙滑雪场的高级道上，5岁的小朋友樱桃稳稳滑行。从2岁多第一次踩上雪板，这已经是她的第三个雪季。这样的场景在雪场已不再罕见。在中国，滑雪者的年龄跨度日趋宽泛，滑雪这项曾经的专业运动正加速融入大众生活。12月24日，美团旅行联合多家雪场发起滑雪新手“破冰”计划，推出最低99元的“小白滑雪”套餐，涵盖雪具、滑雪培训、雪票等一站式服务，助力更多人便捷地上冰、上雪。美团旅行数据...

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href=https://finance.sina.com.cn/jjxw/2025-12-25/doc-inhczakm3604020.shtml><strong>中国金融信息网</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>转自：新华财经在河北张家口万龙滑雪场的高级道上，5岁的小朋友樱桃稳稳滑行。从2岁多第一次踩上雪板，这已经是她的第三个雪季。这样的场景在雪场已不再罕见。在中国，滑雪者的年龄跨度日趋宽泛，滑雪这项曾经的专业运动正加速融入大众生活。12月24日，美团旅行联合多家雪场发起滑雪新手“破冰”计划，推出最低99元的“小白滑雪”套餐，涵盖雪具、滑雪培训、雪票等一站式服务，助力更多人便捷地上冰、上雪。美团旅行数据...</p>\n\n<a href=\"https://finance.sina.com.cn/jjxw/2025-12-25/doc-inhczakm3604020.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0228659784.USD","symbol_name":"施罗德金砖四国基金","start_time":0,"source_url":"https://finance.sina.com.cn/jjxw/2025-12-25/doc-inhczakm3604020.shtml","article_id":"2594233794","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2594233794","pubTimestamp":1766651760,"columns":[],"sourceInfo":{"source_id":"sina","name":"sina"},"weMediaInfo":null,"summary":"美团旅行数据显示，今年11月以来，近2000万人展现出对冰雪运动的浓厚兴趣，包括参与过冰雪项目、体验过相关冰雪培训课程等，其中95后占比超四成。美团旅行数据显示，12月以来，“新手滑雪”搜索量同比增长292%。据了解，今年冰雪旺季，美团旅行还联合张家口富龙滑雪场、张家口万龙滑雪场、广州热雪奇迹、北京军都山滑雪场，面向美团黑金、黑钻会员推出“会员专属免费雪场休息室”服务，并提供免费热饮和小食。","collect":0,"end_time":0,"defaultTopTitle":"sina.com.cn","property":[],"viewcount":null,"language":"zh","relate_stocks":{"LU0228659784.USD":"施罗德金砖四国基金","LU0314109678.HKD":"MANULIFE GF DRAGON GROWTH \"AA\" 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SGD-H1"},"translate_title":"Meituan Travel: Nearly 20 million people are flooded with ice and snow this winter, launching the \"ice-breaking\" plan for novices","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"HMTD.SI":0.6,"MPNGY":1.95,"03690":1.95},"content_text":"转自：新华财经在河北张家口万龙滑雪场的高级道上，5岁的小朋友樱桃稳稳滑行。从2岁多第一次踩上雪板，这已经是她的第三个雪季。这样的场景在雪场已不再罕见。在中国，滑雪者的年龄跨度日趋宽泛，滑雪这项曾经的专业运动正加速融入大众生活。12月24日，美团旅行联合多家雪场发起滑雪新手“破冰”计划，推出最低99元的“小白滑雪”套餐，涵盖雪具、滑雪培训、雪票等一站式服务，助力更多人便捷地上冰、上雪。美团旅行数据显示，今年11月以来，近2000万人展现出对冰雪运动的浓厚兴趣，包括参与过冰雪项目、体验过相关冰雪培训课程等，其中95后占比超四成。从地域分布看，广东、江苏、黑龙江三省居民对冰雪运动的关注度最高；热门冰雪目的地主要集中在北京市、张家口市、哈尔滨市、吉林市、白山市、呼和浩特市、乌鲁木齐市及新疆阿勒泰地区等。年轻人爱“组团上雪” 超五成滑雪爱好者为90后在雪场的休息室里，60多岁的张先生刚从雪道下来。“和很久没见的老朋友约在雪场碰面，一起滑一滑，聊一聊。”如今，他经常和雪友相约上山，互相拍视频、交流动作细节，还一起琢磨转弯技巧。在他看来，滑雪不仅是运动，更是一种充满乐趣的社交方式。这种“以雪会友”的氛围，在年轻群体中尤为明显。由于雪场普遍远离市区，三五好友拼车出行已成常态。“大家边学边拍、边玩边分享。”一位滑雪教练观察到，“比起独自运动，年轻人更看重‘一起解锁新技能’的成就感和社交谈资。”正是这种兼具社交属性与体验门槛的双重特征，催生了新的消费模式。作为新手“破冰”计划的重要组成部分，美团上有多家雪场上线了“小白滑雪套餐”，从全套雪具、雪服到时长不等的教练培训，最低99元即可体验，大幅降低入门门槛。图为滑雪兼具社交属性与体验门槛的双重特征，催生了新的消费模式。美团旅行数据显示，12月以来，“新手滑雪”搜索量同比增长292%。借由“打卡解锁新技能”和分享雪道视频等方式，年轻人不仅记录成长，更在实践中快速掌握滑雪入门技巧，开启冰雪运动之旅。滑雪培训同样热度高涨。北京一家滑雪培训机构的周教练观察到：“今年以来，参加滑雪培训的成人也明显增多，特别是30到40岁年龄段的人数增长很快。这中间有八成以上是小白用户，有一成左右是有滑雪基础、希望精进下技术的。”美团数据显示，12月以来，“滑雪培训”搜索量环比增长超86%，从搜索人群来看，20至40岁群体总体占比超78%。其中，北京地区“滑雪培训”搜索量环比增长超93%，“亲子滑雪”搜索量环比增长超675%。图为万龙雪场，滑雪教练指导“新手小白”使用双板美团旅行数据显示，泛冰雪人群地域分布上，以京津冀地区为例，北京以49%的人数占比居首，天津、张家口分别占14%和10%；从年龄分层看，35岁以下年轻人构成主力，占冰雪兴趣人群的52%。“尝鲜”变“真爱”：一张“小白”雪票滑出一群铁杆粉滑雪的客群结构与消费行为也在悄然转变。张家口万龙滑雪场营销总监梁慧英分享了一组数据观察：“从美团平台的销售数据来看，面向新手的滑雪套餐销量稳定增长，而‘全品类雪票’这类进阶产品的增长却非常明显。”这背后体现一个趋势：通过高性价比体验票接触滑雪的消费者，正在迅速转化为愿意持续投入的滑雪爱好者。完成一两次基础课程后，他们不再满足于浅尝辄止：有人开始钻研技术、升级装备。滑雪对他们而言，正从一次性的新奇体验，逐渐成为具备社交属性和成长空间的长期爱好。今年万龙雪场于10月21日开板，是其开业以来最早的一次。据梁慧英介绍，今年雪季，万龙雪场的客流量同比增长超三成。而在滑雪时间选择上，喜欢夜滑的年轻人越来越多。“今年‘夜滑’门票的增长很高，超过了30%。”梁慧英说道。家住北京的刘女士，在被朋友“带入坑”后，便把滑雪变成固定的周末行程。“只要没别的安排，我们就约在清河高铁站，坐最晚一班车去崇礼。到了泡泡温泉，第二天全天泡在雪场，特别充实。”她说，“‘班味儿’都散得差不多了，再回去上班。”除了“周中夜滑”“周末滑雪”之外，“滑雪+温泉”“滑雪+短途游”等更多组合式玩法，正成为年轻人青睐的冬季度假方式。一张雪票不仅点燃冰雪消费热情，更带动交通、住宿等全链条增长。美团旅行数据显示，12月以来，相关酒店预订量同比增长9%，机票预订量同比激增45%。据了解，今年冰雪旺季，美团旅行还联合张家口富龙滑雪场、张家口万龙滑雪场、广州热雪奇迹、北京军都山滑雪场，面向美团黑金、黑钻会员推出“会员专属免费雪场休息室”服务，并提供免费热饮和小食。12月27至28日，万龙滑雪场还将推出“站姐约拍”活动，为雪友捕捉滑雪精彩瞬间。美团旅行相关负责人介绍，今年雪季，平台将携手更多雪场开发优质的滑雪服务、推出专属会员权益，让不同阶段的滑雪爱好者都能通过美团体验滑雪的乐趣，进一步激发大众冰雪消费热情，助力冰雪经济释放全新活力。（田宇）编辑：赵鼎\n\n\n海量资讯、精准解读，尽在新浪财经APP","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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