In recent years, following the successful hosting of the Beijing Winter Olympics and the achievement of the goal to ‘engage 300 million people in ice and snow sports,’ China’s ice-and-snow economy has rapidly gained momentum. Notably, this ‘winter sports fever’ is extending beyond traditional cold regions like Northeast and Northwest China into the relatively warmer Jiangnan (southern Yangtze River) area, marking a new trend: ‘the southward expansion of the ice-and-snow economy.’ Indoor ski resorts, snow-themed amusement parks, and synthetic ice rinks are increasingly appearing in provinces such as Zhejiang and Jiangsu, as well as in Shanghai. These facilities not only cater to the growing interest in winter sports among southern residents but also stimulate related industries including tourism, training, and equipment manufacturing. For instance, large-scale indoor ski centers have become urban landmarks in cities like Hangzhou and Nanjing, while shopping malls incorporate small skating rinks to attract younger consumers. Additionally, local governments are rolling out supportive policies to integrate ice-and-snow activities with cultural tourism, creating year-round consumption scenarios. This ‘southward shift’ of the ice-and-snow economy not only broadens the geographical reach of the industry but also reflects China’s evolving consumer trends and regional economic integration.
近年来，随着北京冬奥会的成功举办和‘带动三亿人参与冰雪运动’目标的实现，中国冰雪经济迅速升温。值得注意的是，这股‘冰雪热’正从传统的东北、西北地区向气候相对温暖的江南地区延伸，形成‘冰雪经济下江南’的新趋势。在浙江、江苏、上海等地，室内滑雪场、冰雪主题乐园、仿真冰场等设施纷纷落地，不仅满足了南方居民对冰雪运动日益增长的兴趣，也带动了旅游、培训、装备制造等相关产业的发展。例如，杭州、南京等地已建成大型室内滑雪馆，成为城市新地标；一些商场引入小型滑冰场，吸引年轻消费者。此外，地方政府积极出台扶持政策，推动冰雪文旅融合，打造四季皆宜的消费场景。‘冰雪经济下江南’不仅拓展了冰雪产业的地理边界，也反映了中国消费升级与区域协调发展的新动向。
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