后冬奥时代冰雪产业可持续发展的制度构建

Research on Institutionalizing the Sustainable Development of the Ice and Snow Industry in the Post-Winter Olympics Era

2022年北京冬奥会的成功举办,进一步刺激了我国冰雪产业发展。后奥运时代,如何保持冰雪产业高质量发展成为时代之问。通过文献资料法、实地访谈法等方法,分析了当前冰雪产业发展的现状,总结了冰雪产业存在的问题,包括冰雪运动发展仍处于初创期、冰雪运动参与者多数为支付意愿不强的初级参与者、冰雪运动赛事缺乏知名IP影响力较弱、学术界对冰雪产业链缺乏深入研究、冰雪产业供给侧配套设施不完善、宏观制度缺少微观基础和可操作性等;并对我国冰雪产业存在问题进行了学理上的探讨,认为冰雪产业仍属“幼稚产业”,要实现冰雪产业可持续发展需要打造现代化的冰雪产业链,这就需要完善的制度构建。通过总结日本、韩国、法国等举办过冬奥会国家的冰雪产业发展经验,为我国冰雪产业发展提出了针对性建议,即最核心的制度构建是坚持党的集中统一领导,具体建议包括:扩大冰雪培训培育成熟消费者、借助科技创新增强消费者粘性、打造融入中国传统文化元素赛事IP、以产业基础高级化助推产业链现代化、实施冰雪产业供给侧改革、增加更有针对性的制度供给。

The success of the Beijing 2022 Winter Olympics has further stimulated the development of China’s ice and snow industry.In the Post-Winter Olympics era,how to maintain the high-quality development of the ice and snow industry has become a question of the times.Firstly,this paper analyzes the current situation of the development of the ice and snow industry and summarizes the characteristics of the development of the ice and snow industry,including:(1)the number of participants in ice and snow sports is increasing.From the successful bid of the Winter Olympic Games to October 2021,the number of Chinese residents who have participated in ice and snow sports is 346 million,and the participation rate of ice and snow sports is 24.56%.The initiative of“bringing 300million people to participate in ice and snow sports”has shifted from a vision to reality.(2)The main players of the ice and snow market continue to grow:as of January 2022,21,500 relevant enterprises have been searched in enterprises with the keywords of skiing,snow,ice,and snow making;(3)Innovative development of the ice and snow equipment manufacturing industry:since Beijing won the bid to host the 2022 Winter Olympics,China’s ice and snow equipment manufacturing industry has grown a number of excellent enterprises,including Heilong international,Tianbing snow making,Xuangong machinery,and has realized independent production of snow making machines.(4)Continuously enrich ice and snow sports events:since the Beijing Winter Olympics,all kinds of ice and snow events have increased.The market scale of ice and snow events will reach 160 billion Yuan in 2025,including both professional ice and snow sports events and non-professional events with public participation and entertainment,fitness and health as the main players;(5)The scale of the ice and snow industry continues to expand:according to the current market data,the development of China’s ice and snow industry has completed and will further complete the strategic objectives formulated in the development plan of ice and snow sports(2016-2025).This paper summarizes the problems existing in the ice and snow industry,including:the development of ice and snow sports is still in the initial stage;people’s participation in ice and snow sports still lacks consciousness and sustainability,and the layout of all kinds of ice and snow sports training institutions in the country is also in the initial stage;most participants in ice and snow sports are junior participants with weak willingness to pay.75%of domestic ski resorts are tourism experience ski resorts,of which 90%are one-time experience customers.The clothing and equipment for the green hand of ice and snow sports are mostly rented.Only real ice and snow sports lovers will buy and own their own equipment.Ice and snow sports events lack well-known IP and have weak influence.China’s ice and snow sports events have not met the requirements of high-quality development in the new era:the hosting of events still depends strictly on location advantages,and domestic ice and snow sports events lack unique and well-known IP,which affects the popularity and sustainability of events.Mass ice and snow events often have a single form and low attraction;the academia lacks in-depth research on the ice and snow industry chain:in the process of the redevelopment of China’s ice and snow industry,a competitive modern industry chain has not been formed.Building a modern ice and snow industry chain,building the competitiveness of the ice and snow industry to continuously improve,and building a new economic growth point of the ice and snow industry are all difficult problems that the academia must resolve.The supporting facilities on the supply side of the ice and snow industry are not perfect:some scenic spots rely heavily on ice and snow,and the infrastructure construction is not complete.The macro system lacks micro basis and operability:most policies come from the CPC Central Committee and the State Council,and local policies are often based on the refinement and localization of national policies,lacking flexibility and pertinence based on local characteristics;national policies generally take the sports industry as the main body,which is difficult to refine to the ice and snow industry,especially the“ice and snow industry”as the main body,and introduce a series of institutional supporting policies for sustainable development.This paper makes a brief theoretical discussion on the problems existing in China’s ice and snow industry,and puts forward that the ice and snow industry is still an“infant industry”.In order to realize the sustainable development of the ice and snow industry,we need to build a modern ice and snow industry chain,which requires perfect institutionalization.This paper summarizes the development experience of the ice and snow industry in Japan,South Korea,France and other countries that have hosted the Winter Olympics,in order to provide reference for the development of China’s ice and snow industry:these experiences include driving the infrastructure construction through the hosting of events;promoting the development of ice and snow sports through industrial integration;popularizing ice and snow sports through ice and snow training to discover ice and snow sports talents;paying attention to the development of clubs,multi-level financial security system;diversifying operation modes of ice and snow venues and putting emphasis on coordinated development among regions.This paper puts forward targeted suggestions for the development of China’s ice and snow industry:expand ice and snow training and cultivate mature consumers;design the system and financial subsidy system conducive to the development of clubs,actively promote ice and snow sports on campus,and create a“win-win”model for ice and snow sports promotion and ice and snow talent training through the good interaction between family,school and society.Enhance consumer stickiness with the help of scientific and technological innovation:the government and enterprises interact,increase policy support and innovate business models,let consumers choose when to participate in ice and snow,and promote the application of modern virtual reality technologies such as AR,VR and AI in ice and snow industry;IP:China has a super cultural library for 5000 years,which provides abundant materials for IP selection of ice and snow events.Bing DwenDwe and ShueyRhonRhon are popular celebrities in Beijing during the 2022 Winter Olympics.Choosing the right IP is easy for people to remember events.Promote the modernization of the industrial chain with the upgrading of the industrial base:as a new sunrise industry in China,the ice and snow industry should focus on basic R&D,master key production technologies,cultivate innovative enterprises and enhance their core competitiveness.Implement the supply-side reform of ice and snow industry:protect the survival and development of enterprises and promote the integrated development of ice and snow enterprises and tourism enterprises;with the help of scientific and technological innovation,governments will actively build a digital platform for different kinds of enterprises.Urge enterprises to grasp the opportunity of current digital transformation.Increase more targeted institutional supply:at the national level,policymaking should focus on tax incentives,transfer payments and helping small and micro enterprises get out of trouble.The goal of local governments to guide and support the development of the local ice and snow industry must form a stable institutional arrangement to stimulate the high-quality development of the ice and snow industry in the right direction through the design of incentive compatibility constraints.