BACKGROUND

The ski industry in China is currently experiencing a mixed trend: ski participation grows by 17.2% per year, indicating a rising interest. However, ski resort revenue is on the decline, with a 20.7% decrease recently observed. The centralized economic model, dominated by ski resorts and clubs, contributes to high costs and accessibility issues, leading to a dilemma for the Chinese skiing community.

CHANLLENGE

1. High costs of participating in skiing activities.
2. Short-term employment only during snow season for professionals.
3. Lower annual earnings for resorts due to fewer long-term customers.
4. The need for affordable and comprehensive learning services.

GOAL

1. To increase the skiing population penetration rate in China from 0.9%.
2. To make skiing a more viable and sustainable sport and hobby for a wider audience.

AFFINITY MAPPING

We interviewed 6 amateur skiers, 10 professional skiers and 8 novice skier. And do the Roses & Thorns & Buds Methods to figure out what they really value in skiing.  

PERSONA

Target Groups:
Professional Skiers: Engage more than 20 times a year, earning through instruction or competition. Skiing is a lifestyle for them
.Amateur Skiers: Participate 5-10 times a year as a hobby and require instructors.
‍Ski Attempters: Try skiing 1-5 times and also need instructors.

JOURNEY MAP

PROBLEM

High Cost of Skiing: Users who love skiing may find the expenses associated with it prohibitive. An app could address this pain point by offering budget-friendly solutions, discounts, or cost-effective alternatives for skiing enthusiasts.
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Difficulty in Accessing Help During Learning: Learning to ski can be challenging, and immediate assistance or guidance is not always available. An app could provide on-demand tutorials, tips, or even real-time coaching to help learners progress more effectively.
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Lack of Group Collaboration and Fun: Skiing can sometimes feel isolating, especially if it's done individually. An app could introduce features that promote group activities, social interactions, and collaborative experiences, enhancing the fun and communal aspect of skiing.

Opportunities

1. Leverage the large youth demographic (71.04% of skiers are aged 19-00).
2. Utilize the excitement and competitive nature of skiing to engage users.
3. Integrate various learning methods, like online coaches and short videos, into the app.

DESIGN STRATEGY

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