As the winter solstice approaches, the morning light gently lifts the mysterious veil of the snowy forest sea. Under the light blue sky, the ski slopes of Beidahu Ski Resort resemble silver dragons, weaving through the mountains. The scene before him made Ye Yitao from Shanghai unable to conceal his excitement, and his breath condensed into wisps of white mist in the cold wind. This is my first time 'sliding out'! I used to practice at an indoor ski resort, and it felt completely different Ye Yitao said, "And coming with friends from the club, we have fun and activities!" Since the comprehensive opening of major ski resorts across the country in late November, the popularity of China's ice and snow market has continued to rise during the 2024-2025 snow season. A reporter's research has found that a new force is rising in the ice and snow industry - after years of development, a group of ski clubs that aggregate multiple attributes are beginning to play a more important role in the ice and snow industry chain. As early as the early 1990s, ski clubs appeared in China, but their functions were mainly to provide training and arrange itineraries for snow enthusiasts in addition to socializing. Nowadays, clubs are more like links, attracting and integrating multiple forces such as skiing crowds, venues, training, equipment, and brands to form a relatively complete ecosystem, "said Yang Yong, principal of the skiing school under Shanghai Spades Ski Club. Since 2015, with the diversification and segmentation of the domestic ice and snow consumption market, "2.0 version" ski clubs have emerged in many places, and their operations are more specialized and commercialized - "Shanghai Spades" is one of them. Shanghai Spades "has been established for 7 years and has business segments such as ski shops and ski schools. It mainly focuses on the customer base in East China and is committed to promoting ice and snow culture. It has held events such as" opening "and" closing "for multiple snow seasons, attracting tens of thousands of participants. This snow season, the club held a "kick-off" event with over a thousand participants at the Wanfeng Tonghua Ski Resort, and then went to Beidahu in the Jilin City Ice and Snow Economy High Quality Development Experimental Zone to hold a free teaching open day event with over 400 participants. Data shows that there is still a gap in the population penetration rate of skiing in China compared to regions with relatively developed skiing industries such as Europe, America, Japan, and South Korea. Industry insiders believe that starting from the "refrigerator baby" in indoor ski resorts, advancing to outdoor ski resorts, and then to Ueno snow or studying freestyle techniques, this "upgrade" is very suitable for clubs to complete the organization, guidance, and service work. The key is safety. Let beginners find a sense of belonging and gain when they come into contact with skiing Yang Yong said, "During this open day, the club arranged more than 50 coaches to provide free skiing education with a growth system for members." In early November, the General Office of the State Council issued the "Several Opinions on Stimulating the Vitality of Ice and Snow Economy through High quality Development of Ice and Snow Sports," which clearly stated that the total scale of China's ice and snow economy will reach 1.2 trillion yuan and 1.5 trillion yuan respectively by 2027 and 2030. The 'cold economy' releases a 'hot effect', and more and more investors are casting confidence in the potential and prospects of the ice and snow industry. Ski clubs across the country have also become a new blue ocean for commercial brands to compete in. The journalist's research found that the "tentacles" of ski clubs are related to scenic spots, equipment, airlines, covering areas such as automobiles, food, alcoholic beverages, cosmetics, etc., thus endowing ice and snow consumption with a new "group style" gameplay. As an oat milk brand from the ski resort of Sweden, we hope to work together with more companies to help China's ice and snow economy continue to heat up, "said Lin Chunyan, Head of Sustainable Development for OATLY Greater China. For ski resorts, clubs bring much more than just foot traffic. Yan Shuai, the marketing director of Beidahu Ski Resort, believes that on the one hand, the activities organized by the club have social attributes and dissemination advantages, which can better ferment within the circle; On the other hand, the resort also continuously improves its services through feedback from clubs, forming a virtuous cycle. "Our hot spring hotel was added in response to the needs of several clubs in the south. During the snow season, ski clubs often provide members with multiple itineraries covering Jilin, Hebei, Xinjiang, and other regions. The interviewed snow enthusiasts generally stated that they do not have to work hard to make their own strategies, and the club can provide accurate information recommendations and services in transportation, accommodation, activities, and other aspects. Some villages and homestays where these clubs have settled will also be inspired in terms of traffic attraction and image packaging. For example, some homestays in Nangou Village near Beidahu have added trendy equipment, mini program guides, and other projects. The snow season is gradually reaching its climax, and just after finishing the activities in Beidahu, Yang Yong started planning the next itinerary with his colleagues. He is full of confidence in the development prospects of China's ice and snow economy and ski clubs: "In the future, we need to better serve snow enthusiasts, better match the market, make more people fall in love with ice and snow sports, and integrate more happiness into ice and snow