Why do young people on Xiaohongshu and Douyin flock to ski resorts?

With the arrival of winter, skiing, once considered a niche sport, has now become a new favorite among young people. On social platforms such as Xiaohongshu and Douyin, the popularity of skiing-related content has risen sharply, becoming one of the hottest topics in winter.
This article will give you an in-depth understanding of why skiing can attract the attention of so many young people, explore how they share their skiing experiences through social networks while pursuing speed and passion, and analyze how skiing brands can seize this trend and how social platforms can help promote the popularity of this sport.

Escape from 996 and get into nature. In winter, it snows and it’s time to go boarding!

With the popularization of ice and snow sports, young people's love for skiing has increased significantly, and skiing has become one of the most popular sports in winter.

A large number of young people search for "skiing" on content platforms such as Xiaohongshu and Douyin, share skiing skills, look for "skiing partners", take beautiful sports photos, etc.

In November, the index related to skiing on social platforms has skyrocketed. According to Juliangsuanshu, the comprehensive popularity index of keywords related to "skiing" on Douyin has increased by more than 80% month-on-month; on Xiaohongshu, the number of views of the topic #冰雪運動# has exceeded 20 million.

Why are young people increasingly interested in skiing? How can skiing brands capture the hearts of young people? How can content platforms such as Xiaohongshu and Douyin help promote this sport?

Following Claure's perspective, let's take a look at how young people who are passionate about snow are using social platforms to make skiing popular.

01 Excitement and sharing make skiing a favorite activity for young people

From "Life is a wilderness", "The brave enjoy the world first" to "People should live in a place without a ceiling", slogans full of "passion" are young people's declaration of war on boring life.

The natural thrill of skiing and young people's eagerness to share make skiing a new favorite sport for young people.

Many young people regard skiing as a way to relieve stress. In the "speed and passion" of more than 60 kilometers per hour, because of the thrilling experience, they can forget the pressure and trivial matters, enter a state of ecstasy, and gain a strong sense of satisfaction.

Image source: TikTok

At the same time, skiing is not only a sport, but also a social activity.

Many young people make friends and form social circles through skiing, and share their daily skiing life, such as checking in beautiful photos, skiing experiences, equipment purchases and other content.

On social platforms such as Douyin and Xiaohongshu, this kind of high-quality content is emerging in endlessly.

The picture comes from the beautiful skiing photos posted by Xiaohongshu users

In addition to pursuing excitement and social sharing, many young people are willing to learn and exchange skiing skills on social platforms.

If you type "skiing skills" on platforms such as Douyin and Xiaohongshu, you can see that many users have recorded their superb fancy skills on the snow slopes.

Sports blogger @JHHou总滑雪 has received 28,000 likes, more than 200 comments, and more than 7,000 favorites for a "double-board skiing" tutorial. The comments section is full of learning experiences and experience sharing by novice users. Users have turned his comment section into a new type of conversation platform, producing more high-quality content and providing references for other users with related needs.

In addition to sharing skiing tips, users can also find more tips for saving money on skiing on social platforms. For example, Xiaohongshu platform user @卷卷筑木 posted a message called "Go skiing with a grocery cart", and other users posted their feedback. Apparently, a note has become a communication platform for ski enthusiasts.

The picture comes from @JHHou, @卷卷块木Xiaohongshu notes

02 How can ski brands capture the hearts of young people?

As young people gradually gain a deeper understanding of skiing, their requirements for equipment are also increasing. From simple skis to a full set of equipment, users pay more attention to experience and safety while pursuing adventure.

Now is a good time for brands to enter the market and attract young people through good content.

1. Leverage the platform for content marketing

On social platforms such as Xiaohongshu, topics such as "How to buy ski clothes at low prices", "Arc'teryx ski clothes alternatives", and "The secret of skiing with a low price" are very popular.

Unlike in the past, skiing is no longer just a "rich man's game", and the consumption of ski equipment in the mass market is also increasing.

The picture comes from Vicky Wenlu's Xiaohongshu notes

Brands can interact with users to understand their needs and preferences, and thus develop more precise marketing strategies. For example, they can publish content such as ski equipment usage experience and skiing skills teaching videos to attract users' attention and participation.

In the skiing scene, young people's needs include cold resistance, skin moisturizing, photography, etc. Brands can launch relevant products to meet these needs, and publish high-quality content through cooperation with KOLs or KOCs to attract users' attention and purchasing desire.

For example, Descente used Xiaohongshu to place advertisements in the KOL group and used the influence of KOLs for brand marketing. The content of @嘿姑娘, a Xiaohongshu user with 109,000 followers, cooperating with Descente, "I prefer vivid and brave vitality to beauty", received more than 1,700 likes, and some netizens in the comment area said that they were attracted by Descente's RWSB snowboard suits.

The picture comes from Xiaohongshu

2. Create a sense of anticipation

Brands can attract the attention of young people by creating a sense of anticipation.

Brands can stimulate young people's interest in skiing activities and product launches and their desire to buy by giving advance notices and creating suspense, thereby increasing brand exposure and participation.

For example, the sports brand BOGNER released a "live broadcast reservation" on Xiaohongshu. The brand will hold a ski show at the Chongli Wanlong Ski Resort on December 5, which can not only satisfy users' visual feast, but also stimulate users' enthusiasm for skiing and further enhance users' desire to buy.

The picture comes from BOGNER Little Red Book

03 How do platforms such as Xiaohongshu and Douyin help the growth of skiing?

Online community platforms are not only content presenters, but also event initiators and content promoters.

For example, this winter, Douyin not only held a check-in event to encourage users to share skiing content with topics and promote skiing carnival, but also cooperated with more than 40 ski resorts to call on many ski enthusiasts to "ski wildly and have fun +1". At the same time, it also cooperated with three young Douyin artists to create three giant art installations that fit the temperament of the ski resorts - the white cat image feifei (Fifi), the polar bear eager to ski, and the "snail cat" carrying a snail shell.

Xiaohongshu links marketing IP, integrates the three trends of professionalism x fashion x life, launches an outdoor season plan, encourages users to check in offline and share online, and stimulates users' desire to share.

With the help of major platforms, more ski brands can break the scene restrictions through different content layouts, make good use of pictures, texts, short videos, live broadcasts and other forms, and let young people see new product releases more directly. In addition, with the help of online activities, they can cooperate with more brands and cover more skiing people.

Image source: Tik Tok, Xiaohongshu

The activities on various platforms not only meet the needs of young people and enhance their sense of participation and belonging, but also stimulate young people's enthusiasm for participation and significantly increase the interaction of skiing content.

The promotion of online platforms also provides ski brands with new sales channels, which not only brings them increased business, but also allows them to better integrate offline services and cover more ski users.