This winter, Sichuan’s tourism market has also been exceptionally lively. Among them, the Taiziling Ski Resort in Jiuding Mountain Scenic Area, as a key project aimed at filling the gap in winter tourism in Aba Prefecture, has been extraordinarily popular. Before opening, 12,000 pre-sale ski tickets were snapped up by netizens, and on December 13 and 14, the first two days of operation, the resort welcomed over 8,000 visitors. On New Year's Day alone, nearly 9,000 visitors were received.
The Taiziling Ski Resort, invested in and built by Chengdu Enwei Group, is located within Jiuding Mountain Scenic Area in Mao County, Aba Prefecture, 160 kilometers from Chengdu. It can accommodate 5,000 skiers per day, and enjoys sunny weather 70% of the winter season, with daytime temperatures reaching up to 20°C, making it a rare sunny snow paradise.
The Taiziling Resort now has 13 ski runs, including 3 beginner slopes totaling 480 meters; 2 intermediate slopes totaling 300 meters; 3 advanced slopes totaling 2,700 meters; and 5 snow play trails totaling 740 meters. It is the largest and best-equipped ski resort in Southwest China.
In just two years, Taiziling has had such a significant impact on the tourism market in Sichuan and Chongqing, with visitor numbers doubling year by year, while also building an excellent reputation and a large base of loyal customers. Based on interviews and discussions with industry insiders, the success of Taiziling can be attributed to the following three factors:
First, consistently maintaining a high-quality, low-price product strategy.
1. Boldly offering free experiences to visitors
From waiving the 50-yuan scenic area ticket and offering all-day skiing packages free for the first two days of opening; to giving away 3,000 completely free skiing slots on the 20th and 21st; to regularly distributing free skiing vouchers via WeChat, Weibo, forums, and QQ groups. All demonstrate Taiziling’s confidence in the quality of its ski runs.
2. Keeping prices affordable
From the 158-yuan pre-sale all-day skiing ticket before opening, to the 218-yuan all-day skiing package after opening, then to the 198-yuan package after January 16, and the newly introduced 120-yuan one-hour skiing experience. These measures have genuinely lowered the barrier to skiing. Coupled with the 70-yuan scenic area ticket, this has made Taiziling the most cost-effective and highest-quality ski resort in Sichuan and Chongqing, truly bringing benefits to visitors, enabling more people to afford skiing and dare to ski every day.
3. Top-tier skiing facilities
The resort boasts the largest ski run scale in Southwest China, totaling 4,300 meters, meeting the needs of skiers of all levels. It has 4,000 sets of imported Head ski equipment, providing visitors with a premium skiing experience. There are 150 coaches for beginner, intermediate, and advanced levels, enabling seamless skill progression.
Second, consistently relying on cutting-edge new media for integrated marketing.
Taiziling leverages big data to position customers across 16 dimensions, including region, gender, age group, interests, online time, and internet purpose. It then uses precise media placement to deliver text and visual content to target audiences, achieving highly cost-effective advertising.
Relying on official websites, Weibo, WeChat, forums, and QQ groups, the resort deeply engages with the market, gathering a large pool of target consumers. Through interaction, events, and topics, it triggers chain reactions, maximizing the enthusiasm of visitors for sharing their experiences on social media.
Third, striving to build a smart resort to enhance visitor experience.
Taiziling collaborates with well-known travel OTAs to create a smart resort. By integrating its own Tmall sales platform, multiple OTAs, group-buying websites, travel navigation sites, and micro-malls, it promotes products to all internet terminals accessible to its audience. This creates a virtuous and efficient closed-loop structure—from product information acquisition, to order confirmation, on-site consumption, and online feedback. Both visitor experience and resort reception efficiency have significantly improved.
As the Spring Festival approaches, Taiziling will once again welcome a peak in visitors. It is hoped that Taiziling will continue to lead Sichuan’s winter tourism market with its strengths, bringing more benefits to visitors.