large leisure destination · Shanghai
turning an indoor snow complex into a destination
Defined who to win, what experience would create demand, what consumers would pay, and how large the addressable Shanghai opportunity could become.
what would make this a destination people choose — and how big could it become?
a large indoor snow complex needed to become more than a place to ski.
we defined who to win, what would make the destination worth choosing, how to grow spend beyond the ticket, and how large the shanghai opportunity could realistically become.
what we designed
a full-day premium snow destination model — built around five priority audiences, a broader experience proposition, premium service layers and additional spend across f&b, retail and hospitality.
research findings
86% preferred a full-day ticket · 54% were willing to pay rmb 2,000 for a vip offer · rmb 600 identified as an acceptable full-day price point
how we built the view
2,000 consumers surveyed · 30 depth interviews · 5 competitor site visits · shanghai market-sizing model
facing a similar decision?
discuss it with a partner →related cases
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