WENLING: Chinese enterprises are seizing new opportunities in the burgeoning ice and snow economy, with businesses across the nation ramping up production and expanding their offerings to meet growing demand. Companies like Zhejiang Vista Sports Goods Co., Ltd. are experiencing a surge in orders for ski goggles and snowboards, highlighting a significant shift in consumer interest following China’s successful hosting of the 2022 Beijing Winter Olympics.
According to Namibia Press Agency, Zhejiang Vista Sports Goods Co., Ltd., situated in Wenling, has been manufacturing ski goggles since 2007, primarily for European and American markets. However, the company recently pivoted its focus towards the domestic market, which now accounts for about one-third of its sales. To accommodate the rising demand, the company invested over 17 million yuan in 2024 to expand its production capacity, resulting in an annual output value of 600 million yuan.
The enthusiasm for ice and snow sports in China has led to year-on-year growth in Vista’s order book. This trend is mirrored by Ninghai Xingda Leisure Products Co., Ltd., where the domestic market for their snow sports equipment has notably increased. Liu Wen from Ninghai Xingda highlighted the shift from occasional orders to bulk purchases, reflecting the growing interest in winter sports.
Yiwu, known as “the world’s supermarket,” and Zhuji, famous for its high-quality socks, are also witnessing the benefits of this economic wave. Chen Jing, a business owner in Yiwu, reported that sales of snow-related products have surged nearly 50 percent year on year. Similarly, Zhuji Yuanjin Textile Co., Ltd. has seen annual sales exceed 600,000 pairs of winter sports socks in 2024.
Despite Zhejiang’s subtropical climate, the region’s manufacturing sector has been invigorated by the ice and snow economy. The province now hosts 29 ice and snow sports venues, including 19 ski resorts, according to figures from Zhejiang’s sports bureau.
The growth in China’s ice and snow economy is part of a broader trend. A report by the China Tourism Academy projects that the number of visitors engaging in ice and snow tourism during the 2024-2025 winter season will reach 520 million, generating over 630 billion yuan in tourism revenue. The Chinese government is targeting an economic scale of 1.2 trillion yuan by 2027 and 1.5 trillion yuan by 2030, according to guidelines from the State Council’s General Office.
