China’s Ice and Snow Sports Boom Drives Growth in Manufacturing and Tourism Industries
Wenling, The Gulf Observer: In a bustling workshop in Wenling, Zhejiang Province, workers at Zhejiang Vista Sports Goods Co., Ltd. are racing against time to fulfill an urgent order for 50,000 pairs of ski goggles. This item has become increasingly popular among consumers, reflecting China’s growing enthusiasm for ice and snow sports.
“Our production lines have been running at full tilt,” said Pan Xinru, the workshop director of the company, which has been producing ski goggles for European and American markets since 2007.
Following the success of the 2022 Beijing Winter Olympics, the company shifted its focus to the domestic market, where demand has surged. Wang Keli, deputy head of the administration department, noted that domestic sales now account for one-third of the company’s total sales volume.
In response to increasing orders, Vista invested over 17 million yuan (approximately 2.4 million USD) in 2024 to expand its production capacity. The company now operates five advanced production lines with an annual output value of 600 million yuan. Beyond ski goggles, Vista has diversified into snowboards, securing orders for over 10,000 units in 2023, generating a production value exceeding 20 million yuan.
Other companies in Zhejiang, such as Ninghai Xingda Leisure Products Co., Ltd., have also noted a significant rise in domestic demand for snow sports equipment. Liu Wen, a representative of the company, stated that the market is shifting toward more personalized and in-depth travel experiences, further unlocking the potential of the ice and snow economy.
The ice and snow equipment sector in Ninghai, which specializes in sports poles, has achieved an annual production value of over 920 million yuan, capturing more than 75% of the national market share.
Yiwu, known as “the world’s supermarket,” has also experienced a surge in orders for ice and snow products. Chen Jing, a local business owner, highlighted the popularity of a new model of convertible ice skates, along with snow goggles and skiing protective gear, which have seen a 50% year-on-year increase in sales.
Zhuji, famous for its high-quality socks, is another city benefiting from the booming ice and snow tourism industry.
As interest in winter sports continues to grow across China, the integration of sports manufacturing, tourism, and cultural experiences is set to further propel the country’s ice and snow economy to new heights.
