From Beijing's successful bid for the 2022 Winter Olympics to the achievement of the "300 million people on ice and snow" goal, the "ice and snow fever" in the Chinese mainland continues. Data shows that from 2016 to 2024, the scale of the mainland's ice and snow industry surged from 364.7 billion yuan to 980 billion yuan (RMB), with an average annual growth rate exceeding 21%. At this pace, the overall scale of the ice and snow industry is expected to surpass the trillion-yuan mark in 2025. The upcoming Winter Olympics Milano Cortina 2026 may further inject vitality into this fever.
Venues multiply and expand in GBA
Though China's southern regions lack natural snow, they are not immune to the fever. In the trillion-yuan industrial chain of the ice and snow economy, the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) has first carved out a share in the hardware facilities sector.
According to a report on mass ice and snow consumption market research previously released by the General Administration of Sport of China, as of the second half of last year, there were about 80 operational indoor ski venues nationwide, an increase of 20 from the previous ice and snow season—a growth of nearly 34%—with another 16 projects under construction. East China and South China are the regions with the highest concentration of indoor snow venues. While the number is rising, the scale of indoor ski venues in the south is also expanding. Survey data from mainland media shows that among the world's top ten indoor ski venues by snow area, China occupies seven spots, with Shenzhen and Guangzhou among them.
He Jiang, Marketing Director of HUAFA SNOW BONSKI. He said that the ski resort officially opened at the end of last September, and in the first month of operation, visitors from Hong Kong accounted for nearly 30% of total guests. "Most visitors are from Shenzhen on weekdays, but we also attract guests from surrounding cities on weekends, and even tourists from Beijing and Shanghai who come specifically for the experience," He said.
In He's view, after the Beijing Winter Olympics, ice and snow sports have increasingly integrated into people's daily lives, becoming a new experiential consumption scenario recognized by ordinary individuals, which is the fundamental reason behind the expanding market size of the ice and snow industry. He also noted that, as one of China's core economic zones, consumers in GBA possess strong spending power and willingness.
Strong demand for professional talent
The robust market demand has made supply-side shortages particularly evident. Compared to hardware facilities, the software gap—specifically the talent gap—is more challenging. "Ski venues require a large number of coaches for lessons," said Tong Xiaolan, World Bright Hong Kong Sports and Cultural Development Limited, highlighting an industry pain point. Recognizing this gap, she is committed to training more outstanding athletes and coaches to meet market demand.
Austrian national-level ski examiner Benni Walch is one of Tong's key partners. Before coming to Shenzhen, Benni worked as a coach at an indoor ski venue in Shanghai. When asked about his impression of China, Benni expressed his admiration; everything here, from the construction of ski venues and supporting infrastructure to the skill level of skiers, is now developing rapidly. "For instructors, this is a great place because you have motivated guests who want to be better. That's exactly what I want and why I am here to teach," Benni said.
Tong also shared that her company's collaboration with Benni is not limited to youth training programs. It also includes establishing bilateral ski schools in cooperation with Austria, bringing more Chinese skiing enthusiasts to ski in the country, and attracting more Austrians to China to experience the indoor ski venues as well as natural ski resorts in Xinjiang and Northeast China.
"Beginner" ski equipment market awaits filling
Beyond the demand for coaches driven by the growth of ski venues and participants, ski equipment remains a relatively untapped market in the ice and snow economy industrial chain. Michael Li, founder of the ski equipment brand Overide, explained that the number of skiers in the Chinese market has seen exponential growth in recent years, with most being beginners. However, existing international high-end brands that cater to experienced skiers can't meet their needs for equipment.
Over the past few years, Overide has achieved consecutive annual performance growth of two to three times by meeting the demands of this consumer segment. Moreover, during the 2025 "Double Eleven" shopping festival, the brand saw a 300% year-on-year surge in performance.
Discussing the prospects for developing ice and snow sports equipment in GBA, Michael noted that 2026 coincides with APEC being held in Shenzhen. He believes this will amaze foreign attendees, making them exclaim, "Wow, Shenzhen has ice and snow, and even ice and snow products!" He chuckled, saying this gives him even more confidence in the brand's future.
(Reporters: Tracy, Darius, Laura Cheung; Cameraperson & video editor: Bernhard)
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