China’s Hottest Trend: Skiing
- chiaravinzi1
- Feb 8, 2023
- 5 min read
Introduction
Italy and China: A Partnership Driving Growth and Progress
On one side, China, with its 1.4 billion people and a rapidly growing interest in winter sports; on the other, Italy, renowned for its excellence in ski equipment and world-class resorts.
In recent years, skiing in China has shifted from being a niche sport to becoming a full-fledged lifestyle trend.
Last year, the size of China’s ski market reached new heights, spurred on by the recent Winter Olympics. The number of ski resorts grew dramatically—from 130 to 804 in the year of the major sporting event—and the overall market value soared to around €4 billion, marking an increase of more than 480% compared to 2015.
The central government has been a driving force behind the growth of winter tourism, boosting investment in the sector ever since Beijing was chosen in 2015 as the host city for the 2022 Winter Olympics. Furthermore, the national development plan for winter sports, released in 2016, projected that by 2025 as many as 50 million people would be actively participating in winter sports every year.
It is nothing short of a boom, especially considering that until the early 2000s the sector was virtually non-existent. And given the size of the Chinese population, it is easy to see that this is only the beginning of an exponential growth trajectory.
Opportunities for Snow Apparel and Accessories Brands
The enthusiasm sparked by the 2022 Winter Olympics has had a significant impact on the winter apparel market in China.
Many luxury brands are already aware of this rising trend and have launched entire collections dedicated to outdoor sports. Those unable to create full winter apparel or equipment lines can still benefit through collaborations and partnerships with athletes in the skiing world.
For instance, in 2021 the French luxury brand Chloé launched a collection in collaboration with Fusalp, a French label specializing in ski apparel for over 68 years. For the occasion, Chloé invited actress Wang Luodan—ambassador of the ski line—along with several well-known influencers.
Louis Vuitton followed with the launch of its first ski collection, while Burberry featured snowboarder Zhang Yiwei showcasing its new checkered down jacket, which garnered over 10,000 views.
Dior also seized the opportunity, unveiling in China a collection that included specific ski apparel. Meanwhile, brands such as Balenciaga and Stella McCartney have long incorporated ski-inspired elements into their collections.
Another clear example of the potential behind this trend can be seen at WF Central, a renowned luxury shopping mall in Beijing, where part of the third floor has already been dedicated to 10 brands offering winter sports products, including Bogner and Burton.
Opportunities for Hotels, Resorts, and Mountain Facilities
In China, winter sports enthusiasts are predominantly affluent, and in this period of reopening—marked by a longing to return to normal life—the desire among mountain lovers is stronger than ever, with many dreaming of European peaks.
Winter tourism in Europe is considered a mature market, which is why targeting the emerging Chinese market could represent a highly rewarding investment with a strong economic impact on local territories. In China, it is precisely those leading a wealthy lifestyle who are the most attentive to new trends. Through social platforms such as Little Red Book (Xiaohongshu) or Weibo, they keep themselves up to date, paying special attention to European trends—Italian ones in particular. Italy, with its stunning Dolomites, offers some of the very best experiences in winter tourism, and there could hardly be a better time to invest in what is likely to become the largest and most dynamic market in the world.
As confirmed by Simone Sturla, a business professional specializing in China and resident in Shanghai:
“The timing is decidedly favorable, as this trend will soon reach its peak. The next natural hotspot will be Italy, thanks to the upcoming 2026 Winter Olympics to be held in Milan-Cortina.”
As we have seen, the latest edition of the Winter Olympics in Beijing was able to generate tremendous enthusiasm among Chinese consumers, attracting many newcomers to the sport and transforming it into a genuine trend—one that also revitalized dormant ski resorts and facilities within China itself. The momentum of this trend continues to build, inspiring new ski enthusiasts to look forward to major sporting events such as the 2026 Winter Olympics, with the Dolomites as their stage.
This is precisely why it is crucial to seize the opportunity of welcoming a clientele with such high purchasing power as the Chinese. To do so, communication about your facilities and services should be entrusted to experts in the field. As many now know, the platforms we commonly use in Europe for tourism promotion, hotel bookings, and social media are not accessible to Chinese consumers.
Instead, there are platforms designed exclusively for Chinese users, along with native Chinese communication channels, through which it is possible to promote and present Italian businesses directly in Mandarin. How? That’s where we come in—our team of digital natives, made up of Italian and Chinese industry experts, is here to help. Contact us at cdm@chinadigitalmarketing.it.
Special thanks to:Simone Sturla, business professional specializing in China.
Executive Summary
Skiing in China has evolved from a niche sport to a mainstream lifestyle, fueled by the 2022 Winter Olympics and a strategic government push.
The number of ski resorts grew from 130 to 804 in just one year.
The market is now valued at over 4 billion RMB, up 480% since 2015.
A national winter sports plan launched in 2016 aims to create 50 million skiers by 2025.
Indoor ski resorts, such as the world’s largest in Shanghai, enable year-round skiing even in warm regions.
Regions like Jilin, Heilongjiang, and Liaoning are booming winter tourism destinations that integrate skiing, wellness, and nature.
Key Definitions
Ski resort: Outdoor or indoor area equipped for skiing.
Winter sports boom: Exponential growth in ski participation and infrastructure.
Indoor ski resort: All-season ski facilities within enclosed environments.
National Winter Sports Plan: Government policy to promote mass engagement with winter sports as a cultural and economic driver.
Key Takeaways
China's ski industry is rapidly expanding: from 130 to 804 ski resorts in a few years.
The market value has exploded, creating rich opportunities for brands, investors, and tourism operators.
Government-led strategy supports skiing as a tool for economic growth, health, and soft power.
Shanghai’s indoor resort sets a new benchmark for innovation in global snow sports infrastructure.
Northeastern provinces like Jilin and Heilongjiang are becoming four-season destinations mixing sport and lifestyle.
FAQ
How has the ski market in China evolved?
It transformed from a scattered set of resorts to a booming national sport, accelerated by Olympic momentum and government support.
What is the current market value?
As of the latest data, skiing in China is valued at ~4 billion RMB, a 480% increase compared to 2015.
What is the role of indoor ski resorts?
They enable skiing year-round, even in warmer cities. Shanghai’s indoor resort is the largest of its kind globally.
Which regions benefit the most?
Jilin, Heilongjiang, and Liaoning are key hotspots, combining skiing, wellness, and destination tourism.
Example Use Case
Scenario: An Italian technical apparel brand plans to enter the Chinese winter sports market.
Recommended Strategy:
Partner with indoor ski resorts (e.g. Shanghai) for pop-up installations.
Sponsor events and tourism packages in Jilin or Heilongjiang.
Launch content campaigns with local influencers focused on snow lifestyle.
Adapt apparel to cater for indoor/outdoor use, blending performance and urban fashion.
Operational Checklist
Analyze growth statistics and market value
Identify key indoor/outdoor resort partners
Design a tourism-driven digital marketing strategy
Develop regionally adapted products (e.g., style, tech specs)
Track emerging social trends in China’s winter sports space
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