People's Daily: Since the second half of 2025, the export growth rate of some ice and snow sports products in China has exceeded double digits. Why is domestic ice and snow equipment selling well worldwide

The craze for ice and snow sports has ignited the ice and snow equipment industry. The ice and snow industry system in our country is becoming increasingly sound, and the product supply capacity is continuously increasing. It is gradually moving from the initial stage to the stage of high-quality development, and the competitiveness and brand influence in overseas markets are also constantly improving.
According to customs statistics, since the second half of 2025, the growth rate of China's exports of ice and snow sports products such as ice skates to Central and Eastern Europe and ski suits to the North American market has exceeded double digits. Why is Chinese ice and snow equipment becoming increasingly popular among overseas consumers? How can China's ice and snow industry quickly respond to global consumption trends? The reporter conducted an interview.
——Editor's note:
　　   
After switching to this competitive ski board, the turning is more flexible and the toughness is strong enough, and the experience is not inferior to other international brands. "At the 2026 Harbin International Ice and Snow Economy Expo, Belarusian skiing enthusiast Sergeyevich praised in front of the exhibition booth of Harbin Qianmao Snow Dragon Sports Equipment Co., Ltd.
As one of the early enterprises engaged in the manufacturing of ice and snow equipment, the growth trajectory of Qianmao Snow Dragon witnesses the growth path of domestic equipment. The company started selling imported ski equipment in 2000 and successfully produced ski shoes and fixators in 2002. Technological breakthroughs drive product innovation, laying the foundation for the company to expand into overseas markets. Since 2023, taking advantage of the ice and snow heat in Harbin, Heilongjiang, the company's sales have significantly increased, and the production line has continued to operate at full capacity. Qianmao Xuelong relies on semi-automatic production lines to achieve a leap in production capacity, building a full category product matrix covering primary to competitive levels, with an annual output of 10000 ski shoes and fasteners.
On the Qianmao Xuelong exhibition stand, a pair of competitive skis with a five-star red flag printed on them attracted attention.
This is the freestyle aerials ski we have developed for the national team, which has passed four rounds of rigorous testing and is expected to make its debut at the 2026 Milan Winter Olympics. "Upon hearing the introduction from the company's general manager, Li Zhibo, many foreign investors stopped to pay attention and express their intention to cooperate at the Ice Expo. This "Harbin made" ski board, with its hardcore technology and high cost-effectiveness, is moving from the Ice Expo to the global market. This product, commissioned by the Winter Sports Management Center of the General Administration of Sport of China, innovatively uses aerospace grade composite materials and is precisely shaped through 3D printing technology, significantly improving toughness while reducing weight. Its price is only half of imported similar products. ”Li Zhibo's words are filled with pride.
What is more competitive is the ability to customize. The R&D team can adjust the proportion of core materials based on athletes' power habits and technical characteristics, achieving a transition from "human adapted board" to "board adapted to human", with multiple technical indicators reaching international leading levels. We look forward to selling domestic ice and snow equipment to more countries and regions, "said Li Zhibo. He will take the development of equipment for the Milan Winter Olympics as an opportunity to expand into categories such as competitive snowboards and alpine skis, while also laying out retail channels to make domestic skis stand out in the global arena and market.
Not only skis, but also Chinese ski poles are gradually gaining popularity among overseas consumers.
In the ski resort, two slender canes support skiers to change direction, adjust speed, and control balance. Folding, stretchable, ultra lightweight... Walking into the exhibition hall of Baite Outdoor Products Co., Ltd. located in Ninghai County, Ningbo City, Zhejiang Province, various specifications and models of ski poles are dazzling.
A training stick suitable for beginners in alpine skiing is a "star item" that is highly favored by foreign consumers. Firstly, it is lightweight. This ski pole made of aviation grade aluminum alloy material weighs less than 200 grams; Secondly, there is stability. The ergonomic handle made of special materials and the thoughtful anti slip pattern design allow skiers to grip it firmly even when wearing gloves.
Considering the characteristics of European and American consumers, we have increased the size of the handle and optimized the retractable design, "said Guo Jinlong, the company's foreign trade manager. In the snow season of 2025, this product has received over 400000 orders from foreign customers, an increase of 30% compared to the same period last snow season.
The gaze turned to the production workshop, accompanied by the roar of machinery, aluminum shavings splashing on the cutting machine, and the grinding wheel emitting a "hissing" sound. The workers are cutting materials such as aluminum alloy, which are polished, painted, and assembled into ski poles one by one.
Initially, we only produced hiking poles. After the Beijing Winter Olympics, we took the initiative to adjust and aluminum alloy ski poles became our main product. Guo Jinlong introduced that the company exports more than 5 million pairs of sports poles, including ski poles, annually, mainly to Europe, North America and other regions. At the same time, the company is actively exploring new markets and has entered South American markets such as Chile and Colombia.
In Ninghai, there are many companies like Baite - for every 10 ski poles exported by China, 7 of them come from Ninghai. The local ice and snow equipment industry, represented by ski poles, has formed a production scale with an annual output value of nearly 1 billion yuan, creating a supporting industrial chain covering pipes, locks, handles, and assembly.
Not far from the Baite Ski Cane Production Plant, there are bustling molding workshops. The fully automatic robotic arm is operating at full capacity for mold manufacturing, injection molding, and other tasks.
From an aluminum alloy pipe to a finished product, it can be completed without leaving the county. The customer's idea is that we can make samples in 7 days and mass produce them in 30 days, "said Zhu Xuefeng, the company's general manager. With a complete industrial cluster and efficient flexible manufacturing, Ninghai's ski cane enterprises not only have abundant production capacity, but also have high cost-effectiveness - for products with equivalent performance, the price of Baite is only about 60% of that of European and American brands.
The price has decreased, while the added value of the product continues to increase. In the corporate exhibition hall, a lightweight cane weighing as low as 180 grams is very eye-catching. We are making technological breakthroughs in areas such as ultra light cane, anti freezing external lock, ergonomic handle, etc. "Zhu Xuefeng pointed to the patent wall and said that the company has reduced the carbon emissions of a single product by more than 50% by cooperating with well-known raw material suppliers and selecting high-performance recyclable raw materials.
Products going overseas also need to adapt to international market rules. From providing technical guidance for fast customs clearance, to opening up a "green channel" for exporting skiing supplies, to interpreting policies to avoid compliance risks... During the peak production season, there will always be staff wearing customs uniforms in the factory area providing door-to-door "delivery services".
To help enterprises better seize 'ice and snow orders' and explore international markets, we continue to promote the use of the' early declaration 'customs clearance mode, provide guidance on preferential certificate of origin application and customs classification pre ruling and other facilitation measures, compress customs clearance time, and reduce enterprise costs, "said Tian Mingchao, head of the Comprehensive Business Department II of Ninghai Customs under Ningbo Customs.
In Zhu Xuefeng's phone, there are photos of French athletes winning the 2024 Mont Blanc Super Off road Race. The athlete is holding the carbon running cane jointly developed by Baite and the customer.
Only by establishing a strong brand can companies stand firm in competition, "said Zhu Xuefeng. Companies continue to expand their brand influence by signing contracts with internationally renowned athletes and sponsoring related events; At the same time, establish an overseas local team to be responsible for marketing, sales, after-sales services, and truly integrate into the local community.