With the Beijing Winter Olympics coming up in less than a month, snowsports awareness is reaching a new peak in China.

The winter sports market in China is one of the fastest growing in the world – estimated at over $126 billion at present and expected to reach over $160 billion by 2025.

A new campaign promoting the ‘Tmall Winter Festival 2022’ – an annual retail event from Alibaba dedicated to winter sports brands – calls for Chinese people to say goodbye to the city and “get to the snow”.

Official eCommerce Platform for Beijing 2022

In 2018 Tmall became the first website where fans could buy Beijing 2022 merchandise, thanks to Alibaba’s position as official ‘eCommerce Platform’ for the Games.

Interest in snowsports in China is growing fast. According to internal figures, sales of ski equipment on Tmall increased by 120% year-on-year.

“In the past two years, skiing has been breaking out of its niche…to become a new trend for the masses,” said Wang Xiaoyuan, VP of Skiing at Tmall.

International luxury brands are also targeting the Chinese snowsports market. Nearly 100 major fashion brands including Prada are selling ski products, ranging from clothing and helmets, to skis and snowboards, on Tmall Luxury.

India also a growing market

We were also interested to see that the fast-growing Indian snowsports market has its own new brands.

Narresh Kukreja, creative director at clothing brand Shivan & Narresh recently announced the launch of a new winter range called ‘Farrago’: “Whether you are going to Gulmarg or Switzerland or Austria or the French Alps, we have something for you.”