China News Service, Beijing, October 17 (Reporters Lu Shaowei and Dong Zeyu) The 2026 International Winter Sports Expo (hereinafter referred to as the "Winter Expo") is being held in Beijing Shougang Park. This Winter Expo brings together more than 300 brands from more than 20 countries and regions around the world, including many overseas exhibitors who value the Chinese market. Chinese exhibitors have also shown off their "unique skills", aiming at domestic substitution while accelerating their deployment in overseas markets.
The "2026 China Ice and Snow Industry Development Research Report" released during this Winter Expo revealed the key report card: the scale of China's ice and snow industry will exceed one trillion yuan (RMB, the same below) in 2025.
When interpreting the report, Zhang Li, co-president of Asia Data Group, said that China's ice and snow equipment market has grown particularly rapidly in recent years. The market size will reach 84.66 billion yuan in 2025, a year-on-year increase of 34.79%, and is expected to exceed the 100 billion yuan mark in 2026. At the same time, a large number of independently developed domestic brands are gaining favor and setting sail overseas. The direction of corporate innovation pays more attention to material performance, professional functions, safety protection and intelligent technology improvements.
In the Austrian brand Wintersteiger exhibition area, a 3D foot scanner attracted visitors to experience. According to Li Shengchao, the person in charge of the exhibition area, the equipment realizes stereoscopic scanning through three cameras and can accurately collect three-dimensional data such as foot length, foot width, and arch height. The maximum accuracy can be controlled at about 0.1%, which can provide accurate basis for matching snowshoes and insoles.
"Professional athletes need the ultimate sense of wrapping to ensure force transmission, mass enthusiasts pursue comfort, and beginners value safety margin more. Different groups of people can find adaptation solutions based on data. Currently, this equipment has been installed in many professional ski service centers in China, and its application scenarios have also extended from skiing to mountaineering, cross-country running, basketball and other fields. China's huge sports market provides more possibilities for product applications." Li Shengchao said.
Beijing Zhongyun Tianchuang Technology Co., Ltd. demonstrated a new generation of smart ski goggles. This product has a built-in optical waveguide display system that integrates sports data monitoring, first-view camera, voice intercom and other functions. Skiers can check speed, sliding angle, altitude, mileage and other information at any time, and can also talk to their companions in real time. The battery life is optimized for low-temperature environments.
Wei Sheng, the company's chief technology officer, revealed that the product plans to be officially launched this winter, and in the future it will expand entertainment and social functions such as AR virtual tracks and teammate location sharing. At present, the products have attracted agents and ski resort managers from Finland, Spain, Canada and other countries to discuss cooperation. The overseas market is even more concerned than the domestic one.
The reporter noticed that at this Winter Expo, Chinese brands are accelerating their breakthrough from local substitution to global layout. Jiangsu Jujiang Electric Vehicle Co., Ltd. exhibited a series of self-developed electric ice pouring trucks, which have multiple functions such as ice pouring, ice clearing, and ice collection, and have the advantages of low noise and zero emissions. Hou Xiaoxiao, the company's sales manager, said, "The performance of this series of products is not inferior to similar imported products, but the price is only one-third of theirs. It has been exported to many countries such as Russia, Kazakhstan, and South Korea. In the future, it will focus on exploring the European and American markets."
