"In recent years, the ice and snow economy has become more and more popular, and our orders for ski goggles have grown significantly." Just after the Spring Festival, Guangzhou Tuosen Sports Goods Co., Ltd. rushed to order. The company's general manager Xie Qiang said that the Beijing Winter Olympics The holding of the event brings new opportunities for development, and will continue to increase the R&D and innovation of ice and snow products to better develop domestic and foreign markets.

　　The Beijing Winter Olympics is like a "catalyst", which has greatly promoted the development of China's ice and snow industry.

Data from some e-commerce platforms at home and abroad shows that in the field of ice and snow sports equipment and related clothing, the situation dominated by foreign brands is quietly changing, and the sales volume of domestic ski products at home and abroad has increased.

Taking advantage of the economic east wind of the Winter Olympics, Guangdong enterprises are improving the "gold content" of the ice and snow industry through independent innovation, and starting the Guangdong manufacturing brand.

Changes in the global ice and snow industry pattern

　　Chinese brands quietly "superior"

　　"Thanks to the promotion of the Winter Olympics, the sales of our products in domestic and foreign markets have become more popular. Especially the domestic market has grown significantly. In 2021, the sales of ski goggles in China will increase by 10%." Xie Qiang told reporters excitedly. , Ski goggles are the company's flagship product, of which the hyperboloid lenses are a major feature.

"Focusing on the youthful and personalized characteristics of the ski consumer market, we pay great attention to whether the product style is novel and the update speed is fast enough, so as to be as close to the young consumer group as possible."

　　Xie Qiang said that the company used to focus on overseas markets, and foreign trade sales accounted for 70%.

In recent years, with the continuous growth of the domestic ice and snow sports consumer groups, the market demand has surged, and orders have come one after another.

"More and more new traders and distributors are contacting us to place orders, and the order volume has doubled several times in a few months last year."

　　"Our company's Savior brand electric heating ski gloves and electric heating ski socks, only on the AliExpress platform, the sales in 2021 increased by 5 times year-on-year, and the sales during the Spring Festival also increased by nearly 50% year-on-year, the Year of the Tiger. The influence of domestic products will continue to strengthen." said Zeng Xuehui, chairman of Shenzhen Xinzhili Electronics Co., Ltd.

　　From a global perspective, the main production place of ski equipment is in China, and Guangdong has formed a complete industrial chain of ice and snow sports goods.

The holding of the Winter Olympics has brought new opportunities for industrial development.

　　Leading sports from Shenzhen have provided a number of green and low-carbon products for the Beijing Winter Olympics.

At the National Ski Center, the "Xuefeiyan" audience stand system built by leading sports can be dismantled and recycled as a whole after the game, and the natural features of the mountain can be restored.

In the "Ice Sail" at the Beijing Winter Olympics venue, leading sports implanted domestic chips into the spectator seats, allowing spectators to accurately locate and quickly sit in the tens of thousands of seats...

　　"Driven by the Winter Olympics, there will be more and more demand for ice and snow sports. The traditional industry of stadium facilities and equipment manufacturing is also developing towards intelligence and constantly adapting to the upgrade of national fitness needs." Deputy General Manager of Leading Sports Zhang Feng is full of confidence.

The company will increase its online promotion at home and abroad, and strive to double its profits this year.

　　In the field of ice and snow sports equipment and related clothing, more and more domestic brands have become the first choice of domestic and foreign consumers.

　　Data from AliExpress, a cross-border e-commerce company, shows that on the eve of the Spring Festival, overseas sales of domestic ski supplies on the platform increased by more than 60% year-on-year, of which overseas sales of ski helmets increased by 15 times.

At the same time, the number of domestic ski goods merchants on the platform has grown by nearly 50% in the past year.

In the past year, consumers in 100 countries and regions around the world purchased Chinese ski equipment on AliExpress.

From Iceland in the north to Chile in the south, there are Chinese ice and snow industry brands.

　　According to the calculation of Pan Helin, Executive Dean of the Digital Economy Research Institute of Zhongnan University of Economics and Law, the scale of my country's ice and snow industry in 2013 was 117.7 billion yuan, and it will grow to 600 billion yuan in 2020. It is expected that there will be a scale of 1 trillion yuan in 2025.

"The trillion-yuan market size of the ice and snow industry covers ice and snow sports and ice and snow tourism, and its overall growth trend is higher than the growth rate of other forms of tourism."

　　Pan Helin believes that with the increasing popularity of ice and snow facilities and ice and snow attractions, ice and snow tourism will be rejuvenated and gain better growth momentum. With clear development opportunities, Guangdong, a major manufacturing province, must seize the opportunity to develop domestic and foreign markets.

Guangdong enterprises take advantage of the East Wind of the Winter Olympics

　　Build market competitiveness with high-quality products

　　"At first, I thought that the product purchased at such an affordable price would be very general, but after receiving the package, I found that the quality is very good. The helmet is made of high-tech materials, which is light and strong on the head, such a good helmet I want to use again Buy one for a friend." On AliExpress, Elena, a Moscow girl, shared the surprise and sense of security brought by the Chinese-made ski helmet.

　　The praise from overseas consumers is just a microcosm of the booming development of domestic brands.

The "2020 White Paper on China's Ski Industry" shows that in the 2020-2021 snow season, the number of domestic skiers has reached 20.76 million, and the development of the domestic market has driven the branding of domestic ski products.

　　Xie Zhenlong from Chaoshan, Guangdong established his own brand in 2017 and is now well-known on the AliExpress platform.

"Many foreign buyers are recommended by friends." Xie Zhenlong said that thanks to the advantages of the industrial chain and supply chain, one of the advantages of "Made in China" is high quality and low price.

In his AliExpress store, the average price of ski goggles is more than 30 US dollars, which is about 1/10 of that of foreign brands, and the monthly sales volume can reach more than 2,000.

　　"As long as the product quality is excellent, domestic product license plates can compete with foreign 'old-brand powerhouses'." Xie Zhenlong hopes that consumers will buy because of the price, be surprised because of the product, and stay because of the brand.

　　Xie Zhenlong's idea is also the consensus of more and more Guangdong enterprises.

　　To get a piece of the "big cake" of the global ice and snow economy, the key lies in innovation and branding.

Although the epidemic affected overseas orders last year, Guangdong Yijia Optical Technology Co., Ltd. has not slowed down in its investment in innovation and brand building.

At present, Yijia Optical is making every effort to build its own outdoor sports brand by building a multi-channel e-commerce retail platform and creating a more efficient and intelligent factory.

"It is necessary to transfer the brand to self-operated brands, reshape the development system and intelligent production process, and further improve the sales market." The relevant person in charge of Yijia Optics said.

　　Guangdong enterprises are aiming at the huge growth space of the ice and snow economy in the future.

The "Ice and Snow Equipment Industry Development Action Plan (2019-2022)" jointly issued by the State General Administration of Sports, the Ministry of Industry and Information Technology and other nine departments proposes that by 2022, the annual sales revenue of my country's ice and snow equipment industry will exceed 20 billion yuan. The average growth rate is above 20%.

Now, with the "ice and snow fever" driven by the Beijing Winter Olympics, China's ice and snow equipment industry will usher in an important period of development.

(Nangfang Daily reporter Chang Daoli Chen Xiao Ou Zhikui intern Li Pei)