"In recent years, the ice and snow economy has become more and more popular, and our orders for ski goggles have increased significantly." Just after the Spring Festival, Guangzhou tuosen sporting goods Co., Ltd. rushed to catch up with orders. Xie Qiang, general manager of the company, said that the holding of the Beijing Winter Olympics will bring new opportunities for development and will continue to increase the R & D and innovation of ice and snow products and better explore 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 show 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 of domestic ski products at home and abroad are rising. Taking advantage of the east wind of the Winter Olympics economy, 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 pattern of global ice and snow industry Chinese brands are quietly "up" "Thanks to the Winter Olympics, the sales of our products in domestic and foreign markets are even more popular. Especially the domestic market has increased significantly. The sales of ski goggles in China increased by 10% in 2021." Xie Qiang excitedly told reporters that ski glasses are the company's main products, of which hyperbolic lenses are a major feature. "Focusing on the younger and personalized characteristics of the ski consumption market, we pay great attention to whether the product style is novel and whether the update speed is fast enough, so as to be close to the young consumer groups as much as possible." Xie Qiang said that in the past, the company mainly focused on overseas markets, and foreign trade sales accounted for 70%. In recent years, with the growing consumer groups of domestic ice and snow sports, the market demand surged, and orders poured in. "More and more new traders and dealers contacted us to make orders. The order volume doubled several times in a few months last year." "The sales of savior brand electric ski gloves and electric Ski socks under our company have increased five times year-on-year in 2021 only on the express platform, and the sales during the Spring Festival have also increased nearly 50% year-on-year. The influence of domestic products in the year of the tiger will continue to strengthen." Said Zeng Xuehui, chairman of Shenzhen xinzhili Electronics Co., Ltd. Globally, the main production place of skiing equipment is China, and Guangdong has formed a complete ice and snow sporting goods industry chain. The holding of the Winter Olympic Games has brought new opportunities for industrial development. Leading sports from Shenzhen have provided many green and low-carbon products for the Beijing Winter Olympics. In the national ski center, the "snow flying swallow" spectator stand system built by leading sports can be demolished and recycled after the competition, and restore the natural style of the mountain. In the "ice sail" of the Beijing Winter Olympic Stadium, the leading sports team implanted domestic chips into the audience seats, and the audience can accurately locate and quickly seat in 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 sports venue facilities and equipment manufacturing is also developing intelligently and constantly adapting to the upgrading of the needs of national fitness." Zhang Feng, deputy general manager of leading sports, 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 for consumers at home and abroad. According to the data from cross-border e-commerce express, on the eve of the Spring Festival, the overseas sales of domestic ski products on the platform increased by more than 60% year-on-year, of which the overseas sales of ski helmets increased by 15 times. At the same time, the number of domestic ski products businesses on the platform has increased by nearly 50% in the past year. In the past year, consumers in 100 countries and regions around the world bought Chinese snow gear on express. From Iceland in the north to Chile in the south, there are Chinese ice and snow industry brands. According to pan Helin, executive director of the Digital Economy Research Institute of Central South University of economics and law, the scale of China's ice and snow industry was 117.7 billion yuan in 2013, increased to 600 billion yuan in 2020, and is expected to have a scale of 1 trillion yuan in 2025. "The trillion yuan market scale of the ice and snow industry covers ice and snow sports and ice and snow tourism, and its overall growth trend is higher than that of other forms of tourism." Pan Helin believes that with the increasing popularity of ice and snow facilities and ice and snow scenic spots, ice and snow tourism will glow with vitality and obtain better growth momentum. The upstream and downstream industrial chains of ice and snow industry such as ice and snow venue facilities, ice and snow sports equipment and clothing can usher in relatively clear development opportunities. Guangdong, a major manufacturing province, should seize the opportunity to explore domestic and foreign markets. Guangdong enterprises ride the east wind of the Winter Olympics Build market competitiveness with high-quality products "At first, I thought the products purchased at such a affordable price would be very ordinary, but after receiving the package, I found that the quality was very good. The helmet was made of high-tech materials and was light and strong on my head. I want to buy another helmet for my friend." On express, Moscow girl Elena shared the surprise and sense of security brought to her by Chinese made ski helmets. The praise of overseas consumers is only an epitome of the vigorous development of domestic brands. According to the 2020 white paper on China's ski industry, the number of domestic skiers has reached 20.76 million in the snow season from 2020 to 2021. 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 express platform. "Many foreign buyers are recommended by friends." Xie Zhenlong said that thanks to the advantages of industrial chain and supply chain, a major advantage of "made in China" is high quality and low price. In his express store, the average price of ski goggles is more than $30, about 1 / 10 of that of foreign brands, and the monthly sales volume can reach more than 2000. "As long as the product quality is excellent, domestic brands can still compete with foreign 'old strong teams'." Xie Zhenlong hopes to let consumers buy because of the price, surprise 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 take a share of the "big cake" of the global ice and snow economy, the key depends on innovation and brand. Although the epidemic affected last year's overseas orders, the pace of Guangdong Yijia Optical Technology Co., Ltd. investing in innovation and brand building has not slowed down. At present, Yijia optics 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 remodel the production and marketing system into a self owned one, and further transform it into an intelligent one." The relevant person in charge of Yijia optics said. Guangdong enterprises aim at the huge growth space of ice and snow economy in the future. The action plan for the development of ice and snow equipment industry (2019-2022), jointly issued by the State Administration of sports, the Ministry of industry and information technology and other nine departments, proposes that by 2022, the annual sales revenue of China's ice and snow equipment industry will exceed 20 billion yuan, with an average annual growth rate of more than 20%. Now, with the "ice and snow fever" driven by the Beijing Winter Olympic Games, China's ice and snow equipment industry will usher in an important period of development. (Xinhua News Agency)