Core Insights - The upcoming 2026 Milan Winter Olympics is driving a renewed global interest in winter sports, leading to increased demand for skiing equipment among Chinese consumers [1][4] - The first month of the 2025-2026 winter season saw ski resorts in China welcoming 35 million visitors, a 10% year-on-year increase, with total spending reaching 36.35 billion yuan, up 6% [1][4] - Discount ski apparel has become a market focal point, indicating a shift in the ice and snow economy from being event-driven to a more sustainable mass consumption model [1][4] Consumer Behavior - Young consumers are increasingly prioritizing cost-effectiveness when choosing skiing gear, with many opting to rent equipment at ski resorts, particularly in Chongli, where over 100 rental shops offer more than 70,000 items [6] - Discount ski clothing is gaining popularity, with consumers like Zheng Chao from Beijing purchasing discounted items, such as HALTI ski jackets priced under 1,000 yuan [2][6] - The rise of domestic brands in the ski equipment rental market is enhancing the value proposition for consumers, making it a preferred choice among skiing enthusiasts [6] Market Trends - The trend towards professional ski apparel is evident, as consumers are moving away from using regular winter clothing in favor of specialized ski gear that offers superior waterproofing, warmth, durability, and breathability [3][7] - The ice and snow economy in China is projected to exceed 1 trillion yuan by 2025, with an expected 360 million participants in winter sports and a potential revenue of 450 billion yuan from ice and snow tourism [3][7] - The synergy between ice and snow tourism, equipment, and event consumption is becoming the new norm, with the Milan Winter Olympics acting as a catalyst for the transition of the ice and snow economy from seasonal peaks to a more stable industry [3][7]