人民日报记者 郭晓龙 窦皓 冰雪运动的热潮带火了冰雪装备产业。我国冰雪产业体系日益健全，产品供给能力持续增强，正逐 步从起步阶段迈向高质量发展阶段，海外市场竞争力与品牌影响力也在不断提升。 据海关统计，2025年下半年以来，我国对中东欧出口溜冰鞋、对北美市场出口滑雪服等冰雪运动产 品的增速超过两位数。中国冰雪装备缘何圈粉海外，日益受到海外消费者喜爱？中国冰雪产业如何快速 响应全球消费趋势？记者进行了采访。 ——编者 "换了这款竞技款滑雪板后，转弯更灵活、韧性也够强，体验完全不逊于其他国际品牌。"在2026哈 尔滨国际冰雪经济博览会上，白俄罗斯滑雪爱好者谢尔盖耶维奇在哈尔滨乾卯雪龙体育用品有限公司展 台前赞叹。 作为较早从事冰雪装备制造的企业之一，乾卯雪龙的成长轨迹见证着国产装备的成长之路。公司 2000年以进口滑雪器材销售起步，2002年便成功产出滑雪鞋和固定器。技术突破驱动产品上新，为公司 拓展海外市场奠定了基础。2023年以来，趁着黑龙江哈尔滨冰雪热，公司销量大幅增长，生产线持续满 负荷运转。乾卯雪龙依托半自动化生产线实现产能跃升，构建起覆盖初级到竞技级的全品类产品矩阵， 年产滑雪鞋、固定器各1万件。 乾 ...

Core Viewpoint - The surge in winter sports has significantly boosted the ice and snow equipment industry in China, which is transitioning from an initial stage to a high-quality development phase, enhancing its competitiveness and brand influence in overseas markets [1]. Group 1: Industry Growth and Export Trends - China's ice and snow industry is witnessing a robust growth in product supply capabilities, with exports of ice skating shoes to Central and Eastern Europe and ski clothing to North America experiencing double-digit growth since the second half of 2025 [1]. - The ice and snow equipment industry is increasingly favored by overseas consumers, reflecting a rapid response to global consumption trends [1]. Group 2: Company Innovations and Product Development - Qianmao Xuelong, a pioneer in ice and snow equipment manufacturing, has seen significant sales growth in 2023, operating at full capacity due to the winter sports boom in Harbin [2]. - The company has developed a freestyle aerial skiing board for the national team, which is expected to debut at the 2026 Milan Winter Olympics, utilizing aerospace-grade composite materials and 3D printing technology to enhance performance while reducing costs to half of similar imported products [3]. - The customization capabilities of the company allow for adjustments based on athletes' habits, achieving international leading standards in multiple technical indicators [3]. Group 3: Competitive Pricing and Market Expansion - The production of ski poles in China, particularly from companies like Baiter, has gained popularity among foreign consumers, with a notable 30% increase in orders for a lightweight ski pole model compared to the previous season [4][5]. - Baiter produces over 5 million sports poles annually, primarily exporting to Europe and North America, while also expanding into South American markets [5]. - The local industry in Ninghai has established a production scale nearing 1 billion yuan, with a complete supply chain for ski poles, allowing for rapid sample production and cost-effective manufacturing [6]. Group 4: Brand Building and Market Integration - Companies are focusing on brand recognition to compete effectively in international markets, employing strategies such as signing international athletes and sponsoring events to enhance brand visibility [7]. - The Ningbo Customs is facilitating smoother export processes for ice and snow products, providing services to help companies seize "ice and snow orders" and expand into international markets [7].