European Chamber Sports Forum
First Forum Meeting in 2026 - How China's Winter Sports Business Matures Post the Winter Olympics?
Time: Monday, 2nd March at 4:00 PM
Venue: L371 ROSSIGNOL, 3rd Floor, HKRI TAIKOO HUI, Shanghai
We are excited to invite you to the upcoming First 2026 Sports Forum Meeting - How China's Winter Sports Business Matures Post the Winter Olympics, which will take place on Monday, 2nd March at 4:00 PM in L371 ROSSIGNOL, 3rd Floor, HKRI TAIKOO HUI, Shanghai.
China’s winter sports market is in its early stages, as reflected in challenges such as the shortage of snowboards available for rent and airports’ reputation for mishandling ski equipment. However, since the 2022 Beijing Winter Olympics, public interest in winter sports has grown significantly. As the nation's consumption shifts toward experiences, winter sports will not be just a passing fad.
Daxue Consulting will share insights from an analysis of around 300 million social media posts and in-depth interviews with Chinese winter sports enthusiasts. This presentation will highlight how winter sports enthusiasts’ preferences and behaviours are evolving; how brands, the government, and ski resorts are supporting this growth; and which winter sports and brands are rapidly growing, highlighting key opportunities and challenges for businesses.
This session will be followed by a panel featuring insights from Allison Malmsten of Daxue Consulting, Benny Wu of SnowPal and Simone Pompilio of ROSSIGNOL. The discussion will cover the latest trends, opportunities, and challenges in the industry, highlighting consumer behaviours, brand strategies, and market growth.
We are also pleased to have the Swiss and Austrian Chambers participating, providing additional perspectives on industry development. We look forward to your attendance and an engaging discussion.
Should you be interested to join the session, please contact Ms. Zhuo'er Chen at sh_govaffairs_c@europeanchamber.com.cn to register for your interest before 28th February, 2026.