2021 Winter Sports Expo Concludes: Embracing the Winter Olympics Together, Sharing a New Future for Snow and Ice Economy
On September 7, the five-day 2021 International Winter Sports (Beijing) Expo (hereinafter referred to as the Winter Sports Expo) concluded successfully at Shougang Park. This year's expo was held concurrently with the 2021 China International Fair for Trade in Services (CIFTIS). The expo's high-level international influence and industry penetration not only helped CIFTIS open up new patterns of global cooperation and openness, but also effectively boosted China's snow and ice services and trade, providing strong support for the final sprint towards the Beijing 2022 Winter Olympics.
The 2021 Winter Sports Expo attracted over 500 snow and ice brands from more than 20 countries, with international participation exceeding 60%. Over 260 government leaders from home and abroad, officials from the International Olympic Committee (IOC) and international sports organizations, executives of domestic and foreign ice and snow enterprises, industry experts, and elites from related fields attended, along with tens of thousands of representatives from professional institutions who joined in exchanges and sharing. As the premier global ice and snow industry expo, the exhibition area of nearly 20,000 square meters drew close to 24,000 professional representatives for business talks and nearly 200,000 visitors for on-site experiences. Over 600 authoritative media outlets at home and abroad, including People's Daily, Xinhua News Agency, China Central Radio and Television, and China News Service, provided comprehensive coverage of the expo, highlighting its vision and determination to promote new development in the ice and snow economy and achieve win-win cooperation among multiple parties.
On September 3, Cai Qi, member of the Political Bureau of the CPC Central Committee, Secretary of the Beijing Municipal Committee, and President of the Beijing 2022 Winter Olympics and Paralympics Organising Committee; Chen Jining, Deputy Secretary of the Beijing Municipal Committee, Mayor of Beijing, and Executive President of the Beijing 2022 Winter Olympics and Paralympics Organising Committee; Zhang Yankun, Deputy Secretary of the Beijing Municipal Committee; and Yang Jinbai, Vice Mayor of Beijing, visited the expo venue. They inspected booths including the Beijing 2022 Winter Olympics Organising Committee, the Chinese Olympic Committee, and the Italian national pavilion. On September 6, former Vice President of the People's Republic of China Li Yuanchao toured the expo. On September 7, former Vice Premier of the State Council Liu Yandong visited the international winter sports organizations and Digital Winter Olympics booths, giving full recognition to the expo's organization.
They were accompanied by Fu Xiaohui, Secretary-General of the Beijing Olympic City Development Association (BODA) and Director of the Beijing Olympic City Development Center; Gao Yunchao, Deputy Secretary-General of BODA and Deputy Director of the Beijing Olympic City Development Center; Xiong Xiaoge, Founding Chairman of IDG Capital; Zhu Dongfang, President of Asia Digital Group; and Zhang Li, Vice President of Asia Digital Group.
Former Vice President Li Yuanchao toured the Winter Sports Expo.
Former Vice Premier Liu Yandong visited the international winter sports organizations and Digital Winter Olympics booths.
During the expo, leaders from entities such as the State-owned Assets Supervision and Administration Commission, the Human Resources and Social Security Bureau, the China Foreign Languages Publishing Administration, the Ministry of Foreign Affairs, and the State Taxation Administration visited the exhibition halls.
Building a Global Showcase Platform: Witnessing Global Snow and Ice Forces Dancing with China
Since 2016, the Winter Sports Expo has been held annually in Beijing. Over the past six years, it has delivered impressive results: total exhibition area has reached 150,000 square meters; total visits have hit one million; over 600 exhibitors have participated, most of them multiple years; more than 100 forums and promotional sessions have been organized; nearly 1,300 speakers have presented; and 130,000 professional visitors have attended.
Continuously elevating exhibition quality and becoming a barometer for the international ice and snow industry has been the expo's goal over these six years. This year, centered on themes such as Winter Olympics, snow and ice technology, culture, equipment, and tourism, the expo featured 8 major exhibition zones and 12 categories of displays, providing the best stage for global snow and ice exhibitors.
In just a few months, the Beijing Winter Olympics will open, and the world is eagerly awaiting this grand event. At the Beijing 2022 Winter Olympics Organising Committee's exhibition area, a 'time tunnel' made of Olympic rings scrolled through iconic milestones of Olympic preparations, while displays of venues like the Water Cube, Bird's Nest, and Ice Ribbon immersed visitors in the Olympic atmosphere. The Chinese Olympic Committee's booth showcased the elegance of Olympic athletes, with the appearance of world champion Zhang Dan and other famous athletes thrilling the crowd. Rich demonstration projects such as figure skating and ice hockey further released the charm of winter sports. Booths from Yanqing, Shijingshan, and Shougang, featuring smart technology equipment, achievements of '300 million people participating in ice and snow sports', and the integration of industrial heritage with Olympic city development, allowed visitors to experience the all-out sprint toward the Winter Olympics and share the joy of Beijing becoming a 'Dual Olympic City'.
As a global ice and snow industry expo, since its debut in 2016, the Winter Sports Expo has drawn snow and ice powerhouses including Switzerland, Austria, Finland, Italy, Japan, France, the Czech Republic, Germany, Sweden, Ukraine, Slovenia, Canada, South Korea, Russia, the United States, and Norway, bringing renowned enterprises to exhibit in national pavilions. In 2017, the expo introduced the concept of the Guest Country of Honor, with Switzerland, Austria, and Finland serving as the first honorees.
In 2021, the expo invited Italy as the Guest Country of Honor. Milan-Cortina d'Ampezzo is the host of the 2026 Winter Olympics. Seizing this opportunity, Italy showcased around the theme 'Italy in the Mountains,' presenting top manufacturers, snow and ice equipment, government organizations, training systems, and winter tourism resources, fully displaying the charm of a winter sports powerhouse.
This year, alongside Italy, more than 20 countries including Austria, Japan, the Czech Republic, Finland, Germany, and Belarus also exhibited, detailing their most advantageous ice and snow resources. Compared with 2016, the expo's international participation has tripled, making it the premier platform for showcasing global ice and snow culture, technology, equipment, and trends.
Over the six years since its establishment, the Winter Sports Expo has witnessed the rapid growth of China's ice and snow industry and its economy transforming from weak to strong. It has also propelled domestic snow and ice forces onto the international stage, exploring new directions through exchange and display. At the expo, regions such as Jilin, Changbai Mountain, Altay, and Yulin showcased their unique ice and snow landscapes, tourism resources, cultural charm, specialty products, and cultural creative resources. Jilin's simulated skiing experience, Changbai Mountain's characteristic 'Three Snows' display, Altay's distinctive ethnic songs and dances and fur ski show, and Yulin's winter outdoor fashion show all attracted crowds, fully demonstrating the vitality of regional ice and snow economies.
Moreover, using the expo to boost industry, providing a splendid debut platform for global ice and snow enterprises, and helping them expand cooperation opportunities in snow and ice services trade is a continuous effort of the event. Over six years, world-leading ice and snow brands have joined the Winter Sports Expo's 'circle of friends,' showcasing globally advanced equipment, technology, and services. This year, many renowned brands such as TechnoAlpin, AST, Doppelmayr, Wintersteiger, HEAD, Snow51, OuYue Ice & Snow, Sunac Snow, and ShangXue Sports presented their latest products and achievements on site. At the same time, the expo has witnessed the rise of numerous domestic ice and snow enterprises. Chinese companies like Mingxing, Carbin, and Nuotek have evolved from mainly acting as brand agents to possessing full independent R&D and manufacturing capabilities with complete intellectual property rights. More and more Chinese ice and snow enterprises are leveraging the Winter Sports Expo platform to open up broader development space.
Gathering International Ice and Snow Forces to Build a Dual-Circulation Development Pattern for the Ice and Snow Economy
At the opening ceremony on September 3, IOC President Thomas Bach highly praised the new breakthroughs of this year's Expo in his congratulatory letter. He said that this Winter Sports Expo gathered the winter sports industry, marking another important step for China in writing a new chapter in its great sports history.
Beijing 2022 Winter Olympics and Paralympics Organising Committee Full-time Vice President and Secretary-General Han Zirong delivers a speech.
Han Zirong, Full-time Vice President and Secretary-General of the Beijing 2022 Winter Olympics and Paralympics Organising Committee, addressed that the 2021 Winter Sports Expo has been incorporated into the sports services thematic exhibition of CIFTIS. On this more open and higher-level platform, the Winter Sports Expo is bound to burst forth with even greater vitality.
IOC Member and Chairman of the Beijing 2022 Winter Olympics Coordination Commission, Juan Antonio Samaranch Jr., sent a video address. Samaranch stated that Beijing's Olympic legacy and sustainability efforts have achieved remarkable results. Facing the raging COVID-19 pandemic, the Beijing Winter Olympics Organising Committee has overcome numerous difficulties and excellently completed all preparatory work.
IOC Member and Chairman of the Beijing 2022 Winter Olympics Coordination Commission, Juan Antonio Samaranch Jr., delivers a video address.
The Winter Olympics has promoted winter sports culture across the country and advanced the development of urban sports infrastructure. Representatives from the guest country Italy, international winter sports federations, and the IOC delivered excellent keynote speeches via video. Mario, Undersecretary of the Italian Ministry of Foreign Affairs and International Cooperation, expressed Italy's support for China's construction of Winter Olympic facilities and continued investment in sports infrastructure. IOC Member, President of the International Bobsleigh and Skeleton Federation, and member of the Beijing 2022 Winter Olympics Coordination Commission, Ivo Ferriani, said that in China, the goal of 'engaging 300 million people in winter sports' is gradually becoming a reality.
In the main forum roundtable dialogue, guests including Peng Weiyong, Deputy Director and First-Class Inspector of the Sports Economy Department of the General Administration of Sport of China; Tong Dafu, Czech Ambassador to China; Kollanen, Minister/Chargé d'Affaires of the Finnish Embassy in China; Zhao Yinggang, President of the Chinese Luge Association, Deputy Director of the Beijing Winter Olympics Organising Committee's Sustainable Development and Consultancy Committee, and specially invited expert of the Sports Department of the Winter Olympics Organising Committee; Sarah Lewis, World Sport Leader and Secretary-General of the International Ski Federation (FIS) from 2000 to 2020; and Lu Peng, Executive President of Sunac China and President of Sunac Cultural Tourism Group, engaged in in-depth discussions on the theme 'With the Support of the Winter Olympics, the Ice and Snow Industry is About to Break Through.' They analyzed the shortcomings of the domestic ice and snow industry, summarized past international cooperation experience, and sought scientific paths for breakthrough development. Peng Weiyong noted that China's ice and snow industry is in its early stages, with insufficient per capita venues, lack of talent, and relatively outdated equipment, requiring concerted efforts in policy guidance, platform empowerment, and demonstration leadership to improve. Sarah Lewis said that the Winter Sports Expo is a catalyst that can better promote winter sports in China, and that winter sports attract more young participants, forming new segments, and represent a future direction for sports development.
Roundtable Dialogue: With the Support of the Winter Olympics, the Ice and Snow Industry is About to Break Through.
Günther Platter, Governor of Tyrol, Austria; Tong Dafu, Czech Ambassador to China; Martin Glatz, Commercial Counsellor of the Austrian Embassy in China; Wang Lu, Deputy Secretary of the CPC Jilin Municipal Committee and Mayor of Jilin City; Chai Xiaoping, Director of the Yulin Municipal Bureau of Industry and Information Technology; Wang Ku, Secretary of the CPC Working Committee and Director of the Management Committee of the Changbai Mountain Protection and Development Zone, Jilin Province; and Xu Yu, Secretary of the Party Committee, Chairman, and President of China Economic Information Service, delivered keynote speeches respectively. Zhang Li, Vice President of Asia Digital Group, released the '2021 China Ice and Snow Industry Report,' and Xu Yu released the '2021 China Ice and Snow Tourism Index' with insightful interpretation.
From September 3 to 5, nearly 200 guests from about 20 winter sports countries attended the parallel forums of the Winter Sports Expo. Over 10 parallel forums, including the Olympic City Development Forum, Sports Technology Innovation and Entrepreneurship Competition, Youth Ice and Snow Popularization Forum, Ice and Snow Trend Forum, Ice and Snow Tourism Development Forum, Ice and Snow Education Forum, Ski Resort Operation and Management Forum, Venue Design and Construction Forum, Ice and Snow Marketing Forum, and Technology Winter Olympics Forum, along with a special promotion session titled 'City of Rime, Paradise for Skiing – The Northern River City of Jilin,' saw guests from various sectors engage in deep dialogue and exchange of ideas on the development status and upgrade directions of various segments of the ice and snow industry.
2021 International Winter Sports (Beijing) Expo Olympic City Development Forum
For six consecutive editions, the Winter Sports Expo has used its main forum and parallel forums as the main channels for high-level dialogue among top talent from home and abroad, addressing the development difficulties and industry trends of the ice and snow industry. Over the years, more than 600 international guests have participated, accounting for over 50%.
At various forums of past Winter Sports Expos, representatives from international organizations such as the IOC, International Biathlon Union, International Bobsleigh and Skeleton Federation, World Curling Federation, International Skating Union, International Ski Federation, International Ice Hockey Federation, World Union of Olympic Cities, Finnish Ministry of Education and Culture, Austrian Olympic Committee, and embassies of Finland, Switzerland, Austria, Italy, and the Czech Republic in China, joined guests from Chinese government departments, associations, organizations, and enterprises to discuss global ice and snow development opportunities. They outputted industry intelligence for high-quality development in the global winter sports field with cutting-edge insights and perspectives.
Past VIPs at the Winter Sports Expo have included IOC representatives such as President Thomas Bach; IOC member and Chairman of the Beijing 2022 Coordination Commission Juan Antonio Samaranch; and IBSF President Ivo Ferriani. Leaders and officials from winter sports powerhouses included Swiss President Doris Leuthard, Finnish President Sauli Niinistö, Austrian Vice-Chancellor Heinz-Christian Strache, and Finnish Minister of Science and Culture Annika Saarikko. Olympic city representatives included Lausanne Mayor and World Union of Olympic Cities President Grégoire Junod, WUOC Secretary-General Mélanie Dupé, and Lillehammer Deputy Mayor Ingunn Trosholmen, among others. Embassy representatives such as Austrian Ambassador to China Friedrich Stift and Finnish Ambassador to China Jarno Syrjälä also attended. These guests offered directional advice from diverse perspectives such as Olympic legacy, event organization, sports promotion, industrial policy, and urban development, and provided strategic references with broad vision for the healthy and sustainable development of the global ice and snow economy.
Extensive international exchanges and deep industry discussions at the expo's 'meeting rooms' have generated a wealth of policy insights and industrial wisdom. China's ice and snow economy is gradually forming a new pattern of dual-circulation development, and the global winter sports industry chain ecosystem is moving toward a new form of mutual benefit and shared prosperity.
Inheriting the Olympic Spirit, Accelerating the Popularization of Winter Sports Culture
Every year, the Winter Sports Expo's rich supporting activities, featuring deeper connections and stronger interaction, are welcomed by winter sports enthusiasts and industry insiders. At this year's expo, top global ice and snow brands and enterprises actively participated in product showcases and launch events while also creating highly experiential interactive demonstrations for visitors. Tanabe Sports presented an ice and snow equipment show featuring trendy winter sports items such as SWANS snow goggles and helmets, SINANOHU ski poles, and ERGO GRIP gloves, along with a new product launch for the 2021–22 snow season, attracting many visitors and industry professionals to watch and inquire.
In addition, the '2021 International Winter Sports Leading Brands' awards were presented on the evening of September 3, honoring top ski resorts (Top 10), popular winter tourism destinations of the year, and international innovation and entrepreneurship brands through three awards, highlighting role models in the ice and snow field and unleashing new drivers for innovative development in the ice and snow industry. The Sports Technology Innovation and Entrepreneurship Competition held on September 4 mobilized multiple industry experts and top investors, providing a stage for a group of emerging enterprises in sports ice and snow, sports technology, and sports vision to showcase themselves and gain capital favor.
By creating new product showcases and launch events, building enterprise matchmaking platforms, and promoting the display of new industry dynamics and trends, the Winter Sports Expo effectively empowers local specialty industries and accelerates the development of ice and snow enterprises, driving shared prosperity across the entire winter sports industry chain. For example, 'Yulin Cashmere' – Yulin, Shaanxi, joined hands with local enterprises to exhibit as a provincial and municipal delegation at the expo, conducting multi-faceted promotion of the local wool and cashmere industry and native brands through exhibitions, special promotions, cooperation signings, and fashion shows. In September 2020, via the expo platform, Yulin Yanglaoda and the 'Experience Beijing' organizing committee reached cooperation intentions. In early 2021, the 'Experience Beijing' Series Winter Sports Events Organising Committee signed a contract with Yulin Yanglaoda Brand Clothing Operation Co., Ltd., making Yulin Yanglaoda an official Platinum Partner of the 'Experience Beijing' series of winter sports events. The regional brand 'Yulin Cashmere' and representative clothing brands like 'Yanglaoda' are leveraging their product advantages and the expo platform to successfully seize early opportunities in the ice and snow sector.
As a leading brand in China's indoor ice and snow industry, Sunac Snow, through a nationwide layout of professional large-scale indoor ski slopes, offers Chinese consumers year-round skiing experiences right at their doorsteps, enabling more Chinese people to participate in ice and snow sports through convenient and comprehensive services.
Beyond boosting the ice and snow industry, the Winter Sports Expo also brings joy and benefits to snow fans and the public through intuitive, accessible, and fun experiential and interactive activities, as well as ice and snow + outdoor fashion shows, ice and snow outdoor equipment shopping festivals, and ice and snow tourism festivals.
For instance, at the ice and snow + outdoor fashion shows, professional models passionately presented the latest trends, allowing the public to quickly grasp them. The equipment shopping festival and tourism festival offered both viewing experiences and convenient, discounted purchasing opportunities. Additionally, concurrent activities such as the Winter Olympics pin exhibition, trivia contests, and traditional ice and snow games like ice cuju, ice wooden bowling, and ice hammer ball thoroughly satisfied the public's desire to learn about traditional winter sports culture.
Hosting the International Winter Sports (Beijing) Expo is a solemn commitment Beijing made to the international community when bidding for the 2022 Winter Olympics. The successful annual staging of the Winter Sports Expo not only fulfills that bid promise but also continuously supports Winter Olympics preparations, promotes the overall progress of sports in China, and leads the flourishing development of the winter sports industry in the country. Held on the eve of the Beijing 2022 Winter Olympics, the 2021 Winter Sports Expo, while facilitating the smooth holding of the Games, also helps address the regional imbalance in the development of winter sports in China and contributes to the building of a 'Healthy China'.
