One Year After the Beijing Olympics – Opportunities in China’s Winter Sports Sector for EU SMEs

  • Date
    28 February 2023
  • Beijing Time
    16:00 - 18:00
  • Brussels Time
    9:00 - 11:00
  • Location
  • Venue
  • Open to
    All European SMEs
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It has been a year since the Beijing Winter Olympics sparked wider consumer interest in winter sports in China, with consumption hits including the event’s mascot Bing Dwen Dwen. While the winter sports industry is fast-growing, it is now time to take stock of the sector in China after the momentum created by the Olympics, in light of 3 years of various degrees of COVID-19 restrictions forcing lockdowns of many winter sport facilities such as ice rink and ski resorts, as well as supporting policies such as the Winter Sports Development Plan (2016-2025) and the 14th Five-year Plan for the Development of Sports.

On 28 February, the EU SME Centre and the China-Italy Chamber of Commerce are organising a training seminar to discuss the current state of play of China’s winter sports industry, potential trends and developments, as well as opportunities and challenges for European SMEs. Industry experts will discuss the emerging trends and expected developments of this young industry in China, with a focus on governmental initiatives, policies and investments. While the industry clearly holds a high potential for foreign businesses and investors, experts will delve into particular opportunities and challenges for European SMEs looking into doing business in this sector in China.

The workshop will include a panel discussion, allowing for an exchange of views and experiences from SMEs from various backgrounds in winter sports and already established in the China market.

The workshop will be held in English. This event is open free of charge to all interested SMEs from EU Member States and countries participating in the Single Market Programme.


16:00 – 16:10

Words of Welcome
Presentation of the EU SME Centre
Welcoming words from the CICC | Business Finland | Advantage Austria

16:10– 16:35

One Year After the Winter Olympics – Overview of China’s Winter Sports Industry and Future Developments
Li Zhang, Executive Vice President, Asia Digital Group

16:35 -17:05

Panel Discussion
Challenges and Opportunities for European SMEs in China’s Winter Sports Industry

Moderator: Juha Tuominen, Chairman, FinnCham Beijing

Remigio Brunelli, Managing Director, Beijing Tecnica Sport Equipment Co., Ltd. 
Xing Shi, Suomen Biathlon Oy
Yanh Li, General Manager, Sanhe Doppelmayr Transport Systems Co., Ltd.
Andy Niu, Vepe Oy Peltonen

17:05– 17:35

Panel Discussion
Emerging Trends and Opportunities in China’s Winter Sports Sector

Moderator: Juha Tuominen, Chairman, FinnCham Beijing

Yi Li, General Manager, Snow & Ice Center, Sunac Tourism
Florian Hajzeri, TechnoAlpin
Wendy Luo, Vuokatti Sport Resort Oy

17:35 – 17:50

Q&A Session

17:50 – 18:00

Closing Remarks

Keynote Presentation Speaker
Li Zhang
Asia Digital Group

Li Zhang is the Executive Vice President of Asia Digital Group since joining IDG, previously Vice President of IDG China and also Vice President of IDG Ventures Management and Vice President of IDG Sports. She was a diplomat at the Ministry of Foreign Affairs of China and the Chinese Embassy in Finland and later became a lecturer in Finance at Aalto University (previously Helsinki School of Economics). She has also founded Bright Sky Group and acted as the CEO of the company. She is completing her Ph.D. Degree in Finance at Aalto University (Finland). She has a master’s degree in Finance from Columbia University (USA), a bachelor’s degree in Economics from the University of He lsinki (Finland) and a bachelor’s degree in English and Information Management from Beijing Foreign Studies University(China).

She has over 20 years of work experience in the industry, government and academia with an international background in China, U SA and Europe. She has rich experience in innovation and entrepreneurship, investment and merger and acquisition, venture philanthropy, impact investing, digital economy, education, culture, tourism, sports industry, mountain economics, financial technology (FinTech), information technology, AI, lean management, incubator and science park, and cross culture management.

Li Zhang is also the FinTech Expert accredited by China Capital Market Institute, Councilor of Steering Committee of China Europe Health and Sports Council, Secretary General of Finland China Entrepreneurs Association, the Entrepreneurship Mentor at the Students and Scholars Association, and the Honorary Chairperson of Cross Culture Communication Translation Association, Editor in Chief of China Winter Sports White Paper, Councilor of China Sports Industry Research Institute, Vice Chairperson of the Steering and Evaluation Committee of China Winter Sports Awards, Councilor of Steering Committee of China Committee of China Winter Sports Awards, Councilor of Steering Committee of China–Europe Europe Health and Sports Council Health and Sports Council.

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