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The Market for Winter Sports in China

By eusme | Report      30.01.2019     Tags: Leisure and recreation

The market for winter sports in China began to develop in the 1980s and has grown quickly since then. Reflecting this change, China first participated in the Winter Olympic Games in 1980, won itsfirst medal in 1992, and has subsequently seen its performance improve, having now accumulated a total of 13 gold medals, 28 silver medals, and 21 bronze medals. Over the last two decades, this development has led to winter sports going from being seen as exclusively for professional athletes to being enjoyed by a broader cross-section of the Chinese population.

The successful bid to host the 2022 Winter OlympicGames in Beijing will provide numerous opportunities for the continued development of winter sports in China; the slogan “300 million people to participate in winter sports” (“3亿人参与冰雪运动”) is being used in China to indicate the number of people who will directly and indirectly take part in the 2022 Winter Olympic Games, including those who buy tickets to an event, those who partake in winter tourism related to the event, and those employed in industries connected with winter sports.

In order to achieve this goal, China has rolled out a series of national and regional plans to improve its winter sports infrastructure and has established school-based initiatives to encourage youth participation. According to the national Winter Sports Development Plan (2016 – 2025) (冰雪运动发展规划 2016-2025), “Winter Sports Development Plan”) issued by the National Development and Reform Commission (国家发展和改革委员会), the General Administration of Sports of China (国家体育总局), the Ministry of Education (教育部), and the Ministry of Culture and Tourism (国家旅游局), by 2025, 50 million Chinese athletes, coaches, judges and fans, as well as students in sports classes, will directly participate in winter sports. This expectation of the increasing popularity of winter sports is reflected in the predicted value of the industry: EUR 81 billion (RMB 600 billion) by 2020, and EUR 135 billion (RMB 1 trillion) by 2025.

Read this EU SME Centre market report on the opportunities and challenges for the Winter Sports Market in China, learn about the market drivers, key stakeholders of the market as well as practical market entry recommendations.


Key Contents:

Market Overview

  • Market Size
  • Segmentation

Market Drivers

  • The 2022 Beijing Winter Olympics
  • Government Support for Winter Sports
  • The Regulatory Environment

Key Stakeholders

  • Chinese Winter Sports Association
  • Chinese Players


Case Studies

Opportunities for EU SMEs

Challenges for EU SMEs

Market Entry Recommendations

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