The ski industry in China is finally gaining its independence

The winter sports landscape in China is undergoing a profound transformation, as illustrated by the Beijing resort of Lianhuashan, which, after twenty years of loyalty to European brands, has just installed its first « made in China » snow cannon.

Manufactured by the local company Carving Ski, this snow cannon is approximately 30% cheaper than models from global leaders like the Italian company TechnoAlpin, a saving made possible by local assembly and reduced transportation costs.

In a sector that was worth €10.7 billion in China last year according to iiMedia Research, domestic manufacturers are nibbling away at market share by targeting the general public and beginners, particularly through snowboard brands like Lidakis.

This brand appeals to a cautious clientele with ultralight boards priced at €250, a competitive price compared to the high-end positioning of Western giants.

Although sales have quadrupled since 2015, driven by Xi Jinping’s goal of 300 million practitioners, the post-2022 Olympics enthusiasm is waning slightly in the face of the economic slowdown, prompting Chinese brands to maintain their prices despite the doubling of raw material costs.

Supported by government subsidies for research and rent, companies like Qianmao Xuelong are now trying to move upmarket, even supplying the aerials equipment for the recent Milan-Cortina Olympics.

However, the technological and historical gap remains significant: national superstars like Eileen Gu and Su Yiming continue to favor Swiss or American brands (Faction, Burton) for their performance in world competitions.

While exports to markets like Kazakhstan, South Korea, and Russia are beginning to take shape, Chinese manufacturers remain focused for the time being on replacing foreign brands in their vast domestic market, aware that the century-old expertise of their Western rivals cannot be overcome in a single season.