By Jin Lu

Step into Cool Mountain Snow Gear at Mr. Box, a trendy retail space in Yinzhou catering to young urbanites, and you're greeted by the rich aroma of coffee drifting from the bar counter and racks lined with brightly colored ski apparel. Posters of skiing and snowboarding cover the walls, evoking the raw energy and adrenaline of winter sports.

Tian Kun, the store's manager, is in his early twenties. As an avid outdoor sports enthusiast, he joined the brand in 2023 and now oversees its Ningbo location, blending a passion for snow sports with a sharp sense for retail.

"Skiing gives you this incredible sense of freedom, especially when you're racing down a slope," says Tian. It's a feeling shared by many winter sports fans who take multi-day or even weeks-long ski trips. That temporary escape from the pace of city life is part of what draws people to the slopes.

While the Beijing Winter Olympics sparked widespread enthusiasm for snow sports across China, skiing and snowboarding still remain relatively niche. "It's an expensive hobby," Tian explains. A basic setup—boots, board, helmet—can easily top 10,000 yuan, and high-end gear can cost significantly more. The sport tends to attract consumers with stable incomes and a willingness to invest in new experiences.

Seasonality is another challenge. In winter, ski resorts across China offer ample options, but in summer, opportunities are limited to a handful of indoor slopes, where the snow is artificial and runs are shorter and less satisfying.

So how do you keep skiers engaged year-round?

"We try to reach young consumers in ways that resonate with them," Tian says. His approach combines targeted marketing with community-building. He organizes events at nearby indoor ski centers, offers coaching and training sessions, and manages a 500-member WeChat group where he shares updates, promotions, and plans social gatherings. Whether through posters, social media, or lifestyle-driven campaigns, Tian and his team stay closely attuned to evolving trends.

"The popularity of winter sports is still on the rise," he says. Looking ahead, he's preparing to launch new initiatives—skiing classes for kids, and family-oriented packages—to introduce winter sports to the next generation.