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Elevating the ice and snow experience: the Chinese ski market in transformation

Chinese ski market

In the aftermath of the Beijing Winter Olympics coinciding with the challenges posed by the Covid-19 pandemic, the growth of the Chinese ski market experienced a temporary deceleration. However, the ski industry is now on an upward trajectory as brands strategically respond to the surging consumer demand, supported by a favorable government stance. New ski […]

Genki Forest betting on Olympic athletes like Eileen Gu and Yuming Su


Genki Forest, a Chinese beverage company, has signed three gold medalists from the 2022 Beijing Winter Olympics back in 2021, making it one of the hottest searches on Weibo (微博). Some Chinese netizens even referred to Genki Forest as the “biggest winner of the game on social media. Indeed, Genki Forest’s partnerships with the three […]

The Economics of the Beijing Winter Olympics

Daxue Consulting - Economics of the 2022 Beijing Winter Olympics

China’s efforts to increase participation in snow and ice sports among Chinese citizens have led to a market boom in the winter sports industry. With memorable achievements made by athletes in the 2022 Beijing Winter Olympic Games, China’s winter sports market will not be slowing down anytime soon. Since 2015, Beijing has been determined to […]

Uncovering the Beijing 2022 Olympic superstar craze – Bing Dwen Dwen

Daxue Consulting - BDD-BDD

You may think that the superstars of the Beijing 2022 Winter Olympics were Chinese freestyle skier Eileen Gu, or Japanese “ice prince” figure skater Yuzuru Hanyu. However, another true breakout star was in fact, Bing Dwen Dwen (冰墩墩, directly translate to “Chubby Ice Child”), the mascot of the Beijing Winter Olympics 2022. Despite being the […]

Skate with Lenovo: from Chinese historical monuments to a “smart” future

On January 27th, 2022, just one week before the Beijing Winter Olympics Games kicked off, a promotional video called “the Burning Ice” (燃冰) has been released by Lenovo, one of Chinese largest technology and electronics brands, which is also becoming increasingly popular due to being the technical sponsor and partner of the Chinese national short […]

Juhuasuan brings winter sports into the Chinese new year

Daxue Consulting - Juhuasuan Campaign

On January 4th, 2022, just one month before the Beijing Winter Olympics, a video called “When I think of skiing, I think of you” (一想到滑雪,就想到你) was released for the Winter Olympic Games by Juhuasuan (聚划算, a marketing platform for Alibaba Group). Juhuasuan is the official e-commerce partner for this year’s Beijing Winter Olympic Games. On […]

Chinese Winter Olympics Athletes to watch out for in the Beijing 2022 Olympics


The 2022 Beijing Winter Olympics is scheduled to begin with the Opening Ceremony on Friday, February 4th, 2022, and end on Sunday, February 20th. There will be 109 events in seven sports: biathlon, bobsledding, curling, ice hockey, luge, skating (which includes figure skating and speed skating), and skiing (which includes alpine, nordic, and ski jumping). […]