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Winter sports brands in China’s post-winter olympics era

Winter Sports brands in China banner

Although the curtain has closed on the Winter Olympics era in China, the winter sports market continues to flourish. A fierce competition has emerged between domestic and foreign winter sports brands in the post-Winter Olympics era. This rivalry highlights the crucial role of effective marketing strategies in captivating consumer attention and fostering brand success within […]

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 […]

Watch virtual idol Ling do aerial ski tricks in this Zhixuan TVC

Daxue Consulting - zhixuan's campaign - Qiu and Ling

On February 5th, 2022, in celebration of the Beijing Olympic Games, Yili’s (伊利, one of China’s dairy giants) sub-brand, Zhixuan (植选, directly translated to “Plant Select”) released a video, “Beijing’s Rhythm of the Winter Olympics” (京韵冬奥), fusing the characteristics of traditional Chinese cultures, in collaboration with Qiu Jirong (裘继戎, a famous Peking Opera artist) and […]

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). […]