As winter tightens its grip across the northern hemisphere, the Yiwu International Trade Market in Zhejiang Province has become ground zero for the world's snow sports frenzy. Vendors at the world's largest small commodities hub report a 40% year-on-year increase in orders for ski goggles, thermal gloves, and snowboards since October 2025.
"We're shipping container loads to Scandinavia weekly," said Li Wei, a third-generation winter gear wholesaler, while demonstrating avalanche safety equipment to buyers from Poland. The market's 75,000 booths now feature augmented reality fitting rooms for ski apparel and AI-powered inventory systems to meet global demand.
While e-commerce platforms handle routine orders, high-value negotiations still happen in person. Over 12,000 overseas buyers from 78 countries have visited since September 2025, according to market administration data. European retailers lead purchases, followed by North American outdoor recreation companies capitalizing on what analysts predict will be a $92 billion global winter sports market this season.
The surge comes as China's "300 Million Winter Sports Participants" initiative enters its final year, creating parallel demand domestically. Market observers note Yiwu's unique position bridging mass production and niche customization – from children's sleds featuring K-pop designs to professional-grade ice axes meeting EU safety standards.
