In recent years, sports consumption has been on the rise, driven by increased consumption levels overall and major international sports events such as the Beijing Winter Olympics, Paris Olympics, and Harbin Asian Winter Games.

Enterprises in Shandong are making the most of the new trend. At the recent 2025 consumption expo in Hainan, which runs from April 13 to 18, Impulse (Qingdao) Health Tech is showcasing its digital skiing simulator, which integrates AI models and motion capture sensors to simulate skiing experiences and has been well-received.

In addition to skiing, outdoor sports like fishing and cycling are also booming. At the expo, Weihai Guangwei Outdoor Equipment Co Ltd is displaying its new fishing gear, leveraging its expertise in carbon fiber technology to meet market demand. Taishan Sports Industry Group, a leading sports enterprise in Shandong, is showcasing its all-scenario functional lawn system and innovative "skiing grass", supporting the popularization of ice and snow sports.

A visitor tries out fitness equipment at the Impulse (Qingdao) Health Tech exhibition zone at the fifth China International Consumer Products Expo. [Photo/Dazhong Daily]

With policies promoting sports consumption and technological advancements, Shandong's sports industry is embracing new opportunities to drive domestic market expansion and meet the diverse needs of consumers.

According to statistics, during the 2024–25 winter season, China's ski resorts received 234 million visitors, a year-on-year increase of 15.7 percent, with inbound tourists totaling 759,000, up by 29.9 percent. Total sports-related consumption in ski resorts exceeded 36 billion yuan ($4.91 billion).

Shandong has become a major national player in the sports industry, with strong development momentum in the sector. The province has continuously improved its policies, creating platforms for sports industry collaboration and establishing 163 national and provincial sports industry demonstration bases.