Shiliuyun-Xinjiang Daily (Reporter Ren Jiang) news: Minnie Mouse ski suits, frozen-themed goggles — these Disney IP winter sports products appeared at the 19th Xinjiang Winter Tourism Industry Trade Expo (hereinafter referred to as the "Winter Expo") held at the Xinjiang International Convention and Exhibition Center in Urumqi, northwest China's Xinjiang Uygur Autonomous Region. Classic animated characters were featured on a range of snow sports equipment, including snowboards and ski apparel, captivating numerous young attendees with their charming designs.

Chic Disney IP snow sports products displayed at the 19th Xinjiang Winter Tourism Industry Trade Expo. (Photo by Shiliuyun-Xinjiang Daily/Ren Jiang)

This was our first time participating in the Winter Expo, and it was beyond our expectations, said Qu Juanjuan, who is in charge of Disney snow sports equipment operations in Xinjiang, on November 15. To maximize promotional impact at the event, the company introduced pre-launch products themed around "Zootopia," enabling attendees to experience the integration of a popular entertainment IP with snow sports equipment. Currently, the company has established preliminary procurement agreements with multiple ski resorts across Xinjiang. However, its strategic objectives in the region extend beyond product sales. We are offering not only products, but also a comprehensive solution combining 'IP + scenario + product,' Qu Juanjuan noted. Our goal is to explore opportunities to secure operational rights for ski resorts, develop themed slopes and children's zones, inject contemporary and trendsetting vitality into Xinjiang's winter sports industry, and diversify its commercial offerings.

Unlike Disney's snow sports equipment, which is entering the market as a newcomer, Italy's TechnoAlpin Holding is participating in the Winter Expo for the third time. As a global leader in the snowmaking industry, TechnoAlpin has been in close cooperation with Xinjiang for years. "We entered the Xinjiang market over a decade ago. Currently, more than 600 of our snowmaking machines are operational at renowned ski resorts, including Silk Road International Ski Resort, Koktokay International Ski Resort, and Jikepulin International Ski Resort," said Shen Yumei, marketing director of TechnoAlpin China.

Product display of the Italian company TechnoAlpin at the 19th Xinjiang Winter Tourism Industry Trade Expo. (Photo by Shiliuyun-Xinjiang Daily/Ren Jiang)

Shen Yumei pointed to a brand-new snowmaking machine in the exhibition hall and introduced that this is the latest model developed by TechnoAlpin. It enables earlier snow production under marginal temperature conditions, while significantly reducing energy consumption. "The ice and snow industry in Xinjiang holds substantial development potential. We place great importance on the Xinjiang market, and the Winter Expo serves as a key platform for us to showcase our most recent innovations and achievements. We plan to continue participating in the Winter Expo in the future."

The Winter Expo attracted over 1,500 domestic and international enterprises, organized into three primary sectors: ice and snow equipment, ice and snow brands, and ice and snow consumption, encompassing the complete industrial chain from equipment exhibition and brand promotion to consumer experience. Prominent global and Chinese enterprises in the ice and snow equipment sector—including Italy's TechnoAlpin Holding, Canada's Bombardier Recreational Products (BRP), Shandong Senlinxue Ski Equipment Co., Ltd., and Tsitsihar Heilong International Ice and Snow Equipment Co., Ltd.—participated in the event. Their showcase of cutting-edge products not only enhanced the profile of the Winter Expo but also specifically targeted the expanding market opportunities within Xinjiang's rapidly developing ice and snow industry.

The products manufactured by Bombardier Recreational Products (BRP) of Canada attract attention at the 19th Xinjiang Winter Tourism Industry Trade Expo. (Photo by Shiliuyun-Xinjiang Daily/Ren Jiang)

Bombardier Recreational Products (BRP) of Canada made a strong debut at the Winter Expo, showcasing eight high-performance vehicles, including snowmobiles and all-terrain vehicles. Luo Qiang, general manager of BRP's Xinjiang region and concurrently general manager of Xinjiang Jilian Sports and Tourism Development Co., Ltd., noted that the exhibited equipment is specifically designed for operation in challenging environments such as snow and desert terrains, highlighting the considerable market potential in Xinjiang. Owing to the inherent popularity and performance reputation of BRP products, several dozen units have already been sold. Continuous participation in the Winter Expo has further enhanced the brand's visibility and recognition in the region.

At the Winter Expo, renowned brands are actively exploring diverse business opportunities within Xinjiang's burgeoning ice and snow industry. "China's ice and snow sector is experiencing robust growth, and Xinjiang has emerged as a key rising market in this domain. We are committed to closely tracking the development trajectory of Xinjiang's ice and snow industry and integrating ourselves into its rapid advancement," said Shen Yumei.

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