Storyline: Tech upgrades drive sales of ski equipment during peak season in China [Voice_over] Upgrades and fancy new designs are fueling sales during this year's peak ski gear shopping season in China. At one ski equipment store in Beijing, skiing enthusiasts are busy selecting new items. This year's round of equipment has seen continuous upgrades, ranging from improved cold-resistant materials to smart ski boot adjustment systems. [Sound_bite] Qiu Weier, CEO, Beijing-based sports company: "Every year, skiing enthusiasts' demands and standards for equipment are rising. More and more technologically advanced products are helping people experience skiing more comfortably. Helmet sales have increased by at least 25 percent compared to last year." [Voice_over] Besides tech upgrades in their products, many ski equipment brands use live streaming to both sell their gear and offer fashionable ways to style it. Data from JD.com shows that sales of related products saw a significant boost during the Double Eleven shopping festival- the world's largest online shopping event that takes place on November 11th. [Sound_bite] Li Mengyu, E-commerce store manager, Beijing-based sports company: "Our current daily growth is around 30 percent. Currently, popular items include ski protective gear and ski boots. A single live stream can also achieve sales of over ten thousand units." [Voice_over] According to the "China Ice and Snow Industry Development Research Report", the country's ice and snow industry scale is expected to reach approximately 1.4 trillion U.S. dollars by the end of the year. [Restrictions: No access Chinese mainland]