Storyline Domestically produced ski gear lifts sales in China [Voice_over] It's officially ski season in China, which means peak sales of ski related equipment. This year some of the best-selling products are from Chinese brands as they tend to be more cost effective. [Sound_bite] Consumer: "I bought a helmet. I like its color and fashion design. There are also quite a few discounts." [Voice_over] A regional director of Nobaday, a popular Chinese ski brand whose name is a smash up of "no bad days", says some of their most popular models have even sold out. [Sound_bite] Jia Xiaoyu, regional director of north China, Nobaday: "This year the sales increased by 40 percent compared to last year. Our ski boots are specially designed based on the foot shape of Asians. Many boots are out of stock." [Voice_over] Across the board, retail sales of Chinese branded ski gear are going up as more companies enter the mix. [Sound_bite] Chang Xu, salesman: "The turnover is about 10 percent more than last year. The best seller is a black snowboard about 200 U.S. dollars, which is one-third of that of foreign brands." [Voice_over] Data shows that the size of China's ice and snow equipment market is expected to reach 3.7 billion U.S. dollars this year, up from 3.4 billion in 2023. [Restrictions: No access Chinese mainland]