What Chinese wore for their “New Year Battle Outfits” (新年战袍)

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In 2024, China’s winter apparel market held the largest share in the Asia Pacific region, which accounted for 35.4% of the global market revenue. Drivers for winter apparel purchases include the growing popularity of winter tourism and winter sports. Around 313 million people have participated in ice and snow sports or other winter-related leisure activities since the 2022 Beijing Winter Olympics. Another factor is that in wet-cold southern China, where there is no centralized heating and people rely on electric heaters, people wear their winter clothes for daily wear, even wearing down jackets inside. What’s driving the demand for winter apparel in China The winter sports market in China , a relatively immature market, is gaining momentum, especially after the 2022 Beijing Winter Olympics. To illustrate, from November 1st to December 20th, 2024, ski resort bookings in Heilongjiang, Jilin, Liaoning, and Xinjiang, increased by 50.49% year-over-year. Moreover, JD.com data show ………………………………