Overseas buyers negotiate purchases of skiing equipment at the Yiwu International Trade Market in Jinhua, Zhejiang province, Jan 7. [Photo/IC]

Sales of winter sports products from Yiwu in Jinhua, Zhejiang province, have surged as the countdown to the upcoming Milan-Cortina Winter Olympics begins.

With less than 30 days remaining before the opening ceremony, products such as skis, goggles, helmets, and gloves are in strong demand and are being shipped in increasing volumes to markets worldwide.

Customs data underline this momentum. From January to November 2025, exports of ski goggles from Yiwu jumped 138 percent year-on-year, while the average export price of ice skates rose 25 percent.

In sections such as Districts 1 and 3 of the trade market, many shops specialize in products including ice skates, skis, and ski poles. Store owners report receiving an average of more than 20 batches from overseas buyers per day, a marked increase from previous years.

The Milan-Cortina Winter Olympics are scheduled to open on Feb 6. Organizers expect the event to draw about 3,000 athletes from 90 countries and regions, competing across 116 medal events.