Expanding the branding for winter

With China aiming to have 300 million citizens involved in ice and snow sports ahead of the 2022 Winter Olympics, the global leaders in winter sports brands are gearing up to expand their market share in the world's most populous nation.

France-based Rossignol Group became the latest when it unveiled a long-term strategy at a media conference in Beijing on Wednesday.

After entering into a partnership with IDG Capital, China's leading foreign investment firm, Rossignol is in the process of establishing an organizational structure for its operations in China and plans to open new stores in Beijing and Shanghai.