Heatwaves are setting records around the world, but the soaring temperatures have not discouraged Chinese people's enthusiasm for sports, with a variety of items on offer and the market size of sports-related consumption continues to expand.

In Beijing, where temperatures have climbed to 40 degrees Celsius, winter sports enthusiasts are enjoying a taste of the slopes on an indoor alpine simulator at Snow 51, a leading ski education and retail chain for urban lifestyle seekers with stores located in high-end shopping malls.

"During the summer months, there has been a noticeable increase in the number of people visiting indoor training venues. The surge in visitors are expected to have a positive impact on our shop sales as well. As customers begin learning winter sports such as skiing, they tend to show interest in buying professional ski clothing and equipment," said Xu Ruifeng, a ski coach at Snow 51.

Winter sports are no longer restricted to specific seasons or locations in China, thanks to the increasing number of sports venues such as snow parks and ski resorts built throughout the country.

In addition to indoor activities, the outdoor ones that allow people to connect with nature are also gaining popularity.

"As China prioritizes environmental protection and sustainable development, there has been a shift towards promoting sports consumption scenarios that allow people to engage in immersive outdoor physical activities, while also preserving the environment. Water sports are examples of such scenarios, where tourists can enjoy these activities while being conscious of their impact on the environment," said Zhang Qing, founder of the sports consultant Key-Solution.

With both children and adults engaging in a diverse range of indoor and outdoor sports during the summer vacation period, sports consumption has soared.

This heightened passion for sports has also been reflected in the Chinese sports market during this year's June 18 shopping carnival.

According to data from the e-commerce platform JD, from May 31 to June 18, over 50 sports brands saw their turnover increase by more than 100 percent compared to the previous year, indicating a significant surge in sports consumption.

Last year, the country unveiled its plan to develop this industry and create a market worth 3 trillion yuan by 2025. This blueprint aims to achieve this goal by improving the matching of supply and demand, fostering innovation in the industry and its ecosystem, boosting brand recognition for products and services, and introducing innovative operation and business models.

Official company information databases reveal that by the end of 2020, China had over 206,000 companies related to outdoor sports, with most of them coming into being in recent years.

With rising health awareness, more and more Chinese people are choosing to join sports and physical activities on a regular basis, which led to the surging sports consumption.