FIS China digital channels achieve breakthrough 2025/26 season

FIS China delivered a standout 2025/26 digital season, proving the value of localized, athlete-led and video-first storytelling in one of snow sport’s key growth markets.

Across Douyin, Rednote and Weibo, FIS China generated 135.3 million views, 1.67 million engagements and reached 1.12 million followers within six months, passing 100 million views and one million organic engagements for the first time.

Beyond pure scale, each platform delivered a distinct community profile that strengthens the commercial story for partners. With around 70% of China’s internet users, Douyin offers brands a video-native fanbase that reacts strongly to snackable highlights, challenges, and athlete-led formats, creating an ideal environment for awareness and high-impact brand moments.

Rednote brings a lifestyle-driven, purchase-ready community – including young city-based women – where snow sports, travel, and product discovery naturally merge, opening up social commerce and destination-marketing opportunities. Weibo brings together a broader sports and news audience, and media and opinion leaders around notable talking points, giving partners added visibility and credibility when it matters most.

Unsurprisingly, the Olympic period provided the main performance peak, delivering 26.9 million reach, 599,000 engagements and 20,000 new followers. Douyin drove scale, Rednote showed strong community interaction, while Weibo remained important for major-event coverage. 

Strategically, the season confirmed that FIS platforms in China should be built as communities, not only as reach and follower-growth channels. The focus is shifting toward engagement quality, fan interaction, athlete connection and year-round relevance beyond medal moments.

The strongest discipline drivers were Park & Pipe, Freestyle and Ski Jumping. Park & Pipe and Freestyle benefited from Chinese star athletes, medal moments and trick-based visual storytelling, while Ski Jumping repeatedly proved its viral potential through spectacular POV and flight content.

Sponsored content also delivered strong partner value. The Azerbaijan activation yielded 12.7 million views and 184,000 engagements, with five highlight videos exceeding one million views, showing how destination and partner storytelling can work when connected to emotional competition moments and Chinese athlete narratives. 

The main takeaway is clear: continue leading with athlete-led short-form video, spectacular sport moments, behind-the-scenes access, educational formats, and stronger platform partnerships, while building the FIS Chinese channels as the home of snow sports conversation.