Slovenia has a population of just around two million people, but the small central European country is a true ski sports giant. And that's not just when talking about world-class skiers, but also in regards to the production of ski equipment. Now, a couple of industry leaders from there are preparing to exhibit their products this November in Shanghai at the first China International Import Expo. CGTN's Aljosa Milenkovic has more.

Bojan Krizaj, Ingemar Stenmark, Rok Petrovic, are just a few of the world ski champions that used equipment of famous Slovenian ski producer Elan. All their skis were produced here, almost at the same place where production started back in 1945. And in seven decades, technology has dramatically changed. Using modern composite materials as well as robotic production has kept Elan competitive with the world's top ski producers. Now Elan wants to offer its products to Chinese customers.

MATJAZ MEGLIC DIRECTOR, ELAN "We definitely see that China market will develop in the future because there is a lot of investments into the infrastructure so there will be more ski resorts built there will be smaller and bigger resorts that are being built so definitely more people will come in contact with skiing. And they will learn and progress and will become good skiers and we will be there to help them out."

With annual turnover of around 100 million USD, Elan is seen as a serious contender for the top position in the developing Chinese market. But the story of Slovenia's ski equipment producers doesn't end with Elan.

ALJOSA MILENKOVIC CERKLJE, SLOVENIA "A true small economic wonder is happening here, some 20 km North of capital Ljubljana. Every ski jumper from around the world knows about Peter Slatnar and his revolutionary design of ski bindings. 98% of all ski jumpers wherever they training, are using products of this small factory from Slovenian town of Cerklje."

Peter's small workshop with 15 high-skilled workers is located just next to his house in Cerklje. Here they produce carbon fiber boots, lightweight ski bindings, and many other products for the world's best ski jumpers. So far Peter has developed good relations with the Chinese skiers association, but at the China International Import Expo he hopes to expand his efforts further.

PETER SLATNAR SLATNAR SKI EQUIPMENT "I think China itself is a challenge for us. We know that just by the number of people, China is enormous. For us, those are just unimaginable numbers. I think that with our technology, with our products, we can contribute to China to develop this sport. If that happens we could set up our production there and sell these products back to Europe."

Slatnar and Elan are just two out of seven Slovenian companies that will take part in the China International Import Expo. They all hope their products will stand out from the crowd.

TANJA DROBNIC SLOVENIA PUBLIC INVESTMENT AGENCY "Like we have boutique, very small production from Slovenia, but we are very happy that Chinese clients already know that Slovenian wine is high-quality offer, so it means if you are buying from Slovenia you are buying very high-quality."

Competition for the Chinese market has started and Slovenia would like to be in the pole position. Aljosa Milenkovic, CGTN, Cerklje, Slovenia.