Slovenian ski equipment to feature at CIIE in Shanghai

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Europe

03:01

Although it only has a population of just around two million, the small central European country of Slovenia is a ski sports giant - and that's not just because of its world-class skiers, but also because of its ski equipment production. 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 (CIIE).

Elan is a renowned ski equipment producer from the small Slovenian town of Begunje. Bojan Krizaj, Ingemar Stenmark, Rok Petrovic are just several of the world ski champions using Elan's equipment.

In the last seven decades, ski production technology and skiing itself have dramatically changed. Nevertheless, modern composite materials and robotic production have kept Elan at the top of the world's ski producers. Now, Elan wants to tap into the Chinese market with its elaborately-manufactured products.

As Elan's director of Global Sales and Business Development said, China is crucially important for their future growth.

Ski equipment at Elan's factory. /CGTN Photo

"We definitely see that China's market will flourish in the future in that heavy investments are flooding into the infrastructure market, and ski resorts in all sizes will be built to cater to people's tastes, so definitely more people will generate an interest in skiing, and we will be there to help them out by offering premium ski equipment," he said.

With an annual turnover of around 100 million US dollars, Elan is seen as a serious contender for the top position in the emerging Chinese market, but the story of Slovenia's world-class ski equipment producers doesn't end with him.

'We are small, but big'

A true economic wonder is happening some 20 km north of the capital Ljubljana.

Every ski jumper from around the world knows about Peter Slatnar and his revolutionary ski bindings design, 98 percent of which use products from a small factory in the Slovenian town of Cerklje.

Peter's small workshop, with only 15 high-skilled workers, is located next to his house in Cerklje, and here they produce carbon fiber boots, lightweight ski bindings, and many other products for the world's best ski jumpers. So far Peter has been on good terms with the Chinese Ski Association, but at the CIIE he hopes to expand it even further.

Peter Slatnar's workshop, where worlds' top class equipment for ski jumpers are produced. /CGTN Photo

"We know that, just in terms of the size of population, China is enormous. For us it's an unimaginable figure. I think with our technology, with our products, we can contribute to developing this sport in China. We could set up there our production bases and sell back to Europe these products," Slatnar said.

Both he and Elan are representatives of just two out of seven Slovenian companies that will take part in the CIIE, yet all of them truly hope that their products will stand out from the crowd thanks to the high quality they offer, which was reiterated also by Tanja Drobnič from the Slovenian Public Investment Agency.

"We are very glad that Chinese clients already know that Slovenian wine is of high quality, they build the sense if you buy from Slovenia, you get what you pay for," noted Drobnič.

The battle for the Chinese market has kicked off and there is no doubt that Slovenia would like to have a finger in the pie.