"Chinese ski fans focus more on their ski outfits now. Skiing areas are also a place for young people to showcase themselves, and they don't want to wear similar attire when they go skiing during vacations," he says.

Chinese ski fans are more likely to follow the trend, such as buying ski suits following current fashion in popular outdoor brands, compared with their overseas counterparts, he says. The style of clothing should be closely related to nature and have maximum functionality, making them different from common clothes. He suggests that ski fans find their own outfit styles and don't mismatch too many articles of clothing.

With the development of China's skiing industry, domestic ski slopes have diversified their business forms to enhance consumer experience, for example, opening a popular coffeehouse chain. It meets the demand for Chinese outdoor activities — drinking freshly brewed coffee is part of "mountain-style "life, and some make their own brew while camping.

Domestic and overseas outdoor brands are designing products to cater to the increasing demand of "mountain-style" outfits in the country.

Jiang Shuai, manager of the e-commerce department of Toread, an outdoor clothing brand headquartered in Beijing, says in recent years, the brand has focused on functionality and practicality in its outdoor product designs, and taken fashion into consideration.

"'Mountain-style' outfits cater to the trend that consumers want to get close to nature, reflecting their pursuit of simplicity, practicality and the natural world. The popularity has led consumers to pay more attention to the natural environment and attach greater importance to healthy living," he says.