Zhang Jianshun, 23, selects a snowboard at a winter sports store yesterday.

As the capital got its second dumping of snow yesterday, Beijingers flooded into stores to buy up new snowboarding and skiing gear before hitting the slopes.

Winter sports stores reported sales usually only seen at the peak of winter, and at least two outdoor snow parks said they would open early to cope with demand.

The Chinese Ski Association (CSA) said that Beijing, which has more wealthy residents than other Chinese cities and an increasing number of good ski resorts, is becoming the major winter sports market in China.

It said about 700,000 Chinese currently ski or snowboard, and the total number will reach 10 million across the country in five years.

"In recent years, skiing and snowboarding are shifting from elite sports to mass leisure activities," a CSA report said.

Zhang Hao, who owns three winter sports stores in the Dadushi shopping center in Chongwen district, said the first snow on Nov 1 brought more customers to his stores.

"Usually, our business season is from the end of September till the March next year, and December is the best time," said Zhang.

"Last weekend, old and new customers crammed into my store to pick out their new equipment."

According to Beijingski.com, a local ticketing agency, more than 30,000 Beijingers go skiing or snowboarding every day from the end of November to March.

"It is a great opportunity to develop the winter sports market," said Erwin Stricker, delegate of the International Ski Association in China.

A young Korean customer, who bought a 3,000 yuan snowboard from Zhang's store, said he was planning a snowboarding trip with his friends this coming weekend.

"More and more of my Chinese friends are trying snowboarding, just like what happened in the Republic of Korea about 10 years ago," he said.

Pang Liming, who manages a second snowboarding store in Beijing, said although the city did not have many natural skiing resorts, business was promising.

"Last Saturday, my store saw a turnover of 30,000 yuan - that nearly equals the best days in December and January," he said.

Li Hong, the manager of Champion Sports, said middle- aged people were buying skiing equipment, and not snowboards.

"More and more middle aged and some elderly people are coming in to buy equipment from the end of October," she said, adding that she sold a set of ski equipment for 30,000 yuan yesterday.

Meanwhile, the early snow prompted Beijing's ski resorts to open early. There are about 11 outdoor and indoor skiing resorts in the city.

Nanshan Resort, one of the most popular destinations in Miyun county, said it will open on Nov 21, about a week earlier than last year.

Wanlong resort, in Hebei province, began to make snow for its trails when the first snow fell on the capital on Nov 1, and opened to the public last Saturday.

The global skiing and snowboard industry generates about $7 billion annually.

With its booming economy, China has become a hot destination for many international equipment producers. More than 300 ski resorts have been built all over the country.