Benefited from a series of policies，such as the 2022 Winter Olympic Games and the call of “300 million people participate in winter sports”，China’s ski industry has sustained and rapid development，and the ski industry market size is on the rise. With the upgrading of winter sports consumption and strong market demand，the huge business opportunities and high marketing value of the ski industry make ski resorts become the marketing battlefield of snow brand building. However，ski marketing is not as glamorous as it seems. With the emergence of a series of problems and contradictions，ski marketing industry increasingly needs the support of professional operation and management，and vertical media emerges as the times require. Among them，the ice and snow advertising operators，such as VVI WINTER SPORTS，which focuses on the research and development of ski marketing market. Taking VVI WINTER SPORTS as an example，this report expounds the thinking and practice of China’s ski marketing specialization construction，and provides certain reference for the benign development of China’s ski industry and brand marketing.