Leveraging Global Sporting Platforms, Chinese Enterprises Accelerate Overseas Expansion

“80% of the ‘Phryge’ mascot dolls are outsourced to Chinese manufacturers,” “orders for basketballs, footballs, and volleyballs surge” — as the 2024 Paris Olympics approaches, Chinese sports goods exports are booming。

From the Qatar World Cup to the Chengdu Universiade, the Hangzhou Asian Games, and now the Paris Olympics, Chinese enterprises have leveraged major international sporting events to accelerate their global expansion and enhance their international influence. What enables “Made in China” to consistently seize opportunities and win global market favor?

The “Olympic Economy” Drives Product Exports

At Zone 3 of the Yiwu International Trade Market in China, over 800 merchants specialize in sports goods, including balls, rackets, sports equipment, fitness gear, and protective gear. In the first half of this year, various sports goods attracted substantial orders from domestic and international buyers, offering merchants a tangible sense of the opportunities created by the Paris Olympics.

“In recent weeks, I’ve sold at least 3,000 footballs daily,” said Chen Shaomei, a football vendor in Yiwu. “Several friends in the cheering stick business have secured large orders for the Paris Olympics. With the current peak season, exports are booming. Most of the orders have already been shipped overseas.”

Merchants in Yiwu have become adept at catering to consumer preferences across different countries during successive sports events. For instance, European customers prefer minimalist designs with soft colors, while Middle Eastern customers lean toward bold, vibrant hues. Items like three-section horns, foam sticks, and light-up noisemakers are especially popular among European Championship fans.

“During major events like the Olympics or the World Cup, ‘Yiwu-made’ products always stand out with new innovations that captivate the market. This boosts merchants’ confidence in the ‘event economy.’ No matter where the events are held, Yiwu consistently sees booming orders,” said a representative of Yiwu International Trade Market.

Driven by the surging “event economy,” orders for basketballs, footballs, and volleyballs in Yiwu have spiked, with some merchants reporting football sales up by over 50%. Besides sports goods, products like cheering scarves, fan wigs, and cheering sticks are also in high demand. According to Yiwu Customs, exports of sports goods and equipment reached RMB 4.1 billion in the first five months of this year, marking a 44.4% year-on-year increase.

“China’s strong presence in major international events was already evident during the 2022 Qatar World Cup,” noted Wei Jigang, Deputy Director of the China Center for International Knowledge on Development and a researcher at the Development Research Center of the State Council. “For instance, Lusail Stadium, which hosted the semifinals and finals, was built by China Railway Construction Corporation. Beyond stadiums, Chinese companies also played a key role in Qatar’s power and water infrastructure, ensuring the smooth operation of the World Cup.”

Wei emphasized that international sporting events are not only arenas for athletes but also platforms to showcase innovative sports equipment and globally leading manufacturing standards. From small items like table tennis balls, barbells, and weightlifting platforms to major projects like stadium construction and solar power installations, “Made in China” is a testament to China’s comprehensive manufacturing ecosystem and efficient supply chain, reflecting its accelerated global expansion.

From “Manufacturing Hub” to “Brand Incubator”

Why do Chinese sports goods consistently shine on the global stage during international events?

China’s robust industrial chains, continuous technological innovation, and commitment to green and sustainable development have won the favor of the global sports market.

For instance, Xiamen Hongji Weiye Composite Technology Co., Ltd. produces carbon fiber spokes weighing less than 2 grams that can bear loads exceeding 350 kilograms. This global leader in carbon fiber products supplies 20% of the world’s carbon fiber bicycle rims, along with various parts like spokes, handlebars, and frames. “Our components are used in bicycles competing in the Tour de France,” said Wang Mengjun, the company’s CEO. Thanks to the excellent quality and high customer trust, demand remains consistently high.

In addition to strong manufacturing capabilities, China’s favorable business environment supports sports goods companies in their global endeavors.

For example, customs authorities in Jiangsu Province provide comprehensive policy guidance to help companies capitalize on the “event economy,” offering benefits like simplified domestic sales procedures. Between January and May, sports goods exports from Huaian City reached RMB 270 million, marking a 25.4% year-on-year increase. Meanwhile, Guangdong Province is integrating digital technologies like cloud computing and AI into the sports industry, driving the development of high-end and intelligent sports products.

Advancing from “Made in China” to “Created in China”

Chinese companies are also leveraging international events to transition from manufacturing to branding.

“In the past, Chinese companies lacked sports brands that could compete with global giants like Nike and Adidas,” said Wei Jigang. “Many factories operated as OEMs without their own brands. Now, Chinese enterprises are shedding the OEM label by investing in R&D, creating innovative products, and building brand influence.”

Guangzhou Double Fish Sports Group, a state-owned enterprise with a 70-year history, exemplifies this transition. Its table tennis equipment has been used in over 60 international events, including the World Championships, World Cups, and Olympic Games. For the upcoming Paris Olympics, Double Fish’s PAR40+ ball has been designated as the official competition ball.

“The ‘Paris ball’ has achieved higher standards for roundness, bounce uniformity, grip, and color,” said a company representative. “Since receiving the order for the Olympic ball, the company has assembled a dedicated team to ensure timely delivery and quality assurance. Currently, dozens of workers are working overtime to meet demand.”

Paving the Way for “Made in China” to New Heights

Sustaining the global visibility of Chinese enterprises in international events requires broader support.

“Alibaba International Station ads are now displayed across Paris landmarks, including airports, metro stations, train stations, and the Champs-Élysées, promoting Chinese exporters to global clients,” said a representative of Alibaba Group. Leveraging the Paris Olympics, Alibaba aims to help Chinese businesses seize this massive traffic opportunity and expand further into overseas markets.

As early as March, sports goods orders on Alibaba International Station surged, with exports of tennis apparel, custom sportswear, training helmets, outdoor sports gear, action cameras, and golf bags multiplying. During the Paris Olympics, Alibaba’s AI trade tools and managed services will be further promoted overseas.

“The surge in sports goods orders from Europe is evident this year, and our production schedule is already booked until September,” said a vendor on Alibaba International Station. “The platform helps us tap into Olympic opportunities, and we’re ramping up production to secure more orders quickly.”

The representative of Yiwu International Trade Market emphasized that major sports events offer local merchants a chance to make their products globally recognized. However, relying solely on price competition is not sustainable. Superior quality and strong branding are essential for long-term success in overseas markets.

Wei Jigang concluded that multiple measures are needed to elevate Chinese manufacturing to new heights on the global stage. “From a manufacturing perspective, it’s crucial to advance industrial upgrades, foster advanced manufacturing clusters, and promote the intelligent, high-end, and green transformation of traditional industries. For enterprises, establishing overseas R&D and production bases aligned with market needs will enhance international operations and supply chain resilience, enabling them to seize global market opportunities more effectively.”