ABSTRACT
Since the adoption of the “reform and opening up” policy in 1978, China has experienced rapid economic and social development with growth rates averaging 10 per cent over 30 years – the fastest sustained expansion by a major economy in history (World Bank, 2016). China overtook Japan to become the world’s second largest economy in 2010. Driven by economic growth and a rising awareness of health issues as a result of urbanization, the demand for sport products also grew fast. This is attributed to the growing popularity of sports participation and the increased number of sporting events of various types hosted in China (Liu, 2016). A sport market is emerging gradually.
