Mission Background

Sports retail in particular outdoor relevant consuming keeps fast growth rate in China in recent years, with 5% CAGR for 2019-2024. For outdoor apparel and footwear, the number achieved 14.7% and 10.5% respectively. According to Xinhua news report, the market size for outdoor sports products in China is expected to approach nearly 600 billion yuan (£66.7 billion) in 2025.

Since 2022, DBT Retail team have been helping UK sports and outdoor brands to explore China market, and has achieved series of outstanding outcomes, by supporting various UK brands to connect with Chinese potential partners and assist them to land business in China successfully.

In 2025 DBT Retail team will continue to support UK sports brands to explore China market by arranging a trade mission to visit Xiamen, Shanghai and Beijing in September, to connect the brands with local useful distributors, retailers or buyers.

Mission Organiser: Department for Business and Trade (DBT) Retail team

The Department for Business and Trade​ (DBT) is the UK Government department for economic growth. We support businesses to invest, grow and export, creating jobs and opportunities across the country.​

Who to join

UK sports, outdoor, activewear and relevant lifestyle brands who are interested to enter China market or has a plan to explore opportunities in China market. New-to-China are welcome but should be ready to export.

Why to join

It is a great opportunity to build up knowledge about China market, including the understanding about business environment, operation and the retail eco-system in China. Also, you will have a chance to establish senior level connection with potential partners, distributors, retailers and buyers introduced by DBT Retail team.

In September 2025 the UK has confirmed to be Country of Honour for CIFIT​, one of the largest national level trade and investment event in Xiamen, Fujian. There will be various UK theme events with different sectors focus taking place over that time, along with both UK and China government's support, and full strong media coverage. Retail sector will leverage this high-profile moment to arrange numbers of activities to unlock business opportunities in Xiamen for the UK delegates, followed by the visit to Shanghai and Beijing for the meetings with local stakeholders.

City Snapshot:

Xiamen, as a special economic zone in Fujian, is famous with its import & export trading business. Sports Retail industry is one of the priority industries for Fujian province, accounting 4.4% of Fujian's GDP. Fujian owns one of the largest sports goods clusters in China, which generated quite a number of well-established sports groups like Anta, Xtep, and Peak etc.

Shanghai is the most popular and modern city in China, with 24.9 million population and its 2024 GDP achieving 5.39 trillion yuan (£600 billion). In 2024, per capita disposable income in Shanghai amounted to around 88,366 yuan (approx. £ 9,800). Shanghai is also a popular destination for international brands when they choose to enter China.

Beijing is the capital city of China, with 21.9 million population, and its 2024 GDP reaching 4.98 trillion yuan (£553 billion). In 2024, per capita disposable income of households in Beijing amounted to around 85,415 yuan (£9,490). The Beijing 2022 Winter Olympics Games greatly boost winter sports development in China.

Cost

Mission fee: Free to join the mission for qualified UK delegates.

Travel cost: UK Delegates should pay for their own travel expenses including international/domestic flight/train, VISA application fee, and any other costs occurred over mission days.

In market expense: DBT will cover the cost and expense for events arranged by DBT in China, inner-city transportation, any needed translation fee, or necessary working meals during the mission.

Programme

Draft programme is enclosed, it may be adjusted according to the updated situation. Possible price on accommodation and domestic transportation are provided as a reference, actual expense will be based on booking price.