Full coverage: 2016 Rio Olympics

The enthusiasm for sports among average Chinese is heating up as the country’s performances in international competitions improve.

Sports clothing has become some of the best-selling consumer goods in China. Major sports wear brands are also competing for attention in the Olympics because of huge business opportunities.

“Our exports increased this year because of the Olympics,” said Xu Jingnan, chairman of Peaksport.

“Sponsoring top competitions will only allow a small group of people to enjoy your products. The important point is how you can make these specially designed products for top athletes accepted by general consumers,” said Zhu Minjie, senior executive of Maketing Department, Anta.