UK sports, activewear and outdoor lifestyle brands are invited to join a mission to China from 7-12 September 2025, organised by the Department for Business and Trade (DBT) and the Outdoor Industries Association (OIA).

The outdoor sports retail market in China has experienced remarkable growth in recent years. From 2019 to 2024, it has experienced a compound annual growth rate of 5%. Outdoor apparel and footwear have been particularly popular, with growth rates of 14.7% and 10.5%, respectively.

According to Xinhua News, the outdoor sports products market in China is projected to reach nearly 600 billion yuan (£66.7 billion) by 2025. This substantial market has attracted significant attention from UK sports and outdoor brands.

Since 2022, DBT has provided strategic support to these brands in navigating
the Chinese market, facilitating connections with potential partners and secured lucrative business deals.

The trade mission to Xiamen, Shanghai, and Beijing will enable OIA members and UK sports brands to establish relationships with local distributors, retailers, and buyers, potentially opening up new business opportunities.

Who should join and why?

This is a unique opportunity for UK sports, activewear, and outdoor lifestyle brands interested to explore one of the fastest-growing consumer markets in the world. It is an opportunity to gain comprehensive knowledge of the Chinese Outdoor and Sports market, encompassing business environments, operational practices, and retail ecosystems.

Additionally, you will have the chance of establishing senior-level connections with potential partners, distributors, retailers, and buyers introduced by the DBT Retail team.

In September 2025, the United Kingdom has officially secured extensive media coverage as a designated ‘Country Of Honour’ at Xiamen, Fujian in one of the largest trade shows the CIFIT. This significant occasion presents a great opportunity to benefit from one of the largest national-scale trade and investment events, unlocking business opportunities across the country.

Xiamen offers diverse opportunities for UK delegates, including themed events that cater to various sectors. Subsequently, the delegates will visit Shanghai and Beijing, where they will engage in meetings with local stakeholders.

The UK and Chinese governments have provided unwavering support for this initiative.

Who should attend?

This mission is open to:

• UK-based sports, outdoor, activewear, and related lifestyle brands.
• Companies new to the Chinese market that are export-ready.

City snapshot:

Xiamen: A special economic zone and trade hub, Xiamen is home to one of China’s largest sports goods clusters. Major local players include Anta, Xtep, and Peak. The sports retail sector contributes 4.4% to the province’s GDP.

Shanghai: As China’s most modern city and a top destination for international brands, Shanghai boasts a population of 24.9 million and a GDP of over £600 billion. It is an ideal entry point for new-to-China brands.

Beijing: The capital of China and host city of the 2022 Winter Olympics, Beijing has a strong consumer base and continued government support for winter and outdoor sports growth.

Draft programme

*Subject to change

7TH SEPT SUNDAY

Delegates arriving Xiamen, Fujian province

Stay in Xiamen located hotel CNY1000 per night

7 SEPT (SUN)

Arrival in Xiamen
Hotel: ~CNY1000/night

8 SEPT (MON)

CIFIT opening, meetings with stakeholders, matchmaking events

9 SEPT (TUES)

Travel to Shanghai (~CNY1500), ecommerce & social media platform visits

10 SEPT (WED)

Market overview, best practice sharing, matchmaking, store visits

Hotel: St Regis Shanghai ~CNY1500/night

11 SEPT (THURS)

High-speed train to Beijing (~CNY1060), matchmaking events

Hotel: Kerry Hotel ~CNY1300/night

12 SEPT (FRI)

Visit to JD.com, retail store tours (e.g., SKP-S, Sanfo)

Evening: Programme concludes

Estimated in-country travel and accommodation cost: ~CNY10,160 (£1130)* *Excludes international flights and personal expenses

Mission Fee:

Free for UK companies – qualified UK delegates

Delegates pay for:

• International and domestic travel
• Visa fees
• Hotel bookings and other personal costs

Covered by DBT:

• All official events and matchmaking sessions Inner-city transport
• Translators and working meals during mission days

How to apply

Please register your interest as soon as possible by emailing: fran.fu@fcdo.gov.uk