Sports firms set to ride the consumption wave in China

Lesser-known activities like yachting finding acceptance with consumers

Lesser-known sporting activities like yachting and snow and ice sports are seeing greater traction in China and spawning the fast growth of related consumption industries, thanks to the government efforts to promote the sector, industry experts said.

The government has already identified the over 2-trillion-yuan sports sector as an important conduit in its efforts to boost citizens' quality of life and generate new economic consumption. It has charted ambitious plans to support the growth of sports services, sports products manufacturing, and the development of ice and snow sports sector, according to a guideline issued by the State Council.