Brands are releasing products in China prior to Beijing 2022 ©Getty Images

Organisers of the China International Import Expo (CIIE) say sporting brands have chosen to release their latest products at the event to benefit from the build-up to the Beijing 2022 Winter Olympic and Paralympic Games.

The fourth edition of the CIIE is currently ongoing in Shanghai, with the event running from November 5 to 10.

International companies Crispi and FILA from Italy are among those present at the event.

Japanese sportswear company Yonex and French giants Decathlon are also unveiling products during the expo.

Crispi plans to unveil a Winter Olympic inspired collection, as the company participates in the expo for the first time.

Luca Sarnataro, Crispi's global sales director, told the CIIE that the Winter Olympics offered an opportunity to engage with the Chinese market.

"We want to better engage with consumers and connect with the Chinese market through our participation in the Games and the introduction of featured products, and the featured products also help demonstrate our support for the Beijing Winter Olympics," Sarnataro said.

"To participate in this CIIE, we want to focus more on the future, the future of the Chinese market, to become a partner of the Chinese market, and continue to achieve success in the Chinese market.

"We're happy to see that the Chinese market is set to expand, and we also know that over the next few years, the focus of market development and expansion will be fueled by the strategy of building a strong country in sports.

“I believe this presents us with a great opportunity.

"We have been deeply engaged in the field of outdoor sports, and our DNA is deeply rooted in outdoor sports and outdoor shoes, so it can be said that we hope and have the ability to become a contributor to the development of the entire sports market in China."

Preparations for the Winter Olympics and Paralympic Games are in their final stages ©Getty Images
Preparations for the Winter Olympics and Paralympic Games are in their final stages ©Getty Images

Both FILA and Yonex plan to unveil their latest professional skis at the expo, while Decathlon is releasing skis aimed at young children.

The CIIE said special zones have been established at the event dedicated to winter sports.

The Bank of China has set up an area at the exhibition allowing visitors to experience curling, skiing and ice hockey.

Participants will be able to win prizes in planned activities, including mascots of the Beijing 2022 Winter Olympics and Paralympics.

China has set a target of attracting 300 million people to winter sport through the Games, as part of efforts to boost tourism venues.

Sports brands are seeking to tap into the perceived growth.

The Beijing 2022 Winter Olympics are scheduled to begin on February 4, ending on February 20.