Wang Peng, an associate research fellow at the Beijing Academy of Social Sciences, told the Global Times that Chinese brands" faster push into overseas sporting arenas marks a shift from resource integration to standards-setting. Unlike earlier appearances that leaned more on the spillover of the national image at home events, their deeper engagement in international competitions is now underpinned by core technological capabilities and supply-chain strength, signaling participation in global competition at a higher level.

　　Zhang Yi, CEO of the iiMedia Research Institute, told the Global Times that from Beijing 2022 to the Milan-Cortina Games, Chinese brands have shifted from home-stage exposure to direct competition across multiple national delegations, where performance, delivery and commercial acceptance matter more than symbolism. The change highlights growing maturity in global operations and signals that Chinese brands are being tested and judged within the core of the global sports industry.

　　Wang noted that overseas perceptions of Chinese brands are shifting from "contract manufacturing" to "technology-driven." High-profile exposure at top-tier events and through elite athletes provides strong validation of product performance and builds trust for consumer conversion, while the ability to meet professional demands in extreme conditions helps extend influence more sustainably into the mass market.

　　In the global sports industry, the sight of athletes from multiple countries competing in China-made gear is more than a commercial transaction — it represents a new calling card that Chinese manufacturing is presenting to the world, experts said.