Unlike its first foray into the US market, Digital Li Ning is solely an e-commerce store without any physical retail outlets.

BBC: Viewpoint: Why do so few Chinese brands go global?

But as was the case in console-based gaming, the Chinese government has intervened, says Ning Liu, an analyst at BDA. Licensing of new versions of foreign games has been delayed, and local firms have gradually learnt to develop their own products.

ECONOMIST: Online gaming in China

And the women's individual competition will conclude with an all-Chinese clash between Zhang Ning and Xie Xingang.

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