The Tour de France is the third most famous sporting event brand in the world. It originated in France, with a long history of 116 years. Since its inception in 1903, the impact of the event has gradually increased, attracting more than 3.5 billion television viewers and 10 million live viewers from around the world every year. The Tour de France Events in China officially landed in 2017. The holding of the 2017 L’Etape Changsha marked the successful landing of the Tour de France brand in China, followed by the L’Etape series in Beijing, Zhuji and Chengjiang. In addition, the highly ornamental Tour de France Shanghai Criterium has been successfully held in Shanghai for two consecutive years.