(Yicai Global) Sept. 27 -- Chinese golf apparel maker BIEM.L.FDLKK Garment Co. [SHE:002832] and Guangdong Ejamad Investment Co. will set up a CNY202-million (USD30.45-million) fund for consumption upgrades, the former said in a statement on Sept. 27.

The clothes maker will contribute CNY100 million to the fund, which will initially be worth CNY110 million, and use it to invest in fashion brands for its main business, online and offline marketing channels and other consumption upgrade projects.

Guangdong Ejamad's main investment areas include the economy, internet and mobile, branding, beauty products, online celebrities, education, health and consumption upgrades.

BIEM.L.FDLKK's products mostly include comfort and casual golf apparel. As China's economy grows, younger middle class consumers are gradually becoming its biggest market.

Consumption capacity and concept changes have led China into a new round of upgraded consumption. The clothes maker is setting up the fund in a bid to adapt to the changes and seize the opportunities available.