FILE PHOTO: Giant-Shimano team rider Ji Cheng of China leads the pack of riders during the 185.5-km 12th stage of the Tour de France cycling race between Bourg-en-Bresse and Saint-Etienne, France, July 17, 2014. REUTERS/Jacky Naegelen/File Photo
LONDON (Reuters) - Selling the world's most famous cycle race to a country where an estimated 450 million people own a bike hardly sounds like a revolutionary concept.
Yet for vast swathes of China's population, the appeal of the Tour de France remains as far-removed from their everyday lives as car ownership was only a few decades ago.
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