LI NING's (02331) first outdoor flagship store "COUNTERFLOW " debuts in Beijing, accelerating its outdoor market expansion.

On November 29th, LI NING's outdoor flagship store "COUNTERFLOW Suyu" officially opened in Beijings Chaoyang Grandjoy Holdings Group, marking the first independent appearance of LI NING's outdoor category in the form of a standalone store, signaling LI NING's further expansion in the outdoor market. LI NING's outdoor products combine professional technological strength with Eastern aesthetic expression, focusing on the outdoor lifestyle, extending LI NING Company's "single brand, multiple categories, multiple channels" strategy in the outdoor field. LI NING's outdoor flagship store "COUNTERFLOW Suyu," focuses on the concept of "tracing to the source and going against the flow," aiming to create a new type of offline outdoor space that integrates retail, experience, and community interaction. The store displays LI NING's full range of outdoor products, including the professional protective LI NING outdoor water-resistant series, the "Explore Mountains and Rivers" themed limited-edition series, store-exclusive color combinations, and debut outdoor new products, covering four major styles: functional outdoor, relaxed leisure, trendy fashion, and simple business. The store also specially sets up an "Outdoor Community Corner," which will organize regular offline outdoor activities and connect with more urban outdoor enthusiasts. With the current rise of the "pan-outdoor" trend in the Chinese sports market, LI NING has accurately targeted this opportunity, positioning its outdoor products in the light outdoor mass market, focusing on three high-frequency scenarios: light outdoor hiking, suburban camping, and urban commuting. Based on professional outdoor protection, LI NING incorporates Eastern aesthetic expression, seizing the mass market opportunity of outdoor lifestyle and expanding the sports category map. Since early 2024, LI NING's outdoor products have officially become an independent category, leveraging the comprehensive empowerment of the LI NING brand, with resource advantages covering the entire chain including technology platforms, design resources, supply chain systems, marketing resources, and channel layout. By migrating the company's IP product methodology accumulated in running, basketball, and other categories, LI NING is expected to achieve rapid breakthroughs. The opening of the first LI NING outdoor independent store is the latest demonstration of LI NING's increased presence in the outdoor market. With its professional sports technology and research strength, LI NING's outdoor products have built product competitiveness centered on professional outdoor protection and East...