Bags / Shoes & Accessories

Recently, China's Li Ning's first urban custom store was officially opened in Xidan, Beijing. Ms. Lei Ming, general manager of Li Ning's retail business unit in North China, Mr. Xu Xiaotong, director of China Li Ning's business department, and Mr. Liu Shiquan and Ms. Huang Xue, sales directors of Juntai Department Store Come to the scene and witness the grand opening ceremony together.

"China Li-Ning City Custom Shop - Beijing Xidan Juntai" adheres to the Li-Ning sports genes, and takes a pioneering attitude to show Chinese culture and urban elements in the context of sports trends, and renew sports, products, and multi-dimensional experience of purchasing. Consumers bring a new sense of touch and a cutting-edge perspective, and use innovative retail stores as a carrier to present the original design and unique attitude of China Li Ning.

"China Li-Ning City Custom Shop - Beijing Xidan Juntai" is located in Xidan, the core business district of Beijing. As one of the earliest fashion trends gathering places in Beijing, its pioneering characteristics blend with the surrounding historical and cultural environment. It is diverse and inclusive. The urban characteristics collide with the new-style cultural vitality spawned by the thousand-year historical foundation, showing rich colors and different vitality, which coincides with the cultural proposition contained in China's Li Ning.

Grey is the main color in the store, and the retro brick wall of Beijing is used as a carrier of urban imprint and brand symbol, and elements such as the Great Wall, Temple of Heaven, the Forbidden City and Li Ning's classic product 001 series and technology platform "Sa" are integrated to present an oriental charm from the perspective of sports trends. , which uses space to narrate culture, and integrates Beijing's urban characteristics, local culture, product experience, and purchase experience. With the opening of the first urban custom store, China Li Ning also launched a limited series of clothing in the China Li Ning Boring Ape City that incorporates the "BEIJING" pattern, combining the Boring Ape City exploration tour with Beijing and its stores.

For a long time, Li Ning has continuously deepened the implementation of the "single brand, multi-category, multi-channel" strategy, and continued to strengthen the "muscle-type enterprise physique" by improving operational efficiency. In recent years, Li Ning has continued to implement a new retail strategy and actively promoted the development of high-quality channels. Among them, as a sports trend category under the professional sports brand Li Ning, China Li Ning is committed to innovatively combining sports genes with Chinese culture and trends. China's rich urban culture has become one of the sources of inspiration for China's Li-Ning, and it has also become a key word in the layout of China's Li-Ning stores.

The development of urban customized stores shows the differentiated positioning and retail strategy of Li-Ning brand to China's Li-Ning. In key cities, through the city's customized stores, we will deeply excavate and interpret the elements of Chinese culture and urban DNA, communicate and interact with consumers more deeply, convey the original design and unique attitude of China Lining, and show Li Ning's "everything is possible". brand spirit.

The first "Intelligent Conveyor Belt System"

Li Ning has always been consumer-oriented, focusing on the three dimensions of product experience, sports experience, and purchasing experience, and constantly polishing the Li Ning-style experience value. This time, China's Li-Ning's first urban custom store has brought a new upgrade to the "Li-Ning-style experience value".

"China Li-Ning City Custom Store-Beijing Xidan Juntai" added the "smart conveyor belt system" to the store for the first time. The red conveyor belt with a total length of 30 meters runs through the entire store, "carrying" a special customized intelligent conveyor box for consumers" deliver goods".

The delivery box has a built-in smart chip, which can be automatically charged and perfectly matched with the "track". After the consumer places an order successfully, the desired product can be dispatched directly from the warehouse. The "smart delivery trolley" follows the delivery track. To the consumer, the entire delivery process takes only 1 minute and 15 seconds. The application of intelligent conveyor belt not only reduces the traditional laborious and time-consuming manual pick-up and rush, but also increases the sense of the future of technology, making the shopping experience more convenient, faster and more interesting.

"China Li-Ning City Custom Shop - Beijing Xidan Juntai" also opened a club-themed VIP room for the first time, focusing on creating a community atmosphere and creating interesting and novel social occasions for sports fans. In addition, the store will hold members-only WORKSHOPs from time to time, so that consumers can understand the brand concept and culture, and enhance the interaction and communication with consumers.

In the future, China Li Ning will continue to explore the unique cultural charm of different cities, seize the opportunity for the brand to collide and integrate with different urban elements, and create exclusive memories in the urban texture for consumers by integrating space aesthetics and urban limited products. By taking root in urban culture, holding store community activities, and innovatively applying convenient and intelligent technology to stores, Li Ning continues to strengthen interactive communication with consumers, enhance consumer experience, and convey brand attitude and warmth.

Some people in the industry believe that "China Lining City Custom Store - Beijing Xidan Juntai" not only injects new sports trend vitality into Beijing, but also helps to create an urban landmark of China Lining. Actively develop, show the industry new ideas of store innovation and consumer experience upgrade.