Huan Qiu Wang·2025-12-01 02:47Core Insights - The opening of Li Ning's first outdoor store, "COUNTERFLOW," in Beijing's Chaoyang Joy City marks a significant step in the brand's strategy to engage with the urban outdoor lifestyle market [1][3][23] Group 1: Store Concept and Design - The store embodies the philosophy of "returning to the source and going against the current," focusing on outdoor protection while integrating Eastern aesthetics with urban fashion [1][3] - The design of the store moves away from traditional outdoor retail aesthetics, opting for a minimalist and transparent approach that resonates with the City Walker lifestyle [5] - The use of colors and materials, such as "ceramic green" and a combination of gravel, cement, and metal, creates a balance between natural ruggedness and modern industrial aesthetics [7] Group 2: Product Offering - The store will feature a comprehensive product matrix covering three main outdoor scenarios: light outdoor travel, suburban park camping, and urban commuting [10] - Li Ning's outdoor products blend Eastern aesthetics with urban fashion, offering functional outdoor gear that meets diverse weather and terrain needs [10][12] - The flagship "Wanlongjia" series includes various jackets designed for extreme weather, emphasizing lightweight, durability, and protection [12][14] Group 3: Market Positioning and Future Plans - The launch of the "COUNTERFLOW" store represents a new beginning for Li Ning in the urban outdoor market, aiming to establish long-term connections with a broader urban audience [23] - The store has been designated as the official outdoor equipment provider for the "China Photography" IP under the China Photographers Association, enhancing its brand visibility among outdoor enthusiasts [23] - The initiative is expected to extend beyond Beijing, promoting a unique Eastern outdoor aesthetic combined with advanced technology for a richer outdoor lifestyle [23]