Zhi Tong Cai Jing·2025-12-02 07:36Core Insights - Li Ning has officially launched its first outdoor store "COUNTERFLOW" in Beijing, marking a significant step in its outdoor market strategy [1] - The outdoor category will become an independent segment starting in early 2024, leveraging Li Ning's comprehensive resources and expertise [2] - The company aims to capitalize on the rising trend of "pan-outdoor" activities in China, focusing on light outdoor experiences [1][3] Group 1 - The "COUNTERFLOW" store integrates retail, experience, and community interaction, showcasing a wide range of outdoor products [1] - Li Ning's outdoor products emphasize professional protective features combined with Eastern aesthetic design [2] - The store features a dedicated "outdoor community corner" for organizing offline outdoor activities, connecting urban outdoor enthusiasts [1] Group 2 - Li Ning's outdoor category is positioned in the light outdoor mass market, targeting high-frequency scenarios such as hiking, camping, and urban commuting [1] - The company has developed proprietary technologies for outdoor gear, including a unique rainproof nano-technology in collaboration with national research institutions [2] - Future plans include continuous innovation in professional technology and design, aiming to elevate outdoor lifestyles to a more mainstream and quality-focused level [3]