Xin Lang Cai Jing·2025-12-17 06:30Core Viewpoint - Li Ning has opened its first global "Dragon Store" in Beijing, marking a strategic move to enhance its brand presence and leverage its partnership with the Chinese Olympic Committee for marketing purposes [1][2]. Product Differentiation - Approximately 90% of the products sold in the Dragon Store are not available in other Li Ning stores, with about 20% of SKUs utilizing Li Ning's sports technology shared with the 2026 Milan Winter Olympics Chinese sports delegation's award equipment [2][5]. - The Dragon Store focuses on mid-to-high-end products, with clothing prices ranging from 449 to 2399 yuan and footwear priced between 799 and 2299 yuan, maintaining price consistency with regular stores [2][5]. Store Strategy and Design - The Dragon Store features over 80 SKUs, with plans for dynamic adjustments to the product lineup [5]. - The store's location in Sanlitun Taikoo Li is strategically chosen to attract a higher-tier consumer base, enhancing the match between products and the shopping environment [5][6]. Market Positioning and Consumer Trends - Li Ning aims to cater to the mid-to-high-end market while also exploring outdoor segments, indicating a strategy to penetrate diverse consumer demographics [7]. - The company is focusing on a "single brand, multiple categories, and multiple channels" strategy to ensure stable growth in the current consumer environment [7]. Competitive Landscape - The opening of the Dragon Store is seen as a move to replicate the success of Anta, which has benefited from its long-term partnership with the Chinese Olympic Committee, leading to significant revenue growth [8]. - Li Ning's recent stock performance reflects positive market sentiment, with a 5.43% increase following the store opening, and analysts project revenue growth for the company in the coming years [10].