Core 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]

智通财经APP获悉，11月29日，李宁(02331)户外首店"COUNTERFLOW 溯"在北京朝阳大悦城正式启幕，这是李宁户外品类以独立店的形式首次亮 相，标志着李宁进一步加码户外市场布局。李宁户外融合专业科技实力与东方美学表达，聚焦户外生活方式，是李宁公司"单品牌、多品类、多渠 道"战略在户外赛道的延伸。 凭借专业运动科技与科研实力积淀，李宁户外产品构建了以专业户外防护功能为核心，东方美学设计为加持的产品竞争力。在户外装备面料方面， 李宁与国家级科研机构联合研发了可实现主动透气的独家防暴雨双透纳米科技，推动了"李宁·龘"户外专业御水科技体系的构建和完善，并应用于核 心 IP 产品万龙甲冲锋衣系列、珑壳防小雨系列等。其中，万龙甲系列产品的防风透湿性能不仅符合国家 I 级标准，同时斩获了ISPO 流行趋势大奖 等荣誉。在东方美学表达上，李宁户外在视觉设计中融合瓷青绿和唐明光铠等东方元素，并通过 2024"溯之东方"主题大秀、2025"行天地 探河山"年 度系列活动，打造独具特色的户外体验与产品记忆点，形成李宁户外差异化叙事。 作为专业运动品牌，李宁在聚焦跑步、篮球、综训、羽毛球、乒乓球和运动休闲六大核心品类的 ...

Core Insights - The outdoor sports market in China is experiencing significant growth, with 335,000 related enterprises expected by June 2025, reflecting a positive industry outlook [1] - Li Ning has launched its first outdoor store "COUNTERFLOW" in Beijing, marking a strategic expansion into the outdoor market [1][2] - The outdoor apparel sector is highly competitive, with major brands like Anta, Nike, and Adidas enhancing their outdoor product lines [2] Industry Overview - The outdoor sports market is projected to continue its expansion, with 24,000 new registrations in the first half of 2025, indicating strong market confidence [1] - Li Ning's outdoor segment has become an independent category, leveraging its existing brand resources across technology, design, supply chain, and marketing [1] - The outdoor apparel product line has diversified into various segments, including hiking, trail running, camping, and skiing, necessitating brands to have deep understanding and technical expertise in each vertical [2] Company Strategy - Li Ning's outdoor strategy aligns with its broader "single brand, multiple categories, multiple channels" approach, extending its focus beyond core categories like running and basketball [1] - The new store aims to create a unique offline outdoor space that integrates retail, experience, and community interaction, showcasing a full range of outdoor products [2][3] - Li Ning is investing in innovative materials, collaborating with national research institutions to develop advanced waterproof technologies for its outdoor gear [2] Competitive Landscape - The outdoor apparel market is characterized by intense competition, with Anta building a multi-brand matrix through acquisitions, and numerous local brands securing significant funding [2] - Future competition in the outdoor sector will focus on creating immersive outdoor experiences, building active user communities, and conveying unique outdoor cultures [3]