On October 24, 2012, on this crisp and cloudless autumn day, the first directly operated store of Li-Ning Adventure (李宁探索), the Li-Ning Center Park Flagship Store, officially opened its doors.
Leaders from Tianjin Yuehaotuo Outdoor Products Co., Ltd., the operator of Li-Ning Adventure (李宁探索), along with senior executives from the Li-Ning Group and relevant partners, all attended the opening ceremony. Mr. Hu Nan, General Manager of Li-Ning Adventure, delivered a live speech covering the brand’s strategy, product strategy, and channel development plans. Subsequently, he unveiled the new store’s image together with the partners, marking the official launch of Li-Ning Adventure’s entry into the outdoor industry. Later, company staff gave guests a guided tour inside the store, focusing on the product lines, features, and advantages, allowing attendees to gain a deeper understanding of Li-Ning Adventure (李宁探索) products.
Leaders from Tianjin Yuehaotuo Outdoor Products Co., Ltd., the operator of Li-Ning Adventure (李宁探索), along with senior executives from the Li-Ning Group and relevant partners, all attended the opening ceremony. Mr. Hu Nan, General Manager of Li-Ning Adventure, delivered a live speech covering the brand’s strategy, product strategy, and channel development plans. Subsequently, he unveiled the new store’s image together with the partners, marking the official launch of Li-Ning Adventure’s entry into the outdoor industry. Later, company staff gave guests a guided tour inside the store, focusing on the product lines, features, and advantages, allowing attendees to gain a deeper understanding of Li-Ning Adventure (李宁探索) products.
Li-Ning Adventure (李宁探索) is part of the authorized business module under the Li-Ning Group. It is committed to establishing new high standards for outdoor brands, with a product range that includes outdoor apparel, outdoor footwear, and outdoor accessories. While being both independent from and interdependent with Li-Ning Sports, Li-Ning Adventure has its own brand language and product characteristics, as well as independently operated businesses and product R&D. At the same time, Li-Ning Adventure serves as an extension of Li-Ning Sports’ existing operations and is expected to boost overall sales performance for the entire Li-Ning Group in the future, rather than occupying the current business space of Li-Ning Sports.
Li-Ning Adventure (李宁探索)’s move into the outdoor industry marks a milestone event in the multi-directional development of China’s domestic independent brands.