Li Ning has opened a new standalone outdoor store named "COUNTERFLOW by Li Ning" at Beijing's Chaoyang Joy City. The store showcases Li Ning's full-range outdoor product matrix, including the professional waterproof "Outdoor Shield" series, the limited-edition "Explore Mountains & Rivers" collection, exclusive colorways, and debut products. A dedicated "Outdoor Community Corner" will host regular offline events to engage urban outdoor enthusiasts.
This marks Li Ning's formal push into the outdoor segment after over a year of product testing. Targeting the "light outdoor" niche—hiking, suburban camping, and urban commuting—the brand positions itself for mass appeal with accessible pricing: the "Xiao Zhan同款" Wanlongjia Breath storm jacket retails at ¥1,500, while the Xingye PRO casual outdoor shoes and Xingchuan PRO hiking shoes are priced at ¥699 and ¥899, respectively.
Amid sluggish consumption, outdoor gear serves dual purposes for Li Ning: offense and defense. At its earnings call earlier this year, co-CEO Qian Wei noted that while outdoor currently contributes minimally to revenue, the goal is to rapidly cultivate it into a standalone growth driver. Though past its explosive growth phase, the light outdoor segment remains fast-growing, with daily wear increasingly blending outdoor functionality. However, Li Ning faces fierce competition in this crowded market.
**Late to the Game?** Li Ning's outdoor ambitions trace back to 2005 via a joint venture with French brand AIGLE, focusing on waterproof boots and jackets. Despite early moves like the 2015 Li-Ning Adventure line for hardcore hikers, outdoor remained peripheral as the company prioritized sportswear fashion. The "China Chic" boom propelled Li Ning's revenue past ¥10 billion in 2018 and ¥20 billion by 2021.
Post-2022, shifting consumer preferences and weakened "China Chic" appeal pressured margins. Mojing Data shows Li Ning's gross margin fell nearly 5% from 2020–2022, with inventory turnover stretching to 63 days. Now, with offline traffic shrinking, Li Ning is reigniting outdoor as a growth lever. In 2024, it established a dedicated outdoor division, rolling out core products like the Wanlongjia jacket and Xing series shoes through in-store zones.
Yet expansion remains cautious. With 51 net store closures in H1 2024 and over 45% reliance on wholesale channels, Li Ning prioritizes inventory health and discount control. CEO Qian Wei targets 50% gross margins while optimizing offline networks.
**Bridging Sport and Lifestyle** Light outdoor aligns with Li Ning's "single-brand" strategy, blending performance and Eastern aesthetics. Designs incorporate traditional motifs like celadon green and Tang-era armor, supported by tech such as stormproof nano-fabric ("Li Ning · Da") and its signature "Beng" foam midsole.
The standalone store follows Li Ning's 2024 SOFTLAND shoe boutique experiment, reflecting industry trends toward specialized retail. However, rivals like Anta (with brands like Jack Wolfskin) and Nike (via its ACG line’s Beijing flagship) are doubling down. Li Ning may leverage Olympic ties—it recently unveiled 2026 Winter Olympics podium gear and sponsors China’s fencing team—to differentiate.
The ¥50 million "Dragon雀 Plan" and other moves’ impact on outdoor market share remains to be seen.
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