Beijing News Shell Financial News (reporter Qu Xiaoyi) On January 22, NIKE Beijing Brand Experience Store (hereinafter referred to as "NIKE Beijing") officially opened in Taikoo Li West District, Sanlitun, which was jointly built by Nike and Taobo Sports (hereinafter referred to as "Taobo"), which is the largest Nike experience store in Beijing and the first RISE concept store that Nike has landed through strategic partners in China.
1F "All-around Home" revolves around Beijing's sports events and Nike's seasonal themes.
Nike Beijing covers an area of approximately 2,800 square meters and has two floors, offering women's, men's and children's related products and Jordan brand space. The Beijing News shell financial reporter saw that the store design is modern and fashionable, and some product booths, sofas and other environmentally friendly rubbers are recycled and converted from footwear products and waste. Products are divided into areas according to consumer groups and sports functions, in addition to basketball, football, running, fitness and other sports areas, there is also a Nike By You product customization service area, consumers can DIY Beijing element pattern. The goods in the store are also quite rich, popular shoes, environmental protection shoes and new sports shoes are sold, and there are several professional racing running shoes, which are introduced to be the first in China. With the Spring Festival approaching, the Year of the Tiger limited sneakers and Chinese red series also received considerable attention on the opening day.
Product booths from Nike Grind.
Nike By You product customization service area, consumers can DIY Beijing element pattern.
In terms of services, NIKE Beijing further emphasizes digital retail and online and offline immersive experiences, and designs a wealth of membership activities inspired by Gen Z consumer groups, such as equipping Nike experts with "sneaker culture" in the store for the first time, providing sports professionals and dressing advice. Lin Lijun, vice president of Nike's Greater China Store and Market Development Partners, said that as an important part of Nike's innovative retail concept portfolio, Nike's world's first RISE concept store opened in Guangzhou two years ago. Earlier last year, with the opening of NIKE LIVE in Shanghai and Beijing, Nike has fully implemented four major retail concepts in the Chinese market for the first time, including HOUSE OF INNOVATION, NIKE RISE, NIKE LIVE and NIKE UNITE.
NIKE RISE: NIKE Beijing brand experience store.
It is worth noting that as the second RISE concept store in China, NIKE Beijing was jointly built by Nike and Tobo, and it is also the first time that Nike has handed over the RISE retail concept store to a strategic partner in China. According to public information, Tobo is one of the largest sporting goods retailers in China, and has cooperated with Nike in the Chinese market for more than 20 years, and currently operates Nike offline stores in more than 300 cities in China. It is understood that Turbo has rich experience in the field of retail operations and retail digitalization, and will be more responsible for the operation of NIKE Beijing in the future, bringing Nike members personalized services that combine online and offline and rich "365 activity experience". Men Lijun said that Nike hopes to create a future market based on physical retail and digital innovation, and the landing of NIKE RISE with Tobo is the starting point for Nike and its strategic partners to comprehensively upgrade the retail experience. He pointed out that with the large-scale landing of concept stores in China, Nike will continue to deepen cooperation with strategic partners.
Beijing News shell financial reporter Qu Xiaoyi Editor Wang Zhenzhen
Proofreading Liu Jun
Image courtesy of Nike