Text | Interface Sports
On the evening of November 4, 2021 Beijing time, Li Ning will launch an immersive art exhibition in Shanghai, officially releasing the new independent sports fashion brand Li-ning 1990 (Li Ning 1990).
Li Ning Group was established in 1990, the sub-brand li-ning 1990 represents the classic style concept of the group, the group's positioning is "independent high-end sports fashion brand", Li Ning is making new explorations in the sports market segmentation.
In recent years, the national tide style that has been popular with major sports brands, and its rapid development "pusher" is the "China Li Ning" series launched by Li Ning at New York Fashion Week in 2018. "China Li Ning" not only triggered a sensational effect on social media, but also made Li Ning a representative of the original spirit of domestic sports brands, and the national tide gradually transformed from a concept to a sustainable business.
The retail flow of Li Ning's sports fashion category has been continuously improved, and it is currently leading Li Ning's major businesses, prompting Li Ning's products to become more fashionable and trendy. It is foreseeable that the establishment of li-ning 1990 will allow Li Ning Group to go further in the field of sports fashion, and will also make the exploration of domestic sports brands more fully in the subdivision business.
There are many high-end sub-brands under internationally renowned sports brands, such as Nike's Jordan series, Adidas' clover series, and even ANTA's acquisition of fila, all of which are different from the positioning of ordinary products. Today, Li-ning 1990, which Li Ning founded alone, also symbolizes the impact of domestic brands on the relevant market of high-end positioning products.
It is reported that li-ning 1990 the world's first store will be settled in Beijing Parkview Fangcaodi on November 6, the store is currently in the trial operation stage, and some bloggers in advance to explore the store information shows that the product "high-end materials, there are luxury goods", the price is mostly in China Li Ning product line 1.3-1.5 times.
And Li Ning Group's recent big moves are far more than that. On October 28, Li Ning announced that the placement of 120 million shares on a first-come-first-120 million-new basis will raise about HK$10.5 billion for international expansion, restructuring infrastructure, brand building, etc.
It can be seen that the domestic brands that have developed rapidly in recent years have been planning a more ambitious layout - focusing on the international and reshaping the brand value.
In terms of recent concrete initiatives, in addition to the launch of Li-Ning 1990, Extraordinary China, which is controlled by Li Ning, has also acquired sitoy at holdings company limited, which owns the famous Italian century-old luxury brand amedeo testoni.
Founded in 1929, a.testoni is one of the few brands that is still family-run and focuses on handcrafted high-end shoes, and its men's leather shoes are priced at 4,000-10,000 yuan.
Extraordinary China is also the driving force behind many of Li Ning's key investments, a comprehensive sports company that assists Li Ning in sports talent management and sports-related investments.
Before that, Extraordinary China completed the acquisition of e-sports club Snake, renaming it LNG Li Ning E-sports Club, laying the lead for Li Ning in the current hot e-sports field.
In addition, with the approaching of the Winter Olympics and the increase in the popularity of the ice and snow industry, Extraordinary China has also acquired the skating brand Shengjin and won 13 skating rinks operated nationwide, which is also one of Li Ning's most important investments in recent years.