< p > recently, the "Lining exploration" focused on the high-end sports outdoor market added a new store in Shanghai. As of now, there are already 9 Lining Explorer shops in operation.

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Lining P opened the first direct store in the central park last year, according to media reports. At that time, several outdoor brands expressed plans to go to the store to see its product positioning and store design.

At the beginning of this year, Lining, general manager, once said that its brand is mainly located in the psychological consumer group aged 30 and -45, and will integrate more traditional Chinese cultural factors into the brand.

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< p > Li-NingAdventure (Lining exploration) is part of the authorized business module of Lining group. Its product structure includes outdoor a target= "_blank" href= "//m.pmae.cn/" > clothing < /a > outdoor a target= "_blank" target= "shoes", "shoes", outdoor accessories, etc.

And Lining sports are independent and interdependent. Li-NingAdventure has independent brand language and product characteristics, has independent operation and operation related business, product research and development, etc. at the same time, Li-NingAdventure is built on the existing sports business of Lining sports. In the future, it will increase overall sales performance for the entire Lining group, instead of occupying the current Lining sports business space.

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< p > in fact, related reports show that Lining used a 50 year contract in 2005 to win the French outdoor brand AIGLE and set up AI Gao (China) outdoor sporting goods Co., Ltd., which is responsible for producing, marketing and selling AIGLE brand products in China.

Also at the end of last year, AIGLE's flagship store in Asia opened in the Oriental New World Plaza, Beijing.

It is understood that Aigle is one of the fastest selling outdoor brands in France, initially specializing in boots and water sports clothes, and later extended to general outdoor activities, including water, mountain and country leisure sports products.

In China, Aigle targets the crowd as a 28-45 year old business oriented consumer group, focusing more on urban leisure life than on professional outdoor people.

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< p > at present, many outdoor and sports brands are speeding up the sinking of the channel. With the help of Lining movement in the two or three line market, it may be an opportunity for Lining to explore.

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