Stars, Lining, China'S First Store Opened In Macao

At 9 a.m. on December 9th, although the sleepless city in Macao had just regained consciousness, a shop on the north side of Venice shopping center had long been crowded. On the same day, Lining brand opened in Macao's first store, and Lining personally brought the Group executives to the scene, including a lot of sports stars such as Tong Fei, Li Xiaoshuang, Li Xiaopeng, Yang Wei, Fu Haifeng, Zhao Yunlei, Zhao Yunlei, and so on, as well as a lot of sports stars, including brand friends, musical dramas, ah Yun GA, youth youth experience officer, young singer and singer.

It is understood that this is the first store opened by Lining brand in Hong Kong and Macao. Therefore, the company attaches great importance to it, including Lining group CEO Qian Wei, Lining group executive director Li Qilin, Lining group COO Yang Haiwei, CFO group Zeng Hua Feng, CPMO group, CHRO group. It is worth mentioning that this is also the first time that Lining group's new CEO Qian Wei has made a public appearance on behalf of the company. In addition, the executive vice president of global retail, David R. Sylvester, and Fan Rongting, chairman of keying group, also came to congratulate them.

China Lining is a representative of Li Ning Co's fashion sports category and has an independent store image. The main layout is in the high-end business circle from super large to second tier cities, attracting young and fashionable consumer groups. Starting from the landing in New York fashion week in 2018, Lining continued to make waves in the country. Through the combination of sports DNA with fashion and trend, China's Lining products were created. Lining group also launched the first Chinese Lining fashion shop in time. By the end of June 2019, the number of Lining stores in China reached 70. In a semi annual press conference this year, Lining said that by the end of 2019, the figure is expected to reach 100-120.

The launch of China's Lining series is undoubtedly a great success. According to the results of the report, the growth of sports fashion retail sales represented by China Lining in the first half of 2019 is up to 54%, leading all categories. In the group's proportion of retail sales, sports fashion reached 29%, and basketball, running and comprehensive training places accounted for the first time in the core category. From the sales volume, in the first half of 2019, the total sales volume of sports fashion clothing exceeded 5 million 200 thousand, and shoes sales exceeded 40 thousand pairs. Because China Lining has stronger bargaining power, the group regards it as a very important growth point for future revenues and profits. Ceng Huafeng, chief financial officer of Lining group, once said, "as a whole, the performance of Chinese Lining fashion shops is much higher than that of large stores." It is understood that Lining Shenzhen Nanshan Wanxiang tiandian and Shanghai Raffles shop monthly average Ping efficiency is more than 1 million yuan.

The Chinese Lining shop landed at the Venice shopping center in Macao. It is also an important test for Lining. As we all know, Macao is a world-famous cosmopolitan city. It is also a famous entertainment, leisure and tourism resort. It attracts tens of millions of tourists every year. Venice people shopping center is the most popular shopping center in Macao. Hundreds of fashion brands from all over the world are distributed on Venice's LED man-made sky and man-made canal. The successful entry of Lining in China also means that its brand image has been recognized by the world famous business group.

It is worth mentioning that the opening ceremony of Lining's first store in Macao coincides with the commemoration of Macao's return to 20th anniversary. A Chinese sports community will visit Macao. We have also given Lining the face of big brother, world champion Tong Fei, Olympic gymnastics champion Li Xiaoshuang, Olympic gymnastics champion Li Xiaopeng, Olympic gymnastics champion Yang Wei, Olympic badminton champion Fu Haifeng, Olympic badminton champion Zhao Yun Lei, Olympic diving champion Wu Minxia, Olympic diving champion Chen Ruolin and so on.

This is Lining's first store in Hong Kong and Macao, so it is inevitable that people will link it to Lining's internationalization strategy. However, Lining is more willing to see it as a new window to show Lining's brand creativity and spiritual heritage. Through Macao's cosmopolitan city with cultural coexistence, we can provide more consumers with opportunities and platforms to understand Chinese culture.

Speaking at the opening ceremony of the brand's first store in Macao, Lining said: "this year is the 20th anniversary time for Macao to return to the motherland. It is of special significance for the Lining brand to open its first store in Macao. Over the past twenty years, cultural exchanges between the mainland and Macao have entered a new stage. More young people have realized the subtlety of Chinese culture through cultural exchanges. As a Chinese brand that has been developing for 30 years, Lining brand will stick to its original intention and create more original products that bear the core of Chinese culture and promote the inheritance and innovation of Chinese culture.

The reporter saw at the scene that the store design combines the traditional mortise and tenon structure with fashion style, especially the ornamental rings of gymnastics rings, and takes the landmark building of Macao as the inspiration. It presents a unique urban element design, which represents the latest image of the flagship store of Lining fashion shop. At the same time, the simple and bright shop image and the rich interactive space in the store also bring a new shopping experience for local consumers. The products sold in the shop include a variety of Chinese Lining series hot sale products, and the limited Macao China Limited T-shirt limited sale.