China retailers take the showroom approach

Hong Kong

CHINESE gymnast Li Ning wowed the world with one of the highest double pikes in Olympic history to clinch a third gold medal at the 1984 Los Angeles Games. Now a sporting goods retailer, he is counting on another tactic to win fans.

Mr Li is luring customers to his namesake Li Ning Co stores, where they can look at and try on the latest range of Xiaoqiang basketball shoes, and Furious Rider and Rouge Rabbit runners - but not take them home. Instead, buyers are directed to the Internet to make purchases online.

The online-only strategy, which the Beijing-based company said garnered 22 million yuan (S$4.9 million) in the first month of sales, may help it reverse three straight years of losses. Companies from home appliance maker Haier Electronics Group Co to clothing purveyor Grana have a…