Three regional agreements combine consignment retail, approved online sales and loyalty e-vouchers for Li-Ning merchandise
Hui10 is expanding its Lucky World merchandise offering with Li-Ning, one of China’s most recognised sportswear brands.
Signed through Hui10’s Lucky World operating subsidiary, Beijing Huishi Chunyuan Technology Development Co., Ltd., the agreements cover Li-Ning merchandise supplied by operating companies in Beijing, Shanghai and Shenyang for nationwide coverage.
In addition to physical retail consignment, Hui10 is permitted to sell all approved Li-Ning merchandise online through its Lucky World and TEAM CHINA platforms, connecting the brand with its wider retail and loyalty ecosystem
“Our wider strategy is about the right products, not simply more products.”
DANIEL LEVINE / CHIEF EXECUTIVE
Building on the TEAM CHINA retail platform
Hui10 has already developed merchandise sourcing, retail operations and sales capabilities through its TEAM CHINA activities. The Li-Ning agreements provide an opportunity to apply those existing capabilities to a wider range of sportswear, footwear and accessories.
Hui10 is extending the commercial use of its existing resources, infrastructure and relationships across physical retail and the Lucky World and TEAM CHINA online platforms.
This is consistent with Hui10’s broader strategy of creating additional revenue opportunities from its expanding retail and digital customer ecosystem.
An attractive consignment retail model
The agreements establish a consignment-based arrangement under which regional Li-Ning operating companies supply authorised merchandise for sale through designated Lucky World retail locations.
Lucky World manages the retail environment, sales personnel, customer service and day-to-day operations, generating margins on qualifying merchandise sales.
The model broadens Lucky World’s branded product range without requiring conventional upfront wholesale purchases of the consigned stock. It also puts existing retail infrastructure and customer-facing teams to further commercial use.
SUPPLY
OPERATE
EARN
Products people want. Rewards worth using.
Two distinct rewards. One connected journey.
The commercial logic behind the broader merchandise strategy is straightforward: loyalty rewards are more compelling when customers can use them towards products they already want to buy. Hui10’s objective is to attract existing shopping spend to Lucky World, rather than depend on customers spending more overall.
Bringing approved Li-Ning merchandise into this redemption journey broadens the choice available to customers. Management believes this can encourage more redemptions, merchandise purchases, repeat visits and ongoing activity within the Lucky World Sports Lottery+ closed-loop loyalty programme.
The aim is not simply a larger catalogue. It is to turn accumulated rewards into purchases customers value, creating continuing commercial activity for Hui10 and participating retailers.
Two distinct rewards. One connected journey.
Love Beans are earned through qualifying cash lottery purchases and can be redeemed for e-vouchers towards eligible merchandise and services, including approved Li-Ning products. A minimum cash spend applies.
Lucky Beans are earned on the cash portion of qualifying merchandise purchases. They can also be redeemed for e-vouchers towards approved Li-Ning merchandise, as well as for Lottery HongBao under the programme’s rules.
Love Beans cannot be redeemed directly for lottery play or Lottery HongBao. The two reward types remain distinct, although both can be redeemed for merchandise e-vouchers.
Customers can use these e-vouchers towards Li-Ning purchases on the Lucky World and TEAM CHINA platforms, subject to the applicable voucher terms.
Connecting retail and digital commerce
Lucky World’s digital commerce infrastructure, supported by Tencent Weimob’s technology, enables connected online and offline customer experiences. Merchandise partnerships complement that infrastructure by expanding product choice and creating additional opportunities to build customer relationships.
Hui10 is permitted to sell all approved Li-Ning merchandise online through both Lucky World and TEAM CHINA. Customers can redeem either Love Beans or Lucky Beans for e-vouchers to use towards those purchases, directly linking the merchandise offering with Hui10’s closed-loop loyalty programme.
Management Perspective
Daniel Levine, Chief Executive Officer of Acceler8 Ventures Plc, commented:
“Li-Ning is a highly recognised name in Chinese sport, and we are delighted to bring approved merchandise to our Lucky World and TEAM CHINA retail and online channels.
“Our wider strategy is about the right products, not simply more products. E-voucher redemption gives customers more reasons to use their rewards and engage with Lucky World.
About Li-Ning
Founded in 1990 by Chinese gymnast Li Ning, a six-time Olympic medallist who won three gold medals at the 1984 Los Angeles Games, Li-Ning is one of China’s most prominent sportswear brands.
Listed on the Hong Kong Stock Exchange (HKEX: 2331), the group has an extensive retail network across China and offers performance footwear, apparel, equipment and lifestyle products. Its presence spans basketball, running, badminton and fitness, supported by athlete partnerships and product innovation.
The brand combines Chinese sporting heritage with performance technology and contemporary design. The agreements described in this article are with regional operating companies, rather than a nationwide master agreement with the listed parent.
About Lucky World
Lucky World is Hui10’s retail, loyalty and digital commerce platform, connecting consumers and merchants through lottery-related engagement, payment services, merchandise and other consumer offerings.
About Acceler8 Ventures Plc
Acceler8 Ventures Plc (LSE: AC8) is a London-listed company whose principal operating business is Hui10 Inc., a technology group developing digital transaction and engagement infrastructure within China’s regulated lottery ecosystem.
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