The convergence of a sports consumption boom and a wave of retail digitalization is pushing China's sporting goods retail industry beyond the era of pure scale expansion into a phase focused on high-quality growth.

Data provides strong evidence. According to Savills research, China's sporting goods retail sales surged 111% year-over-year in 2024, with the growth rate climbing further to 25.4% in the first quarter of 2025, hitting a near three-year quarterly high and significantly outpacing the overall retail market. However, beneath this boom, common industry challenges have emerged: fragmented user data across all channels and a disconnect between online and offline operations have become major bottlenecks limiting the full release of brand value.

In this context, the deep collaboration between the well-known domestic sports retailer JINLANG Sports and WEIMOB INC offers a solution. By reconstructing the omni-channel operational chain with digital intelligence and building a user-centric operational system, their partnership provides a practical blueprint for the digital transformation of the entire sports retail industry.

**The Path to Reconstruction: From Fragmented Users to Integrated Assets** For sports retailers, physical stores remain an irreplaceable core channel. After all, 76% of consumers still prefer to touch materials and try on items in-store before purchasing, and 61% of sports footwear and apparel transactions are finalized offline, as outlined in the "2023-2028 Analysis of Supply, Demand, and Development Prospects for China's Sports Footwear and Apparel Industry" report.

As the omni-channel ecosystem of "physical stores + platform e-commerce + private domain operations" takes shape, sports brands commonly face challenges during digital transformation. While multi-channel strategies broaden reach, they also lead to dispersed user data and poorly connected operational workflows across different scenarios, which can hinder further improvements in operational efficiency. This is a key area brands must address when seeking optimization.

The practical test posed by this situation is particularly acute: although brands accumulate a substantial member base, a lack of precise insight into user needs makes efficient, refined operations difficult. A large portion of user assets remains underutilized, gradually becoming dormant resources that fail to translate into tangible business value. In 2023, JINLANG Sports clearly shifted its operational focus to "retaining reached users and enabling them to continuously create value." Bridging data silos and overcoming the key blockage in the "user retention → value conversion" pathway was identified as the core strategy to achieve this goal.

At the end of 2023, JINLANG Sports formally partnered with WEIMOB INC, adopting core solutions including the Advanced Edition of Smart Retail for Chains, the Professional Edition of Customer Operations, and the Advanced Edition of Super Enterprise WeChat Assistant. The rollout provided dedicated operational accounts for several core stores and 3,000 frontline shopping guides, supplemented by WEIMOB Cloud plugins, resulting in a comprehensive digital intelligence operational system covering all channels.

The goals of the collaboration were clear and firm: using the system as a bridge to achieve unified omni-channel management of member-shopping guide relationships; leveraging data as a tool for deep member segmentation and tag-based refined operations; ultimately achieving the omni-channel objectives of integrated data, user assetization, data-intelligent business decisions, and unified organizational metrics.

WEIMOB's core value is also evident in its ability to consolidate user data. By building a unified middle platform for member and user assets, information is fully interconnected, creating a unique identity profile and full lifecycle journey for each user.

This move fundamentally breaks down the barriers of fragmented user identities, allowing the brand to track the entire user journey from acquisition and retention to conversion and repurchase. As stated by Zhou Yiqiao, Vice General Manager and Chief Brand Officer of JINLANG Sports Group, WEIMOB's value extends beyond providing technology; it lies in translating the brand's strategic vision into actionable execution processes.

One detail illustrates this: when designing member segmentation and shopping guide follow-up rules, the WEIMOB team did not simply apply standard product features but engaged in repeated discussions with stores and guides to ensure the digital tools genuinely integrated into frontline operations, avoiding an impractical, top-down approach.

**Value Release: From Synergistic Efficiency Gains to High-Quality Growth** Data integration forms the foundation of omni-channel operations, but operational synergy and value conversion are the core drivers of growth. Supported by WEIMOB's Smart Retail solutions, JINLANG Sports underwent a profound organizational transformation—shifting from a "channel-centric" to a "user-centric" model.

Through multi-dimensional efforts including empowering shopping guides, building a content ecosystem, and expanding scenario boundaries, JINLANG Sports not only achieved a leap in operational efficiency but also accomplished deep mining of user value. This aptly reflects their internal definition of "omni-channel digital intelligent operations": not merely a stack of systems, but a user-centric, synergistic capability across the entire operational chain.

**1. Transformation of 3,000 Guides into Omni-Channel User Service Officers** Shopping guides were the key agents of this transformation. Through the WEIMOB system, 3,000 frontline guides were fully integrated into private domain and member operations, evolving from traditional "offline sales staff" into "omni-channel user service officers" bridging online and offline touchpoints.

JINLANG Sports subsequently launched a combined strategy of "guide-exclusive services + full-category product supply via mini-programs," significantly boosting private domain conversion efficiency. Data shows that post-collaboration, annual private domain GMV reached nearly 90 million RMB, a 43% year-over-year increase. The number of users manageable per guide expanded significantly, with improved personnel efficiency allowing frontline staff to focus on more precise user engagement.

Behind this transformation lies WEIMOB's systematic empowerment of guide capabilities—from user tag identification and personalized script推送 to order tracking services. Every step is data-supported, enabling guides to cover user service scenarios comprehensively and continuously.

**2. Building a Community Content and Tiered Member Operation Ecosystem** Furthermore, leveraging WEIMOB, JINLANG Sports established a multi-dimensional operational ecosystem combining "community content nurturing" with "offline member interactions." Relying on precise user segmentation and tag-based management, the brand can accurately identify the core needs of users at different lifecycle stages and with varying demands, pushing customized content and activities—be it recruitment for an exciting football friendly match or an exclusive offline member salon. Emotional connections and value resonance have steadily increased member loyalty. Data confirms the results: in 2025, the repurchase rate of high-value members increased by 15%-20% compared to 2024, member sales contribution grew by over 10%, and their share of total sales exceeded 95%, achieving simultaneous advancement in both member scale and quality.

More notably, the collaboration also spurred an innovative model for actively exploring new growth avenues. Utilizing the data analysis capabilities of WEIMOB's SaaS system, JINLANG Sports accurately identified users' diversified needs beyond sports, subsequently expanding into peripheral businesses like football league partnerships and celebrity concert collaborations. This move upgraded the brand from a "seller of sports products" to a "service provider for users' sports lifestyles," marking a deeper transition from "selling products" to "managing users" and unlocking greater lifetime customer value. This type of innovation, based on data insights, is a vivid example of JINLANG Sports' shift in decision-making from "experience-driven" to "data-empowered."

Zooming out to the wider industry, the collaboration between JINLANG Sports and WEIMOB offers important insights for the digital transformation of sports retail. As market competition intensifies and consumer demands become more diverse and specialized, growth models relying solely on store expansion and product category accumulation are no longer sustainable.

WEIMOB INC's repeated receipt of Tencent Smart Retail's authoritative awards aligns with industry trends: digital intelligent operations, with AI empowerment at their core and omni-channel synergy as their framework, are becoming the essential engine for retail brands to navigate market cycles. JINLANG Sports' practice serves as compelling evidence—post-collaboration, the brand achieved double-digit growth in overall revenue, with simultaneous positive growth online and offline. Against a backdrop of industry pressure, same-store efficiency and inventory turnover improved significantly, fully demonstrating the value of omni-channel digital intelligence.

For JINLANG Sports, 2025 is the "year of building foundational capabilities," and the partnership with WEIMOB is a key support in this process. By establishing the "user" as the center of organizational synergy, using data integration as the foundation, and implementing refined operations as the method, JINLANG Sports has successfully completed its transition from "scale growth" to "high-quality growth." This case not only showcases WEIMOB's technical and service strength in the smart retail sector but also reveals the future growth logic for the sports retail industry: only by focusing on the user and leveraging digital intelligence to achieve omni-channel synergy and deep value mining can sustainable growth be realized in intense competition.