Decathlon'S Shop Tips Or Cost Performance

< p > almost all sports brands are facing a delicate "China dilemma": Nike's (International stores), Adidas (monopoly stores) and other international famous brand performance has shrunk, and domestic brands such as Lining and Anta have been closed.

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< p > just before these big old guys were careful to spend the winter, Decathlon, France, the brand of sports brand known as "ten omnipotent" (Decathlon in French means ten omnipotence) began to make a sudden effort. Not only in 2012, 16 new stores were opened, but also in January this year, the high profile announced that it would open 23 stores in 2013 and realize the vision of 150 stores in 2015. "Decathlon"

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< p > < strong > Decathlon's shop secret > /strong > /p >

< p > < < a href= "http://www.91se91.com/news/index_c.asp > > Decathlon < /a >, the most attractive customer is its own special business mode.

Decathlon has adopted an integrated industry chain strategy from upstream a href= "http://sjfzxm.com/DESIGN/designer/index.asp" > Design > /a > to production and downstream retail.

HansIFF, vice president of Decathlon Greater China, told reporters.

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Less than P, Decathlon entered the Chinese market as early as 1992, when its main business focused on manufacturing and product exports, and steadily promoted its store development plan in the Chinese market.

"We actually opened stores in China in 2003, and opened 18 shopping malls by 2008.

The opening period of Decathlon mall is usually 6 months or even 5 years, so our initial business is not very fast.

Yi ang recalls.

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< p > from 2010, Decathlon started a real speed up development. In that year, there were 10 new shopping malls in mainland China, and the Chinese market became Decathlon's second largest market in the world.

In 2012, it was a record year for Decathlon. In the year, 16 Decathlon stores opened in China, which even exceeded Decathlon's total number of stores in the first 5 years of China.

In 2013, Decathlon plans to enter the cities of Xiamen, Guiyang, Kunshan and Shenyang, and will open more than 2 shopping malls in Shanghai, Shenyang, Suzhou and other cities.

Decathlon plans to complete 150 shopping malls in China by 2015.

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< p > China has not only become Decathlon's fastest growing country in the world, but also the largest overseas market invested by French headquarters.

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P shop record is gratifying, but for sports brand, it is already commonplace.

Almost all big brands will experience such a crazy expansion.

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< p > "carefully observe the location criteria of Decathlon, you will find our uniqueness."

Yi Yang told China Economic Weekly that one of the criteria for Decathlon screening is that shops must be built in cities with a population of more than 3 million, but not in the traditional sense of gold.

"Decathlon will not open in such a prosperous area as Wangfujing and Xidan, because such a business circle has been saturated, and there is not enough space. Secondly, parking is expensive.

We choose a remote location which is located in Beijing's big country Pavilion and Yizhuang. It can achieve three thousand or four thousand square meters of storefront requirements and provide enough free parking spaces for customers.

Besides, we also set up a free sports ground to enable customers to feel the joy of sports at any time while shopping. "

Yi ang told China Economic Weekly.

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< p > < strong > the performance price ratio is < /strong > < /p >.

< p > 49 yuan dry clothes, 149 yuan climbing shoes, 59 yuan lightweight backpack...

The most attractive thing about Decathlon is that it is really cheap.

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< p > Zhang Jian, a famous sports marketing expert, told reporters that the outdoor sports all over the world are in a Pyramid structure. There are few professional gamers and the number of intermediate donkey friends is not too large. Most of them are primary novice.

Decathlon, which is affordable, is undoubtedly a Taobao sanctuary for entry-level consumers.

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< p > Decathlon's products cover bicycles, roller skating, running, climbing, cross-country, yoga, swimming, badminton, tennis, table tennis, water sports and other fields, bringing together more than 60 sports, a total of 20 private brands.

According to these different sports items, the product partitions in Decathlon store are scattered: from low price to high price, from adult equipment to children's clothing, each area has clear layout and distinct categories, and customers can pick it up at a glance.

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< p > Yi ang told reporters that the layout of Decathlon shopping mall is somewhat similar to IKEA's mode. Apart from providing consumers with a spacious family shopping environment, they can also experience various sporting goods at any time.

From the big tent of "two rooms and one hall" to the diving suit and horse riding equipment, customers can play, try and try.

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< p > "this experiential marketing mode is very popular in Europe and America.

Our equipment is indeed entry-level and private, and we have been advocating consumer value orientation to meet popular demand through strong retail and terminal. "

Yi ang said.

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< p > the latest data released by the China clothing association show that the market scale of Chinese sports brands in 2012 was 200 billion yuan, and Nike, Adidas, Anta, Lining and other top ranked sports brands, each owned 6000~7000 stores, and had penetrated into the vast majority of cities in China.

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< p > why is Decathlon still able to kill a sky when the market scale is saturated? < /p >

"P >" our advantage lies in the relationship between retail terminals and brands.

One of the biggest features of Decathlon group is its rich private brand front. In France, Decathlon has the world's second largest R & D center after car manufacturer Renault, and has its own production company. All products are sold in its own "a href=" http:// www.91se91.com/business/ "shop" /a.

Therefore, when other sports brands are still bargaining hard with suppliers, we can give ourselves a discount, clear the goods quickly, and adjust and launch products that are more suitable for consumers at the fastest speed.

Yi ang told reporters.

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< p > reporter has learned that Decathlon's whole industry chain's business mode integrates the design, R & D, production, logistics and retail terminal of sporting goods.

Because of the elimination of dealer links, Decathlon can control its cost to the most reasonable range.

In addition, Decathlon has an automatic ordering system. At 7 o'clock every night, the system automatically calculates the sales volume of the day, and automatically calculates the next day's distribution.

With such an ordering system, Decathlon does not need to purchase too many goods at once, but can slowly replenish the goods according to the actual sales volume.

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< p > "Decathlon has great opportunities for development in China. On the one hand, there are very few competitors in sports experience at present. On the other hand, we believe that the development of sports market will be very fast, and China's economic growth will still be very impressive.

We believe that Decathlon is China's best market in the world.

Yi ang said.

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