What Magic Weapons Do Decathlon Rely On To Attack The Chinese Market?

The "P" 2012 inventory crisis brought about a wave of shops that are sweeping through the whole campaign, "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "industry, and many companies inside and outside Lining, Nike and other companies are attracting.

In stark contrast, Decathlon, the world's largest sporting goods retailer, opened 16 new stores in China last year, totaling 56 self-employed stores in 25 cities across the country.

Its parent company orclean has achieved a 7 billion euro turnover in the world, an increase of 7.2% over the same period last year.

Obviously, speeding up fishing in the Chinese market has become an important development strategy for this French retail giant.

By 2015, the total number of Decathlon shops in China will reach 150, that is to say, within three years, Decathlon will add nearly 100 stores in China.

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< p > < strong > What are the magic weapons Decathlon used to counterattack the Chinese market? < /strong > /p >

< p > < strong > magic weapon 1: sports industry chain mode creates professional sports empire < /strong > < /p >

< p > Decathlon is part of the sports industry chain group, which is the creator and designer of sporting goods. It is also a sporting goods retailer. It is a whole industry chain group integrating R & D, design, brand, production, logistics and retail.

The business model of the whole industry chain can control the cost to the most reasonable range by eliminating the links of distributors.

In addition, Decathlon has an automatic ordering system and a self built logistics system, which naturally does not fear high inventory risk.

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< p > < strong > magic weapon two: experiential shopping sticks to consumers < /strong > /p >

< p > Decathlon China shopping mall adopts self-help shopping, which is fast and convenient.

This experiential marketing mode is very popular in Europe and America.

Decathlon also regularly organizes sports performances, introductions and other activities in the store, so that all consumers have the opportunity to understand, try and enjoy the joy of different sports events. Many outdoor sports enthusiasts at the "rookie" level can easily choose their own equipment through on-site experience of Decathlon entry-level and civilian outdoor products.

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< p > < strong > magic weapon three: products with high cost performance, fun target audience < /strong > /p >

< p > over the past 3 years, a major feature of the entire sports market is the increase in prices.

The price of Nike flagship products has almost doubled compared with that of 3 years ago, and local brands are also unwilling to lag behind.

While colleagues were eager to make more money, Decathlon did the opposite. It was 149 yuan climbing, < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a >, 59 yuan lightweight backpack, 49 yuan fast drying clothes, 19 yuan grabbing sweater......

The most attractive thing for consumers is Decathlon: it is really cheap and affordable, and it is undoubtedly the Taobao sanctuary under the block line.

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< p > < strong > Decathlon China's future development path still faces challenges: < /strong > /p >

< p > < strong > first, lack of professional guidance.

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< p > into Decathlon, the very few salesmen in the huge store.

Self help shopping is a characteristic marketing mode of Decathlon, but many consumers are still at a loss as to how to use it quickly. For example, how to use the tent quickly and how to clean it? If you have a professional shopping guide and professional knowledge, you will improve the purchase rate.

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< p > < strong > next, there are insufficient details in user experience.

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< p > Decathlon sells many products without packaging, especially shoes without shoeboxes.

This saves shelf space and reduces costs.

But for some consumers who want to consider non seasonal storage or cleaning, they still want to have shoeboxes.

Decathlon can provide packaging services at the cashier's office or service desk, and can sell environmental shoes boxes or bags at cost price to meet the needs of different consumers.

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< p > < strong > finally, brand influence needs to be improved.

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< p > for Chinese consumers, the awareness of Decathlon's own brand is not high enough, and the influence of its own brand needs to be strengthened.

China's sporting goods market is driven by supply. Nike, ADI, Lining, Anta and other brands all use sports lifestyle to drive the emotional appeal of brands. Therefore, sponsoring sports activities and endorsing sports stars inevitably result in high investment, high marketing fees and high product prices.

Decathlon does not take the above brand marketing route, but it can spread brand awareness and enhance brand influence through word of mouth marketing, WeChat marketing and other means.

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< p > Decathlon is expected to overcome challenges and maintain rational expansion to bring more and better professional outdoor products to consumers, while further enhancing user experience, personalized service and brand influence.

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