On The Conspiracy Of Sports Brand Decathlon

Talk about Decathlon Before the conspiracy, I want to start with an institution called CEW (Cosmetic Executive Women, cosmetics women executives Association) in Paris, France. Since 1996, it has established a "Beauty Center" in the most famous hospital in Europe, which is different from the beauty salons we usually remember. The special mission of the center is to provide emotional and psychological support for patients suffering from calamities and diseases.

Most of the patients in this center are brain injuries caused by traffic accidents, skiing or other accidents (which may be the kind of car Schumacher), causing paralysis, amnesia and other symptoms. As most of the patients have language barriers, this institution takes treatment from the nose of their patients. They put more than 150 unique scents into bottles, and then held an "smell workshop". They used these spices to help patients regain their lost memories.

CEW helped a high-level cosmetics company. He suffered from a serious stroke and could not remember his past. But when CEW let him smell the smell of strawberries, he began to talk about his youth. CEW has also treated many old people. Most of them can't remember the past. But when they smell the smell of their own childhood, they have been making rapid progress in remembering their past and remembering what is happening now.

These cases confirm my long-standing speculation that our adults' tastes and preferences are related to food and beverages. clothes Shoes or something else came into being from childhood. Indeed, studies have shown that most of our preferences for brands and products (sometimes for the values that these brands represent) have been embedded in the brain before we are 7 years old. According to a study by SIS International Research Corporation, after giving a questionnaire to 2035 children and adults, SIS found that 53% of adults and 56% of teenagers use the brands they remember in childhood, especially food, beverages, health products and consumer goods. To curry favor with children is to occupy the vast consumer market in the future, which is why children under 3 represent the $20 billion market for advertisers. In fact, for most multinational companies, they have made full use of this to do their own marketing.

Now we can talk about the operation of Decathlon in China. The French sporting goods giant is only a shopping mall selling sports products, at the very least, advocating that its aim is to make more athletes enjoy the sport. But as long as you go shopping at this mall on weekends, you will find that this shopping mall is full of customers of family combinations. Mom and dad will bring their children to the mall. When Dad chooses a badminton racket, his son can run around in the shopping mall on a pulley trolley, and his daughter may try on a pair of ballet shoes before moving to the comfortable shelves. This is a typical case of children's choice of shopping in the future. Such an average family comes to the mall several times a month. It is hard to imagine that when the family's son grew up, when he could choose his own football shoes, his first choice was not to Decathlon shopping malls.

Moreover, Decathlon fully reflects this from product design. I recently plan to take my family to the seaside for vacation. I need to buy some sea products when I am near my home. Decathlon mall When I was shopping, I was surprised to find that Decathlon had all the aquatic products of children from 0 to 10 years of age, and they were very meticulous in classification. There are quite a few swimming circles. There are swimsuits of different styles, sunglasses and diving suits. The designs of these products are very suitable for children. I can hardly refuse to buy them, even though I know there are many things that I may not need, or even if I buy them, I will only use them once. At the same time, I found almost any sport, and Decathlon would not forget to design the corresponding equipment and clothing for children and teenagers, from soccer to golf. What is more exaggerated is that even the shopping cart is suitable for children to push themselves away. The French company opened the door to Chinese children to feel their sports shopping idea from an early age.

When the majority of China Sports brand It's still hard to beat up sponsorship, advertising expenses to curry favor with those adults who don't know what they want. Decathlon's companies have already set their sights on the next generation or even the next generation. (I believe Decathlon will soon launch some sports products suitable for pregnant women. It is said that the preferences of pregnant women during pregnancy will directly affect the baby in the belly, which is the plot to turn you into a natural athlete! 5 years ago, Decathlon once said that Decathlon's goal in China is to set up 1000 shopping malls. Decathlon had only twenty or thirty shopping malls in China at that time. Through the development of these years, this figure is almost the number of shops they can reach in a year. Now, they do not mention the 1000 shopping malls, but honestly say that they were satisfied when they opened to 150 shopping malls in 2015.