How Can Decathlon Break The Problem Of Deep Localization Talent Pool?

The localization market is unprecedented, and the Chinese market is playing an important role in Decathlon.

Decathlon, from France, has been expanding its market in China in the past ten years. It has not only created a new format of Decathlon sMall to many countries, but also built a complete chain of production, such as design, R & D, production and logistics, which is only available in the French market.

Decathlon expects that global sales of 1/4 will probably come from China in five years.

According to the forecast, the global sports sales market will expand in the next ten years, and Asia will account for 60% of the expanded market, of which China will account for 2/3.

The potential of China's mass sports market is huge, which is an attractive prospect for the whole sports industry, including Decathlon.

The goal is to open more than 500 stores in 200 cities in China by 2020.

Sanfo, which has just been listed, is the largest outdoor retail brand chain in China, but it has only 37 stores as of June this year.

Some people in the industry believe that, unlike a single sports brand or outdoor brand, the collection of multi category stores such as Decathlon is seldom seen in China.

CEO Zhang Qing, a key sports consultancy in Beijing, believes that the domestic sports industry talents come from the training of professional colleges on the one hand, but from the past professional experience. But the overall number of employees is relatively low, and the training system is relatively lagging behind. After a large number of innovative sports companies and giants joined the industry, the demand for talent was enlarged instantly.

But Zhang Qing also said that the sports industry is a fusion format, and many primary talents can be supplemented by the flow of personnel in other related industries.

It is believed that the domestic sports retail market is mainly divided into the brand market and the mass market. Decathlon belongs to the latter. The layout of the whole industry chain in China is the biggest advantage of Decathlon.

At present, Decathlon brand covers nearly 80 kinds of sports. More than 90% of the shopping malls are private brands, and production and procurement centers have been established in 12 cities in China.

Although it is the "unicorn" in the industry, Decathlon also has "growing pains."

In the ten years of 2003-2012 years, di Canon opened 80 shopping malls in China, and 16 stores in 2012.

This figure even exceeds the total number of shops opened by Decathlon in China in the first five years. In 2014, 32 new shopping malls were opened in China, and more people needed to complete the rapid development.

We need to find and train more people with Decathlon values. This is not easy.

Decathlon said it is making young people understand Decathlon quickly and directly through campus recruitment and open shop days.