A Diverse Sample Of Professional Sports Decathlon China'S New Track

The continuous increase of per capita sports consumption expenditure in China makes the sports consumption market continue to expand. The rise of niche sports has also attracted the attention of sporting goods giants. For the traditional production and retailer Decathlon, how to maintain the advantage of parity and quality and let more mass consumers participate in the expansion of sports category will be a new track, and consumers need to be recognized in the new scene.

　 Niche market diversification

In November 2019, Decathlon China launched a "5S Innovative Inflatable domestic sailing vessel" at the fair held in Shanghai, adding a new annotation to Decathlon's "all categories" in the Chinese sports market. 5S sailing is widely seen as a symbol of Decathlon's entry into the niche market.

"Decathlon is constantly basing itself on China and integrating itself with China." In the Decathlon Asia Pacific regional headquarters of Waigaoqiao Free Trade Zone in Pudong, Shanghai, Kong Liang, vice president of China brand center, told reporters in an interview with Beijing Commercial Daily that Decathlon has always been committed to "user professionalism" as a guide for the whole category of products, and shoulder the mission of the pioneers of niche sports, and can also participate in and buy these "noble" sports innovative products with ultra-high performance price ratio.

As a new niche movement in China, the price of sailing boats has always been the biggest obstacle to the participation of domestic consumers. It is reported that the price of a sailing vessel ranges from tens of thousands of yuan to millions of dollars, but Decathlon has set the price of the 5S sailing ship at 17999 yuan by innovative technology and cost control.

Ma Ruiwen, manager of Decathlon China's yacht brand, told the Beijing Commercial Daily that the 5S sailing ship was 5.25 meters high after its launch, but after folding it could be placed in the trunk of the ordinary private car and weighed 360 kilograms. "5S sailing not only greatly reduces the consumption threshold, but also facilitates the folding characteristics of consumers to save the expensive berths and maintenance costs." Ma Ruiwen said.

In fact, Decathlon's efforts in promoting the mass movement are far more than just sailing. In the Chinese market, Decathlon only had more than 40 sports events two years ago. Now Decathlon has more than 80 sports in China to provide options. Decathlon has established its own industrial chain in a number of niche campaigns. Kong Liang said that more than 98% of Decathlon's products were owned by its own brand. Whether it was running, basketball, comprehensive training, outdoor sports, or skiing, equestrian, diving and other niche sports, Decathlon has achieved the coverage of the whole industry chain.

　 Innovative R & D addition

According to the latest research report, the scale of China's sports consumption market reached 910 billion 530 million yuan in 2018, and the sports consumption market in 2020 is expected to reach 1 trillion and 500 billion yuan. In the future, as China's per capita sports consumption expenditure continues to increase, there will be more room for growth in the sports consumption market.

Although Decathlon has launched many niche sports products, it still continues the brand positioning of popular sports products. Kong Liang said that Decathlon's cost-effective strategy is based on product innovation and scale effect, and the whole industry chain mode of design, R & D, production, logistics, brand and retailing has also enabled Decathlon to grasp the core competition.

According to introducing, through innovation, Decathlon China can provide more than 80 kinds of sports, and nearly 40% or 3000 new products are put into operation every year. Decathlon has produced nearly 40 partners in China. These suppliers are not ordinary manufacturers, but are integrated into Decathlon's production system.

The demand of Chinese consumers for sports has developed from a few sports with a strong mass base to a richer variety of sports needs. This also gives Decathlon an opportunity. The Chinese test shop, located on the one or two floor of Decathlon Asia Pacific headquarters, is becoming a "development testing ground" for Decathlon products in addition to taking into account the role of retail, experience and display. Decathlon's many new products in China are also pioneered in China Lab through consumer feedback.

Wang Weixuan, manager of Decathlon China skiing sports brand, told reporters that WED'ZE, as a ski brand of Decathlon, is also a professional foundation. The price has also been parity, close to the people, never to 100 yuan of fleece jackets, and less than 1000 yuan ski down clothing. Whether you choose the ski helmet or snowboard, you can buy it in Decathlon. At the same time, in order to meet the needs of Chinese consumers, WED'ZE skiing glasses, helmets and so on are designed in accordance with the Asian face shape, so that they are safe, comfortable and fit.

Beijing Business Daily reporter in Decathlon China test shop, Decathlon not only rely on its rich variety to accompany the growth of the Chinese market, but also in the more niche sports equipment, aimed at the consumer pain point research and development, reduced the entry threshold of consumers, and made the mass movement popular.

It is reported that Decathlon has solved the pain points of the entry-level athletes in snorkeling and breathing with their noses, and the innovative package protection design has greatly reduced the fear of consumers diving. According to the design of face shape and myopia, the participation of swimmers in swimming events is greatly improved. In addition, Kong Liang released the first new product of Decathlon: "in 2020, Decathlon will launch 3 new women's road bikes, specially designed for female riding users, taking full account of ergonomics and exercise habits to bring a more comprehensive experience to the riding market."

Specialized new track

In fact, Chinese consumers initially contacted aristocratic sports, mostly through clubs or professional stores. Taking equestrian as an example, people naturally think of purebred horses, handsome clothing and strong aristocratic atmosphere.

Xu Qiaoxin, the brand manager of Decathlon China equestrian sports, has revealed that equestrian sport has always been regarded as the "noble" movement, but Decathlon has been involved in product innovation, whether it is to protect athletes' harness or horse care products. At the same time, with the equestrian clubs in Beijing and Chengdu, the supply of ultra-low price products was realized, and the potential of equestrian sports was further explored.

The head of a horsemanship Club told the Beijing Commercial Daily reporter that the promotion of Decathlon on equestrian made equestrian return to the basic function of the popular sports, and also tested the acceptance of Chinese consumers to equestrian professional project. He also believes that although the Chinese consumers' preferences will focus on a few head brands, in the niche market, the purpose of Decathlon is first to expand the market. This is also an important reason for the current clubs' willingness to cooperate with Decathlon.

However, compared with the mature head brand, Decathlon has been regarded as the only choice for sports beginners because of its lower price. But in Kong Liang's view, Decathlon is trying to let everyone see a more complete Decathlon image by participating in professional competitions. Since 2016, Decathlon has launched a series of public football and badminton tournaments, allowing sponsorship to return to the sport itself. And in last year's Shanghai iron tie and the Chinese Cup Sailing Competition, Decathlon team appeared.

At the same time, Decathlon actively participated in the Olympic Games, and the Olympic champion Xu Lijia, Club Med ice and snow Institute and other professionals and agencies to allow the product to be recognized by professional athletes, thereby changing the impression of ordinary consumers on Decathlon and developing their own specialization characteristics.

Decathlon's constant market strategy is to achieve low quality and high quality and cover all professional and amateur consumers. It is this unique business mode and characteristics that Decathlon has achieved rapid expansion in the Chinese market. At present, Decathlon has over 300 shopping mall stores in China, covering about 100 cities throughout the country, and has set up 31 industrial residence offices throughout the country.

"In fact, we have done a lot of research, including research on the demand for Chinese consumer sports, and found that the demand of Chinese consumers for specialization is getting higher and higher." Kong Liang said Decathlon insisted that sports product research and development should be close to athletes, and R & D centers are located in popular sports areas. For example, outdoor mountain sports R & D center is located under Blanc peak mountain in Europe. This is beneficial to better listening to users' feedback during sports research and development, and timely improvement based on user experience, from initial design to product testing is more efficient and precise.