Interview With Mr. Decathlon, Director Of North Asia Regional Development

Depth and width

Decathlon is famous for its full range of high quality sporting goods in supermarkets. Compared with similar stores in theme stores such as famous sports city and sports one hundred, what are the different characteristics of Decathlon? Mr Bertrand gives a detailed analysis:

First of all, sports in China. market It's huge, growing at 20% per year, though brand Numerous, but did not form a fierce competition environment.

Secondly, Decathlon's business model is very special. In stores, under the same roof, you can find 65 kinds of sports products. Customers can find almost all kinds of sports products in the shopping mall. All the product lines can be bought by all sports enthusiasts, including beginners to professionals.

Third, from the shopping experience, Decathlon has a large shopping area, and equipped with indoor and outdoor sports experience, encouraging consumers to participate in sports at any time. This is also a very special place for Decathlon.

Finally, the products sold by Decathlon are almost all Decathlon's own brands, so as to provide consumers with the lowest commodity prices as far as possible, that is, to provide consumers with high cost performance products.

Tailor made

Decathlon has a unique business model in China and even in the world. For the first time, it brings consumers the experience of sports self-help consumption that can buy 60 kinds of sports and 35000 kinds of sports products under the same roof. It also brings new vitality to China's long term sports market and consumer spending habits. So when it comes to principles for developers to easily import Decathlon, Mr Bertrand sincerely told reporters: "in China, commercial real estate development is very strong. Developers are also very numerous, but also have their own market positioning. Decathlon has a unique business model, so basically many developers welcome Decathlon's presence. Many commercial developers are more understanding and adaptable when they come into contact with Decathlon. Respect Decathlon's business concept and try to adapt to Decathlon's unique business model from traditional to trend changes.

The development of Decathlon in China has also been supported and respected by the local government. The projects that have been built up, such as the current project in Foshan's Qian Deng Hu store, although it is a lease, the local government fully respects Decathlon's business concept. "Whether faced with developers or local governments, Decathlon always insists on its own concept, with white independent buildings, large free parking lots, and large free sports grounds, attracting consumers to Decathlon shopping and consumption." Mr Bertrand said.

Development mode

Over the past 30 years, Decathlon has been following the concept of harmony with the environment. It points out that when Caron develops, it will focus on what aspects of the partner (property partners) and the mode of property cooperation with developers. Mr Bertrand indicated that Decathlon's cooperation with developers was mainly summarized in three aspects:

1. leasing;

2. degrees build;

3. understand and appreciate Decathlon.

In cooperation with developers, the most typical shopping malls with Decathlon specifications are: Shanghai Jinqiao shopping malls (business area: 3000 square meters), Wuxi Binhu shopping malls (business area: 4101 square meters), Foshan Shun Feng Shan shopping malls (business area: 3000 square meters), Suzhou paradise shopping malls (business area: 2444 square meters).

Q&A

L= reporter

T= Decathlon North Asia Development Director Di Bai hang

L: how many stores have Decathlon opened in the country? How many stores have been signed?

T: since Decathlon opened its first Decathlon concept store in Shanghai in November 2003, as of April 30, 2011, Decathlon has opened 34 conceptual stores in 16 cities in China with 3000 employees.

Among them, there are 16 in East China, 11 in North China and 7 in Southwest China. The following are: Shanghai (8), Beijing (5), Shenzhen, Guangzhou, Chengdu, Dalian, Tianjin, Wuxi, Suzhou (2 families), Qingdao, Qingdao, Qingdao, Nanjing, Qi, Qi, and (1 each).

Decathlon opened 10 stores in 2010. As a sporting goods retailer, it has a certain "sportsmanship". Therefore, in 2011, it was naturally more progressive and innovative than in 2010. In 2011, Decathlon plans to open about 15 stores.

L: what are the characteristics of the regional distribution of Decathlon stores? What regions and cities have been entered? What areas and cities do they plan to enter, and which areas will not be considered recently?

T: at present, Decathlon has expanded to more than 50 cities in China, not only in the first tier cities, but also in some two or three line cities. Due to historical reasons, Decathlon's existing stores are located in the southeast coastal area. Today, Decathlon's vision is more in the inland areas, and Xinjiang and Tibet have not yet been involved.

The first 50 cities that Decathlon has opened are through a series of market research, investigation and decision making. Traditional habits and economic capabilities are more in line with Decathlon's standards.

Decathlon has some target cities to open up stores in the future: Harbin, Shenyang, Hohhot, Yinchuan, Taiyuan, Shijiazhuang, Ji'nan, Lanzhou, Zhengzhou, Wuhan, Wuhan, Wuhan, Chongqing, and so on. {page_break}

L: so far, what are the most satisfying projects and the best performing stores?

T: Decathlon has its own conceptual business model, including the location of convenient transportation, white independent buildings, large free parking lots, large free sports grounds, and the average commercial area of the shop is 4000 square meters. It has a spacious shopping environment, a comfortable rest area and a harmonious environment. Buying land and building itself is Decathlon's proud development model and has achieved very successful results. Decathlon can cooperate with the development of the city, and expand and expand the two and three phases.

At present, the self built Decathlon standard concept stores are: Tianfu shopping mall in Chengdu, Hongxing shopping center in Jiaxing, Xhenzhuang shopping mall in Shanghai, Shenzhen Shahe shopping mall, Dalian Xiang Lu reef shopping mall, and the pan pan fire mall, which is about to open.

L: how do we see the current development and trend of the sporting goods industry in China and its market prospects? Especially after the 2008 Olympic Games, the performance of many sports brands seems to be going downhill.

T: after the 2008 Olympic Games, there is a "Post Olympic" effect. Before the 2008 Olympic Games, China's sports situation was more inclined to professional competition, and it was quite active, such as Adidas, Nike, Lining and other sports brands. From the perspective of business strategy, their products are more suitable for professional sports such as advertising, interpretation of the spirit of struggle, hard work and so on.

After the 2008 Olympic Games, a great change took place. The Chinese government began to advocate the development from competitive sports to national fitness. At the same time, a number of excellent world champions emerged in China.

The idea of "national fitness" is completely in line with Decathlon's sports concept. We think sports is a very simple thing, people enjoy the fun brought by sports more, which is very consistent with Decathlon's sports spirit.

According to the potential of sports market, China's sports consumption is far lower than that of Europe and the United States, and China's sports market is very large. For other professional brand stores, Decathlon's competitors are like "fast food shops". The purpose of Decathlon: let the most extensive public: share sporting desire with sports aspirations. All sports loving consumers can enjoy the infinite pleasure of Decathlon products. "

L: what do you think of the sports goods market in the first tier and two or three tier cities?

T: for Decathlon itself, whether it is first tier cities or two or three line cities, there is less and less difference in sports market. No matter which city, there will be enough sports enthusiasts to attract us to open shops to meet their needs and expand the scope of the more than 50 target cities. In any city, we can open shops, but the scale will be different.

The only difference is that in such large cities as Shanghai, we will not hesitate to expand rapidly, and we will be cautious about the layout of new cities.

L: how does Decathlon adapt to the different consumption characteristics of customers in different cities?

T: at present, Decathlon's 34 stores in China will have a strategy for local businesses. The store manager also has the power to make a unique consumption plan according to local sports and consumption habits to adapt to local consumers.

Decathlon is the world's top sporting goods retailer. But our goal is not to be the number one in the world, or the number one in the country. Our goal is always to be the best sports retailer in the region.

For every shopping malls in every region of the Decathlon, how to better serve the surrounding consumers is the eternal goal. Adjust according to the special preferences of local consumers.

L: what kind of shopping centers do Decathlon tend to enter? What are the characteristics of the business district, floors, adjacent shops, formats, brand and area?

T: Decathlon's development pays great attention to safety and stability. Its effect is good, but its speed is relatively slow. Now Decathlon is in an accelerated stage of development in China. If we want to succeed in the Chinese market, we must be flexible and energetic. We must constantly adjust ourselves to the fast development road. Decathlon has also chosen to form partners with some of the best developers in the region, such as Wanda, Vanke, and investment real estate.

Our exchanges and communication with our partners are very flexible, but over the past 30 years, the elements and principles of Decathlon's success have been strictly observed. For example, Decathlon has its own conceptual business model, including the location of convenient transportation, white independent buildings, large free parking lots, large free sports grounds, and an average area of 4000 square meters, with a commodious shopping environment, comfortable rest areas, and harmony with the environment.

L: what are the key indicators for Decathlon to enter a city, and what are the indicators for entering a shopping center or choosing a project?

T: like other retailers, Decathlon will make a very comprehensive market analysis before entering a city, including the population, wealth index, sports market and sports infrastructure of the area. No matter where, Decathlon always strictly abide by its unique business concept model; for those excellent commercial real estate development institutions to invest in the development of projects, such as Wanda, Decathlon will be happy to join.

L: what specific requirements do Decathlon have for the property?

T: we must have a very regular shopping mall shape. We will require independent outdoor store logo, striking appearance, independent entry and free outdoor sports grounds.

Area: about 4000 square meters of area, generally 2000~4000 square meters, at least 2500 square meters.

Parking space: about 100-300.

Bearing capacity: 500 kg per square meter.

Storey height: 5.5 meters.

Decathlon Company Profile:

The Decathlon group of Oxylane group was founded in 1976 by Mr. Michel Leclercq in France. At that time, the concept of selling all sports products in a shopping mall was created.

In 2010, Oxylane group achieved a turnover of 5 billion 978 million euros, ranking the world's leading industry. As of April 30, 2011, 536 Decathlon stores were distributed in 17 countries.

Decathlon in China:

In 1992, Decathlon entered China to develop production and product exports.

In 1998, he opened the first factory outlet store in Xhenzhuang, Shanghai.

In 2003, Decathlon Asia headquarters moved from Hongkong to Shanghai.

In November 2003, the first Decathlon mall opened in China.

In April 2011, the number of Decathlon's shopping malls in China reached 34 and the number of employees was 3000.