The Magic Of Celebrity Endorsement And Brainwashing Brand Advertising Is Rapidly Declining.

P, Decathlon vice president of Greater China, said recently that the magic of celebrity endorsement and brainwashing brand advertising is fading rapidly. Chinese consumers are beginning to focus their attention on the product itself. "The understanding of products is getting deeper and deeper, and it is becoming more and more clear. If a product is worth only 500 yuan, it will not pay 1000 yuan."

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Less than P, Decathlon's internal research data show that the average monthly income of customers is more than 8000 yuan.

For these consumers, the choice of Decathlon is not because they consume higher priced products, but because they are very rational in choosing products.

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In the past two years, the average price of Decathlon products has dropped by 5%. Meanwhile, the brands in the Chinese sports market have been rising. For example, the price of Nike flagship is almost doubled compared with that of 3 years ago.

He said, "Chinese consumers are getting more and more sophisticated about their products, and they are becoming more and more smart. If a product is worth only 500 yuan, he will not pay 1000 yuan."

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In the past two years, the number of products in Decathlon stores has increased from 5000 to 8000 in the past 8000 years.

When the sales of a sports product are slowing down, new products will soon take over the profit making task.

For example, in the winter of 2012, sales of Decathlon skiing products increased by 50%, of which Beijing's market grew by more than 60%.

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< p > through the increase of product quantity and order quantity, their bargaining power with upstream suppliers of raw materials is further enhanced, so that cost can be better controlled.

Yi said, "we hope that under the same material and technical performance, the price will be at least 20% to 30% lower than that of Nike and other brands."

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The management of "P" Decathlon China has also repeatedly said that what the company values is long-term interests rather than immediate gains and losses.

As an unlisted family business, they do not have to bear too much short-term performance pressure, and can move relatively calmly at their own pace.

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