Decathlon Always Gives People The Impression Of "Slow Half Time".

Before P, 2010, compared with other highly developed brands, Decathlon always gave people the impression of "slow time".

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< p > the reason why Decathlon is a slow company is that the company started its development in the Chinese market 20 years ago, but it did not open its first store in Shanghai until 2003.

In the 9 years since then, Decathlon has only increased its number of shops to 39, and this period is 10 years of gold in China's sporting goods market. The famous sports brands at home and abroad have opened thousands of stores, and the number of stores in Lining and Anta has been approaching thousands of times.

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After P, after 2010, the brand was slowed down by the influence of the market environment, while Decathlon slowly began to step on the accelerator.

Last year, the local sports market experienced the biggest decline in 10 years. The top sports brands combined to turn off thousands of stores. However, Decathlon opened 16 new stores in the market, which is "demonstrating" to its peers.

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On the surface, Decathlon seems to be racing at full strength, but this is only an illusion in P.

The reality is that a few years ago, the "sports car" brand of the market encountered the engine explosion and broke down on the roadside, so Decathlon, who had been driving hard behind the clock, began to play a good game of successive overtaking.

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< p > of course, the difference of business mode determines that Decathlon will not have the amazing speed of development as Lining and Anta did in those days, but for Decathlon, the speed of development at present is far from reaching the upper limit of its capability.

In fact, the company has been trying to restrain its impulse to expand.

For example, Decathlon set up an office in Optics Valley, Wuhan in 2008, but it was not until January this year that the first Decathlon store in Wuhan was officially opened.

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Behind P's restraint is actually the patience of the company.

As an unlisted family business, Decathlon does not have to shoulder too much short-term performance pressure, which allows them to move relatively calmly at their own pace.

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The management of P Decathlon China has repeatedly stated that the company values long-term interests rather than immediate gains and losses.

In China, the project contracts of Decathlon are basically over 20 years, and this is also the longest limit stipulated by the state.

"When we choose a place to open a store, we are ready to invest here for 20 to 30 years."

"We also have a gentleman's agreement with our partners that the contract will be renewed after the expiration of the contract period," said Yi An, vice president of Decathlon Greater China.

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< p > of course, focusing on the future does not mean that we do not value short-term earnings.

Yi ang said that every 4 years after opening a new store, there will be some performance requirements on the headquarters. But before that, for Decathlon China, they will have enough time to build a solid foundation, build a reputation and provide excellent products and services.

In today's market, Decathlon can always follow its own rhythm and orderly development. This kind of patience is the most scarce thing in local enterprises.

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