Decathlon Attaches Importance To Experience, Training And Consumption

< p > in the domestic sports industry downturn, Decathlon in the past two years in China's < a href= "http://www.91se91.com/news/index_f.asp" > new shop < /a > has expanded to three or four line cities, and these cities are the local sports brand for many years of market, for Decathlon, the current problem is how to ensure that the three or four line cities share the market share.

"Focusing on the practical needs of amateur sports fans is the secret to help Decathlon come to this day."

Qian Maobin, general manager of Decathlon China Beijing region, believes that "low price" and "sports products are complete" are the two core strengths of Decathlon.

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< p > < strong > online and offline synchronous expansion < /strong > < /p >

< p > 2012, nearly 5000 domestic sports brands were closed; in the first half of 2013, 2249 domestic sports brands were closed.

By contrast, the number of stores in 2012 was 55, and by the end of 2013, the number of stores had reached 79, and the number of stores in 2012 increased to two figures.

According to the company's plan, by 2015, its number of stores in China will reach 150, which means that Decathlon will add 71 new stores in the next two years.

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< p > "at present, in China, we have more than 100 goals to open up cities, and 34 cities in the whole country have Decathlon."

Qian Maobin told the Beijing Commercial Daily reporter that when people met the basic material and living needs, they would have a higher pursuit of sports, health and lifestyle, and these cities would be Decathlon's targets.

Decathlon's regional expansion has sunk to three or four line cities, and Zhenjiang, Bengbu, Huaian and other cities are all divided into Decathlon stores.

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< p > however, the three or four line market has always been the market of domestic outdoor brands and sports brands. At the same time, Nike, Adidas and other first-line sports brands are also sinking the potential market to the three or four tier cities, which makes Decathlon face more fierce competition than the first tier cities.

In addition to the expansion of physical shopping malls, e-commerce is another way to achieve its "mass movement".

At the end of last year, Decathlon official website added the function of "online shopping mall".

In Decathlon's view, the sports mall's sports experience consumption mode is the core competitiveness of Decathlon.

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< p > < strong > balance public and professional contradictions < /strong > /p >

< p > "Decathlon is the main player in mass sports, but it also provides professional sports equipment."

In Qian Maobin's view, public and professional seem contradictory, but the balance between them has formed Decathlon's competitive advantage.

"We offer the lowest price of the same quality products in the local market, while the sports products are complete."

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< p > Decathlon will divide the customers who buy a sports product into three criteria: "sports beginners", "regular sports players" and "professional athletes".

"If a customer runs one or two times a week, only in half an hour, then it is obvious that the 1000 yuan run" a target= "_blank" href= "http://www.91se91.com/" > shoes < /a "may not necessarily be suitable for the customer. Maybe 100 yuan running shoes can meet the customer's jogging at ordinary times, which is equivalent to saving customers' expenses.

When customers are getting more and more powerful, he can also buy more suitable running shoes in Decathlon mall.

Qian Maobin believes that Decathlon's "low price" is not just a low price, its core is to provide customers with "affordable professional sports products."

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< p > < strong > emphasis on experience and training consumption < /strong > /p >

< p > "Decathlon never tries to spend a lot of money on a customer at the same time. We are slowly guiding, training the customer movement and finding the joy of sports, and then gradually develop the habit of buying sports products in Decathlon."

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< p > Qian Maobin said that Decathlon is not only a shopping mall selling sports products, it is more like a place for sports.

Each Decathlon store often holds various sports experience activities, and many indoor sports experience areas are also displayed.

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< p > "the maintenance of site and the loss of products are all expensive, but the reason why we are willing to insist is that we care more about the training of" a href= "http://www.91se91.com/news/index_s.asp" customer "/a" sports habits.

Therefore, in all parts of the country, Decathlon is accepted and recognized by local people, and there will always be a time cycle. "

In Qian Maobin's view, public experience is an important factor for consumers to endorse Decathlon, and it is also an important way to tap the potential of consumption.

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