Decathlon's Success In China

As we all know, nowadays Sports goods With the increasingly fierce competition in the industry, domestic brands, such as Lining, Anta, XTEP, 31st degree and PEAK, are changing in their respective ways. The competition between Adidas and Nike in China's market competition is becoming increasingly fierce. In the promotion strategies of the major brands, sponsorship League, naming TV columns and finding famous public figures are all the fixed items to enhance their popularity and consolidate their position in the industry.

Every time you turn on a TV or video website, it is full of advertising campaigns of all kinds of sports brands, not to mention the quality, but it does play the role of viral word-of-mouth. In the fast rhythm of our life, this mode of transmission is undoubtedly the most efficient, the most convenient and the fastest. Once interested, it will be traced to the origin of the temperament must be a common fault of every media people, and here can not help mentioning the most recent brand of my recent brand, it is Decathlon.

My first Decathlon sports equipment was a pair of Fleece Pants. I am ashamed to buy this pair of trousers not for sport, but because of its fashionable appearance, reasonable tailoring and just fitting with my down jacket. At the beginning, when I was buying, I wanted to cultivate my body, to stretch my teeth, to comb my hair, and to have so many advantages. But the trousers that only sold more than 100 yuan must be sold without a watch. But one winter did not change the shape of pilling, and the machine wash was still very warm for several times. At the same time, I was very surprised at the interest of Decathlon brand.

From Baidu encyclopedia to Baidu news, Decathlon introduced itself very succinctly, from France's largest sporting goods retailer in the world. The opening of all shopping centres and the establishment of volunteer workstations for national fitness have become the only exposure of Decathlon in search engines. The Internet has already done so, not to mention television and video. Neither the central station nor local stations, popular websites or minority forums are hard to show the shadow of Decathlon. How can such a low-key brand survive and grow in such a popular market as China's star effect? In my personal view, there should be several possibilities:

　 From aristocratic blood in France

"You probably know that the large supermarket brand Auchan is the same family as Decathlon, the French family of Murri Yates (Mulliez). This family is not as well-known as the Bernard Arnault family of LVMH, a luxury group, but has more influence than the latter. Last year, the family owned businesses employed 366 thousand people, with a turnover of 66 billion euros, ranking the top among family businesses in Europe. They hold a posture: finance and finance do not need to be thick headed, and do not rush to the IPO circle as fast as possible. This is a report on Decathlon from weekend pictorial. Although the prices of products sold by Decathlon are lower than those of other brands, they still can not shake their high-end brand image. They play the role of aristocrat when they are close to the people, which is indeed very popular in the Chinese market.

Large area shopping mall

Decathlon shopping area will not be less than 4000 square meters, which is equivalent to a medium-sized shopping mall. Not only that, Decathlon has outdoor sports venues in every shopping mall, but also to the basketball court and small table tennis tables are free for the public. Such a large area of facilities is unnoticeable. It is hard to avoid being attracted by its large blue and white logo, or attracted by the moving figures of the shopping malls. Even if you did not enter the mall, you would have to think about it later.

Sports products covering all levels of the field

Maybe you can only buy a set of mountaineering equipment, you will know that to go to Columbia or wolf claw to see, but at the same time you need diving equipment or fishing gear, then you need to go back and forth several times, and you may not buy the equipment that matches your mind. And Decathlon did it. It covered 20 passionate sports brands, 65 sports, and over 35000 products for consumers to choose. In the mall, spending most of the day studying sports equipment became a weekend compulsory course for many sports enthusiasts.

　 Brand exposure of non-commercial cooperation

It is very familiar to everyone who knows where daddy is going, and the frequent exposure of Decathlon products has become a hot topic on micro-blog. Hat It is the same with Zhang Liang. The ski suit bought for his daughter is the same as that of Wang Shi Ling. At the same time, he laments that Decathlon's investment in this program must be very huge. But if there is such a huge investment, it must be publicized in shopping malls, TV and print advertisements. After all, the popularity of this column is not to be underestimated. But Decathlon has no movement, no matter how netizens are drying up, Decathlon is still low-key. It is understood that Decathlon did not have a public relations with the program, and the stars in the show wear even the equipment used by the camera crew are purchased by themselves.

　　 Decathlon The reason why I didn't spend a lot of money on advertising is a household word. I think it has a close relationship with the high cost performance of its products. As far as possible, we can reduce the expenses caused by non production to further control the cost, and bring the products with lower price to consumers, and the consumers also give more authentic and reliable word of mouth publicity.