Decathlon Plans To Build 150 Stores In China Next Year

Sink deeper, four or five line cities enter target list

By the end of November 22nd, Decathlon has entered 46 cities in China. From the perspective of layout, nearly 100 of the 100 families are in the second tier cities. Among them, there are 32 (6 in Beijing, 18 in Shanghai, 4 in Guangzhou, 4 in Shenzhen). Decathlon said that such a situation is about to change in a few years. The current target city includes 120 cities in China. Besides Tibet, almost all cities in the country are Decathlon's targets.

In fact, such a change has already begun since 2013. In 2013, most of the 23 new stores opened by Decathlon were in two or three line cities. This is closely related to the huge consumption potential of the two or three line cities in the future. Data show that the growth rate of the per capita consumption index of some two or three tier cities has exceeded that of the first tier cities. The total retail sales of social consumer goods are mostly above 100 billion yuan. The per capita disposable income of urban residents is also directly related to the first tier cities, and their living standards tend to be prosperous. When people meet the basic material and living needs, they have higher pursuit of sports, health and lifestyle.

On the other hand, the high cost performance that Decathlon has consistently adhered to is also the foundation for achieving a firm foothold in the two or three tier cities. Decathlon will not try to spend a lot of money on a customer at the same time, it is slowly guiding, training the customer movement and finding the pleasure of sports, then gradually developing the habit of finding sports and buying sports products in Decathlon. In Decathlon, a sports beginner can buy the equipment needed by 100 yuan or so, and when he knows more about sports and increases the intensity and frequency of exercise, Decathlon's rich product line can meet its needs at different stages. Such a model is more suitable for the start-up market.

Decathlon said it was not only the two or three tier cities, but also the four or even five line cities such as Jiangyin, Foshan, Dongguan, Zhuji and Huaian have already opened Decathlon shopping centres. The price of Decathlon products is the same in Shanghai and Huaian, so customers in small cities can also buy products in first tier cities, and more importantly, the prices of products are acceptable to them.

　　 Close by DeCAThlon sMall Enter Downtown

In China, Decathlon's vision is to open to 999 shopping malls. In order to achieve this goal, they are constantly adjusting the development mode according to China's actual situation. This year, Decathlon took the lead in implementing the Decathlon Shopping Center Project (Decathlon sMall) in Yintai shopping mall in Hefei, and also duplicated in cities such as Shanghai, Harbin, Yantai and Jiangmen.

This is a new model in the Chinese market. In the past, people felt that Decathlon stores were far away from the city center. Now Decathlon sMall enables people to buy inexpensive sports products in prosperous commercial centers. The characteristic of this mode is that the area will be smaller than the Decathlon standard concept mall, with an area of about 1500 square meters. By reasonable layout, the mall will still be able to present the 24 main sports for customers. In order to break through the limitation of area, Decathlon sMall will adopt O2O technology. Customers can see all the Decathlon products and demonstrations in the mall through the LCD screen, and can place orders directly online in the shopping mall. Decathlon will send products directly to the designated locations, so that customers can continue to empty shop without having to buy the merchandise in hand. This shopping mode will be a new direction for the development of O2O shopping in the future. At the same time, Decathlon also hopes that the shopping center will be equipped with plenty of parking spaces to ensure customers' shopping experience.

　　 Focus on experience Online retailers and store Make the old and new contrast and complement each other

For the current hot B2C shopping platform, Decathlon also has its own understanding. In the past two years, Decathlon has shown outstanding performance in the electricity supplier. The "double 11" sales are hot. This year, Tmall launched the pre-sale activities, Decathlon also entered the top ten of the outdoor brand pre-sale rankings, but in their view, the combination of the convenience of the electricity supplier and the experience of the physical store is a better model.

Product experience is the essence of Decathlon marketing. This is because Decathlon's products are not only cost-effective, but the real attraction is product innovation ability and uniqueness. Decathlon not only has the second R & D center in France, but their products are often awarded the European red dot design award. These products that are truly designed and produced by the athletes are the core competitiveness, such as the scooter trolley which makes any child easy to maintain balance, the swimming mask that can breathe freely in the water, and 2 seconds to open the tent quickly. These products constitute the attraction of Decathlon to the real athletes. These unique products are not available in other places, and they also need product display.