Decathlon Plans To Enter 120 Cities In China To Open 180 By 2015.

Zhuji is known as the hometown of Xishi. The county-level city is surrounded by mountains, surrounded by seven or eight hills for camping. In Zhuji, where about 1000000 of the population is in total, about 400 thousand people live in the urban area. Local townspeople like to go out for a weekend walk, such as mountain climbing, camping, fishing and other outdoor sports. In addition, Zhuji is also known as "the hometown of basketball". Local people love basketball very much. Almost every village has a stadium of light. The city of Zhuji, which can drive less than an hour, has more than 2000 basketball courts of different sizes. Badminton and table tennis are also popular in Zhuji.

It is this atmosphere that attracts Decathlon. Qi Yi Jia, chief executive of Decathlon north, told the interface reporter: "Decathlon enters a city with 3 main considerations: urban population, disposable income of urban residents and total retail sales of sporting goods. Besides, we will also consider the traditional local sports atmosphere. "

Two years ago, Decathlon Development Manager visited Zhuji for several weeks and finally decided to open a store in Zhuji. After more than a year of site selection negotiations, Decathlon decided to settle down in the new town of Zhuji East New District Yong Lee shopping center.

The shopping center, with an area of about 280 thousand square meters, is located on the road of ramie Road, one of the main roads in Zhuji. According to the municipal planning, Zhuji will become the center of the city in the future. The two sides of the shopping mall will be sold at the price of nearly 10000 yuan per square meter, and the northern part will be the supporting center of the local CBD, theater, science and Technology Museum, conference center and government service center.

Adhering to the principle of open shop, Decathlon has got the best position in shopping center. Yang Changyu, manager of Zhuji Decathlon store, said, "there are 8 fitness centers and 6 swimming pools in our 10 minute drive from our store."

In September 20th of this year, Decathlon Zhuji store was officially opened. Compared with the 4000 square meters of standard shops in the first tier cities of Shanghai and Beijing, Decathlon Zhuji store is much smaller, with a total area of only 1200 square meters. On the day of the opening ceremony, locals crowded the place. "Zhuji lacks a sports supermarket like Decathlon, which has a wide range of sports, quality assurance and low price." Yongli business group investment manager Ying Jianfei told the interface reporter.

The lack of sports supermarkets in Zhuji is actually a competition for sports goods manufacturers, especially those of domestic sports brands. According to the interface reporter's observation, there are 3 PEAK, 3 Lining and 9 noble birds in the urban area of Zhuji.

Jiyang Road, located in the center of Zhuji, is the most concentrated area of local sports brand. On the 200 meter long street, there were 9 sporting goods stores: 2 Anta, 3 expensive birds, PEAK, Jordan, XTEP, 361 1. These small shops with an area of less than 100 square meters have a chaotic display and fierce competition. The most popular price wars of sports brands are still prevalent here. On the day of November 27th, these stores were making big efforts to promote sales, and Jordan, PEAK and the precious birds even took a discount strategy of buy one get one.

According to the store manager of PEAK, this store, which has been open for 6 years, has a good sales situation in the past two years, especially the basketball series, August and September every year - the season of basketball match, which is the selling season of basketball series. But for new competitor Decathlon, he is not familiar with it.

Decathlon's real rivals are actually sitting next to it - the most high-end department store in Zhuji - the wind department store. In the department store opened in December 2003, the sports brand on the five floor included Nike, Adidas, Puma, new brun, CONVERSE, Lining, The North Face and so on. Among them, Nike and Adidas have been established since its opening, and have been here for 11 years.

Yang Changyu, the store manager of Decathlon Zhuji, maintained an optimistic attitude. She was told in 1987 by the interface reporter, "our business turnover in September 20th was more than doubled than expected, and the current performance is pretty good." But she refused to disclose the specific turnover.

In the view of Decathlon's chief executive Qi Yi Jia, compared with other brands, Decathlon's experiential shopping environment and its whole industry chain model can ensure that it wins the competition with many sports brands. "The core advantage of Decathlon comes from the integration mode of industrial chain. Such a mode ensures the daily low price of products, and lays a solid foundation for the birth of Decathlon's innovative products, so as to ensure that all innovative products can meet the needs of the public at the price of the people.

To achieve the goal of opening 500 stores in China in the next 5 years, Decathlon has to accelerate the pace of expanding to the three or four tier cities in China. In 2014, Decathlon will open about 30 stores in China. In November 22nd, Decathlon opened 100th stores in China in Anshan, Liaoning.

Data from Decathlon showed that in 2013, Decathlon's global sales amounted to 7 billion 400 million euros (about 56 billion 375 million yuan), of which 41% came from the French mainland, and the rest came from other sources. France Outside the market. At present, Decathlon has more than 250 stores in France.

Decathlon Chinese companies The information provided to the interface reporters shows that as of November 27, 2014, Decathlon has opened 101 conceptual shopping malls in 46 cities in China, of which about 35% are in the northern Guangzhou and Shenzhen first tier cities, 30% in Tianjin, Chongqing and provincial cities, and the remaining 35% are in three or four cities, such as Zhuji, Anshan, Langfang, Bengbu and Kunshan.

according to Decathlon In 2015, Decathlon will have 180 concept stores in China. In the next 5 years, Decathlon plans to enter 120 cities in China, and the number of shopping malls will expand to 500. This means that Decathlon will sink deeper into more two or three tier cities in China, such as Liaoning and Panjin. According to Decathlon's chief executive, Qi Yi Jia, Decathlon has signed a property purchase project in Panjin, which is expected to open in 2016.

At present, hundreds of Decathlon's expansion teams are looking for new shops all over the country. It is foreseeable that in the future, more and more small cities in China will usher in Decathlon.