Interpretation Of Decathlon'S "Three Axes"

He hopes to complete the goal of 500 stores in China in five years. Will this figure be too impractical? Di Bai Hang is not worried at all, because with the popularity of the "primary" experience, "the Chinese market has become the most promising area of Decathlon".

　　 1. mode integration

Key words: global layout, grasping high value-added links, and getting through Industrial chain Both ends

Decathlon controls the two ends of the industrial chain, and designs its products, raw materials, and shopping malls, and the middle manufacturing links are completed by OEM manufacturers. Its production network has grown to five countries and 18 countries in the world. Through the industrial chain integration mode of operation, on the one hand, we can optimize the industrial chain, seize the high value-added links, such as design, retail, and rely on the sales scale of the terminal to gain advantage in the procurement of raw materials; on the other hand, for low value-added links such as production, through the "global layout" thinking, according to the different regional labor costs, exchange rate And safety conditions to make adjustments to the products worldwide. This can control a considerable degree of cost and control its own product mode.

　　 2. sports experience Product line

Keywords: product variety, product range, timely feedback user experience.

Decathlon takes a self designed production method and divides it into more than ten different brand names according to the different sports categories. Behind every brand of Decathlon, there is a professional R & D team. Their bases are often chosen in natural conditions that are most suitable for the sport. For example, the water sports brand base is built on the side of the Atlantic, and the fishing brand is set up in the paradise of angling enthusiasts Cestas, France. These brands are based on the most concentrated areas of consumers. They have maintained direct contact with consumers and developed many suitable innovative products to ensure that those natural sports enthusiasts can participate fully and safely in their favorite outdoor activities.

　　 3. pragmatism production

Key words: abandoning packaging and product design focusing on function only.

Decathlon is considering reducing costs at the early stage of product development. For example, a design project is "can a pair of running shoes drop to RMB 49?" Decathlon's products are not fashionable, and they never bother to publicize new products, but pay more attention to functionality and user experience. Decathlon has adopted the "recognition only key" operation in production. For example, the production of shoeboxes has been abolished in the process of customization, and Decathlon even set up design offices on the upper floors of stores, so that designers can observe the behavior patterns and reactions of consumers when selecting products through glass windows, so as to design more practical products. Every year, Decathlon has more than 3500 new research and development products. In 2009, 50 new products were awarded the international industrial design award.