Decathlon Is Committed To Building A Sports Brand Kingdom.

Site experience is especially important for sporting goods brands. So Decathlon designed the mall as an experiential place. Walking into Decathlon's fitness equipment area, customers can often see jogging on treadmills. Such a picture naturally reminds people of the gym, but this is not a gym, but a shopping mall.

Whenever and wherever, Decathlon always converge on all kinds of people to experience sports such as pulley, table tennis, golf, yoga and so on.

No celebrity endorsement, no big posters publicity, publicity costs are strictly controlled in the turnover of 1%, almost no advertising investment, only by word of mouth, can be widely known, this is really unthinkable, and Decathlon has such magic.

In the past two years, the "Daddy where to go" program is very familiar with everyone, and the frequent exposure of Decathlon products in the program, at the same time, laments that Decathlon's investment in this program must be very huge, but Decathlon has no news, and 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. Good word of mouth communication is Decathlon's best advertising in the invisible.

Decathlon is not spending too much money on advertising, but also has a close relationship with its products' super high performance price ratio. As far as possible, reducing the expenses caused by non production can further control the cost, bring consumers with lower prices to consumers, and give the same consumers more authentic and reliable word of mouth publicity.

Hans, general manager of Decathlon North China, once said, "price is undoubtedly the core competitiveness of Decathlon." Decathlon's unique business model is from the upstream design, production to downstream retail, and has adopted an integrated industry chain strategy. In France, Decathlon has the world's second largest R & D center after Renault, with its own production company, and all its products are sold in its own stores.

"There is no intermediate link, which greatly saves costs and returns the best price to customers." Hans said. Even the headquarters of Decathlon North China, office equipment and decoration are also very simple, to the greatest degree of low cost.

In Decathlon, all cost savings are most evident in blue goods. Decathlon has a large number of products, and each category is divided into high schools, low grades and different grades. The biggest feature of blue goods is low gross margins, but high inventory turnover. Prices are usually at least 20% lower than that of similar products in the market.

In fact, as long as you stand Decathlon It is easy to see that the majority of people shopping at Decathlon are mainly blue goods. "The entry-level and popular equipment is the smartest place for Decathlon to operate." The staff said.

And the hierarchy of Decathlon is a popular demand. Cost performance Highly valued. The core mainstream consumers in China are mostly value oriented, and Decathlon just grasped this point.

14 yuan. Beach shoes 29 yuan underwear, swimsuit and sports glasses and basketball... These are the best prices for Decathlon blue goods.

Some consumers said: "even if it is not for travel, these equipment can also be worn everyday, and it is fashionable." In fact, these clothes, sweaters and fast drying fabrics are not sophisticated outdoor materials, which are more common in the market. Decathlon can completely lower prices.

Why is low price? This seems to be a problem for consumers, but it seems to be unclear for most domestic brands. Most domestic brands are struggling to get rid of the image of low price and go to the middle and high end. When they entered the so-called middle end market with full hope, they found that the market hardly existed. This so-called middle end consumer trap is one of the important reasons why domestic sports brands experienced a big bang in the past few years.

Therefore, sticking to low price and brazen low price is the secret of Decathlon's success. Just like luxuries, shamelessly adding several zero or one high prices behind the cost is the way to success. Completely forget the so-called middle end market. Relying solely on the scale benefit produced by a large single store will balance its low profit. This strategy is a wise move.