Decathlon And Tmall Strategic Cooperation In Planning E-Commerce Strategy

At present, Decathlon's online experience is not bad. The data showed that the repeat purchase rate of old customers in Decathlon Tmall flagship store could reach 40% within 3 months.

In order to make online customers have a better shopping experience, starting from 2010, Decathlon began to build logistics distribution centers. Data show that at present, Decathlon has four logistics centers, which are located in Kunshan, Yanjiao, Dongguan and Wuhan. In the eyes of Di Bai hang, the logistics center, which is located in four directions across the country, will "narrow the distance from customers". Continuing to build a self built e-commerce platform may be the next step for Decathlon.

Recently, Zhang Yue, President of Decathlon Greater China, and Zhang Jianfeng, President of Alibaba China retail business group, signed a strategic cooperation agreement at Decathlon Hangzhou Xixi shopping center. It is understood that this cooperation means that Tmall has become Decathlon's exclusive e-commerce partner. Zhang Yue stressed that as China's "most promising market", Decathlon is willing to actively work on the integration of online and offline businesses, and build full channel retail.

For any traditional retail enterprise, the layout line is always unable to avoid the "left and right hand to beat" problem. How can Decathlon continue to maintain its advantages in a good personal experience as a selling point?

Walk into any Decathlon store, you will find that you can not only tolerate any salesperson's "blind eye" trying out products in the store, but also get professional fitness guidance. In the golf area of Decathlon flower store in Shanghai, customers can even get professional guidance from Laos former Golf national team, which makes the sense of offline experience very prominent and has become the biggest attraction of sales under Decathlon line. Now, Decathlon online is also trying to do this.

Since last year, Decathlon has taken 50 fitness videos, covering most of its products and costumes of its fitness brand. The purpose of this exercise is to help fitness enthusiasts get the "professional advice" of Decathlon fitness trainers at home. Obviously, Decathlon does not want customers to define their own business as "selling products", but opens up another experience space.

Different from offline customers' understanding of sports products by experience, customers can understand products more scientifically in pictures, videos, animations and other forms. Decathlon tries to get customers a consistent online and offline sports experience through this action. Another welfare that belongs to the Chinese market is that such video is a paid item in France and free in China.

Why did Decathlon, who originally earned money from the bottom line, earn so much attention to the electricity supplier? A background of this implication is that in 2015, Michel ABALLEA took office as the new global president and proposed the expectation of focusing global development on the Asian market.

Today, Decathlon has 120 stores in 53 cities, and it is expected to reach 180 by the end of 2015. But for the huge Chinese market, this amount is obviously far from enough. More importantly, when the current sports industry is the important force to promote the sustainable development of the economy and society, the sports industry in China has a total scale of over 5 trillion yuan by 2025. The sporting goods industry is growing rapidly because of its favorable policy. Decathlon obviously does not want to miss the opportunity to divide the cake.

At present, Decathlon's e-commerce business has covered more than 370 cities, while the number of cities covered by physical stores is 53. This has made a useful addition to some areas without shopping malls. Online retailers The radiant breadth and penetration speed must go faster than the physical store.

Moreover, Decathlon has more experience than people imagine in the business of e-commerce.

As early as 2009, Decathlon Only more than 30 stores have already begun to set foot in the electricity supplier. In the media interview with Decathlon, vice president and real estate director of the Greater China area, he told the media about the reasons: "the headquarters of France set up an electrical business department, and directly moved the model to the Chinese market. "At the same time, the flagship store of Decathlon Tmall officially opened in March 2010. 2012, Decathlon Tmall Store sales grew by 136% over the same period last year, and sales increased by more than 100% in three consecutive years in 2012 -2014.

According to the insiders, it is imperative for Decathlon to do business. As a semi standardized product, many consumers are willing to choose online purchase. For Decathlon with physical stores, a successful experience on the offline can be translated into several online purchases. If the online shopping experience is enjoyable, it can even drain the line. And Zhang Yue mentioned the whole channel retail, in fact, is the current popular O2O mode, through online and offline, to achieve integration.