Decathlon'S Innovative Stores And The Layout Of The Whole Industry Chain

Yan Bao building is a 5A grade office building in Shijingshan District. The Decathlon store on the ground floor will open at the end of the year.

It is not common for Decathlon to open a shop under the office, "Beijing has been a blank market in the west, and has opened the shop with its teeth."

This is the third type of shop that Decathlon has innovating in China after the shopping mall mode of Decathlon sMall and its local stadiums.

Before entering the Chinese market, Decathlon in France, Spain and other European markets to choose convenient pportation, low price suburban land purchase or rental self built standard shops, standard shops are generally single single family buildings, indoor area of 4000 square meters, equipped with free open indoor outdoor pport field and free outdoor parking spaces.

Zhang Yueceng, President of Decathlon Greater China, introduced the conditions of opening Decathlon stores in China: "no first tier cities do not enter, if entering a commercial body, it is not a single layer, but not a 4000 square meter square shape. The height requirement is 5 meters, the independent entry and exit, the facade and the buffer zone."

However, the location of China's second tier cities to meet the above requirements is becoming more and more difficult and expensive.

Business is more concentrated in the urban area than in Europe, and there are many people living and working in the center of the city.

Last year, Decathlon developed a new Decathlon sMall, which is suitable for shopping centers in China, with an area of more than 1500 square meters, providing 8000 square meters of product selection combined with e-commerce platform.

In addition to the sMall concept store, Decathlon has opened a shopping mall model combining with local stadiums in China, and has been promoted to the world. Shops are located at the local public sports venues and public sports facilities to facilitate the movement of citizens.

Zhang Yue rethinks, "after entering China in 2003, Decathlon used the European market to open shop mode, until 2012, only 80 out of ten years.

Since last year, we have found that we need to adapt ourselves to the local market and learn local culture and consumer habits.

Last year, Decathlon opened 32 new stores in China. Decathlon said that at present, Decathlon has opened 14 Decathlon sMall in Shanghai, Hefei, Yantai, Harbin, Changchun, Luzhou and other cities.

Apart from the law of headquarters, China is the first market of Decathlon to have a complete industrial chain layout. It is in its own hands from product R & D, design, production, brand, logistics to the last retail link.

Decathlon chose to start the whole chain test from its racket sports brand Artengo. The badminton R & D center moved from France to Shanghai, and the product development center and production department were seamlessly connected. The development cycle was shortened from two years to 6 months, and the first batch of racquets designed by China R & D Center was officially launched in 2015.

All aspects of the play are more localized.

From Zhang Yue's resume, it can also reflect that Decathlon believes that local employees and local talents are the best embodiment of innovation. Zhang Yue once served as the manager of two Decathlon stores in Beijing, and then pferred to the general manager of the northeast region, who was responsible for the operation of the store and eventually became president of Greater China.

Extremely rare.

In Decathlon's view, "the decisions made on the road of localization and the results that are now reflected also make Decathlon confident in China's development".

In 1994, Decathlon first entered China as a producer. In 2003, it opened the first shopping mall in Shanghai. Now it has 143 stores in 61 cities in China. It will increase to 160 by the end of the year. In the next five years, it will set up 500 shopping centers in China.

Decathlon is optimistic about the potential of China's sports consumption market in the future.

BertrandTison, Decathlon's Greater China Development Director, once said, "in five years, sales in this country may account for 25% of the company's total sales."

At the same time, as a manufacturer, Decathlon is also strengthening the weight of the Chinese market. Decathlon has procurement centers in 23 countries around the world, and China produces 40% of the group's purchases, that is to say, 40% of Decathlon's global shopping malls are from China.

Decathlon China Logistics Director Santi Ripolles introduces Decathlon China to expand its logistics storage area to two times - 386 thousand square meters at the end of 2016, all used in the Chinese market.

In 2016, Decathlon China logistics team plans to increase the volume of the distribution of shopping malls in China by 40%, and increase the volume of overseas stores by 10%.