The Prospect Of Sports Brand Decathlon In China Is Hard To Predict.

Last December 31st, Decathlon Miyun Road store opened in Tianjin, the fifth store after entering the Tianjin market.

It is understood that the store is located in the southwest corner of Miyun Road and the Yellow River Road intersection in Nankai District, Tianjin. The new large city complex shopping and entertainment center, "Xi Yue Hui square", has a business area of 1263 square meters, and opened with the xhui Yue square.

This is Decathlon's first in Tianjin and North China.

Decathlon shopping center shop project will be small (small) and shopping mall (shopping center) combined.

In fact, the land area of Decathlon in other markets is 10000 - 30000 square meters, which is suitable for opening a single shopping mall with a business area of 4000 - 12000 square meters.

But in China, especially in the first and second tier cities, land resources are scarce and land prices are high. In addition, more and more people regard shopping centers as their more important and even more important places for leisure and life. Therefore, Decathlon has adjusted the area of shopping malls, and has changed its decoration style according to the commercial environment of shopping centers, so as to ensure that Decathlon small shopping malls can better adapt to the property conditions of shopping centers.

As a result, the sMall model came into being, "to make an innovative business model for the Chinese market," Decathlon official told the new financial observer.

Under normal circumstances, the average area of sMall shops is about 1500 square meters. Most sMall concept stores sign the contract with the owners for the longest period when signing the lease contract.

Decathlon began to enter the Tianjin market in 2010, and has always adhered to the steady development strategy. "Continuous investment at the rate of 1 to 2 per year will gradually expand the market share. In the future, we hope to have 20 shopping malls in Tianjin and occupy the leading position in the mass sports goods retail market in Tianjin."

Its official said.

Though in

The market is relatively cautious, but looking at the situation of Decathlon's national stores, its expansion rate in the past two years is not slow. "It also reflects from the side that Decathlon has found more and more sense in China and has begun to enter the outbreak period."

An observer who has long been engaged in sports brand research said to the new financial observer.

By the end of 2015, Decathlon had 166 stores in Greater China, and at the beginning of last year, the official number of stores was 155.

In the past year, Decathlon has opened 49 new stores in China, and the number of shops opened has reached a new high. In 2016, the number of stores planned to reach 200.

Decathlon's hope is to increase the number of stores to 500 in 2020, and sales will account for 25% of the company's total sales.

But in fact, it has been entering the Chinese market from 2003 until November 2014. In eleven years, Decathlon has completed the goal of 100 stores, and in the next five years, it wants to achieve 400% growth. "It is indeed very radical, but it may not be achieved."

The foregoing observers said.

Last August, Decathlon put forward a policy of cancelling the previous policy of return in customer experience.

The binding policy must be completely broken within 30 days. After that, there will be no time limit for the replacement service. As long as it is purchased from Decathlon, it can be returned to stores at any time, and there is no need for a small ticket.

This will also increase costs to a certain extent.

"You will see that its frugality may not be achieved by other brands."

The foregoing observers said.

In China, Decathlon has never sponsored any sports event, nor has it invited a sports star to speak for publicity. Even when the stores are opening, they will not tell the media that "without these budgets, they will naturally save costs."

The key road sports consulting company CEO Zhang Qing agrees with and understands Decathlon's approach.

"Positioning the low price determines that it must control the cost, whether it is a big brand star or a new shop to open the promotion, these costs are consumers' own purchase, so this is the correct choice made by Decathlon based on its own positioning."

He told the new financial observer.

In addition, the rich product category also allowed Decathlon to win the widest range of consumers.

"You can buy mountaineering clothes outdoors, you can buy sailing shoes, even equestrian and fishing gear can be bought, very comprehensive."

Mr. Wang said.

According to Decathlon officials, it currently has 21 passion brands in China, covering nearly 35000 items of 80 sports, and a comprehensive and rich product line can meet the sports needs from entry level to professional sports enthusiasts.

In the newly opened Miyun Road store in Tianjin, people are crowded, even though the New Year holiday has not yet arrived.

Mr. Wang told the new financial observer that he used to go to Hei Niu Niu Cheng Road store to buy it, but far away from home, "this shop is close and convenient."

Mr. Wang is a frequent visitor to Decathlon. "When he is free, he will turn around. He will exercise every once in a while. The biggest feeling is that things are cheap and the quality is good. Relatively speaking, the price performance is quite high."

"Apart from the headquarters of France, China is Decathlon's first market with a complete industrial chain layout, from the sports product design, R & D, production, brand to the retail terminal. The whole industry chain layout can effectively control the cost, ensure that Decathlon's sports products keep the price of the people close to it, which is accessible to more people. At the same time, through advanced industrial production technology and continuous improvement management with suppliers, Decathlon can fully guarantee the product's low quality and high quality."