Decathlon, A Sports Brand, Has Attracted Much Attention In China.

In fact, there is no lack of cost-effective products in the sporting goods market, and Decathlon can be so popular in China, to a large extent, related to the release of people's demand ability.

Zhang Qing pointed out that Decathlon started an explosive growth almost three years ago, and this period is just the beginning of "sports began to enter the middle class lifestyle".

Decathlon official also admitted that in 2003, China entered the first five years, Decathlon experienced a running in period. "After the Beijing Olympic Games in 2008, it entered a period of high speed expansion. On the one hand, after the Olympic Games, the attention of the national sports movement was getting higher and higher, and the public actively pursued fitness and healthy life. On the other hand, Decathlon also set up a development plan adapted to the Chinese market."

The demand on one side has been released. On the other hand, Decathlon's "mass movement" positioning just meets these needs.

In Zhang Qing's view, when sports began to enter the middle class life, although they also had the demand for the professionalism of their products, they didn't get to the degree of professionalism, and the number of entry sports enthusiasts increased greatly.

"Decathlon is the entry-level brand of sports, but the number of consumers at this level is the largest."

He said.

It is precisely because of the public positioning of Decathlon, let it develop all the way, "in China so far has not yet encountered any strong competitors."

Although Decathlon and Nike and other international brands and domestic sports brands coincide, Decathlon believes there is no conflict with consumers.

"Nike brand will naturally filter the consumer, some are too expensive to go, and some do not like it because they do not like it, so it can attract people into the shop is specific. From a certain point of view, these brands and Decathlon face is narrower than the consumer."

Zhang Qing analysis.

The entry level sports enthusiasts first thought of Decathlon's comprehensive sports store, rather than Nike's high-end sports brand.

So in Zhang Qing's view, other sports brands are not Decathlon's competitors. He prefers to regard Decathlon as a channel brand.

Decathlon does not seem to have any other competitors.

To put it in perspective, the official said: "Decathlon has no competitive brand in China at present, but the people who do not exercise are our competitors. Decathlon's goal is to let the most extensive public contact movement, feel the joy of sports, so as to continue to exercise, enjoy the joy and health of movement."

Obviously, Decathlon has formed a monopoly position in a niche market, which made it not too much affected in the economic downturn, but this does not mean that the future will be a smooth road.

It is understood that at present, Decathlon is actively recruiting, from 2015, it will move the traditional campus recruitment to Decathlon stores, candidates will participate in and experience the opening day and team activities. I hope that in this way, "let the young people understand Decathlon company quickly and directly, we are also pleased to see more and more new faces joining the Decathlon China blueprint".

It seems that whether it is external competitors or internal weakness, Decathlon still needs to make some changes if it wants to continue to fire in China.

In fact, in the Chinese market, sporting goods similar to Decathlon.

They are also in the layout, including Russia's largest sporting goods retailer Sportsmaster (Maister) and Switzerland's Intersport.

Because these two brands have entered the Chinese market for only two to three years, so there are fewer stores and no ability to fight against Decathlon.

Zhang Qing pointed out that because China's market space is large enough, other brands should have opportunities to enter, "no subdivision area can exist only such a family."

More importantly, he thinks Decathlon has some "good things that should be done but not yet done".

Zhang Qingzhi is "maintaining relationships with customers or fans."

Although Decathlon regularly organizes some sports thematic activities, it is free to open up to Decathlon users and shopping center customers. However, when users leave the shop, there are very few maintenance and contacts later.

As a person

Zhang Qing feels deeply about this.

"Apart from the promotional information it regularly gave me, I didn't feel any connection with it."

Fifteen years ago, when he visited Decathlon in France, he had already done a lot of colorful activities for his members. He was not good at French. He would have good English people to chat with you, ask your needs and thoughts, and enthusiastically invite you to join the membership.

When you check out, you will recommend a free club for you to buy.

To his regret, he did not realize these fifteen years after the Chinese market.

"Now this is a generalization in China."

In this way, how to build a deeper and closer interaction with users is not enough for Decathlon.

But with such a large sales volume as a basis, it should be easy to do so. "Every person who buys a product should be a member or a fan in theory. When people come to your store to have a relationship with you, you should let him have a lasting relationship with you."

In fact, Decathlon's huge membership is also a good asset and resource. "As long as it is willing to cooperate with other sports organizations and institutions, it can even find new profit points if it is willing to serve members.

For example, the competition and training of holding an event, from selling goods simply to selling services.

Zhang Qing suggested.

What Decathlon pays more attention to is the challenge of talent reserve in the future.

People are the core of Decathlon.

We need to identify and cultivate more talents with Decathlon values.

This is not easy. "