How Did Decathlon Capture The Hearts Of Chinese Consumers?

A leading global sporting goods retailer from France is

The "IKEA".

Compared with IKEA, it is not just based on price. They are all retail businesses, and they provide complex product categories that cover all users' details.

But what's more important than that is that both of them are rooted in the line and are able to stabilize their roots online, and give full play to their product and experience advantages. This is worth studying in Shanghai's six towers and three links marketing consulting organization.

In 1976, the first Decathlon supermarket was opened in Englos, northern France.

Miche Leclercq, the founder of the company, established Decathlon's market positioning at the beginning of the business: providing the best sports products for all the athletes from beginner to professional in the same store.

In 2003, Decathlon began to enter the Chinese market.

In recent years,

With support from the government and support from the masses, Decathlon seems never to be short of customers in the short term.

Don't talk about the weekend, just go for a stroll after dinner on weekdays, and it will take a few minutes to check in.

How can such a huge passenger flow be achieved? Why did Decathlon, which owns the French DNA, capture the hearts of Chinese consumers and let consumers pay their own expenses? From a macro perspective, the six way three points marketing consultation focuses on the overall customer relationship management, and explains the secrets of Decathlon's customer relationship management from the following three aspects: finding the consumer, enhancing user experience and strengthening correlation, and how to create the popularity of customers through site selection and opening up the electronic business platform, and how to implement the tenet of "letting the most extensive people share the desire to exercise sports and share sports joy", so as to create the core competitiveness of enterprises through experiential economy.

At the brand promotion level, how to convey the corporate culture concept with low cost word of mouth marketing, so as to maintain close contact with consumers.

Choose the ROC convention Standard + e-commerce platform to achieve two-way linkage

Decathlon emphasizes the convenience of pportation for the location of shops, but it is not in the center of the city, but in the suburbs.

In Europe, 99% of the customers are self driving, while most Chinese customers go shopping by bicycle or subway.

Therefore, when Decathlon opens up new projects, it will first pay attention to whether there will be a subway plan around the store site and where the subway will be planned.

Usually, the address within 500 meters from the subway station will be taken into account by Decathlon.

According to the observation, we also find that almost all the Decathlon stations near Shanghai will have a subway station. The convenience of pportation has brought a large number of consumers to Decathlon.

In the development of shops, shopping centres have been difficult to enter the radar range of Decathlon. For Decathlon, it has vertical growth, limited area and tight parking.

Decathlon's strategy has always been to avoid the downtown market, to purchase new land in the new urban area or to lease with developers.

But what are the habits of Chinese guests on weekends?

In order to capture such a group of consumers who are accustomed to shopping centres, Decathlon as a family's first choice for weekend entertainment, "Decathlon is not just a retail store, but also a way of life", is working with shopping centers.

Shopping centres have been relying on large supermarkets like bundled WAL-MART to gather popularity. But today, against the impact of the Internet, commercial developers are seeking new directions for experiential shopping.

Decathlon and Huayuan Real estate cooperation, with "lifestyle center" as the concept, opened the door of the store drainage.

The location standard of Decathlon in Rome does not mean that the flow under the line is guaranteed. Under the Internet age, consumers move from offline to online, eager to purchase whenever and wherever possible. For this reason, Decathlon increases online entry, actively develops online and offline integrated businesses, and builds full channel retail.

As early as 2009, when Decathlon had only more than 30 stores, it had already begun to set foot in the electricity supplier.

While building its own e-commerce platform, Decathlon Tmall flagship store officially opened in March 2010.

In the six way three slightly marketing consulting, it seems imperative for Decathlon to do business.

Consumer shopping time fragmentation, and Decathlon as a semi standardized configuration of products, many consumers are also willing to choose online purchase.

For Decathlon in physical stores, a successful experience on the offline can be plated into several online purchases.

If the online shopping experience is enjoyable, it can also drain the line.

When Decathlon built its own e-commerce platform, it attached great importance to the collection and feedback of consumers' opinions.

Whether you buy goods or not, Decathlon will encourage you to fill in the advantages, disadvantages, suggestions and so on.

For example, the official website has a classic creative product two seconds tent, many customers react poorly ventilated, Decathlon replied: 2 Seconds two seconds open series tent is Decathlon's outdoor sports brand Quechua Yue Yue's star products, there are Easy (Jian Yi), Air (ventilation), Fresh (heat insulation), XL or XXL (increase) and other sub series, if you want better ventilation characteristics, you can choose 2 Seconds Air series.

It can be seen that Decathlon is very careful in guiding consumers to understand Decathlon, guiding them how to have a better experience in sports, rather than simply selling goods.

This is the same as offline, with professional knowledge providing services for sports fans, consumers feel happy shopping experience online, they will also be willing to buy online stores, and promote online consumers' flow to offline stores.

Decathlon also combines Tmall's online and offline interactive mode, and Tmall consumers can make their own purchases online.

This kind of deep personalized full channel seamless service has deepened the online and offline interaction integration, and has promoted the two-way interaction between the store site and the electricity supplier flow.

Go into Decathlon and experience the fun of sports.

Sports and lifestyle are closely related, so the so-called sport is to practice.

And experience is very important for sporting goods brands.

Decathlon is a low price, high quality innovative product and setting up the scene of the store movement constantly refresh consumer awareness of the sports brand shopping experience.

Decathlon's innovation for low price and high quality products is developed on the basis of the original products by observing the reaction and demand of consumers in the process of movement.

Take the 2013 champion of the innovation ceremony - the dry breathing snorkel mask as an example. At that time, the water sports team learned that many snorkeling beginners often used to choke water because they were not used to breathing with their mouths. They designed a snorkel mask that could breathe with their nose. The equipment priced at only 299 yuan led more beginners to enjoy the underwater fun.

In the era of consumer sovereignty, customers' feelings and opinions are always the most important factors to evaluate products.

Therefore, Decathlon constantly innovating and improving products, while constantly creating surprises, it greatly improves the customers' experience in sports.

In addition to its good experience in products, Decathlon is committed to creating a store based experiential economy based on DNA, which brings all sports together. Decathlon will set aside about 15% of its indoor use area for customer experience, whether it's self built or rented shopping malls.

Every weekend, Decathlon becomes the three most classic half day tour of the family. The children ride on bicycles and scooters in the central open space of Decathlon, and they can't get down on the trampoline. The parents who are easy to extricate quickly walk to the fitness equipment area, run two steps on the treadmill, or enter the clothing district to choose the clothes for changing season. Decathlon has become an amusement park or a gymnasium type experience place.

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The greatest characteristic of this experience activity is that it can both delight a person and delight a group of people.

It fits the purpose of Decathlon's "letting the most popular people share the desire to share sports".

Through low price, high quality innovative products, all sports converge under the same eaves, let the movement be within reach; and rich and colorful sports experience activities, help more consumers to go deep into sports, explore the fun of sports, and pass on the joy.

Decathlon, with its good experience as its selling point, has the same advantage in the layout line.

Decathlon opened up an electronic business platform, customers can understand products in pictures, videos, animation and other forms, and also set up a sports guide for sports enthusiasts. For example, in swimming, Decathlon will teach you how to choose swimming glasses, how to warm up before swimming, and how to improve freestyle skills.

In addition, Decathlon official website platform also launched "your team, your exclusive color" service, easy to customize personalized team sportswear, create exclusive colors of the team.

Now, Decathlon will copy the experience mode to the electricity supplier. Through this series of activities, customers can get the sports experience consistent online and offline, and improve the online platform repurchase rate and offline store conversion rate.

Low cost word of mouth marketing, creating great value for enterprises

Lin Zhitong, manager of Decathlon media in China, said in an exclusive interview that Decathlon almost did not advertise, and its publicity expenses were strictly controlled within 1% of its turnover. Word of mouth marketing is the most important way of marketing.

For an enterprise, the terminal is the best platform to display the products and services, and the investment in the terminal can bring direct and good feedback to the marketing of the enterprise. The most important part of Decathlon word of mouth marketing is in the interior of the market.

There are up to 60 kinds of sports and more than 35000 sports products. All the products are displayed according to the type of sports so that customers can browse and get them. Besides, salesmen are mostly sports fans, and some have even been professional sportsmen. Decathlon stores provide consumers with a one-stop, professional consumption experience.

This professional environment and team enables consumers to enter the shop and fall in love with this place, and will publicize them to their friends around.

According to Lin Zhitong, among all the new customers, the new marketing model of oral communication accounts for more than 50% of new customers.

In addition, Decathlon is also actively holding a sports event experience suitable for the current season at the store, where consumers can participate freely.

The pfer of Decathlon's concept of "enjoying sports and pleasure" to product development and development coincides with the leisure and healthy lifestyle of the national fitness boom after the Olympic Games. Consumers agree with Decathlon's culture and naturally fall in love with its products, and the links established by them are more closely related to traditional advertisements.

Studying Decathlon is not difficult to find that today's business can continue to maintain the charm of the store and its unique advantages. It is inseparable from the unique advantages of the physical store: through the policy of entering the local area and opening up the electronic business platform to open up a steady stream of visitors for the store, to continuously innovate low quality products, enhance the shopping experience of the sports scene, and finally enhance the relationship with consumers through the gold medal word-of-mouth. This may be the secret of Decathlon's customer relationship.

In a rapidly changing market, while meeting the needs of the market and sticking to its core DNA and sticking to its unique tonality, Decathlon has designated a large number of loyal Chinese consumers.