Decathlon Speeds Up China'S Market Layout. Another New Store Opens In Shanghai

At present,

There are a total of more than 1100 shopping malls in the world, with the largest number of local French shops, and the fastest growing momentum in China. At present, there are 214 shopping malls, including 9 stores in Taiwan, which have opened 214 stores.

The Group expects that by 2020, Decathlon will have 500 stores in China, which means that Decathlon will open a new store in China in less than five days, which is quite alarming.

July 1st, Decathlon Shanghai Waigaoqiao shop officially.

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The store is also the flagship store of Decathlon Greater China, with a total investment of 600 million and a total of 4 stories.

Among them, the 1 storehouse on the ground floor is a parking lot, which can provide more than 600 parking spaces. The 1-2 floor is a shopping mall with an area of 5000. It brings together more than 20 brands, 80 kinds of sports and more than 35000 sports products. The 3 floor is a modern intelligent fitness club with an area of 4000.

The outdoor stadium, which is 10000 square meters, is still under construction. It is expected to be completed in September and will also be put into operation.

Over the past two years, the nationwide fitness campaign has swept through.

Square dance aunt tirelessly spinning and jumping, young white-collar workers after work plug the headphones circling jogging, career success, slightly fat middle-aged men, also began to obsessed with outdoor activities, learning Liu Qiang East River sweat "plastic"......

If we say, the sports brand of the pre Olympic era is mostly the sports leisure road of Nike and Lining.

In the post Olympic era, China is really ushered in the era of popular professional sports.

One of the signs is the rise of outdoor sports, which is in the heart of Decathlon.

In 1976, the first Decathlon shop was owned by the sports industry chain group orcis group.

The Group originated from the French family of Murri Yates.

As the second largest consortium in France, although the Murri Yates family is low-key, its influence is no less than that of the Bernard Arnott family of the luxury group LVMH. Its scale is also among the best in European family businesses.

At the beginning of the business, the founders established Decathlon's market positioning: in the same store, they provide the lowest price sports products for all the athletes, from beginner to professional.

In 2003, Decathlon entered the Chinese market.

Under the background of electricity market disruption and high storage problems, private brand retailers with industrial chains are accelerating.

Decathlon is a professional sports supermarket in France. Founded in 1976, it brings together more than 80 sports.

It is the whole industry chain management mode of sports products design, R & D, production, logistics, brand and retailing. The largest sporting goods retailer in the world.

As early as 2003, Decathlon had entered China.

At present, more than 60 cities in China have opened 217 offline stores, becoming the second most promising market in addition to the French market.

To this end, it has been constantly exploring and building a business model suitable for Chinese consumers.

It is reported that it has moved the badminton R & D center from France to China, and also pioneered the sMall store mode in China. It also relaxed the "return policy" specifically for the Chinese market.

And the headquarters of Wah Gaoqiao flagship store in Greater China area.

It has also proved its momentum of further development in China.

It is reported that the business also radiates Hong Kong and Taiwan.

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