Decathlon Has Successively Been Named By Many Consumers Association, But The Quality Of Products Is Difficult To Guarantee.

A few days ago, in the "comparison test results of moisture absorption and quick drying garments" issued by the Beijing Consumers Association (hereinafter referred to as "Beijing Consumers Association"), Decathlon was accused of the discrepancy between the measured value of the product fiber and the product.

Reporters noted that this is not the first test result of Decathlon failed.

In 2018 alone,

It has been disqualified by Beijing Consumers Association, Ma'anshan Administration for Industry and Commerce and Qingdao Chengyang district.

Decathlon has been reducing marketing input, reducing supply chain costs and providing experiential services.

Can we really guarantee the quality of products at the same time of reducing costs and reducing prices? Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd., said: "Decathlon's low-priced products are indeed prone to quality problems. The ultimate cost will result in the runaway quality of finished products in the process of accessories, dyeing and finishing, sewing."

Fiber content is not qualified.

In October 15th, the results of the comparison test of moisture absorption and quick drying garments released by Beijing Consumers Association showed that in the 80 samples sampled, some samples did not conform to the measured data.

It's also on the list.

It is reported that the Beijing Consumers Association has bought 70 brands and a total of 80 samples of fast drying clothes in entities and e-commerce channels.

The measured value of fiber content in the test results of DECATHLON licensed Bermuda Shorts sold by Decathlon is inconsistent with the indication.

It is understood that the name and content of fiber indicate that the raw material and proportion of fiber used in a textile product is an index related to the quality of the product, and the name and content of the fiber also reflect the grade of the clothing product.

"Label is the most intuitive and accurate way for consumers to understand clothing products. Labeling of fiber content is also a yardstick for some consumers when choosing goods.

The discrepancy between fiber content and marking is very easy to mislead consumers, resulting in incorrect purchase of products.

At the same time, when consumers choose clothing products, they can judge the management level of an enterprise from the label of products.

An insider who declined to be named said.

In fact, the problem of product quality has happened many times in Decathlon.

In August of this year, the Hangzhou Consumer Protection Committee issued a failed inspection of Decathlon swimsuit. In April, the Ma'anshan Administration for Industry and Commerce issued an unqualified analysis of the fiber composition of Decathlon knitted sportswear. In March, the Chengyang District of Qingdao announced that Decathlon's knitted casual wear samples were detected.

The contents of the project failed; in 2017, the Shanghai General Administration of quality inspection, Decathlon board shoes were unqualified; in 2016, in the 2015 annual circulation commodity quality sampling inspection, Qingdao city industry and Commerce Bureau issued Decathlon treadmill failed; September 2012, Shanghai Quality Supervision Bureau sampling results showed that Decathlon bicycle reflector installation project requirements are not qualified.

As a sports brand retailer from France, Decathlon entered China in 2003.

Decathlon has 20 brands of different names, 65 sports and more than 35000 products.

Provide sportswear, equipment and related sports products for beginners and professional sportswear.

A new business model

It is worth mentioning that when the major brands have been emulating the industrial chain structure of Nike and apple, which controls the upper reaches of profits, Decathlon has started from the procurement of raw materials to the construction of marketing channels, and has built a complete sports goods industry chain including purchasing, design, production, brand, logistics, retail and so on.

With the help of multiple products and experiential service platform, the performance of Decathlon products has been improved through the whole industry chain mode, which has become an effective way for Decathlon to successfully enter the market and gain market share.

On the one hand, Decathlon optimizes the industrial chain by grasping the high value-added links, such as design, retail, and relying on the sales scale of the terminal to gain the advantage in raw material procurement, and to lower the cost. On the other hand, for low value-added links such as production, Decathlon chooses the regions with lower labor costs to achieve deep cost sinking through the global layout thinking.

In addition, in the market segments of products, Decathlon divides all commodities into 11 regions according to their sports categories. Consumers not only buy products of common sports, such as swimming, ball games, fitness products, tents, professional sleeping bags, compass, moisture-proof pads, but also buy relatively small horsemanship, golf, diving related products.

At the same time, Decathlon's display order is also arranged according to the price from low to high.

Cheap, cost-effective products are placed on the blue shelves, at the forefront of similar products, in order to attract customer traffic.

At the same time, Decathlon can also be said to be the leader of experiential services in sports products.

Decathlon stores in China are basically 4000 square meters of standard, some flagship stores even reach 8000 square meters.

Outside the shopping mall, Decathlon has a sports ground, usually one of basketball courts, badminton and five people soccer fields.

Inside the mall, Decathlon will open up some free venues to provide exercise opportunities for customers.

Even in the roadside stalls only some "taste before buying" can be achieved in Decathlon.

You can experience roller skating in the experience area with roller skates, and try to learn roller skating around the railing around the roller skating area.

At the same time, Decathlon also provides a full set of protective devices for free use by consumers.

Low quality and reliable quality?

With the success of the model and the increasing number of consumers, the performance of Decathlon China is also noteworthy.

In April this year, Decathlon announced for the first time a number of achievements in the Chinese market.

According to media reports, in 2017, Decathlon's revenue for the first time exceeded 10 billion yuan to 10 billion 500 million yuan; in February this year, Decathlon reported that the group's retail sales in 2017 reached 11 billion euros, an increase of 11% over the previous fiscal year.

At present, the proportion of overseas markets outside Decathlon and France is 69%, up 13.4% to 7 billion 600 million euros compared with the same period last year. China, as Decathlon's largest overseas market, has been in 70-267 stores since 2013 when Decathlon entered China, and its turnover was from 4 billion yuan to -105 billion yuan.

However, behind the gratifying achievements, styles and quality problems are also becoming consumers' concerns.

A woman who had worked part-time at Decathlon said to the Beijing Commercial Daily reporter: "as a part-time employee who has worked in Decathlon, I feel that many of the new clothes of Decathlon will only change their colors every year."

Speaking of quality, according to insiders, Decathlon's product production is just like the cask principle.

Many fabrics and tapes used by many brands in the market are better than those used by Decathlon, but they are not solid because of poor stitching technology.

The success of Decathlon lies in mastering the equilibrium point of all aspects of the product, emphasizing the stitching technology, making the product strong enough to control the cost effectively without the extreme short plate.

This has also been confirmed by Mr. Wan, who has bought Decathlon products. "I bought a 70 litre hand-held portable storage bag in Decathlon, and there was no problem with 40-50 kilograms of items.

The bag used for a long time to handle and not bad, than I bought some professional brand quality is much stronger, the price is less than 100 yuan.

An industry insider also expressed his view: "the integration of ergonomics, new materials and aesthetics for outdoor and professional sports is not enough only with solid workmanship."

Whether Decathlon's parity can be truly guaranteed, Cheng Weixiong analysis said, a single product inspection failed to appear in Decathlon's many products is very normal.

Whoever makes the brand, the domestic and foreign brands have the products that fail to pass the sampling inspection, and can not conclude that the brand is not acceptable if the product fails to pass the inspection.

Through the single product sampling inspection can be warned.

We should strengthen the quality monitoring of the products sold on the market.

"But Decathlon's low-priced products are also prone to quality problems. The ultimate cost will result in runaway quality of finished products in the process of finishing, dyeing and finishing, sewing garments."