Decathlon Responds To Product Quality Defects, Can It Play A Cost-Effective Seesaw?

In a low price and high quality balance,

We are constantly trying to make mistakes.

In response to the product quality defects that had been detected before, the reporter received an exclusive reply from Decathlon.

Decathlon said that the measured value of fiber content labeled "FZ/T81007-2012," and "label clothing" does not conform to the label.

Insiders say Decathlon is also a manufacturer, middleman and

The three role, though reducing the cost, is a disadvantage.

In the future, how to balance the price and quality of Decathlon needs further exploration.

Responding to product defects

Decathlon's exclusive reply to the reporter said, "this product is Decathlon's running sports brand fast track Kalenji men's breathable fast dry trousers.

The results of the Beijing Consumers Association show that the formaldehyde content of the products is not detected, and the quality and performance of pH, hygroscopicity and quick drying are all consistent with mandatory and recommended national standards.

Decathlon official also said that the unqualified items occurred in the recommended industry standard.

In the FZ/T81007-2012 "single and clip garment", the measured value of fiber content is not consistent with the label identification. The detection item is the spandex content of the knitted fabric.

An expert in clothing chemical fiber industry, who does not want to be named, said that the measurement of fiber content in clothing does not have any harm to the body, but the amount of material is closely related to the price.

If the content is lower than the label, it is actually a seller's "short weight and short weight", which is "profitable" for businesses.

Therefore, this product is also listed as one of the unqualified products.

Under the same unit weight, the cost per unit price of spandex is higher than that of polyester fiber.

Decathlon's responsible person said, "this product knitted fabric contains polyester fiber and spandex, of which the spandex content is identified as 10% (tolerance + 3%), and the measured content is 15%".

Earlier media reports said that consumers returned to the Decathlon store for the above reasons, and employees in the store said, "only products with defects or defects that are visible to the naked eye can be returned."

In this regard, Decathlon responsible person to clarify: "the content is not true."

However, the reporter called the Decathlon official website service hotline for consultation, the customer service personnel's statement and the above Decathlon related responsible person's statement is somewhat discrepant: "for the unqualified products, we will publicize and recall on the official website, but we haven't received the product information about the fiber content in the near future, so we can not tell you whether you can return to the store."

"Tour" Chinese market

Despite the quality problems this time, it does not seem to affect Decathlon's ambition in the Chinese market.

Decathlon responded to the Beijing Commercial Daily reporter, adding: "Decathlon is committed to the Chinese mass sports market and is always committed to making the sport accessible."

It is reported that Decathlon is a sports goods industry chain group, which integrates product design, research and development, production, logistics, brand and retail. It plays a trinity role, not only for producers, but also for middlemen and retailers.

Up to now, all shops in Decathlon are still direct outlets.

At the beginning of its founding, Decathlon was only a retailer, selling products with supermarket style retail formats with open shelves and independent shopping.

After mastering a certain channel terminal, Decathlon extended its business chain to the upstream, and began to produce and sell its own brand in 1986-1996 years.

A personage close to Decathlon made an image analogy: "Decathlon has a complete and rigorous industrial chain.

Among them, France is the brain of Decathlon, responsible for the design and R & D of all products; while the developing countries dominated by China are Decathlon's hands, which are mainly responsible for manufacturing and production; the stores are Decathlon's feet, so that Decathlon's products go all over the world.

The Trinity enables Decathlon to save costs and space and enable it to generate more capital to expand.

In 2003, Decathlon opened the first Asian retail store in Shanghai.

At present, Decathlon has 4 own factories, 11 procurement offices and 35 factory offices in Greater China, producing 93% of the total local retail sales.

This strategy has made Decathlon's achievements in Greater China bright.

Data show that in 2017, Decathlon opened 52 new shopping centers in China, and the retail sales volume exceeded 10 billion yuan. In 2013-2017 years, the number of Decathlon entities in China was 69, 115, 166, 214 and 267 respectively.

However, Cheng Weixiong, general manager of textile and clothing management experts and Shanghai Liang Qi Brand Management Co., Ltd. pointed out that "everything has two sides". Decathlon has a certain scale effect in the whole industry chain mode, which can help Decathlon win more in store image, product cost performance and mass purchase.

However, Decathlon also has loopholes because of its numerous SKU, product expertise, procurement system and supply chain management.

Cost performance puzzle

Although the price of products is low, Decathlon is still trying to do better.

Decathlon responsible person told the Beijing Commercial Daily reporter that Decathlon launched the "first price product", the first price product generally has blue logo, and Decathlon is considered to be a cost-effective product.

The industry believes that the low price product is actually one of Decathlon's goals, which is closely related to its brand positioning.

On Decathlon's official website, you can see: "Decathlon brings sports to the most extensive public."

Behind the low price is Decathlon's frequent quality problems.

According to incomplete statistics, in August of this year, the Hangzhou Consumer Protection Committee announced that the Decathlon swimsuit test was not qualified; in April, the Ma'anshan Decathlon's Knitted Sportswear was examined by the Administration for Industry and commerce.

Unqualified; in March, Chengyang District of Qingdao found that the content of Decathlon knitted casual wear samples was not qualified.

In order to solve the quality problem of low price products, since 2016, Decathlon has implemented no restrictions on the return of goods throughout the country. If customers are not satisfied with the products, they can go back to the store for feedback, and are not subject to the restriction of time and geography.

"This is Decathlon's global initiative. China is the first country to implement it. We insist on ensuring that Chinese consumers enjoy this service."

Decathlon official said.

An insider who asked not to be named pointed out that Decathlon's low price is bound to produce some quality problems, which is common in the clothing industry, but it is also the most destructive.

How to balance the low price and high quality should be the future thinking of Decathlon.