Decathlon, A French Sporting Goods Retailer, Hopes To Achieve Its 100% Environmental Protection Product In 2026.

Decathlon, the French sporting goods retail group, announced that after its downturn in 2018, the French domestic market began to recover in fiscal 2019, and its sales grew by 3% over the same period, which was 3 billion 300 million euros, up 2.3% from the fixed exchange rate.

In 2019, Decathlon opened 15 new stores in France, of which 8 were Essentiel oriented stores for medium-sized cities, and two Decathlon City, the main city center concept, located in Batignolles District, nice and Paris. The group also relocated three stores and closed five stores, two of which are Decathlon City stores located in downtown Paris.

Decathlon group's total sales in 2019 amounted to 12 billion 400 million euros, up 9% over the same period last year, and France accounted for nearly 27% of the total sales. Decathlon now has 69 countries and regions in the world, and entered the Algeria and Japanese markets last year. In addition, the number of stores in Germany has reached 80, and has increased in all continents.

In 2019, Decathlon group expressed its desire to expand product category through the acquisition of sporting goods retail chain brand. Decathlon bought Alltricks, a professional cycling and running product dealer, to enter this professional market. At present, the group sells Alltricks's designated products in stores, and communicates with professional customers through catalogues.

In 2019, Decathlon also invested in developing customer services, using its Forclaz brand to explore second-hand leasing business in more than half of its store networks.

Today, Decathlon also increases the chances of customers trying products. The group points out that 70% of the 76500 trial products in stores have finally been purchased, among which tennis, bicycles and running products rank first. Customers also bought more expensive paddles, canoeing and golf equipment. Products that have been tried but not selected by customers will be sold at a discount price in the store.

"We are constantly improving the customer experience," said Arnaud Gauquelin, general manager of the French market. Our decathlon.ski skiing supplies business platform and E-Liberty (ski equipment rental business) cooperation is evidence.

Compared with physical retail, Decathlon seems to have more advantages on the Internet. Its official website data show that the number of online customers increased by nearly 20% in 2019. France's online sales account for 7.7%. The challenge facing the group is how to persuade customers to join the new customer loyalty program launched last year.

In addition, in the next few years, Decathlon is also faced with challenges arising from the transformation of production mode. The company hopes to produce products in the form of 100% environmental protection in 2026.

Founded in 1976, Decathlon group is headquartered in Villeneuve d 'Ascq (ASCO new town) and has 324 stores in France. The group is currently trying new store models, especially P 'tit Decat', which has an area of 83 square meters, providing a specific product line in the hot coastal areas of cities or sports.