Mass Sports Opens Up A New Blue Ocean Market: Decathlon'S Successful Counterattack In China

China's vigorous mass sport has opened up a new big blue ocean for Decathlon.

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Decathlon retail in China in 2013

Began to enter the high-speed development period, turnover increased from 4 billion yuan in 2013 to 10 billion 500 million yuan in 2017, the number of stores doubled.

Behind the counter attack is that it has opened up the "new market, new format and new retail".

As for the new market, China's booming mass sport has opened up a new big blue ocean market for Decathlon.

A report by the economist points out that the number of people who regularly take part in physical training in China has exceeded 34%, up to 434 million people, and the number of people exercising regularly in Beijing has exceeded 50%. The enthusiasm for national fitness has been aroused.

Under such a background, the new market has greatly promoted Decathlon.

In the new format, Decathlon can now be called "Sports Supermarket". In Decathlon sports supermarket, there are plenty of sports experience areas, such as the experience zone of road running and road running, badminton badminton learning and exercise experience area, and tennis experience area.

In addition, Decathlon has carried out one-stop service to the junior athletes, which has a high cost performance. The sports supermarket has solved the core demand of China's huge population consumption.

In the new retail sector, Decathlon defined 2018 as "the year of retail sales".

On the other hand, we need to experience offline experience, and we want to complete O2O online data driven and offline store experience.

Let customers experience online and then purchase online.

At the same time, under the restructuring structure of 100% private brand and sports segmentation, it plans to open a new era of future retail strategy.

As a French movement

In, 15 years after entering China, China is already its largest overseas market. It is also the only country in the world that has a layout in every link of the whole industrial chain besides France.

According to relevant data, it is estimated that by 2020, China will surpass France as the number one entity in Decathlon.

In the Chinese market, Decathlon has a nationwide new layout, "full bloom, channel sink", formerly concentrated in Beijing, Shanghai, Guangzhou, Shenzhen, Nanjing and other front-line and quasi tier cities. Last year, some new stores were flourishing in Haikou, Hanzhoung, Hengyang, Liuzhou, and four equal second tier cities.

Decathlon's electricity supplier has also made great progress, covering 400 cities and regions in China. It has built 4 independent logistics centers, which are located in Yanjiao, Kunshan, Dongguan and Wuhan. It has realized online and offline comprehensive interaction, and has realized localization in production, retail, logistics, brand and whole industry chain.

Although France comes from luxury goods, Decathlon is really cheap.

All along, low price is the survival strategy of Decathlon. For Decathlon, low price is not inferior to quality. What it really focuses on is not short-term interest, but how to provide users with inexpensive, competitive products.

It is reported that Decathlon never invited celebrities to speak, nor did they set foot in sports events.

The annual publicity cost is strictly controlled by 1% of the turnover. There is hardly any advertising campaign. It is all word-of-mouth.

In recent years, the fitness population in China has increased rapidly.

According to the analysis of multiple sources, the fitness industry in China has increased by more than 12% per year since 2012.

And there is a trend of accelerated growth.

According to this speed, by 2025, the fitness industry in China will reach 2.2 times the current scale.

This huge crowd has great demand for sporting goods, such as sports.

Shoes and hats.