Decathlon Moves Against The "Junior" Experience: Anti Fashion Campaign

Di Bai hang, vice president of Decathlon Greater China, is a Frenchman. His job is to locate Decathlon's next store. This is the seventh year since he came to China. Now he can show off his familiarity with the map of China: "Heyuan, do you know where it is? This is a city near Guangdong in Jiangxi. We will open a shop next week."

Even in the site selection, Decathlon is still interested in the first tier cities. They are only interested in the "primary" market. This has something to do with Decathlon's "junior" products, and it also has something to do with their "junior" sports culture.

In Europe, Decathlon buys large areas of land to run self built stores, and Europeans are used to driving to the suburbs. It's hard for Decathlon to copy this mode in China. Most stores hold them in a rental way.

The rent of 4000 square meters has made it difficult for Di Bai hang, while China's car ownership has been growing, but Chinese consumption habits will hardly change at that time. Where to get close to these rookie consumers becomes particularly critical.

Vanke, Wanda, Huayuan... Decathlon Almost all these developers have signed a tenancy of up to 20 years, which is the longest period of relevant policy requirements. This kind of contract can get a lower rental price. At the same time, because Decathlon's experiential shopping mode can gather popularity, developers also welcome Decathlon to enter the new development. Shopping Mall 。

It is worth mentioning that these business executives are also lack of sports enthusiasts, Vanke board chairman Wang Shi has been wearing Decathlon equipment to Tibet climbing. Get cheap rent, and let the boss be the spokesman.

And closer to the community, more importantly, "close to the people". Decathlon's publicity has not been driven by fashion and stars. In their sports culture, sport is not to seek "everything is possible", nor to lead fashions. Decathlon's running shoes are a very cost-effective running tool.

And Nike, Adidas Compared with the fashion blockbuster, Decathlon's advertisement can be roughly described as rough: materials, uses and functions are not used by sports stars. Simple advertising with the location of the people, is to tell consumers that you are not fashionable, not professional, no problem, still can exercise. This is a sporting goods shop where ordinary consumers can walk around without pressure. It seems logical to enter the shop and sell one or two products on hand.

According to the consumption level and sports preferences of the city, Decathlon will also adjust the product structure and store display.

Although every shop in Decathlon has a full range of sports products, but in the first tier cities, in addition to cost-effective blue goods, professional athletes accounted for about 40% of professional products, but in two or three line cities, this proportion is only about 25%.

Chengdu store has a higher proportion of outdoor sports equipment than other stores because of its starting point in Tibet road. And it is also a common exercise in free classes in the two or three tier cities, but a shop in Shanghai will provide equestrian and golf courses.

Decathlon clearly caught the mentality of the middle and low end consumers "moving for life". Big international brands, Chinese brands, and too many sporting goods shops are racing along the way of casual wear and fashion stars. But with the advent and rise of real fast fashion brands, they are pushed aside. Sports for fashion, for professional sports, even if the profit is very high, after all, it is only a minority in sports consumption.

He hopes to complete the goal of 500 stores in China in five years. Will this figure be too impractical? Di Bai Hang is not worried at all, because with the popularity of the "primary" experience, "the Chinese market has become the most promising area of Decathlon".