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** Financial gossip
Author of Financial Gossip
The trend of dressing in the past two years has obviously revealed a main theme - our Chinese people love health to the point of madness.
If it's Friday, then you have to go all the way north out of this concrete city and have an intimate exchange with nature.
Indoor sports include lululemon for hips and legs, and outdoor sports for Archaeopteryx and Salomon for upper body and feet.
Source: Xiaohongshu netizens.
Sanbao's compulsion in the Internet world is really high, but it is also really expensive. 850 lulu yoga pants, 4500 Archaeopteryx jacket, 1098 Salomon running shoes. If you get together this outfit, you will need six or seven thousand, to say the least.
It's expensive, let it be expensive, we people have their own white moonlight brand——Decathlon - * close to the people, complete categories.
Consumers who were frightened by the bird's four or five figures** turned around and bought Decathlon's 559 yuan MH500 jacket out of stock.
Source: Xiaohongshu netizens.
And so,"Archaeopteryx really can't afford it, Decathlon is more cost-effective".The joke spread.
Born in France in 1976, the sports supermarket brand crossed half the world to enter the Chinese market in 2003 and was visited by local consumers as a "poor ghost paradise".
There are so many sports brands, but there are really few people like Decathlon who have popularity and audience popularity at all ages.
This has to be a good chat with everyone about Decathlon's operating model.
In fact, the mystery is hidden"Poor Ghost Paradise".In these four big characters.
First of all, there are the "poor ghosts". If the word "poor ghost" can be named, it means that the product is cheap enough, at least at a people-friendly price.
At Decathlon, consumers can buy 99 yuan equestrian bag, 149 yuan ski pile hat, 199 yuan for children's basketball, 299 yuan quick-drying T-shirt, 799 yuan sneakers, 199 also embedded avalanche rescue reflector ski suit ......I'm afraid that only Pinduoduo and 1688 can fight against it.
Source: Decathlon Mini Program.
In the field of sports, which can be called by brand name, Decathlon can be said to have penetrated the atmosphere of the commercial world with its high cost performance.
According to data, Decathlon's net profit margin is around 6%, much lower than Nike's 116%, 17 of Li Ning6%。
Decathlon's confidence in taking the cost-effective route lies in the founder's family genes.
As the saying goes, someone in the family is easy to do, and this is just right for Michelle Relec, the founder of Decathlon.
His cousin is the founder of Auchan Supermarket, which practices the business creed of good quality and low price. Michel, who worked at Auchan when he was young, carried this theoretical model in his trouser pocket and integrated it into his entrepreneurial project.
In addition, families such as resources and channels have been rounded up by Michelle. Decathlon's first store was opened in the Auchan parking lot, and the first aspect was enough to manage, which was the idea of the family's left hand to the right hand. On the first day of its opening, Decathlon achieved a significant turnover: 9,999 francs.
Later, I found out that something was wrong, the business was booming, but the essence was still a dealer. If your price is too low, it will make many big brands unhappy, and they will threaten Decathlon with supply cuts.
The family's tradition of selling goods at low prices cannot be broken, soDecathlon walked up behindSelf-production, self-sales, and the development of its own brand of heavy assets layout industrial chain road.
Now, more than 96% of Decathlon's products belong to private labels.
Source: Decathlon.
From product design, production, packaging to logistics, sales and other almost all links, Decathlon personally checks, and the right to speak is in its own hands, which means that there is more room for "low prices".
In order to knock down the ** from the source, how specific is Decathlon's specific approach?
You know, Decathlon is a well-known master of picking doors in the industry.
In the early stage of development, Decathlon almost did not do brand advertising, and its annual marketing expenses were less than 1%; When you visit offline stores, you can also feel that Decathlon really won't spend a penny more on store decoration, the entire hypermarket is cement floor + incandescent lamp + iron ash shelves, and even buy a pair of shoes and shoe boxes.
Source: Little Red Book.
Such a rustic and unpretentious,"Straight man heaven".The title is well deserved.
Decathlon's "picking" in exchange for tangible benefits to consumers. According to the 2018 Jiangsu Business Daily, Decathlon China's average single product sales** fell by 8% in those two years.
Under the same conditions, the quality of Decathlon's products is the best; In equal quality, Decathlon's ** is more attractive. At the same time, Decathlon has long understood the product logic with the cost-effective and quality-price ratio to build a moat.
Secondly, to the part of "Paradise".
As the name suggests, consumers coming to Decathlon are no different from going to Disney, that is, they are open to fun, and they don't have to buy tickets and queue up under the scorching sun.
On the premise of not damaging the goods, consumers can play hard at Decathlon, not only children can have fun, but adults who have been beaten by society can experience the joy of children when they come to Decathlon.
Dryland Kayak Competition...
Source: Weibo.
Experience the fun of indoor camping, it is simply a resort for walking babies.
Source: Weibo.
This sports hypermarket may also be the beginning of a love script. A Japanese netizen once shared a classic story that will last forever:
I was riding my bike in Decathlon and hit a girl. She was angry, but after I explained that Decathlon's bike could be ridden casually, she started riding with me. Later she became my girlfriend. ”
Decathlon will set aside at least 15% of the area in the store for people to ride for free, play roller skating, play basketball, archery and fitness, etc., and some even extend the experience area to the square around the store.
The benefits of this free gym for Decathlon are obvious, according to Decathlon's internal research"The difference in purchase rate between customers who have experienced it and those who have not experienced it is more than 5 times."
Of course, with the maturity of the sports industry and the upgrading of consumer demand, these two tricks alone are far from enough.
It can be seen that Decathlon has been upgrading with the times in the past two years, such as in the face of products detonated by "middle-class exclusive brands" such as Canada Goose, Arc'teryx, lululemon, etc., Decathlon can hold the tuyere, launch its own brand in this category in a timely manner, and successfully undertake this wave of traffic.
Source: Little Red Book.
Decathlon's French name is décathlon, taken from the "decathlon" in athletics. And Decathlon wants to do exactly this "all-round" business, Michelle's idea: to buy the sports goods they need in one place.
Because it has long been buried in the hearts of consumers, Decathlon is now doing "flat business" can be said to be pouring wealth and wealth to the doorstep.
After all"Indecisive Decathlon".The myth has been around for a long time.
The myth continues, and the story has opened a new chapter - the "straight man" has opened up.
A few years ago, many people's deepest impression of Decathlon was "ugly", it really didn't care about the appearance of the product at all, and persuaded female consumers with its strength.
And now Decathlon has taken a simple and high-end style, with a lot of eye-catching designs, and has torn off the "shame" label of "aesthetic depression".
Source: Little Red Book.
Like the hakama that exploded in the summer of 2022, countless Little Red Book girls are crazy about it, and they can't wait to collect all the colors.
Source: Little Red Book.
"Straight man" has opened up his mind in aesthetics, and has made new attempts to keep up with the trend of the times in linking consumers, such as using WeCom to convert public domain traffic into private domain traffic, stimulating users' interest in sports through community operation, and extending the store experience to life.
For the general public, who are struggling to get started with niche sports, Decathlon has given a one-stop solution in terms of equipment, and the key is that it is also inexpensive, even if it is idle, there is no need to worry about the wallet.
If you want to keep moving, that's especially the case. Decathlon, along with the interest community of the city and the same sports hobby, has pulled you up, and the sports partner has responded to you.
Whether you love sports or you love sports, Decathlon can provide you with a comprehensive service. Let's just say that at this price point in this field, it is rare to see products that can meet both use value and emotional value.
But sometimes the fire burns too strongly, and there must be hidden dangers, such as Decathlon's quality control problems. If the quality is not guaranteed, "Decathlon will eventually become a thing of the past".