What is this place?
The mall is like a big warehouse, with iron pipes on the roof exposed. Clothes, shoes, tennis dumbbells are casually placed on the shelves, colorful and not very advanced. Oversized blue discount labels, from 9.9 gloves to 199 sneakers, are so cheap that there is no reservation.
Why is it so noisy over there? In fact, it was the clerk who kicked the ball with the customer's tricks, and a child ran around with a fishing net. What a great shopping center!
Later, I discovered that these shocking scenes are Decathlon's biggest brand feature.
"cheap"
Such a big shopping center,
Can you save more money than my mother?
A brand of French sporting goods retailer, founded more than 40 years ago, can't see the elegance and romance of French style, but the temperament of urban-rural fringe is very strong.
This impression comes from Decathlon's "stingy" strategy of persuading your mother.
Many people have never heard of Decathlon because it is unwilling to spend money on advertising. China Media Manager of Decathlon once said that Decathlon's advertising expenses only accounted for 65,438+0% of the turnover, mainly relying on word-of-mouth marketing, and about 50% of new customers came to the store through word of mouth.
A huge advertisement for the subway airport? Hold a grand event and invite the media to publicize it? Hire a popular little fresh meat star as a spokesperson? Sponsor various sports events in Greater China? Decathlon didn't even get a chance to spend money calling people.
Its hypermarkets are also ancient and crude.
The entrance is often on the basement or ground floor, and the big blue and white signboard only writes the brand name. The unadorned white walls are cold and low-key like abandoned factories or warehouses.
If Nike Adi sells shoes, they are all on the display shelf with a small price tag hidden in the sole. Even the shoes on the whole wall are carefully polished, and it feels full of advanced feeling.
Decathlon, on the other hand, is more grounded than the stall in front of your house, and sincerely and unreservedly displays the labels and prices clearly. Dude, I'm on sale. Look at the original price of 299 now 199. Try stepping on my foot.
There is no shoe box at the cashier. Decathlon will put it in a plastic bag for you.
You can carry it like shopping, you can put it under your arm, and the rate of turning around is definitely higher than the paper bag you threw at Dior.
Feng Nuo, general manager of Decathlon's largest independent brand in China, once said in an interview: "Shoe boxes will take up more shelf space, and logistics costs and sales costs will also increase, so salespeople need to spend time sorting out. These are all costs. "
Pink is better educated than Decathlon. Decathlon:
Stores are willing to gather in the crowded gold business district, but Decathlon, which is "exotic", goes straight to the open area on the edge of the city.
According to the professional edition of Sky Survey, most of Decathlon's stores in Beijing are located in Tongzhou, Daxing, Changping and Shijingshan.
In order to reduce the cost as much as possible, Decathlon even established a highly vertical supply chain, with all-encompassing research and development; D, design, production, logistics and sales. At present, Decathlon has 20 own brands, accounting for 90% of all brands in Decathlon Mall, and sales account for more than 95% of the total turnover.
This big international company, with total global sales of 654.38+02.4 billion euros (about 96.8 billion RMB) last year, is still so stingy. Who else is there?
"Nothing is right."
"Promise me that you can't buy anything,
But be sure to have fun. "
Decathlon is particularly generous in "letting customers enjoy the experience".
Decathlon stores have an average area of 4,000 square meters, and at least 15% of the indoor area is reserved as an experience area, providing thousands of free sporting goods. Usually there are basketball courts, football fields, tennis courts and table tennis tables outside.
Decathlon, who is "doing nothing", seems to focus not on selling things, but on letting everyone have enough fun. In 20 17, there was no profit index for Decathlon Headquarters Mall in Pudong, Shanghai, and the KPI was "sports experience completion".
So decathlon is like a free gym, a sports Disney and a weekend walk.
The aunts and uncles on the treadmill are sweating, the young girls are practicing on the rowing machine, the shop assistants are holding yoga balls to demonstrate their movements to the aunts, and the little babies are playing on all fours and scrubbing the floor of the shop diligently all afternoon.
Also known as "offline tiger pounce, a paradise for straight men". A buddy excitedly touched the metal arrow and rubber arrow on the shelf, and the adrenaline probably soared.
I was afraid of skateboarding and fell down in three seconds. When I got up, my mouth was going crazy.
I actually mastered the golf club for the first time and learned the kick-off action under the guidance of the clerk.
I want to buy this pole in an instant and give you a surprise quietly one day.
It's swollen. It's swollen. Situation marketing smells strange.
It is pointed out that 50% supermarket consumers make unplanned purchases during field trips, which come from awakening and experiencing the store environment.
Come and have a look at the quick-drying clothes, right next to them.
Camouflage clothes are also good; I bought a dumbbell stool and palm gloves when lifting dumbbells. These passionate buying behaviors of "let goods find customers" are miraculous effects that can't be achieved by watching dry goods on mobile phones.
According to the official, 70% of the 76,500 trial products in the store were finally purchased. Tennis, bicycles and running products are the best sellers, while golf, rowing and kayaking are also under orders.
Yes, Decathlon China provides more than 80 kinds of sports products, such as hiking, camping, equestrian, fishing, bow and arrow, snorkeling, triathlon and wilderness exploration.
There are so many kinds that it is no wonder that someone brought their baby to Decathlon to "go to physical education class".
Even I, a lazy house that doesn't exercise, lost my mind in Decathlon.
After shopping for half an hour, I bought sweaters and fitness pants, as well as my mother's windproof gloves, my father's new fishing rod and breathable T-shirt, an electronic watch and telescope for my niece and a fitness frisbee for my grandmother. By the way, I bought some Decathlon sports food.
Even more amazing, I bought a laundry list, which didn't cost much.
"It's too cheap"
Decathlon model,
Can it last?
Sandals 14 yuan, quick-drying vest 24 yuan, camouflage suit 59 yuan, ultra-light backpack 69 yuan, hiking shoes 129 yuan, Decathlon's own brand "Blue Label Goods", the price is 20% lower than that of similar products in the market.
One Uniqlo sweater can buy three Decathlons. It's worth it!
Decathlon's extremely competitive ultra-low price is the result of its "digging" itself.
Its price is so cheap that even its own employees can't stand it.
Some analysts say that Decathlon's average profit margin is at least 40% higher than the sales scale.
Decathlon, an unusual "exotic flower", is enjoying smooth sailing in the China market.
In 20 17, Decathlon's turnover in China exceeded 10 billion yuan;
In 20 18, China became Decathlon's largest overseas market;
Official website shows that as of June 5438+ 10, Decathlon has 308 stores in China;
According to Tianyancha Professional Edition, Decathlon has set up stores in Zibo, Nanning, Pingxiang, Lanzhou and Baotou.
However, its brand doesn't seem to be loud enough in China.
Many people, including me, bought a pack of Decathlon, but almost none of it is the core equipment of sports;
Many people only know that "this backpack/short sleeve/mobile phone waterproof bag belongs to Decathlon", but they don't realize that it is just a retailer because its sub-brand is not well known;
Many people buy it at will with the idea of "indiscriminate use", and buying it again is not necessarily the Year of the Monkey;
There are many people who don't know what Decathlon is.
Even the sports buyers who come to Decathlon's "professional comprehensive sporting goods store" sign have some complaints.
"If you really want to exercise well, buying from Decathlon is a waste. Because the equipment needs to be updated later. "
A person who claimed to be a former employee of the purchasing department also explained to Decathlon in a tiger pounce:
"Decathlon's positioning is to launch popular sports products and attract more newcomers to join a sport as soon as possible. It is more about sports white than athletes, and should not comment or use its products from a professional perspective. "
The process of mass consumers from "not understanding" to "understanding" and from "making do" to "wanting better" is usually very fast.
Sometimes brands react too quickly and are left behind by the market.
As a beginner in physical education, he is determined to be a semi-professional player-an old man who plays table tennis at least three times a week. He plans to upgrade Double Happiness to the Galaxy and even aim at butterflies and Stica.
When young people with limited budgets are willing to spend money on equipment-"run directly on Nike's Pegasus Turbo; ; Playing boots is James LeBron15; ; Camping and hiking can't afford an Alpha SV, at least have a north face. "
When you play equestrian/skiing/bow and arrow/golf once a year, you become a die-hard enthusiast-you learned from Decathlon that golf shoes is different from running shoes, and so are tennis caps and fishing caps. But the problem is that I want to buy more professional golf shoes and clubs, fishing caps and fishing rods.
Straight man suddenly woke up and decided to become a sports hipster-he realized that this "ugly but not ugly" coat was really practical and easy to wear, but no girl would look at him again.
By then, will they frequently enter Decathlon, a former "sports enlightener"?
As a sports insulator, I can't express more opinions with my personal experience.
All I can do is tear open those packaged Decathlon cereal replacement bars and taste them.
Related question and answer: Do you think Decathlon is reliable? Why? Thank you for inviting me. I have already answered the question whether Decathlon is worth buying. Again, Decathlon's market positioning is a low-end brand, at most. Decathlon has a very rich product line, which is suitable for almost all kinds of sports. The product price is low, the quality is good, but the fashion of clothing design is poor, but the clothing has good functionality, which can fully meet various sports needs. The product performance is very detailed, and many performance introductions will not be noticed by ordinary consumers. Decathlon uses European code, which is larger than domestic brands. Decathlon has many physical stores all over the country. Decathlon's online price is the same as that of a physical store, so it is very convenient to return and exchange goods.
Decathlon's clothes and trousers are very good, and although the price-performance ratio of shoes is better, it still feels a little worse. I wear ADI's boost for running, Decathlon's running shoes are cheap, and jogging is totally fine. If you want to pursue achievements, you must choose better running shoes.
For example, Decathlon has a running jacket with a price of 299.9 yuan, which is very breathable and warm. Running in colder weather is also very comfortable, and the palm has a warm design, which is very humanized. You won't feel uncomfortable even if you sweat a lot.
I'm wearing a thin cotton-padded jacket, 149.9.
It is waterproof and warm. The temperature in the northeast is about ten degrees now. I only wore a half-sleeve tights inside, and I felt very warm outside wearing this coat.