Decathlon speeds up shop opening in China or exceeds last year

Site selection requirements 4000 square meters single

The reporter recently learned from sporting goods retailer Decathlon that Decathlon will accelerate its store layout in the Chinese market this year, and that the speed of opening a new store this year is expected to surpass that of last year. Decathlon's first new store opening this year will be unveiled in Beijing's Canton area in May. The Shanghai store opening plan has not yet been finalized.

Accelerating the pace of opening stores in China

According to reports, following the opening of five new stores in Shenzhen, Shanghai, Beijing, Chengdu, and Dalian last year, Decathlon continued its strong growth momentum last year and accelerated its store layout in China.

According to Meng Dong, President of Decathlon China, Decathlon is very optimistic about the Chinese sports market. Although the global financial crisis has caused great impact on many industries, Decathlon's business in China has developed well. Last year, China's sales performance maintained strong growth. Decathlon will accelerate the pace of development in China, and the number of new stores opened this Decathlon will surpass last year.

In January 1998, Decathlon opened its first factory outlet store in Shanghai's Xinzhuang production base. In 2003, after the successful opening of the first concept store, Decathlon has been advancing its store development plans in the Chinese market with a prudent and steady approach. In 2008, Decathlon speeded up the pace of opening its stores and opened five new stores in a short period of one year. It not only added new stores in Guangzhou, Shenzhen, and Beijing, but also entered Dalian and Chengdu, and opened the first concept in the local area. shop. This indicates that Decathlon has successfully deployed five regions of North China, East China, Shanghai, South China, and West China, bringing the new model of sports specialty supermarkets to the local market.

This year's May Decathlon will open a new store in the Beijing-Guangzhou area. This is Decathlon's first new store opened this year. After the opening of this new store, Decathlon will have 19 stores in China, covering 10 cities including Shanghai, Beijing, Shenzhen, Guangzhou, Nanjing, Qingdao, Wuxi, Chengdu, Hangzhou and Dalian. According to Decathlon stakeholders, Decathlon did not rule out the possibility of opening new stores in Shanghai this year. However, everything is still under planning. Therefore, it is not convenient to disclose specific circumstances.

Strict implementation of store site selection and layout

According to reports, Decathlon's selection of each Chinese concept store is based on very strict standards. The stores need to be single-family buildings, have adequate parking space and convenient transportation, and require a wide range of sports and leisure venues outside the mall. To enable consumers to purchase Trike products, they can try it in time and enjoy sports fun. Decathlon's store in China has an average area of ​​4,000 square meters. The design and layout will be based on the shopping habits of customers. All products will be divided into different regions according to the sports category, and will be equipped with spacious channels and eye-catching signboards for customers to self-shop in the store. . Each series of sports areas also set up product trial sites so that customers can experience the corresponding products. In addition, a maintenance workshop will be set up in the store. Professional technicians will provide customers with professional product maintenance and repair services at any time.

According to reports, as a multinational sports goods franchise company integrating design, production, distribution, sales and service, Decathlon has not only opened more than 400 chain stores in 13 countries, but also organized product production in 16 countries and has France's second largest product R&D center.

Decathlon's unique business model, while ensuring product quality, freed itself from the intermediate segment's profit consumption and was able to provide high-quality products directly to consumers at the best price. Every Decathlon China store includes 16 private brands, offers thousands of products, and collects more than 60 kinds of sports, ranging from entry-level economic products for beginners to top professional items for professional athletes. Some sporting goods that are relatively rare in the domestic market, such as equestrian, fishing, diving supplies, etc., have a good choice in Decathlon.