Study Tour to Décathlon Gu Dai Shop

2016-7-4

Introduction to Décathlon:

Décathlon, a French company that produces and sells sporting goods all over the world, headquartered in northern France. The company was founded in France in 1976 and it created a new concept of sporting goods supermarkets. Décathlon has 30,000 employees in 25 countries, and its output value in 2004 is of 34.3 billion euros. There are 39 large-scale Décathlon sporting supermarkets in China by the end of January, 2011. 

Décathlon has 16 sports brands, which provide tennis, badminton, squash, table tennis and creative racket; Children and full range of bicycles like BMX, bicycle equipment, bicycle accessories; A series of sports products on fitness, gymnastics, boxing and dancing; equestrian sports services; Golf clubs, golf ball, golf shoes, clothing and accessories; Running and walking sports equipment; Apparel and equipment for Hiking, trekking, mountaineering, cross-country, rock climbing and extreme mountaineering; Series products of rowing, diving, swimming, skateboarding; Single-deck skiing and snowboarding equipment, clothing and accessories; Series products for hunting, fishing, extreme mountain sports.

Product orientations of our original brand Liberté Initiale including outdoor sports person bags series, people orientations include domestic increasingly mature weekend leisure activities, outdoor tourism, sports lovers, short-distance family vacation as well as many minority customers of urban highly personalized young people. In Décathlon, we can see a variety of sports-related products, understand the product orientations, marketing modes, prices, product technology and selection requirements of different brands. We are not copying, we are just understanding what the customers accept most when we making a product, and then learn and fight in this direction. Products would never be bad if made in this way. The reason why we continuously study, visit, learn is that we authentically design our products for our customers, the rule that we follow all the time is: the most important value of the product is the market need.

Writer: Joanna Yao