迪卡侬集团拥有法国第二大的产品设计和研发中心，每年推出3000种以上新产品,自有品牌数量超过20个，产品覆盖山地运动, 水上运动, 自行车轮滑滑板运动, 球拍类和高尔夫运动, 健身运动, 自然运动和团队运动等几乎所有大众运动。商场内自有品牌产品占比超过85%。集团生产线遍布全球21个国家或地区，其中超过40%的产品来自于中国。
The Brief Introduction of Decathlon
Decathlon group is a company possesses the whole industrial chains of sport products with research & design, owned brands, retailing, logistics and production. Decathlon was founded by Michel LECLERCQ in 1976, in France. Till January, 2018, 1355 stores had been opened in 40countries and regions. Nowadays, Decathlon has been the biggest mass sport company in Europe.
Decathlon research & design center ranked No.2 in France. Each year it releases more than 3,000 new products among more than 20 passion brands. We provide a wide range of sports including Mountain Sports, Water sports, Cycling, Roller sports, Tennis, Table Tennis, Golf, Fitness, Team sports and so on. Globally, 85% of products sold in Decathlon are by owned brands. Decathlon production is distributed in 21 countries and regions. China shares over 40% of global production.
Decathlon is also a retailer in mass sports market, to make all sports under a ceiling. For Decathlon physical stores, selling area from 2000 to 12000 m² contains more than 80 sports and 35,000 items. Decathlon becomes the new leader of neo-pattern sport retailing industry with experiential shopping and self-purchasing service model.
Decathlon came to China in 1989, starting business from production and supply chain management. Till now, we have 36 industrial resident office in cities as Shanghai, Guangzhou, Tianjin, Wuhan etc.
In 2003, Decathlon group set the key strategy that China is the most important market in the world, and moved the Asian office from Hong Kong to Shanghai. In November 2003, the first decathlon concept store of Asia opened in Pudong district, Shanghai. Till January, 2018, there are 266 stores in about 106 cities in China. With the fast development of Decathlon E-commerce,which started since 2009, sports users in 400 cities have enjoyed our products and service.
Decathlon is the best respondent and practitioner of national mass sports strategy. We have an ambitious long-term developing plan in China and our vision is to go into over 250 cities for sports people who need us. We recruit sports lovers with vitality and responsibility. With unique corporate culture and liberating management, people in Decathlon feel satisfied and confident in both personal development and company grow up. As a multinational corporation, Decathlon shares an international working environment and offer chances and platform for globally exchange. Meanwhile, as one of excellent enterprise social citizens, Decathlon is always focusing on environment protection, sustainable development, and continuously contributes to make more and more people enjoy the happiness of mass sports.
The Introduction of Decathlon’s Whole Industrial Chain
Decathlon is a sports goods group corporation from Europe, leading mass sports market all over the world. Decathlon directly posit in mass sports market. It provides best-value sports products and service to Chinese sports people, and continuously contributes to make sports accessible to all. In Decathlon, it has more than 80 sports. Its full range choices can meet different demands of sport mass from beginners to experts. Decathlon is a group corporation with research & design, brands, retailing, logistics and production departments which possesses a whole industrial chain in sport products. Through the concept of innovation and the whole industrial chain mode, Decathlon can make sure that customers can enjoy the best-value products, so it is popular among customers.
The whole industrial chain of Decathlon contains the following points:
Research & Design
Decathlon owns the second biggest research center in France, which contains 50 research institutions and more than 500 engineers from different countries. Through the study of reaction of human body in the sport movement and the interaction between body and product, they can help the brand team to develop the products that bring better sports experience. They can improve the user experiences in the product safety, practicality, sports experience, and many other aspects. In 2014, Decathlon had 106 registered patents and nearly 200 joint development projects.
In addition to continuous research and development of new products, R&D team has also been to maintain the improvement and optimization of existing products, so that they can continue to enhance the sports experience, make more users get better sports experience and enjoy sports.
Decathlon insists that the research and development of sports products should be closed to the sportsmen, so the research centers are located in popular sports areas. For example, outdoor mountain sports R&D center is located in the Mont Blanc in Europe. It is useful for sports research and development to listen to the user's feedback more effectively. According to users’ experience, R&D team can improve in time, and make it efficient and accurate from the initial design to product testing.
Decathlon has its own logistic channels. It has 41 storages and 6000 staff all over the world. Every year, it exports 100000 containers and transports about 1 billion products. There are 4 Decathlon logistic centers in China, separately in Huaqiao, Yanjiao, Dongguan and Wuhan. In order to adapt to the rapid development, Decathlon China expanded the logistics storage area to 386000㎡, which is twice bigger than the original. And all of them are used for the Chinese market. Decathlon China logistics team planned to increase the amount of distribution by 40% for shopping malls in China, and increase the amount of distribution by 10% for shopping malls abroad. It is worth mentioning that the logistics centers of Decathlon delivered goods by department divided in sports brand, just like stores. And there are also some sports area provided for the logistics employees and other sports lovers who want to do sports.
Decathlon has production centers in 21 countries and regions all over the world. Nearly 50% production comes from North Asia. The production in China account 40% of the whole group company.
Among the products sold in China, 93% were produced in China, and Decathlon’s goal was to increase this figure to 100%.
When Decathlon was founded in 1976, it adopted the approach of inviting other brands to settle in, but Decathlon decided to develop its own production business after ten years. By 1997, Decathlon had created own brands as Tribord (the brand of water sports) and Quechua (the brand of Outdoor mountain sports).
There are more than 20 passion brands in Decathlon. More than 85% of products in Decathlon globally are by passion brands. Decathlon provides more than 80 sports, and Decathlon production can meet different demands of sport mass from beginners to experts.
Decathlon began its retail business in China in 2003. It opened more than 260stores in about 106 cities and provided online businesses with products and services for customers in about 400 cities until January 2018.
Decathlon focuses on the mass sports market, gathering all the sports in Decathlon stores. Decathlon store provides more than 80 sports with full range of products choice, innovative products and best prices to make sports accessible to the many. Besides, our stores have free sports clubs and playgrounds. Each store organizes 8 to 30 sports activities every year to encourage customers to try our products and new sports.
All the Decathlon stores are all direct-sale stores. The development models increased from original three categories to eight categories, separately are LUR, TAILORMADE(Property), BTS(Leasing), ANCHOR, MIX USE, SPORT PARK, sMall and NANO.
In China, to make sports accessible to the many and considering Chinese centripetal shopping habits, Decathlon first created the sMall pattern. Supported by the e-commerce platform, 1500 ㎡sMall can provide over 8000 kinds of products for users, which makes Decathlon become closer to city users.
To always ensure the high quality of the products and provide best price, Decathlon’s whole industrial chain plays the key role. When designers have any creative ideas, the relevant departments of R&D will make consideration and discussion from the aspect of technology, kinesiology, and ergonomics. As soon as the idea becomes practicable, Decathlon will make mass-production by global purchasing pattern and transport products through its own logistics system to eventually store the products in repositories so that be ready for online and offline retail.
Decathlon group is a company possesses the whole industrial chains of sport products with research & design, production, logistics, owned brands and retailing. Now, China is the only overseas market owing the whole industrial chain except France.
Decathlon Global Development
·In 1976, Michel Leclercq created the first Decathlon mall with a new concept of self-service sports retail and in Enos, France.
·In 1986, Decathlon Industrial Production Center was born, that means Decathlon does not only sell products, but also design and manufacture sports products.
·In 1988, the first international production office was established in Asia.
·In 2005, Decathlon Foundation was born. A Foundation project --offer her a bike-- officially launched. Decathlon Foundation provided girls in Moroccan mountain with bicycles, riding classes and workshop for cycle maintenance in order to offer them opportunities to ride to school.
·In 2006, Decathlon E-commerce team was established in France.
·In 2014, Decathlon has 106 registered patents and nearly 200 joint development projects.
·Until January 2018, as a generated corporation in mass sports market, Decathlon has recruited more than 80,000 employees from 93 different countries. There are 1355 Decathlon stores in 40 countries and regions, providing more than 80 sports and 35,000 products items. Besides, Decathlon's annual total has exceeded 11 billion Euros.
Decathlon in China
·In 1989，Decathlon entered Hong Kong, China, started to developing production and exports.
·In 1994, Decathlon entered Guangzhou, set up production office.
·In 1998, Decathlon opened its first factory outlet based in Xinzhuang, Shanghai.
·In 2003, Decathlon got the first approval as a wholly foreign-owned Enterprise to start the business in China after the establishment of the Ministry of Commerce. In this year, Decathlon China headquarters located to Pudong, Shanghai. In November, Decathlon opened its first concept store in Huamu, Shanghai.
·In 2009, Decathlon began its E-commerce business. The online platform includes the official website of Decathlon and T-mall store. Decathlon’s E-commerce business had provided products and services to customers from 400 cities. In the same year, Decathlon China started to build its self-owned logistic, this unique model delivered the best products to the users with the fastest speed.
·In 2012, Decathlon opened its first store in Taiwan.
·In 2014, Decathlon China has opened 100th store.
·Until January 2018, Decathlon had opened 266 stores in 106 cities, with the number of more than 16900 employees. Decathlon gradually expanded to the whole industrial chain for design, production, logistics and retail from the simple retail enterprise, with innovative ideas and the whole industrial chain business model to ensure that the mass of the public can get best-value products. In terms of production, Decathlon China region has set up 35 resident offices, 11 industrial production offices and 4 own factories, to produce 93% of the local retail sales. In terms of logistics, Decathlon has established logistic centers in Huaqiao, Yanjiao, Dongguan and Wuhan, with a total area of more than 380,000 square meters and over 1500 employees.
·In 2017, Decathlon opened the first experience store in Pudong, Shanghai. Decathlon insists to make customers experience the products deeply. Decathlon has always insisted on the integration of online and offline operations. At present, Decathlon grows fastest in China, and has continued to increase capital here.
·In the future, the number of Decathlon shopping malls in China will continue to increase and Decathlon will serve more customers through online and offline. Being active to step into more cities to bring a varied of sports platforms and experiences to the local people, so that more people can be involved in sports.
这是一款由迪卡侬QUECHUA团队设计研发的户外运动休闲双肩背包，适合 10 岁及以上年龄的背包客，外观简洁，性价比高，10年质保。迪卡侬设计团队优化生产工艺，采用单缝合技术，同时结合真实的运动场景如爬山，来反复监测和确保产品的使用功能。除此以外，这款背包最大的特点就是耐损耗。测试团队对肩带、拉链、缝合处以及面料均进行了老化测试，其中接缝处抗撕扯测试周期达到了10000个，底部磨损750个周期，拉链20000个周期。严谨的实地加工厂测试，让这款背包的使用寿命得以达到10年。
The Introduction of ARPENAZ10
This is an outdoor sports backpack designed by the Decathlon QUECHUA team, suitable for the backpackers of 10 years old and above. This backpack has simple appearance, best-valueand 10-years quality guarantee. Decathlon design team optimized the manufacturing technique by using the single stitching technique. Besides, the real sports scene test such as climbing is also adopted in order to repeatedly monitor and ensure the high quality of the products. In addition, one of the most important features of this backpack is its quality of resisting wear and tear. The test team did aging tests of the shoulder straps, zippers, stitches and fabrics. Among the tests, the test cycle of tearing the seams reached 10,000, the wear test of the bottom reached 750 cycles and zipper’s reached 20,000 cycles. Precise field test and factory test help the service life of this backpack reach 10 years.
This high-quality outdoor sports backpack sells 8 Euros in Brazil, equal to about 58 CNY. But in Decathlon China stores, it only sells 14.9 CNY. This is because China is the only country that has achieved the whole industry chain except France. Thanks to the whole industrial chain development mode containing design, production, logistics, brand, and retail, Decathlon succeeds in minimizing the cost and provides customers with best-value products to finally realize the concept that "We make sports accessible for the many".