Sports Goods Market: Besides Skateboard Shoes, There Are Roller Skating Courts.

The sporting goods market is declining, and the electricity supplier is attacking fiercely.

The sporting goods store's life is not very good.

But Decathlon set up shop in China again, with an average of more than 4000 square meters, Decathlon has opened 108 stores in China.

At the end of 2014, it launched a single day sales record for Decathlon on the day of its trial operation in Chongqing.

What is the situation? Lining, Anta, 361 degree and other domestic brands have been frustrated in the high-end pformation, and are in a predicament. Nike, ADI and other international brands spend a lot of money on marketing promotion, and the effect is mediocre.

However, Decathlon has opened up a large number of offline entities, with few advertisements, and the market share still stands at the top three. While its electronic business platform is growing at 300%, the offline platform has also maintained a 50% growth.

The reason for Decathlon's rise is the pride of its experience. Decathlon is not a serious sports supermarket.

The main function of sporting goods shop is, of course, display, but Decathlon's display is experience service.

In the afternoon of the newly opened Decathlon store in Chongqing, the schoolchildren occupied tents and trampoline, riding bicycles and scooters all the way, just like amusement parks.

Here, customers can try products at will, and there will always be an activity area next to the shelves.

For example, the middle of the shop is placed on the shelves of skating related products, but there is a skating rink in the middle of the open space, and helmets and protective gear on the shelves can be used at any time.

Outside the store, there are basketball courts, badminton courts and five people football fields. Customers can try them here, and Decathlon also regularly organizes competitions and activities.

The job is usually to sell products, but

The task of the shop assistants is to train and play together.

In the golf area of Decathlon flower shop in Shanghai, a young man named Jimmy is demonstrating the correct posture of the swing to the customer.

From the grip to the stance, and then swing, one action, professional and agile action.

Jimmy is the Department Manager of the mall. His other status is Laos former Golf national team.

Most of the shop assistants of Decathlon have professional athletes training or professional experience. They can give adult customers a professional sports training, and often accompany their children to learn various skills.

From the "duty" of sporting goods stores, it is common.

Sports products such as ball games, fitness products and other sports products and equipment which are rare in the domestic market such as equestrian, diving, surfing and so on. Decathlon is also available.

But all its products range from one or two low to "Chinese cabbage prices": 49 yuan fast drying clothes and less than 200 yuan climbing shoes.

The price is at least 20% lower than that of the similar products on the market, but the quality is by no means the level of goods sold.

In view of this noisy and cheap atmosphere, it may be more appropriate to describe Decathlon with "vegetable market".

It seems that this is a very "junior" experience mode.

A few years ago, Gome holdings had invested in the establishment of Gome sports and tried to replicate the experience mode, but it did not blossom.

It's easy to copy, but Decathlon's "junior" experience is not confined to shops.