While the French media, “Les Echos” named “the French love of 100 companies” in Europe’s largest sporting goods chain Decathlon over the IKEA brand and Coca-Cola, but this movement chain in China is far from clear After the three were well known. It stores not only the remote location, and almost no advertising, low-key family business culture to make it to the media also hold a kind of shunned.
In the formal entry into China after 12 years, this campaign used consistently good chain started to expand. The latest plan is 20 years out in China nearly a thousand stores.
Look, Decathlon China has become the ideal market to achieve the profit margin. After the outbreak of the global financial crisis, adverse economic Decathlon shop in China, 2008 years after another 5 new stores opened in 2009, maintaining the same speed. The action continued investment in Kunshan in Jiangsu Province, covers an area of 80,000 square meters of Huaqiao logistics base has also been put into use, and even leave room for further expansion – a logistics center in an area beyond the needs of about 30% of the area .
“If the market competition is a Tour de France endurance, as if the financial crisis entered a climbing stage of the game, this is a good company with the potential of distance less than the company’s opportunities.” Meng, president of China Decathlon East said. He said, starting in 2007, Decathlon has been China’s many single-store profits. French headquarters that the Decathlon’s business model was validated in China, expansion could be the next step.
As of March 2010, Decathlon The number of shopping malls in China, 23 from 1000 is still a distant goal stores. “This is not a crazy idea.” Meng Dong said, “China’s area is 17 times that of France, France has had more than 200 stores.”