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Decathlon'S Expansion In China Is Expected To Increase By 71 Stores In The Next Two Years.

2014/1/26 17:28:00 72

2013 to now, the news of French a href= "//m.pmae.cn/news/index_c.asp" > sports goods < /a > retailer Decathlon has opened up shop in China, and the average annual growth rate of shop opening has increased to two digits. It is reported that Decathlon will grow at an annual average of more than 30 stores, and plans to reach 150 stores in the Chinese market by 2015. 
 store growth, while a href= "//m.pmae.cn/news/index_c.asp" > Decathlon < /a > also expands in the sinking channel. Recently, Decathlon Zhongshan store and Shenzhen dragon shop have been opened. In addition, Decathlon has opened new businesses in Guangzhou, Shenzhen, Xiamen, Nanning and other southern cities. With the continuous adjustment of sports brand, Decathlon's fast opening business has attracted the attention of the market. 
 reporters learned that up to now, Decathlon has reached 79 stores in China. According to the company's plan, by 2015, its number of stores in China will reach 150, which means that Decathlon will add 71 new stores in the next two years. 
 it is worth noting that in 1992, a href= "//m.pmae.cn/news/index_c.asp" > Decathlon < /a > had entered the Chinese market, but its main business was concentrated in manufacturing and export. Decathlon started its business in the Chinese market as a retailer. It started in 2003, and in 2012 it had a total of 55 stores in China. On average, it has fewer than 6 stores a year. 
 during this period, the brand also has new development. The vice president of Decathlon Greater China, Yi An, said that the rapid growth of Decathlon's volume and the huge increase in the volume of orders have greatly enhanced Decathlon's ability to negotiate with upstream suppliers of raw materials, thereby better controlling costs. 
 it is learnt that as a distributor of sporting goods in Europe, Decathlon's professional sporting goods are classified and sold. At the beginning of the Chinese market, it also tried to sell products according to category, but the demand for sporting goods specialization in the Chinese market was not very strong at that time. At that time, some sports products at home were more generally accepted by the market. 
 "the first ten years of Decathlon's entry were just ten years of rapid growth of local sports brands." Zhang Qing, founder of sports Consulting Co., Ltd. 
"P", however, with the continuous upgrading of consumer demand, Chinese consumers' demand for cost-effective sports goods is growing vigorously. "With the rise of outdoor sports, the corresponding basic functional products have more and more extensive market, so the opening speed of Decathlon has been showing explosive growth since 2012." Some analysts pointed out. 
 "it will maintain a fairly high growth rate for a certain period of time." Zhang Qing pointed out that from upstream product development and manufacturing to downstream retail to experience, club formation... To some extent, Decathlon is a bit like the vertical integration mode in retail format.