Brand background
From 65438 to 0976, the founder Michelle Lay leclerc founded Decathlon in France, which integrates the design, research and development, production, logistics, brand and retail of sporting goods and sells all sporting goods in one shopping mall. Now it is one of the top 500 brands in the world. It is the second largest French sports brand chain group in the world and the largest in Europe. Ikea, known as the sports world, covers more than 80 kinds of sports such as running, ball games, swimming, sailing, skiing, cycling, outdoor, equestrian and rock climbing.
Its price is extremely cheap, each category is 30%~50% lower than the average retail price in the market, including a pair of cotton shorts 50 yuan, an outdoor shoulder bag 20 yuan and a quick-drying T-shirt 20 yuan. Why is it as low as a terrible price?
Then let me explain it to you. First of all, Decathlon's shops are all over 500 square meters and equipped with sports venues (such as basketball courts), which means that it will open stores in remote areas of the city. Some shops used by Decathlon are stationed on the land purchased in the early days, so the cost of the house is low.
In addition, Decathlon has acquired many down-and-out European sports brands during its rapid expansion. In addition to the diversified product line covering all sports, it has also obtained a large number of sports product patents, making the production cost extremely low.
Finally, Decathlon's products are not packaged, and no spokespersons or advertisements are invited, which further reduces the cost.
Decathlon can maintain a high income level at a very low price, mainly due to its excellent products. Decathlon's products pursue the unity of design, quality and cost performance. Products of the same grade are generally cheaper than those made in China, and most of them are produced according to the standards of the European Union, ensuring the same quality in the world. In this rough and simple sales and product design, Decathlon has always been called "diaosi farmer".
However, good collocation is an important step to change the attributes of clothing, and sports are also valued by young people now. So how should trendy friends buy it?
For wearing, Decathlon's fashionable products are the basic T-shirts and pants, coats, fleece coats and outdoor bags that have always been respected by everyone.
Moreover, Decathlon's outdoor products are the main point of sale, so if you want to be a dress girl and a dress boy, you can harvest some single items in Decathlon.
Decathlon's jacket and down jacket, because the designs of these two categories tend to be similar, are the easiest high-grade clothing categories to wear.
Decathlon's polar fleece is better than Uniqlo's, but Decathlon's polar fleece will keep you warm better. Moreover, the color matching of polar fleece is gradually brightening, which is suitable for younger brothers and sisters.
Some people may think that Decathlon can't support mountains. After all, if products are cheap, mountain systems and tools look like "half brick porters". Of course, Decathlon's outdoor products are cost-effective, but on the other hand, they have higher requirements for body shape than designer brands, but after all, the price difference is several times.
Decathlon has its own sub-brand for each sport. I want to introduce some brands that I will mainly contact in the introduction to sports.
Kalenji (Fast Antelope Trail) is a sports brand dedicated to running under Decathlon Group, including running, track race, cross-country and jogging.
Quechua originally refers to brave people living in the Andes. Decathlon used it to name his mountain sports brand, which involves hiking, mountaineering, skiing or skateboarding.
FORCLAZ used to be a sub-brand of Quechua, focusing on reloading and hiking, but recently it has operated independently.
Wed'ze is Decathlon's ski brand.
Why do you suggest buying Decathlon equipment when you are working out?
First of all, getting started is enough, which belongs to the top level in the entry model. Every product of Decathlon has a high cost performance. Instead of studying sports equipment for a long time, it is better to buy a set and practice it first. After all, a set may not reach 200 yuan.
Secondly, professional sports team design and strict material patents are not available to many domestic sportswear brands. Starting to use Decathlon products is safer and more targeted for every sport.
Finally, Decathlon's products will have recommended styles in every sports field, which can not only prevent stepping on thunder, but also understand the equipment demands of this sport. For example, Decathlon's "Divine Clothes" in the mouth of sports enthusiasts has a fabric density of up to 200 grams, and its warmth is first-class, even worse than some first-line outdoor brands. At the same time, it is light and breathable, mainly only 50 yuan.
I have started with Decathlon shorts and T-shirts, and the purchase experience is very good, which is definitely a good choice.