1. Brand background and product range: Decathlon is a French sporting goods retailer founded by Michelle Lay Luck on 1976. Chain sporting goods stores are located in many countries around the world, including China. Decathlon provides a wealth of sporting goods and equipment, covering various sports categories, such as football, basketball, running, fitness and so on. It has several own brand product lines, which are divided into 20 brands with different names according to different sports categories. Decathlon has a wide range of products to meet the needs of beginners and professional athletes.

2. Positioning and cost performance: Decathlon is positioned as a mid-range brand in the market. It is famous for providing cost-effective products. Decathlon has achieved cost control and super competitiveness by mastering the whole industrial chain of sporting goods from design, production to sales. The product is relatively close to the people in price and maintains certain quality and performance. Decathlon focuses on providing consumers with affordable sportswear, equipment and creative sports products to meet the needs of sports enthusiasts.