迪卡儂公司簡(jiǎn)介
迪卡儂是一家集運(yùn)動(dòng)用品研發(fā)、設(shè)計(jì)、品牌、生產(chǎn)、物流及銷(xiāo)售為一體的全產(chǎn)業(yè)鏈集團(tuán)公司。集團(tuán)由Michel LECLERCQ先生于1976年在法國(guó)創(chuàng)立，截止于2019年底已于全球迪卡儂于6大洲，57個(gè)國(guó)家和地區(qū)開(kāi)設(shè)1647家門(mén)店，團(tuán)隊(duì)人數(shù)近9萬(wàn)名。
迪卡儂集團(tuán)擁有法國(guó)第二大的產(chǎn)品設(shè)計(jì)和研發(fā)中心，每年推出3000種以上新產(chǎn)品，自有品牌數(shù)量超過(guò)30個(gè)，產(chǎn)品覆蓋山地運(yùn)動(dòng), 水上運(yùn)動(dòng), 自行車(chē)輪滑滑板運(yùn)動(dòng), 球拍類(lèi)和高爾夫運(yùn)動(dòng), 健身運(yùn)動(dòng), 自然運(yùn)動(dòng)和團(tuán)隊(duì)運(yùn)動(dòng)等幾乎所有大眾運(yùn)動(dòng)。商場(chǎng)內(nèi)自有品牌產(chǎn)品占比超過(guò)85%。集團(tuán)生產(chǎn)線遍布全球21個(gè)國(guó)家或地區(qū)，其中超過(guò)40%的產(chǎn)品來(lái)自于中國(guó)。
作為零售商迪卡儂的概念是將所有的運(yùn)動(dòng)產(chǎn)品匯聚一地。提供超過(guò)80個(gè)運(yùn)動(dòng)項(xiàng)目的運(yùn)動(dòng)產(chǎn)品，所有產(chǎn)品根據(jù)運(yùn)動(dòng)類(lèi)型進(jìn)行分類(lèi).。我們的商場(chǎng)面積由2000至12000平方米，平均每家商場(chǎng)擁有35000件產(chǎn)品。體驗(yàn)式購(gòu)物，自助式選擇讓迪卡儂成為新型運(yùn)動(dòng)零售業(yè)態(tài)的引導(dǎo)者。
迪卡儂于1989年進(jìn)入中國(guó)開(kāi)始進(jìn)行采購(gòu)和生產(chǎn)運(yùn)動(dòng)產(chǎn)品的業(yè)務(wù)往來(lái)。至今公司已經(jīng)在全國(guó)建立4個(gè)自有工廠，10個(gè)工業(yè)采購(gòu)辦公室，39個(gè)工業(yè)駐場(chǎng)辦公室。
2003年集團(tuán)確立把在中國(guó)發(fā)展運(yùn)動(dòng)用品零售業(yè)務(wù)作為集團(tuán)未來(lái)十年的首要戰(zhàn)略并將其亞洲區(qū)辦公室包括生產(chǎn)和零售從香港遷來(lái)上海。迪卡儂首家概念商場(chǎng)于2003年11月在上海浦東新區(qū)正式開(kāi)業(yè)。截止2019年12月31日，迪卡儂在中國(guó)擁有308家商場(chǎng)實(shí)體店，遍布全國(guó)約116個(gè)城市。集團(tuán)2009年起步的電子商務(wù)業(yè)務(wù)發(fā)展迅速，顧客覆蓋約400個(gè)城市。
迪卡儂是中國(guó)最好的“全民運(yùn)動(dòng)”的響應(yīng)者及實(shí)踐人，擁有極具雄偉的在華長(zhǎng)期持續(xù)拓展計(jì)劃。迪卡儂的企業(yè)文化獨(dú)具一幟，公司招聘活力、有責(zé)任感的體育運(yùn)動(dòng)愛(ài)好者，人性化管理使得員工的職業(yè)生涯可以與公司共同成長(zhǎng)這一理念深受廣大員工的認(rèn)同。公司具有國(guó)際化的氛圍，國(guó)際團(tuán)隊(duì)共同工作，員工有更多機(jī)會(huì)在國(guó)際間交流。迪卡儂人亦是優(yōu)秀的企業(yè)社會(huì)公民，積極為環(huán)境保護(hù)、可持續(xù)發(fā)展的探索和發(fā)展做貢獻(xiàn)，讓最廣泛的大眾同享運(yùn)動(dòng)樂(lè)趣。
The Brief Introduction of Decathlon
Decathlon group is a company possesses the whole industrial chains of sport products with develop & design, self-owned brands, retail, logistics and production. Decathlon was founded by Michel LECLERCQ in 1976, in France. By the end of 2019, 1647 stores had been opened in 57 countries and regions. Nowadays, Decathlon has been the biggest mass sport company in Europe.
Decathlon develop & design center ranked No.2 in France. Each year it releases more than 3,000 new products of over 20 passion brands. We provide a wide range of sports including Mountain Sports, Water sports, Cycling, Roller sports, Tennis, Table Tennis, Golf, Fitness, Team sports and so on. Globally, 85% of products sold in Decathlon are from self-owned brands. Decathlon production locate in more than 20 countries and regions in the world. China production shares over 40% of global production.
Decathlon is also a retailer in mass sports market, to make all sports under one roof. For Decathlon offline stores, selling area size from 2000 to 12000 m2, which contains more than 80 sports and 35,000 items. Decathlon becomes the leader of neo-pattern sport retailor with its experiential shopping experience and self-helped purchase service.
Decathlon started its story with China in 1989, began the business with production and supply chain management. Till now, we have 39 industrial resident office in cities such as Shanghai, Guangzhou, Tianjin, Wuhan etc.
In 2003, Decathlon group set the key strategy that China is the most important market in the world, and moved the Asian office from Hong Kong to Shanghai. In November 2003, the first decathlon concept store of Asia opened in Pudong district, Shanghai. Till December 2019, there are 308 Decathlon stores in 116 cities in China. With the fast development of Decathlon E-commerce, which started since 2009, sports users in more than 400 cities can enjoy our products and service.
Decathlon is the best follower and practitioner of national mass sports strategy. We recruit sports lovers with vitality and responsibility as teammates. With unique corporate culture and liberating management, people in Decathlon feel satisfied and confident in both personal and corporate development. As a multinational firm, Decathlon shares an international working environment and offer chances and platform for globally exchange. Meanwhile, as one of excellent citizens, Decathlonians focus on environment protection, sustainable development, and continuously contributes to make more people enjoy the happiness of mass sports.
迪卡儂全產(chǎn)業(yè)鏈介紹
迪卡儂來(lái)自歐洲，是全球領(lǐng)先的體育用品零售集團(tuán)，定位大眾運(yùn)動(dòng)市場(chǎng)，為運(yùn)動(dòng)大眾提供高性?xún)r(jià)比的運(yùn)動(dòng)產(chǎn)品及服務(wù)，倡導(dǎo)讓最廣泛的大眾共享運(yùn)動(dòng)歡益。迪卡儂涵蓋超過(guò)80種運(yùn)動(dòng)項(xiàng)目，豐富的產(chǎn)品線，能滿(mǎn)足從初學(xué)者到專(zhuān)業(yè)運(yùn)動(dòng)愛(ài)好者的運(yùn)動(dòng)需求，通過(guò)集運(yùn)動(dòng)用品設(shè)計(jì)、研發(fā)、生產(chǎn)、物流、品牌、零售于一體，以創(chuàng)新的理念和全產(chǎn)業(yè)鏈經(jīng)營(yíng)模式確保親民的定位、高性?xún)r(jià)比的產(chǎn)品，受到各地顧客的喜愛(ài)和認(rèn)可。
迪卡儂的全產(chǎn)業(yè)鏈包含以下幾點(diǎn)：
研發(fā)設(shè)計(jì)
迪卡儂擁有歐洲第二大研發(fā)中心，研發(fā)中心有來(lái)自不同國(guó)家的50個(gè)研究院和530多位工程師，通過(guò)研究人體在運(yùn)動(dòng)過(guò)程中產(chǎn)生的反應(yīng)以及人體與產(chǎn)品的互動(dòng)，協(xié)助品牌團(tuán)隊(duì)開(kāi)發(fā)出能帶來(lái)更佳運(yùn)動(dòng)體驗(yàn)的產(chǎn)品，從產(chǎn)品安全、實(shí)用、運(yùn)動(dòng)體驗(yàn)等多方面提高用戶(hù)體驗(yàn)。
除了不斷研發(fā)新產(chǎn)品，研發(fā)團(tuán)隊(duì)還一直保持對(duì)已有產(chǎn)品技術(shù)的改進(jìn)優(yōu)化，只為不斷提升運(yùn)動(dòng)體驗(yàn)，讓更多使用者在運(yùn)動(dòng)中得到更好的體驗(yàn)，享受運(yùn)動(dòng)帶來(lái)的歡益。
迪卡儂堅(jiān)持運(yùn)動(dòng)產(chǎn)品研發(fā)要貼近運(yùn)動(dòng)者，研發(fā)中心都設(shè)在運(yùn)動(dòng)熱門(mén)地區(qū)，比如戶(hù)外山地運(yùn)動(dòng)研發(fā)中心設(shè)在歐洲勃朗峰山下，這樣做有益于運(yùn)動(dòng)研發(fā)時(shí)更好地傾聽(tīng)用戶(hù)的反饋，及時(shí)根據(jù)用戶(hù)體驗(yàn)進(jìn)行改進(jìn)，從初期設(shè)計(jì)到產(chǎn)品測(cè)試都更為高效精準(zhǔn)。
自有物流
迪卡儂擁有自有物流渠道，在全球共有58個(gè)倉(cāng)庫(kù)，6600名員工，每年出口113000個(gè)集裝箱，運(yùn)輸約1.2億件產(chǎn)品。迪卡儂在中國(guó)共有4個(gè)物流中心，分別位于花橋、燕郊、東莞、武漢，物流中心總面積超過(guò)350000平方米，團(tuán)隊(duì)人數(shù)超過(guò)1500人 。值得一提的是，迪卡儂的物流中心，也是和商場(chǎng)一樣按運(yùn)動(dòng)品牌劃分部門(mén)進(jìn)行配送，并且配有運(yùn)動(dòng)場(chǎng)所供所有物流員工及周?chē)\(yùn)動(dòng)愛(ài)好者做運(yùn)動(dòng)。
2017年10月，一輛由迪卡儂集團(tuán)定制的“中歐專(zhuān)列”，從中國(guó)武漢出發(fā)，沿著中國(guó)與“一帶一路”國(guó)家貿(mào)易往來(lái)的重要通道，開(kāi)往法國(guó)北部杜爾日港口。相比海運(yùn)時(shí)間的30+天，鐵路專(zhuān)列所需運(yùn)輸時(shí)間僅為16-18天，節(jié)約用時(shí)1/2，專(zhuān)列的二氧化碳排放量同比海運(yùn)降低36%，大幅度降低了總能耗。
生產(chǎn)采購(gòu)
迪卡儂在全球30個(gè)國(guó)家和地區(qū)有生產(chǎn)采購(gòu)中心，超過(guò)50%采購(gòu)份額來(lái)自于北亞。中國(guó)生產(chǎn)采購(gòu)占集團(tuán)40%。在中國(guó)銷(xiāo)售的產(chǎn)品中，94.2%在中國(guó)生產(chǎn)，迪卡儂的目標(biāo)是將這一數(shù)字提升至100%。
品牌
迪卡儂在1976年創(chuàng)立時(shí)，采用的是邀請(qǐng)品牌入駐的方式進(jìn)行零售，十年后迪卡儂決定發(fā)展生產(chǎn)業(yè)務(wù)。到1997年，迪卡儂創(chuàng)立了第一批自主品牌，即Tribord水上運(yùn)動(dòng)品牌和Quechua戶(hù)外山地運(yùn)動(dòng)品牌。85%迪卡儂的產(chǎn)品為自有品牌，提供超過(guò)80項(xiàng)運(yùn)動(dòng)，產(chǎn)品線能滿(mǎn)足從入門(mén)者到高級(jí)運(yùn)動(dòng)愛(ài)好者的運(yùn)動(dòng)需求。
零售
迪卡儂從2003年開(kāi)始在華零售業(yè)務(wù)，至2019年12月遍布全國(guó)116座城市開(kāi)設(shè)超過(guò)308家商場(chǎng)，線上業(yè)務(wù)為超過(guò)400個(gè)城市的用戶(hù)提供產(chǎn)品和服務(wù)。
迪卡儂專(zhuān)注大眾體育市場(chǎng)，將所有運(yùn)動(dòng)匯聚于同一屋檐下。商場(chǎng)提供超過(guò)80項(xiàng)的運(yùn)動(dòng)種類(lèi)、全面的產(chǎn)品線、創(chuàng)新的產(chǎn)品和高性?xún)r(jià)比的價(jià)格。同時(shí)商場(chǎng)設(shè)有免費(fèi)運(yùn)動(dòng)場(chǎng)和運(yùn)動(dòng)俱樂(lè)部，并且每年會(huì)組織8到30次運(yùn)動(dòng)主題活動(dòng)，以此鼓勵(lì)顧客試用產(chǎn)品和嘗試新的運(yùn)動(dòng)。
在經(jīng)營(yíng)上迪卡儂全部直營(yíng)，從最初的三種發(fā)展模式突破到目前的八種，分別是買(mǎi)地自建、定制物業(yè)購(gòu)買(mǎi)、定制物業(yè)租賃、主力店租賃、主力店購(gòu)買(mǎi)、體育社區(qū)、購(gòu)物中心、和Nano模式。在中國(guó)，迪卡儂為了使運(yùn)動(dòng)變得觸手可及，讓最廣泛的大眾共享運(yùn)動(dòng)歡益，結(jié)合購(gòu)物的消費(fèi)習(xí)慣，創(chuàng)造了Click & Collect模式。
迪卡儂之所以能夠在保證品質(zhì)的同時(shí)達(dá)到高性?xún)r(jià)比，其全產(chǎn)業(yè)鏈模式起到了關(guān)鍵作用。當(dāng)設(shè)計(jì)師有了創(chuàng)意，研發(fā)中心的相關(guān)部門(mén)會(huì)從產(chǎn)品技術(shù)、人體運(yùn)動(dòng)學(xué)與人體工程學(xué)等角度出發(fā)進(jìn)行考量，讓創(chuàng)意具備可行性之后，通過(guò)全球采購(gòu)的模式進(jìn)行規(guī)模化生產(chǎn)，通過(guò)自有物流系統(tǒng)輸送產(chǎn)品，最終進(jìn)入庫(kù)存儲(chǔ)備，投入線上或線下的零售環(huán)節(jié)。
迪卡儂是集產(chǎn)品研發(fā)、設(shè)計(jì)、生產(chǎn)、物流、品牌和零售于一體的全產(chǎn)業(yè)鏈集團(tuán)。中國(guó)現(xiàn)在是迪卡儂除總部法國(guó)之外，全球唯一一個(gè)全產(chǎn)業(yè)鏈各個(gè)環(huán)節(jié)都有布局的國(guó)家。
The Introduction of Decathlon’s Whole Industrial Chain
Decathlon is a sports goods group corporation from Europe, leading mass sports market all over the world. Decathlon directly posit in mass sports market. It provides best-value sports products and service to Chinese sports people, and continuously contributes to make sports accessible to all. In Decathlon, it has more than 80 sports. Its full range choices can meet different demands of sport mass from beginners to experts. Decathlon is a group corporation with research & design, brands, retailing, logistics and production departments which possesses a whole industrial chain in sport products. Through the concept of innovation and the whole industrial chain mode, Decathlon can make sure that customers can enjoy the best-value products, so it is popular among customers.
The whole industrial chain of Decathlon contains the following points:
Research & Design
Decathlon owns the second biggest research center in France, which contains 50 research institutions and more than 530 engineers from different countries. Through the study of reaction of human body in the sport movement and the interaction between body and product, they can help the brand team to develop the products that bring better sports experience. They can improve the user experiences in the product safety, practicality, sports experience, and many other aspects.
In addition to continuous research and development of new products, R&D team has also been to maintain the improvement and optimization of existing products, so that they can continue to enhance the sports experience, make more users get better sports experience and enjoy sports.
Decathlon insists that the research and development of sports products should be closed to the sportsmen, so the research centers are located in popular sports areas. For example, outdoor mountain sports R&D center is located in the Mont Blanc in Europe. It is useful for sports research and development to listen to the user’s feedback more effectively. According to users’experience, R&D team can improve in time, and make it efficient and accurate from the initial design to product testing.
Owned Logistics
Decathlon has its own logistic channels. It has 58 storages and 6,600 staff all over the world. Every year, it exports 113,000 containers and transports about 1.2 billion products. There are 4 Decathlon logistic centers in China, separately in Huaqiao, Yanjiao, Dongguan and Wuhan. The logistics storage area to 350,000㎡. And all of them are used for the Chinese market. It is worth mentioning that the logistics centers of Decathlon delivered goods by department divided in sports brand, just like stores. And there are also some sports area provided for the logistics employees and other sports lovers who want to do sports.
Production
Decathlon has production centers in 30 countries and regions all over the world. Nearly 50% production comes from North Asia. The production in China account 40% of the whole group company.
Among the products sold in China, 94.2% were produced in China, and Decathlon’s goal was to increase this figure to 100%.
Passion Brand
When Decathlon was founded in 1976, it adopted the approach of inviting other brands to settle in, but Decathlon decided to develop its own production business after ten years. By 1997, Decathlon had created own brands as Tribord (the brand of water sports) and Quechua (the brand of Outdoor mountain sports).
There are more than 20 passion brands in Decathlon. More than 85% of products in Decathlon globally are by passion brands. Decathlon provides more than 80 sports, and Decathlon production can meet different demands of sport mass from beginners to experts.
Retail
Decathlon began its retail business in China in 2003. It opened 294 stores in about 112 cities and provided online businesses with products and services for customers in about 400 cities by the end of 2018.
Decathlon focuses on the mass sports market, gathering all the sports in Decathlon stores. Decathlon store provides more than 80 sports with full range of products choice, innovative products and best prices to make sports accessible to the many. Besides, our stores have free sports clubs and playgrounds. Each store organizes 8 to 30 sports activities every year to encourage customers to try our products and new sports.
All the Decathlon stores are all direct-sale stores. The development models increased from original three categories to eight categories, separately are LUR, TAILORMADE(Property), BTS(Leasing), ANCHOR, MIX USE, SPORT PARK, sMall and NANO.
In China, to make sports accessible to the many and considering Chinese centripetal shopping habits, Decathlon created the Click & Collect pattern, which makes Decathlon become closer to sports users.
To always ensure the high quality of the products and provide best price, Decathlon’s whole industrial chain plays the key role. When designers have any creative ideas, the relevant departments of R&D will make consideration and discussion from the aspect of technology, kinesiology, and ergonomics. As soon as the idea becomes practicable, Decathlon will make mass-production by global purchasing pattern and transport products through its own logistics system to eventually store the products in repositories so that be ready for online and offline retail.
Decathlon group is a company possesses the whole industrial chains of sport products with research & design, production, logistics, owned brands and retailing. Now, China is the only overseas market owing the whole industrial chain except France.
迪卡儂全球發(fā)展
1976年，Michel Leclercq開(kāi)創(chuàng)了一種全新的自助式體育零售概念，第一家迪卡儂商場(chǎng)于法國(guó)恩洛斯誕生。
1986年，“迪卡儂工業(yè)采購(gòu)中心”誕生，不僅銷(xiāo)售產(chǎn)品，還設(shè)計(jì)和制造運(yùn)動(dòng)產(chǎn)品。
1989年，第一間國(guó)際生產(chǎn)辦公室也在亞洲建立。
2005年，迪卡儂基金會(huì)誕生，基金會(huì)項(xiàng)目《給她一輛自行車(chē)》正式啟動(dòng)。迪卡儂基金會(huì)為摩洛哥山區(qū)的女孩提供自行車(chē)、騎行教學(xué)及用以自行車(chē)維修保養(yǎng)的workshop，給了她們上學(xué)的機(jī)會(huì)。
2006年，迪卡儂電子商務(wù)團(tuán)隊(duì)在法國(guó)成立，和顧客的距離僅在指尖。
2014年，迪卡儂擁有注冊(cè)專(zhuān)利106項(xiàng)，合作開(kāi)發(fā)項(xiàng)目近200項(xiàng)。
截止至2019年底，作為大眾運(yùn)動(dòng)全產(chǎn)業(yè)鏈集團(tuán)，迪卡儂已招聘了來(lái)自93個(gè)不同國(guó)家的9萬(wàn)多名員工，全球1647家商場(chǎng)分布于57個(gè)國(guó)家與地區(qū)，提供超過(guò)80項(xiàng)運(yùn)動(dòng)類(lèi)別和35000個(gè)產(chǎn)品選擇，并且，迪卡儂的年銷(xiāo)售額已超124億歐元。
Decathlon Global Development
In 1976, Michel Leclercq created the first Decathlon mall with a new concept of self-service sports retail and in Enos, France.
In 1986, Decathlon Industrial Production Center was born, that means Decathlon does not only sell products, but also design and manufacture sports products.
In 1988, the first international production office was established in Asia.
In 2005, Decathlon Foundation was born. A Foundation project –offer her a bike– officially launched. Decathlon Foundation provided girls in Moroccan mountain with bicycles, riding classes and workshop for cycle maintenance in order to offer them opportunities to ride to school.
In 2006, Decathlon E-commerce team was established in France.
In 2014, Decathlon has 106 registered patents and nearly 200 joint development projects.
By the end of 2019, as a generated corporation in mass sports market, Decathlon has recruited more than 90,000 employees from 93 different countries. There are 1647 Decathlon stores in 57 countries and regions, providing more than 80 sports and 35,000 products items. Besides, Decathlon’s annual total has exceeded 12.4 billion Euros.
迪卡儂中國(guó)發(fā)展
1989年，迪卡儂進(jìn)入中國(guó)香港，發(fā)展生產(chǎn)和產(chǎn)品出口。
1994年，迪卡儂進(jìn)入廣州，開(kāi)設(shè)生產(chǎn)辦公室。
1998年，迪卡儂在上海莘莊的生產(chǎn)基地開(kāi)設(shè)第一家工廠直銷(xiāo)店，為迪卡儂商場(chǎng)在中國(guó)開(kāi)業(yè)做好準(zhǔn)備。
2003年，迪卡儂取得了商務(wù)部成立后的第一個(gè)外商獨(dú)資零售企業(yè)批復(fù)，開(kāi)始在華零售業(yè)務(wù)。 也是在這一年，迪卡儂將大中華區(qū)總部由香港遷至上海浦東。并于該年11月，在上海花木開(kāi)了大中華區(qū)第一家迪卡儂概念商場(chǎng)。
2009年，迪卡儂開(kāi)始開(kāi)展電子商務(wù)業(yè)務(wù)，發(fā)展迅速，線上平臺(tái)包括官網(wǎng)和迪卡儂天貓旗艦店，至今已為約400個(gè)城市的顧客提供了產(chǎn)品和服務(wù)。同年，迪卡儂中國(guó)開(kāi)啟自營(yíng)物流的發(fā)展，獨(dú)一無(wú)二的物流模式，與時(shí)間賽跑，把最好的產(chǎn)品以最快的速度陳列在用戶(hù)眼前。
2012年，臺(tái)灣第一家迪卡儂商場(chǎng)開(kāi)業(yè)。
2014年11月15日，迪卡儂中國(guó)的門(mén)店數(shù)量跨越100家。
2017年，迪卡儂在上海浦東開(kāi)設(shè)了第一家體驗(yàn)店，堅(jiān)持顧客對(duì)產(chǎn)品的深度體驗(yàn)。迪卡儂一直堅(jiān)持線上線下一體化經(jīng)營(yíng)，目前，中國(guó)是迪卡儂在全球發(fā)展最快的國(guó)家，并且一直持續(xù)增資。
截止至2019年年底，迪卡儂在中國(guó)超過(guò)110個(gè)城市開(kāi)設(shè)了超過(guò)300家門(mén)店，員工數(shù)量逾18000人。從單純的零售企業(yè)逐步擴(kuò)大為集設(shè)計(jì)，生產(chǎn)，物流，零售為一體的全產(chǎn)業(yè)鏈布局，以創(chuàng)新的理念和全產(chǎn)業(yè)鏈經(jīng)營(yíng)模式確保為最廣泛的大眾提供高性?xún)r(jià)比的產(chǎn)品。在生產(chǎn)方面，大中華區(qū)共開(kāi)設(shè)了39個(gè)駐場(chǎng)辦公室、10個(gè)工業(yè)采購(gòu)辦公室以及4個(gè)自有工廠，生產(chǎn)能夠滿(mǎn)足94.2%的本土零售量；在物流方面，迪卡儂于花橋（即昆山）、燕郊、東莞和武漢建立了物流中心，總面積超過(guò)380000平方米，逾1500名員工。
未來(lái)，迪卡儂在中國(guó)的商場(chǎng)會(huì)持續(xù)增多，并且通過(guò)線上線下一體化服務(wù)更多顧客；積極進(jìn)入更多城市，為當(dāng)?shù)厥忻駧?lái)豐富的大眾運(yùn)動(dòng)平臺(tái)和體驗(yàn)，讓更多人參與運(yùn)動(dòng)。
Decathlon in China
In 1989，Decathlon entered Hong Kong, China, started to developing production and exports.
In 1994, Decathlon entered Guangzhou, set up production office.
In 1998, Decathlon opened its first factory outlet based in Xinzhuang, Shanghai.
In 2003, Decathlon got the first approval as a wholly foreign-owned Enterprise to start the business in China after the establishment of the Ministry of Commerce. In this year, Decathlon China headquarters located to Pudong, Shanghai. In November, Decathlon opened its first concept store in Huamu, Shanghai.
In 2009, Decathlon began its E-commerce business. The online platform includes the official website of Decathlon and T-mall store. Decathlon’s E-commerce business had provided products and services to customers from 400 cities. In the same year, Decathlon China started to build its self-owned logistic, this unique model delivered the best products to the users with the fastest speed.
In 2012, Decathlon opened its first store in Taiwan.
In 2014, Decathlon China has opened 100th store.
In 2017, Decathlon opened the first experience store in Pudong, Shanghai. Decathlon insists to make customers experience the products deeply. Decathlon has always insisted on the integration of online and offline operations. At present, Decathlon grows fastest in China, and has continued to increase capital here.
By the end of 2018, Decathlon had opened over 294 stores in more than 112 cities, with the number of more than 18,000 employees. Decathlon gradually expanded to the whole industrial chain for design, production, logistics and retail from the simple retail enterprise, with innovative ideas and the whole industrial chain business model to ensure that the mass of the public can get best-value products. In terms of production, Decathlon China region has set up 39 resident offices, 10industrial production offices and 4 own factories, to produce 94.2% of the local retail sales. In terms of logistics, Decathlon has established logistic centers in Huaqiao, Yanjiao, Dongguan and Wuhan, with a total area of more than 380,000 square meters and over 1500 employees. the future, the number of Decathlon shopping malls in China will continue to increase and Decathlon will serve more customers through online and offline. Being active to step into more cities to bring a varied of sports platforms and experiences to the local people, so that more people can be involved in sports.
創(chuàng)新產(chǎn)品
ARPENAZ10背包介紹
這是一款由迪卡儂QUECHUA團(tuán)隊(duì)設(shè)計(jì)研發(fā)的戶(hù)外運(yùn)動(dòng)休閑雙肩背包，適合 10 歲及以上年齡的背包客，外觀簡(jiǎn)潔，性?xún)r(jià)比高，10年質(zhì)保。迪卡儂設(shè)計(jì)團(tuán)隊(duì)優(yōu)化生產(chǎn)工藝，采用單縫合技術(shù)，同時(shí)結(jié)合真實(shí)的運(yùn)動(dòng)場(chǎng)景如爬山，來(lái)反復(fù)監(jiān)測(cè)和確保產(chǎn)品的使用功能。除此以外，這款背包最大的特點(diǎn)就是耐損耗。測(cè)試團(tuán)隊(duì)對(duì)肩帶、拉鏈、縫合處以及面料均進(jìn)行了老化測(cè)試，其中接縫處抗撕扯測(cè)試周期達(dá)到了10000個(gè)，底部磨損750個(gè)周期，拉鏈20000個(gè)周期。嚴(yán)謹(jǐn)?shù)膶?shí)地加工廠測(cè)試，讓這款背包的使用壽命得以達(dá)到10年。
這款性能優(yōu)質(zhì)的戶(hù)外運(yùn)動(dòng)背包，在巴西的售價(jià)為8歐元，約等于人民幣58元，然而在中國(guó)的迪卡儂商店，卻只需要僅僅人民幣14.9元。這是因?yàn)橹袊?guó)是迪卡儂除法國(guó)外，唯一一個(gè)實(shí)現(xiàn)全產(chǎn)業(yè)鏈布局的國(guó)家。通過(guò)集設(shè)計(jì)、生產(chǎn)、物流、品牌、零售于一體的全產(chǎn)業(yè)鏈發(fā)展模式，迪卡儂得以最大程度地控制成本，為顧客提供高性?xún)r(jià)比的運(yùn)動(dòng)產(chǎn)品，實(shí)現(xiàn)其“讓運(yùn)動(dòng)觸手可及”的理念。
The Introduction of ARPENAZ10
This is an outdoor sports backpack designed by the Decathlon QUECHUA team, suitable for the backpackers of 10 years old and above. This backpack has simple appearance, best-value and 10-years quality guarantee. Decathlon design team optimized the manufacturing technique by using the single stitching technique. Besides, the real sports scene test such as climbing is also adopted in order to repeatedly monitor and ensure the high quality of the products. In addition, one of the most important features of this backpack is its quality of resisting wear and tear. The test team did aging tests of the shoulder straps, zippers, stitches and fabrics. Among the tests, the test cycle of tearing the seams reached 10,000, the wear test of the bottom reached 750 cycles and zipper’s reached 20,000 cycles. Precise field test and factory test help the service life of this backpack reach 10 years.
This high-quality outdoor sports backpack sells 8 Euros in Brazil, equal to about 58 CNY. But in Decathlon China stores, it only sells 14.9 CNY. This is because China is the only country that has achieved the whole industry chain except France. Thanks to the whole industrial chain development mode containing design, production, logistics, brand, and retail, Decathlon succeeds in minimizing the cost and provides customers with best-value products to finally realize the concept that “We make sports accessible for the many”.
