Champion of innovation, model company, favorite brand of the French… The world leader in the distribution of sporting goods Decathlon is a hit and does not intend to stop there. In its sights, the giants Nike and Adidas. L’Express explores this exemplary success from all angles in a series of articles.
If Decathlon has become a source of French pride throughout our territory, its international resonance should not be underestimated. Established in 70 countries, the brand has carved out a place of choice abroad. France remains its priority, but behind it, China is in ambush. Its importance has continued to grow over the last two decades, to the point that it has established itself as the group’s second largest market in the world.
We have to go back to 1994 to trace the brand’s first steps in the country. That year, Decathlon began manufacturing some of its equipment on Chinese soil – this is still the case. Nine years later, it launched into distribution with the opening of its first store in Shanghai. The first in a long series of inaugurations. The company is now established in more than 100 cities in China via 200 physical stores – compared to 325 in France. It employs more than 13,000 people locally.
A design center opened in 2013
To stick as close as possible to the sporting practice of the Chinese – very keen on swimming, running and ping-pong, but also water sports -, it even opened its own design center in Shanghai in 2013. international team of experts, research and development professionals, designers and product engineers, bringing together several nationalities, develops innovations for the local market.
The latest: a simple camping tent for one-day camps only, a very popular practice in the country. The northern group has great ambitions: in 2020, China accounted for 10% of its turnover. By 2025, Decathlon intends to increase this share to 25%. All hopes are allowed. The sports industry should represent 4% of GDP by 2035, compared to less than 2% currently. A new store is due to open its doors soon in Shenzhen – one of the most populated cities in the country, where Decathlon already has… around ten stores.