迪卡侬实体店为什么没被电商打垮？还越活越新鲜！服装品牌都要学习
Why Decathlon Physical Stores are expanded rapidly and not beated down by on-line Business? Apparel Brands have to learn from which.
先看一则报道，才能形成对比。据界面报道，《全球最大玩具零售商反斗城面临破产》，详细内容如下：成立将近70年的全球最大玩具零售商玩具反斗城（Toys R Us）正面临所有老牌零售商都遇到的危机：人们越来越多的开始在线上购物，数码产品和电子游戏也在抢走小朋友们花在传统玩具上的时间
据界面记者走访了解，仅在今年年内，玩具反斗城位于北京凯德mall太阳宫和上海港汇恒隆的门店就已经关闭。根据美国媒体CNBC援引知情人士称，玩具反斗城已聘请法律顾问，帮助其重组2018年将要到期的约4亿美元债务，其中包括考虑申请破产保护的可能性。
Let us see a report first: THE LAGEST GOY RETAILER WOULD GO BANKRUPTCY。The near 70 years history toy retailer TOYS R US is facing with the risk which most of historic brands are in the same position. People is now going on-line shopping more and more. E-game and IT products are occupying the time before kids used spending on traditional toys.
The news indicated that two of biggest TOYS R US stores are closed in Beijing and Shanghai in the past 2017. As someone of CNBC said: Toys R Us already hired lawyer to help it to restructure its 0.4 billion USD debt, maybe will ask for the possibility of bankruptcy protection.
2015年玩具反斗城亏损1.3亿美元，2016年亏损继续，数额达3600万美元。今年年初，玩具反斗城已裁撤了10%-15%的公司员工。但6月公布的最新财报显示，2017第一财季继续亏损1.64亿美元，同店销售额下降了4.1%。
早在2014年，美国《国家房地产投资杂志》评选当年“10大可能消失的连锁企业”，玩具反斗城便赫然在列。当时，玩具反斗城的长期负债已达50亿美元。去年玩具反斗城也曾聘请投资银行Lazard成功重组部分债务，但因为销量的持续下滑以及零售业大环境的萎靡，新的融资变得非常困难。
Toy R Us did loss 0.13 billion USD in 2015, and 36 million in 2016. In the begin of 2017, it dismissed 10-15% employees. But Toy R Us still lossed 0.164 Billion USD in the first season. Its sales volume come down 4.1% in it stores.
It is early in 2014, The US National Journal of real estate investment selected 10 largest Chian-businee which will possibly closed. Toy R Us is obviously among them. At that time, Toy R Us had a debt of 5 billion USD. Last year, the invest Bank Lazard was invited by Toy R Us to restructure its part of debt, but because the bad situation of marketing down and retail environment shrank, it it very difficult for financing.
体验式零售正在兴起。新建成的购物中心中儿童业态的比例已从四五年前的2-3%上涨到现在的超过15%。其中发展最快的儿童业态一是以蹦蹦床、室内乐园为代表的儿童游乐，二是以孩子王、红孩子为代表的母婴集合店。
但相较而言，儿童玩具的同质化严重，准入门槛不高，直接从线上买价格又便宜很多，做独立门店的难度比较大。以同属于传统零售的服装为例，儿童服装已在近年出现了集合店和多元化的趋势，比如孩子王、红孩子等品牌。近几年儿童品牌出现太多了，肯定会对它产生影响。
Personal experiencing is becoming popular in retail industry. Kids Playing Center is increaing from 2-3% to over 15% in new mall buildings from 4-5 years before to now. Kids can play in the experiencing playground first then got something they want back.
Comparing with Toy Retail Store, most of them at a same level and easy to run a store. The price at on-line E-stroe is cheaper, so running single toy tetail stores is becoming harder and harder, as well as in the traditional fashion clothes shops including kids clothes shops.
此外，跟购物中心其他门店越来越快的形象升级比起来，传统玩具店的形象迭代实在太慢了。“店面拥挤”、“服务态度差”也成为“价格昂贵”之外，玩具反斗城在大众点评上得到最多的负面评价。
以上这些，就是为什么玩具反斗城实体店开不下去的原因。
Also, traditional toy stores like Toy R Us slowed a long distances after other sotres in Mall Center on the store decortion and image. Customers complained them bad service, narrow shop area, expensive goods, Toy R Us got the most.
That is why Toy R Us physical stores can not running continually.
下面我们看一个正能量案例——《电商为什么打不垮迪卡侬实体店?》，两者对照，高下立现！
Let us see a positive example - Why On-line E-store can not beat Decathlon down? There must be something we can learn from.
在实体店低迷、电商横行的当下，法国运动零售商迪卡侬的全球营收却连年上涨，去年录得100亿欧元的营收，增长12%。其中，中国市场的增长为全球业绩上涨做出了很大贡献。
Currently, physical stores business going down, on-line E-stores are growing rapidly. Decathlon physical stores are getting a fast income in the last few years. Decathlon got 10 billion EURO business volume in last year, had a 12% increase which China market did a great contribution.
去年，迪卡侬在全球新增了164个实体门店，目前总共拥有1176个门店。从数据上看，法国依然是迪卡侬最大的零售市场，全国共有300多个门店，而中国是第二大市场，共有230个门店，三年内店铺数翻了一番。
Last year, Decathlon opened 164 phisical stores and has now opened 1176 stores totally running in the world. Its marketing date showed that France is still Decathlon's largest market. There are over 300 stores in Fance. China is Decathlon's second market. There are now 230 stores in China, had a double times in three years in China.
迪卡侬大中华区总裁张玥透露，目前中国地区线上销量占总销量不到10%，也就是说，不论发展重心还是实际销量都还是集中在线下。“线下体验是根基，线上是驱动。新零售真正的市场在线下实体店。”
Mr. Zhang Yue, The President of Greater China Area of Decathlon said: In currently, the On-line sale volume is only 10% of total sale volume in Decathlon in China. Exactly our business attention point is still on the phisical store. Physical Stores are our basic, on-line saling is just a drive power. The real market of new retail business is still in physical stores.
1. 用低价打造爆款
Low prices creat best sellers.
虽然来自奢侈品云集的法国，但迪卡侬实在是一股低价清流。
Frence is a luxery brands agglomeration country where Decathlon come from but bring a low price stream.
1976年，迪卡侬在法国里尔附近的小村庄恩洛斯成立。成立伊始，迪卡侬就明确了市场定位：在同一个商场内，为所有的运动者——从初学者到专业人员，提供价格最低的运动产品。
Decathlon was found in a small town in France in 1974, from the very beginning, Decathlon carried out its makret positioning, supplying for all players the lowest products, from leaners to professional players.
由于它面向大众市场而非品牌市场，因此，与大品牌、高价格的消费理念不同，在迪卡侬商场里，消费者最大的感受是价格便宜。而且，便宜得惊人——29元的双肩包，30多元的速干T恤，100多元的跑步鞋……
Decathlon faces the mass market but the brands market. So there is a different experience from other shops that you are feeling in cheaper goods even unbelievable cheap when consumers shopping in Dechthlon supper markets. 29CNY/backpack, 30CNY/T-shirt, 100CNY/run shoes!
此外，迪卡侬商场里还有一种蓝色商品，价格比市面上的同类产品至少低20%。这类商品虽然毛利率低，但库存周转率高。它们要么是迪卡侬推荐的高性价比的入门级产品，要么是每种级别里价格最优惠的商品；同时摆放在商场最显眼的位置，用薄利的商品吸引客流量，既有形象价值，又有经济价值。
And the blue products are at a price lower 20% than most similar in market. Although there is lower gross profit among Decathlon products, but it has a huge sales volume. Decathlon always puts its best cost performance products in position where are easily eye appeal in the shop.
这种便宜又与淘宝、山寨货不同，迪卡侬的便宜能让顾客觉得物美价廉。
Consumers feeling Decathlon products high quality and inexpensive.
2010年，迪卡侬曾推出过一款售价49元的抓绒衣，面料密度高达200克。抓绒密度越高意味着保暖性越好，而当时市面上同一价位的产品密度都低于200克；这款抓绒衣被“驴友”称为“神衣”，连续几年都是热销产品，市面上千元以内的产品，几乎都不能与之抗衡。
Decathlon launched a 49CNY jacket in 2010, its fabric density reaches 200g, most similar jackets in market are lower than 200g. More fabric density means warmer. In the next years, this jacket has been a hot selling, most similar jackets within price of 1000CNY, can not compete it.
2014年推出的一款售价29元的Quechua双肩背包也意外走红，从学生到跳广场舞的中国大妈都在背，成了老少皆宜的“街包”。
Decathlon launched a 29CNY red backpack in 2014, it also became a popular in China, whatever students or Chinese square dancing Aunts, want buy one. This bag becomes a street bag in most cities in China.
2. 把性价比做到极致
Perfection in Cost performance
一直以来，低价都是迪卡侬的生存战略，而仅靠低价，迪卡侬是斗不过山寨和淘宝的。对迪卡侬来说，低价不等于劣质，它真正关注的不是短期利益，而是如何为用户提供物美价廉、有竞争力的商品。
Lower price is Decathlon's strategy, but only being lower price can not beat fake products and Taobao on-line store. In Decathlon, low price not mean poor quality. Decathlon not focus on short benefit. Decathlon dedicating how can provide consumer best quality products at a economic price, the competitive products.
如何将性价比发挥到极致？迪卡侬有几招可供实体店借鉴学习。
How Decathlon got the best cost performance, there are few point in its local stones.
第一招：摒弃包装
No. 1 without package
包装的美学情境是营销消费者产品评价的重要因素。许多商家往往认为，包装越精美，越便于提高商品价格，商业销售也越旺，比如情人节的玫瑰和中秋节的月饼。
Some businesses think the best packing means the best products. Fine package will bring the best selling. Such as roses in Valentine's day, or moon cake in mid-autumn festival.
迪卡侬却反其道而行之。为了最大限度节约成本，迪卡侬的许多商品是没有外包装的。比如，在生产定制时，就取消了鞋盒生产，因此，在迪卡侬购买鞋子是没有鞋盒的。尽管这一点被很多中国消费者吐槽，但迪卡侬并不为之所动，依旧“我行我素”。
Decathlon dose not follow up this way. To save the cost, many Decathlon products have no packing. Such as shoes, no carton box from the production process. Although lots of consumer complained that. Decathlon does not change.
第二招：没有中间商赚差价
No. 2 No Intermediary Business
迪卡侬集设计、研发、生产、物流、品牌和零售于一体，这种经营模式使其省去了许多中间商的费用，也是其实现产品低价高销的核心。
Decathlon take design, R&D, producing, logistics, brands developing, retail, all the process it own itself. This is the key to ensure the products at a low cost/price and huge sales.
起初，迪卡侬也只是一个简单的代理商，但随着自身零售能力不断增强，问题也越来越多——品牌商在价格或者供应方面的配合很难协调一致。为了摆脱产业链上游的制约，迪卡侬决定向上游品牌和研发领域进军。
Decathlon was also a agent retailer in its very beginning. Problems increased rapidly through Decathlon retail increasing. To avoid the limitation in the upstream industry, Decathlon decided going to work in brand development and products R&D.
1986年，迪卡侬开始尝试生产体育用品，并逐渐从代理商转变为同时生产自己品牌的公司。为了配合这一转变，迪卡侬又开始在全球范围内进行生产布局和资源整合。分别在泰国、韩国、中国、意大利和西班牙等国家设立国际采购分公司。至今，生产网络已经遍布去全球18个国家
In 1986, Decathlon was trying production of sporting goods. From agent retailer becoming a manufacturer with the brand owner gradually. To meet this conversion, Decathlon started set up supplier chain in the global. Built purchasing branches in Thailand, China, Italy, Span and etc. Decathlon has expanded its manufacturer supplier over 18 countries in the world so far.
第三招：全力创新自有品牌
No. 3 Totally Dedicated brands Decathlon owns.
迪卡侬的产品覆盖面极广泛，从目前的运动用品商店来看，可谓首屈一指。
出于优化产业链和控制成本的考虑，迪卡侬为消费者提供全品类覆盖的服务，不仅种类丰富，而且范围广阔。除了常见的运动产品，如游泳、球类、健身和户外等产品，迪卡侬还提供马术、冲浪、潜水和高尔夫等小众运动产品。
Decathlon has a fully sporting production range. In current situation, maybe it is No one.
With purpose of optimizing supply chain and and cost controlling, Decathlon provide consumers almost everything relevant with sporting and outdoor, It is rich in various and broad. Except general sporting products such as swimming, ball games, fitness and outdoor, it also provide such as horsemanship, surfing, diving, and golf which belong un-popular sporting production.
迪卡侬90%的产品都来自其旗下自有的运动品牌，这些品牌超过20个。为了保证每一个品牌都能够更加实用、舒适和使用方便，每个品牌背后都有一个专业的研发团队。而这些团队基地往往选在自然条件最适合该项运动的场所，保持着与消费者的直接接触。
Production Innovation
90% products of Decathlon selling under its own brands which almost over 20. There is a special R&D team does back up each brand to ensure the brand's products to be more practical, comfortable and convenient usable function. The teams do the R&D works usually being the most natural location where can meet the kind of game playing totally, keep in directly touch with consumers.
2005年，迪卡侬推出一款2秒快速打开的帐篷，一上市，便迅速成为热销产品，并获得当年的创新大奖。实际上，这款帐篷经过了18个月的反复测试才研究成功，它的研发就是在大自然的环境中进行的。为了更贴近和了解自然环境，迪卡侬将研发中心设在勃朗峰的脚下，研发成员也都是技术高超的登山运动者，他们真正热爱高山，并知道如何与之融为一体。
In 2005, Decathlon developed a fast opening tent which can open in 2 seconds. It once became a hot-sale product since it was launched. Actually this tent has been a long period of testing for over 18 months before it is launched. The R&D work of this tent was being a natural environment. To close and realize the natural environment throughly, Decathlon set its R&D center beside the Everest. All the members of R&D are mountain climbers. They love this game and know how to work with.
第四招：不找明星代言，不涉足体育赞助
No 4. Not pay stardom for advertising, no sponsorship for sports.
和Nike、Adidas、UA等妖艳贱货不同，迪卡侬从不请明星代言，也不涉足体育赛事。
It is difference from Nike, Adidas, UA such brilliant brands, Decathlon never pay stardom for advertising and no sponsorship for sports.
据悉，迪卡侬每年的宣传费用严格控制在营业额的1%，几乎没有广告宣传，全屏口碑相传。
It to be said that Decathlon strictly limited its advertising cost under 1% of total business volume. There is no advertising in Decathlon, but relied on consumer's talking each other about the products and experience.
在近两年火爆荧屏的《爸爸去哪儿》节目中，迪卡侬产品频繁曝光。实际上，迪卡侬从未与该节目有过公关交流，节目中明星们穿戴甚至拍摄组用到的装备都是自行采购的。
The recent famous TV show WHERE IS THE DAD GOING, there are so many Decathlon productions to be showing in this program. But, actually, Decathlon has never touched with this program, all the gears the stars wore were decided and purchased from Decathlon by themselves.
这与其产品超高的性价比也有着密不可分的关系，尽可能的减少非生产造成的经费消耗才能更进一步的控制成本。好的口碑传播就是无形之中最好的广告宣传。
The big reason for this situation would be the perfect Cost-performance which being in Decathlon products. To decrease the un-production expense is a better way to reduce the cost. Consumer's good words is the best advertising.
清楚自己的核心竞争力在哪里，并将它坚持到底，这便是迪卡侬的生存之道。在众多商家试图提价、努力挣扎着摆脱低价的形象往中高端走、挖空心思希望多赚钱的时候，迪卡侬从一开始就认定了“群众路线”，走大众消费这条路，用高性价比的产品牢牢抓住了实用主义至上的消费者的需求。
Make clear the core-competitiveness itself, and keep on going, this is Decathlon key business word. When most businesses are trying to rise their price, going up to middle and top levels, struggling out of low value production to make more money, Decathlon focus on the general people consumers, caught the consumers who believe the practical with the high Cost-performance products.
3. 深度体验式营销
Deep Customer Experiencing Marketing
除了性价比，迪卡侬另一个特点则是深度体验式营销。
Except the Cost-performance, another characteristic in Decathlon is Customer Depth Experiencing Marketing.
这一点和宜家有异曲同工之处。如果说宜家是每个人的客厅和卧室，那么，迪卡侬就是每个人的运动场和健身房。
This marketing would be similar with IKEA, if say IKEA is everyone's bedroom and kitchen, then say Decathlon is everyone's playground.
在平均4000平米的迪卡侬卖场里，平均陈列着60多项运动种类、超过35000种运动产品。这些产品按照顾客的购物习惯和运动类别分为11个区域，从初学者入门级产品到职业运动员的专业商品一应俱全。
There are 60 sorts of products which over 3500 kinds of products in each of the average 4000 squre meter Decathlon store. The products are settled on to 11 areas according consumers' habit and the sport kinds. The products cover most kides of sports which frome the beginner to professional player.
而它的商品陈列实际上是为运动体验服务的，卖场里设有篮球场、5人足球场和羽毛球场等体验区，迪卡侬鼓励所有人都来体验它的产品。店员的工作也并不是推销产品，而是训练和陪玩。比如，在轮滑区，有大块空地是试滑区，为了方便初学者，四周设立了栏杆；轮滑鞋、头盔和全套护具都可以穿戴上身。
The commodity display of Decathlon is actually for consumers's experiece. There are basketbal court, 5 people football field, badminton cour and ect. Decathlon encourage all the visitors to play expericnce with its products. The clerks are not peddling, but trainning and playing with sonsumers. For example, there are big field in roller skating areas where surrounded safety railing, people can wear all gears on an play in the field.
体验带来的损耗率往往让传统卖场头疼，但迪卡侬认为这也是生意的一部分。这种深度体验的模式，不仅能让顾客更直观地感受、接触到产品，同时也能激发顾客对某项运动的奇妙兴趣，从而产生购物欲望。
Usually, there will be so much products loss through the consumers playing in the store, but Decathlon does not care and think that it should be a part of its business. This deep experience model which atttacts people to feel, touchs Decathlon's products and arouses consume's most interesting in related sport, then wants shopping.
综上研究，不难发现，在电商横行的当下，迪卡侬持续保持着实体店的吸引力，用独特的低价、压缩供应链成本和体验式卖场等手段来顺应时代的发展，并获得了一大批忠实消费者的青睐。
With the research above, there is no doubt that Decathon is still being the leader of physical store in the current on-line store prosperous. Decathlong attracts consumers with unique low price, save cost of supplying, experiencing marketing, and got lots of loyal consumers who have a stronge feith on Decathlon.
来源：牛顿商学院、界面、环球纺机 编辑：文帅
From: Newton Business institution，Vision, Global Textiel Machinery Editor: Wen Shuai
