Cadillon Layout Online Will Copy The Experience Mode To The Electricity Supplier.

Recently, Zhang Yue, President of Decathlon Greater China, and Zhang Jianfeng, President of Alibaba China retail business group, signed a strategic cooperation agreement at Decathlon Hangzhou Xixi shopping center.

It is understood that this cooperation means that Tmall becomes

Exclusive e-commerce partners.

Zhang Yue stressed that China is the most promising market for Chr (34) Chr (34), and Decathlon is willing to work hard to integrate online and offline businesses to build full channel retail.

Walk into any Decathlon store, you will find that you can not only tolerate any salesperson Chr (34) Chr (34) try out products in the store, but also get professional fitness guidance.

In the golf area of Decathlon flower store in Shanghai, customers can even get professional guidance from Laos former Golf national team, which makes the sense of offline experience very prominent and has become the biggest attraction of sales under Decathlon line.

Now, Decathlon online is also trying to do this.

Since last year, Decathlon has taken 50 fitness videos, covering most of its products and costumes. Its purpose is to help fitness enthusiasts get the Chr (34) professional advice Chr (34) of Decathlon fitness trainers at home.

It is clear that Decathlon does not want customers to define their own e-commerce as Chr (34) selling Chr (34), but to open up another experience space.

Experience with offline customers with experience

The difference is that customers can understand products more scientifically in pictures, videos and animations on the Internet. Decathlon is trying to get customers a consistent online and offline experience.

Another welfare that belongs to the Chinese market is that such video is a paid item in France and free in China.

Why did Decathlon, who originally earned money from the bottom line, earn so much attention to the electricity supplier? A background of this implication is that in 2015, Michel ABALLEA took office as the new global president and proposed the expectation of focusing global development on the Asian market.

Today, Decathlon has 120 stores in 53 cities, and it is expected to reach 180 by the end of 2015.

But for the huge Chinese market, this amount is obviously far from enough.

More importantly, when the current sports industry is the important force to promote the sustainable development of the economy and society, the sports industry in China has a total scale of over 5 trillion yuan by 2025. The sporting goods industry is growing rapidly because of its favorable policy. Decathlon obviously does not want to miss the opportunity to divide the cake.

At present, Decathlon's e-commerce business has covered more than 370 cities, while the number of cities covered by physical stores is 53. This has made a useful addition to some areas without shopping malls.

The radiant breadth and penetration speed must go faster than the physical store.

Moreover, Decathlon has more experience than people imagine in the business of e-commerce.

As early as 2009, when Decathlon had only more than 30 stores, it had already begun to set foot in the electricity supplier.

In the media interview with Decathlon, vice president and real estate director of the Greater China region, he told the media about the reasons: Chr (34) set up an electrical business department in the headquarters of France, and directly moved the model to the Chinese market.

Chr (34), while building its own e-commerce platform, officially opened the flagship store of Decathlon Tmall in March 2010.

In 2012, the sales volume of Decathlon Tmall store grew by 136% compared to the same period last year. In 2012 -2014, the sales volume increased by more than 100% in three consecutive years.

According to the insiders, it is imperative for Decathlon to do business.

As a semi standardized product, many consumers are willing to choose online purchase.

For Decathlon with physical stores, a successful experience on the offline can be plated into several online purchases.

If the online shopping experience is enjoyable, it can even drain the line.

And Zhang Yue mentioned the whole channel retail, in fact, is the current popular O2O mode, through online and offline, to achieve integration.

At the moment, Decathlon's online experience is not bad.

Data show that Decathlon Tmall flagship store within 3 months old customers repeat purchase rate can reach 40%.

In order to make online customers have a better shopping experience, Decathlon started building logistics distribution centers in 2010. According to the data, Decathlon now has four logistics centers, which are located in Kunshan, Yanjiao, Dongguan and Wuhan. In the eyes of Di Bai hang, it has four directions in the whole country.

The center will draw Chr (34) closer to the customer's Chr (34).

Continuing to build a self built e-commerce platform may be the next step for Decathlon.

With its good offline experience, Decathlon quickly occupied a huge market.

Now, will the experience mode be copied to the electricity supplier, can we pull back another game?