Decathlon Does Not Sponsor, Not Endorsement, But Allows Stars To Take The Initiative To Pay The Bill.

Unlike the famous brands such as ADI and Nike, Decathlon has never publicize such a marketing budget by sponsoring and employing celebrity endorsements.

But in the first season of reality TV show Daddy where, Decathlon's products have been exposed frequently. It is understood that these hats, ski clothes and other products are purchased by celebrities themselves, not sponsored by Decathlon.

For Decathlon, customers are the best spokesmen.

Decathlon hopes to put its best effort into the product itself, to ensure that products and sports experience services closely related to customers are cost-effective.

Compared with celebrities

More willing to let the actual use of product customers to speak, they are the most convincing people, this relationship is also the longest and most trustworthy.

After summarizing the customer feedback in the first half of this year, Decathlon found that among all the customers' dissatisfaction, unhappiness and complaints, 80% came from the replacement service, and found that in most of the 80% cases, the shopping mall was right according to the policy of return at that time.

Finally, at the closed door meeting of Decathlon, everyone made a decision. In order not to let less than 3% of such extreme examples destroy the trust and relationship with other 97% customers or even with employees, Decathlon began to abolish the restriction on return in the Chinese market in August this year.

The binding policy that had to be returned within 30 days would be completely broken, and there will be no time limit for the refund service. As long as the products purchased by Decathlon can be returned to stores, there will be no need for small bills.

In addition, in 2010,

Launched the Chinese electricity supplier business, opened up the online and offline businesses, and integrated seamless links and operations. In March 2010, Decathlon Tmall flagship store officially opened. After four years, the sales volume of the electronic business platform has increased by 300%, but its offline platform has also maintained a 50% growth.

It also established an exclusive e-commerce partnership with Tmall.

At present, Decathlon's e-commerce business covers over 370 cities across the country. The expansion of electricity providers far exceeds that of physical stores.

Decathlon in China

There are also some attempts to get ahead of European countries, such as using electronic displays and two-dimensional codes to display products in physical shopping malls.

China is the first country in Decathlon group to connect the membership card system, membership card system and WeChat online platform.

In addition to the sMall concept store, Decathlon also pioneered a shopping mall model with local stadiums in China and promoted it to the world.

The location of shops is located near the original local public sports venues and public sports facilities to facilitate more ordinary citizens to participate in sports.

For example, Decathlon Wuxi Binhu store opened to Wuxi new sports center, Tianjin TEDA store opened to the gate of Tianjin TEDA football stadium.

This is also a major innovation for Decathlon to uphold the principles of mass sports.