迪卡儂實體店為什么沒被電商打垮？還越活越新鮮！服裝品牌都要學習
Why Decathlon Physical Stores are expanded rapidly and not beated down by on-line Business? Apparel Brands have to learn from which.
先看一則報道，才能形成對比。據界面報道，《全球最大玩具零售商反斗城面臨破產》，詳細內容如下：成立將近70年的全球最大玩具零售商玩具反斗城（Toys R Us）正面臨所有老牌零售商都遇到的危機：人們越來越多的開始在線上購物，數碼產品和電子游戲也在搶走小朋友們花在傳統玩具上的時間
據界面記者走訪了解，僅在今年年內，玩具反斗城位于北京凱德mall太陽宮和上海港匯恒隆的門店就已經關閉。根據美國媒體CNBC援引知情人士稱，玩具反斗城已聘請法律顧問，幫助其重組2018年將要到期的約4億美元債務，其中包括考慮申請破產保護的可能性。
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年玩具反斗城虧損1.3億美元，2016年虧損繼續，數額達3600萬美元。今年年初，玩具反斗城已裁撤了10%-15%的公司員工。但6月公布的最新財報顯示，2017第一財季繼續虧損1.64億美元，同店銷售額下降了4.1%。
早在2014年，美國《國家房地產投資雜志》評選當年“10大可能消失的連鎖企業”，玩具反斗城便赫然在列。當時，玩具反斗城的長期負債已達50億美元。去年玩具反斗城也曾聘請投資銀行Lazard成功重組部分債務，但因為銷量的持續下滑以及零售業大環境的萎靡，新的融資變得非常困難。
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.
體驗式零售正在興起。新建成的購物中心中兒童業態的比例已從四五年前的2-3%上漲到現在的超過15%。其中發展最快的兒童業態一是以蹦蹦床、室內樂園為代表的兒童游樂，二是以孩子王、紅孩子為代表的母嬰集合店。
但相較而言，兒童玩具的同質化嚴重，準入門檻不高，直接從線上買價格又便宜很多，做獨立門店的難度比較大。以同屬于傳統零售的服裝為例，兒童服裝已在近年出現了集合店和多元化的趨勢，比如孩子王、紅孩子等品牌。近幾年兒童品牌出現太多了，肯定會對它產生影響。
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，跟購物中心其他門店越來越快的形象升級比起來，傳統玩具店的形象迭代實在太慢了。“店面擁擠”、“服務態度差”也成為“價格昂貴”之外，玩具反斗城在大眾點評上得到最多的負面評價。
以上這些，就是為什么玩具反斗城實體店開不下去的原因。
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.
下面我們看一個正能量案例——《電商為什么打不垮迪卡儂實體店?》，兩者對照，高下立現！
Let us see a positive example - Why On-line E-store can not beat Decathlon down? There must be something we can learn from.
在實體店低迷、電商橫行的當下，法國運動零售商迪卡儂的全球營收卻連年上漲，去年錄得100億歐元的營收，增長12%。其中，中國市場的增長為全球業績上漲做出了很大貢獻。
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，迪卡儂在全球新增了164個實體門店，目前總共擁有1176個門店。從數據上看，法國依然是迪卡儂最大的零售市場，全國共有300多個門店，而中國是第二大市場，共有230個門店，三年內店鋪數翻了一番。
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.
迪卡儂大中華區總裁張玥透露，目前中國地區線上銷量占總銷量不到10%，也就是說，不論發展重心還是實際銷量都還是集中在線下。“線下體驗是根基，線上是驅動。新零售真正的市場在線下實體店。”
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. ?用低價打造爆款
Low prices creat best sellers.
雖然來自奢侈品云集的法國，但迪卡儂實在是一股低價清流。
Frence is a luxery brands agglomeration country where Decathlon come from but bring a low price stream.?
1976年，迪卡儂在法國里爾附近的小村莊恩洛斯成立。成立伊始，迪卡儂就明確了市場定位：在同一個商場內，為所有的運動者——從初學者到專業人員，提供價格最低的運動產品。
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.
由于它面向大眾市場而非品牌市場，因此，與大品牌、高價格的消費理念不同，在迪卡儂商場里，消費者最大的感受是價格便宜。而且，便宜得驚人——29元的雙肩包，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，迪卡儂商場里還有一種藍色商品，價格比市面上的同類產品至少低20%。這類商品雖然毛利率低，但庫存周轉率高。它們要么是迪卡儂推薦的高性價比的入門級產品，要么是每種級別里價格最優惠的商品；同時擺放在商場最顯眼的位置，用薄利的商品吸引客流量，既有形象價值，又有經濟價值。
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.
這種便宜又與淘寶、山寨貨不同，迪卡儂的便宜能讓顧客覺得物美價廉。
Consumers feeling Decathlon products high quality and inexpensive.
2010年，迪卡儂曾推出過一款售價49元的抓絨衣，面料密度高達200克。抓絨密度越高意味著保暖性越好，而當時市面上同一價位的產品密度都低于200克；這款抓絨衣被“驢友”稱為“神衣”，連續幾年都是熱銷產品，市面上千元以內的產品，幾乎都不能與之抗衡。
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年推出的一款售價29元的Quechua雙肩背包也意外走紅，從學生到跳廣場舞的中國大媽都在背，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.? ?把性價比做到極致
Perfection in Cost performance
一直以來，低價都是迪卡儂的生存戰略，而僅靠低價，迪卡儂是斗不過山寨和淘寶的。對迪卡儂來說，低價不等于劣質，它真正關注的不是短期利益，而是如何為用戶提供物美價廉、有競爭力的商品。
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.
如何將性價比發揮到極致？迪卡儂有幾招可供實體店借鑒學習。
How Decathlon got the best cost performance, there are few point in its local stones.
第一招：摒棄包裝
No. 1 without package
包裝的美學情境是營銷消費者產品評價的重要因素。許多商家往往認為，包裝越精美，越便于提高商品價格，商業銷售也越旺，比如情人節的玫瑰和中秋節的月餅。
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.
迪卡儂卻反其道而行之。為了最大限度節約成本，迪卡儂的許多商品是沒有外包裝的。比如，在生產定制時，就取消了鞋盒生產，因此，在迪卡儂購買鞋子是沒有鞋盒的。盡管這一點被很多中國消費者吐槽，但迪卡儂并不為之所動，依舊“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：沒有中間商賺差價
No. 2 No Intermediary Business
迪卡儂集設計、研發、生產、物流、品牌和零售于一體，這種經營模式使其省去了許多中間商的費用，也是其實現產品低價高銷的核心。
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，迪卡儂也只是一個簡單的代理商，但隨著自身零售能力不斷增強，問題也越來越多——品牌商在價格或者供應方面的配合很難協調一致。為了擺脫產業鏈上游的制約，迪卡儂決定向上游品牌和研發領域進軍。
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，迪卡儂開始嘗試生產體育用品，并逐漸從代理商轉變為同時生產自己品牌的公司。為了配合這一轉變，迪卡儂又開始在全球范圍內進行生產布局和資源整合。分別在泰國、韓國、中國、意大利和西班牙等國家設立國際采購分公司。至今，生產網絡已經遍布去全球18個國家
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：全力創新自有品牌
No. 3? Totally Dedicated brands Decathlon owns.
迪卡儂的產品覆蓋面極廣泛，從目前的運動用品商店來看，可謂首屈一指。
出于優化產業鏈和控制成本的考慮，迪卡儂為消費者提供全品類覆蓋的服務，不僅種類豐富，而且范圍廣闊。除了常見的運動產品，如游泳、球類、健身和戶外等產品，迪卡儂還提供馬術、沖浪、潛水和高爾夫等小眾運動產品。
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.
迪卡儂90%的產品都來自其旗下自有的運動品牌，這些品牌超過20個。為了保證每一個品牌都能夠更加實用、舒適和使用方便，每個品牌背后都有一個專業的研發團隊。而這些團隊基地往往選在自然條件最適合該項運動的場所，保持著與消費者的直接接觸。
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，迪卡儂推出一款2秒快速打開的帳篷，一上市，便迅速成為熱銷產品，并獲得當年的創新大獎。實際上，這款帳篷經過了18個月的反復測試才研究成功，它的研發就是在大自然的環境中進行的。為了更貼近和了解自然環境，迪卡儂將研發中心設在勃朗峰的腳下，研發成員也都是技術高超的登山運動者，他們真正熱愛高山，并知道如何與之融為一體。
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，不涉足體育贊助
No 4. Not pay stardom for advertising, no?sponsorship for sports.?
和Nike、Adidas、UA等妖艷賤貨不同，迪卡儂從不請明星代言，也不涉足體育賽事。
It is difference from Nike, Adidas, UA such brilliant brands, Decathlon never pay stardom for advertising and no sponsorship for sports.?
據悉，迪卡儂每年的宣傳費用嚴格控制在營業額的1%，幾乎沒有廣告宣傳，全屏口碑相傳。
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.?
在近兩年火爆熒屏的《爸爸去哪兒》節目中，迪卡儂產品頻繁曝光。實際上，迪卡儂從未與該節目有過公關交流，節目中明星們穿戴甚至拍攝組用到的裝備都是自行采購的。
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.
這與其產品超高的性價比也有著密不可分的關系，盡可能的減少非生產造成的經費消耗才能更進一步的控制成本。好的口碑傳播就是無形之中最好的廣告宣傳。
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.
清楚自己的核心競爭力在哪里，并將它堅持到底，這便是迪卡儂的生存之道。在眾多商家試圖提價、努力掙扎著擺脫低價的形象往中高端走、挖空心思希望多賺錢的時候，迪卡儂從一開始就認定了“群眾路線”，走大眾消費這條路，用高性價比的產品牢牢抓住了實用主義至上的消費者的需求。
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.??深度體驗式營銷
Deep Customer Experiencing Marketing
除了性價比，迪卡儂另一個特點則是深度體驗式營銷。
Except the Cost-performance, another characteristic in Decathlon is Customer Depth Experiencing Marketing.?
這一點和宜家有異曲同工之處。如果說宜家是每個人的客廳和臥室，那么，迪卡儂就是每個人的運動場和健身房。
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平米的迪卡儂賣場里，平均陳列著60多項運動種類、超過35000種運動產品。這些產品按照顧客的購物習慣和運動類別分為11個區域，從初學者入門級產品到職業運動員的專業商品一應俱全。
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.?
而它的商品陳列實際上是為運動體驗服務的，賣場里設有籃球場、5人足球場和羽毛球場等體驗區，迪卡儂鼓勵所有人都來體驗它的產品。店員的工作也并不是推銷產品，而是訓練和陪玩。比如，在輪滑區，有大塊空地是試滑區，為了方便初學者，四周設立了欄桿；輪滑鞋、頭盔和全套護具都可以穿戴上身。
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.
?
體驗帶來的損耗率往往讓傳統賣場頭疼，但迪卡儂認為這也是生意的一部分。這種深度體驗的模式，不僅能讓顧客更直觀地感受、接觸到產品，同時也能激發顧客對某項運動的奇妙興趣，從而產生購物欲望。
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.?
綜上研究，不難發現，在電商橫行的當下，迪卡儂持續保持著實體店的吸引力，用獨特的低價、壓縮供應鏈成本和體驗式賣場等手段來順應時代的發展，并獲得了一大批忠實消費者的青睞。
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.?
來源：牛頓商學院、界面、環球紡機? ? 編輯：文帥
From: Newton Business institution，Vision,? Global Textiel Machinery? ? ? Editor: Wen Shuai
