"It's not that Archaeopteryx and lululemon can't afford it, it's that Decathlon is more cost-effective. ”
In the Chinese market, Decathlon has always captured the hearts of countless straight men and women and family audiences with "affordable and complete". Everyone even affectionately calls Decathlon "Poor Ghost Paradise" and "Straight Man Paradise".
It's just that Decathlon doesn't seem to be satisfied with such positioning.
So not long ago, Decathlon released a new logo and announced a global brand renewal, the main direction of which is "high-end".
When Decathlon is no longer "parity", will you still pay?
Brand refresh
At the beginning of April, Decathlon released its 2023 performance report.
According to the report, in 2023, Decathlon Group's performance will reach 15.6 billion euros (about 122.293 billion yuan), a year-on-year increase of 1.15%, and its net profit will reach 931 million euros, basically the same as in 2022.
For this result, Decathlon executives do not seem to be satisfied.
As a result, their boss proposed, "We chose this moment to upgrade the brand and lay a solid foundation for long-term development in the future. ”
In fact, Decathlon launched their renewal program more than a month ago.
First of all, the logo has changed.
When a big brand changes its logo, it is generally accompanied by a change in brand strategy.
Looking back at Decathlon's development history, the logo has been changed a total of 5 times in 48 years, and it has only been 3 years since the last logo refresh.
However, everyone is more concerned about the new brand strategy "Polaris" that comes with the new logo.
Under this strategy, Decathlon has directly transformed from the original 80 brands into 9 major brands and 4 professional brands.
Among them, there are not only popular brands with hundreds of yuan, but also high-end positioning brands such as VAN RYSEL and BTWIN with prices exceeding four or even five figures.
Such a change also indicates Decathlon's new ambitions:
I don't want to take the civilian route anymore, and I want to be a professional and high-end sports brand in the future.
Benchmarking against lululemon
In fact, Decathlon's ambition to be only a "poor ghost paradise" has been hinted at before.
In the second half of last year, Decathlon issued a recruitment notice, offering a monthly salary of 8 to 100,000 yuan to recruit Chinese CMOs.
Candidates are required to have extensive experience in e-commerce and to "redefine brand positioning" and "improve the customer experience across the board to drive growth".
At the beginning of this year, Zhang Xiaoyan, a former No. 1 employee of lululemon with a background as a chip engineer, joined Decathlon China.
显而易见,迪卡侬的目标是lululemon。
The addition of Zhang Xiaoyan also indicates that Decathlon not only wants to be a "straight man's paradise" and "poor ghost paradise", but also wants to compete for female customer groups and compete for the high-end market.
Secretly increase the price
Decathlon's "high-end" also performs on the price of the product.
Yes, the last thing consumers want to see finally happens,
[Thoughts] [Thoughts] [Thoughts]
"The 19.9 yuan and 39.9 yuan backpacks are no longer available. ”
"The 14.9 three-pair socks are directly gone, the 39.9 polo has risen to 79.9, and all kinds of equipment are locked, which is boring. ”
"Decathlon's water is also more expensive, from 2.9 yuan to 3.9 yuan, an increase of more than 30%. ”
Decathlon's complaints about price increases can be seen everywhere on major platforms.
Netizens show the price of Decathlon backpacks two years ago
In addition, many netizens also found that the blue goods (products under 50 yuan) that were previously placed in the most conspicuous position in the mall have now been placed in the corners.
Not only that, but the number of blue goods is also decreasing, and the proportion of high-priced goods is increasing.
Mr. Hua believes that Decathlon's purpose in doing this is actually very simple, that is, it wants more profits.
If you want to make better next year's financial report, you can only make more money, and if you want to make more money, you need to find ways to increase profits.
As for how to improve profits, Decathlon has actually told you the answer, that is:
1. Increase high-end brands;
2. Increase the unit price of products.
It's just that when Decathlon is no longer cheap, will consumers still buy it?
[思考] [思考] [思考]
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