迪卡侬涨价被骂上热搜：消费者不买账，高端化转型遇挫

Core Insights - Decathlon reported a modest sales increase of 3.8% but experienced a significant net profit decline of 15%, raising concerns about its pricing strategy and market positioning [1][3] - The company's attempt to shift from a "value for money" brand to a more "professional" and "premium" image has faced backlash from consumers, who feel alienated by the price increases [1][3] - Decathlon's revenue growth has drastically slowed from 21.3% in 2021 to just 1.15% in 2023, indicating challenges in its market strategy [6] Sales and Profit Performance - Sales increased by 3.8%, while net profit fell by 15% [1] - Revenue growth has dropped significantly, with a decline from 21.3% to 1.15% from 2021 to 2023 [6] Pricing Strategy and Consumer Reaction - Price increases for key products have been substantial, with items like hiking skirts rising from 99.9 yuan to 129.9 yuan and fleece jackets from 249 yuan to 499 yuan [3] - A social media poll revealed that out of 40,000 participants, only 9,000 supported Decathlon, indicating a loss of its original customer base [3] Market Position and Competition - The global sportswear market is expected to grow to $544 billion by 2028, but Decathlon is struggling to capitalize on this growth due to its focus on entry-level products [6] - Competitors like Arc'teryx and Lululemon have successfully captured the high-end market, leaving Decathlon at a disadvantage [9] Strategic Initiatives - Decathlon plans to revamp 200 global stores by 2024 and aims to upgrade 90% of its product line by 2026 [7] - The company is focusing on local production and targeting middle-class consumers in China [7] Future Outlook - Decathlon's challenge lies in balancing its traditional value-oriented approach with its aspirations for a premium market presence [10] - The company is reportedly considering selling a 30% stake in its Chinese operations, valued at over $1 billion, highlighting the urgency of its strategic adjustments [9]