逆潮流的迪卡侬，小心翼翼地“高端化”

Core Viewpoint - Decathlon is shifting its strategy to focus on high-end markets in first-tier and new first-tier cities, moving away from its traditional low-cost model while cautiously exploring premium offerings [1][3][10]. Group 1: Store Strategy and Market Positioning - Decathlon has opened several new stores in prime locations in high-tier cities, including Shanghai, Beijing, and Nanjing, indicating a strategic shift to attract urban consumers [1][19]. - The company is transitioning from a passive retail approach to an active engagement with consumers, emphasizing a "small but refined" store model that focuses on specialized sports equipment and services [19][20]. - The new store openings feature a smaller footprint, with the Shanghai store at 1,323 square meters and the Beijing store at 1,677 square meters, allowing for a more efficient display of products [19][20]. Group 2: Brand and Product Strategy - Decathlon's self-owned brands have become a significant part of its strategy, with self-branded products accounting for over 90% of its offerings by 2003, and generating 52% of total revenue by 1997 [5][7]. - The company is adopting a "replacement" strategy for popular products, offering self-branded alternatives at 15-20% lower prices than branded items, which has led to rapid growth in self-brand revenue [5][9]. - The introduction of new specialized brands, such as VAN RYSEL for road cycling and SIMOND for climbing, reflects Decathlon's aim to diversify its product offerings while maintaining its low-cost appeal [12][15]. Group 3: Financial Performance and Challenges - Decathlon's global revenue growth has significantly slowed from 21.3% in 2021 to just 1.15% in 2023, prompting the company to seek higher-end market opportunities [9][10]. - Despite a slight revenue increase of 3.8% in 2024, net profit fell by 15.5%, indicating challenges in maintaining profitability amid rising operational costs associated with its premiumization strategy [13][14]. - The recent leadership change, with Javier López becoming the new CEO, suggests ongoing challenges in navigating the company's transformation and addressing performance pressures [14]. Group 4: Consumer Engagement and Market Trends - Decathlon is focusing on community engagement through specialized sports communities and events, aiming to enhance customer experience and brand loyalty [12][20]. - The company faces a paradox in its transformation, as it struggles to balance its traditional low-cost model with the need to establish a premium brand identity in a competitive market [22]. - The growing trend of high-end niche sports markets presents both opportunities and challenges for Decathlon, as it seeks to redefine its brand perception while catering to both entry-level and professional athletes [21][22].