高端化转型期，迪卡侬中国“卖股”传闻再起

Core Viewpoint - Decathlon is planning to sell approximately 30% of its Chinese subsidiary, with an estimated valuation between €1 billion and €1.5 billion (RMB 8.4 billion to RMB 12.6 billion) [1] Group 1: Company Background and Market Presence - Decathlon has been operating for 49 years and entered the Chinese market in 1994, initially focusing on production and procurement before opening its first retail store in Shanghai in 2003 [1] - The company expanded rapidly in China, reaching 166 stores by 2015 and approximately 260 stores by the end of 2017, although it currently maintains over 200 stores despite recent closures [1] Group 2: Financial Performance and Challenges - In 2023, Decathlon reported revenue of €15.6 billion, with a growth rate of only 1.15%, indicating performance pressure [1] - The company is facing challenges in profitability, with a projected revenue of €16.2 billion in 2024, reflecting a growth of only 3.8%, and a net profit decline of 15.5% to €787 million [2] Group 3: Strategic Shifts and Market Positioning - Starting in 2024, Decathlon plans to enter the high-end market, restructuring its business lines and launching four specialized brands in cycling, running, climbing, and hunting [2] - The company aims to enhance its local presence by opening 20 to 30 new stores this year, including three new stores in prime urban locations on June 28 [2]