迪卡侬中国副总裁杨沐霖：对在山东的布局并“不满意” 未来会继续加大投资

Core Insights - Decathlon's Vice President in China, Yang Mulin, expressed dissatisfaction with the company's current layout in Shandong and indicated plans for increased investment in the region [1][5] Group 1: Market Dynamics - The Chinese sports consumption market is undergoing significant transformation, moving from competition based on price and product to a focus on ecological layout and value resonance [1][3] - Consumers are increasingly demanding higher intensity and variety in sports activities, reflecting a sustained internal drive for sports engagement [4][6] Group 2: Company Strategy - Decathlon has established a complete supply chain in China, including research, production, procurement, logistics, and retail, with total procurement exceeding 350 billion yuan [3][6] - The company's strategy has evolved from promoting sports concepts and products to providing professional services and building communities, ultimately focusing on meeting emotional and value-driven consumer needs [3][4] Group 3: Regional Focus - Shandong - Shandong has transitioned from a supply chain production base to a crucial ecological partner for Decathlon, with collaboration expanding across technology co-creation, green energy, and retail [2][5] - Decathlon has opened 12 retail stores in six cities in Shandong since entering the market in 2006, but plans to further expand its presence due to current dissatisfaction with the number of stores [6][8] Group 4: Consumer Trends - Seasonal product sales in Shandong are influenced by geography and climate, with outdoor equipment leading in spring and autumn, and water sports products peaking in summer [7] - The demand for bicycles has shown a shift from mountain bikes to road bikes, alongside a stable consumer base for fishing equipment due to Shandong's coastal and mountainous resources [7] Group 5: Future Plans - Decathlon aims to deepen its presence in core cities like Jinan and Qingdao, while also exploring the promotion of sports equipment rental models to cater to both tourists and local residents [8] - The company will continue to adhere to its "In China, For China" strategy, expanding its product matrix and enhancing circular consumption initiatives, including bicycle recycling and rental services for various sports equipment [8]