男人最爱的迪卡侬，失宠了

Core Viewpoint - Decathlon's decline in China is attributed to rising prices, increased competition, and internal management issues, leading to a significant drop in consumer visits and sales [5][10][17]. Price Increase Impact - Decathlon's price hikes have led to a decrease in consumer interest, with products like a 20L backpack increasing from 49.9 yuan to 89.9 yuan, and a jacket from 199 yuan to 599 yuan [6][7]. - The company's net profit margin has been low, around 5% to 6%, compared to over 10% for competitors like Nike and Adidas, with revenue growth plummeting from 21.3% to 1.15% [8][10]. Competitive Landscape - Increased competition from both domestic and international brands has eroded Decathlon's market share, with alternatives like low-cost brands on e-commerce platforms attracting former Decathlon customers [10][11]. - Brands like Anta and Li Ning are aggressively targeting the same consumer base, offering competitive pricing and stylish designs [10][11]. Internal Management Issues - Decathlon's internal management style, characterized by low salaries and a lack of career advancement opportunities, has contributed to employee turnover and dissatisfaction [13][14]. - The company's centralized decision-making process has led to inefficiencies and a lack of responsiveness to market changes [16][17]. Potential Buyers for Decathlon China - There are ongoing discussions about the potential sale of Decathlon's China business, with major interest from JD.com, Anta Sports, and international private equity firms [19][20]. - JD.com is seen as a strong candidate due to its supply chain capabilities and data-driven approach, which could help Decathlon optimize its operations [19][20]. Future Directions - Decathlon faces a critical juncture, needing to balance its high-end transformation with its original value proposition of affordability and accessibility [23][24]. - The company must decide whether to continue pursuing a high-end strategy or return to its roots of providing affordable sports products for all consumers [24].