迪卡侬的十字路口：中产看不上，穷鬼穿不起

Core Viewpoint - Decathlon, once known as an affordable sports paradise, has undergone significant price increases, leading to a loss of its original appeal to price-sensitive consumers while failing to attract higher-end customers [5][8][28]. Group 1: Price Increases and Consumer Sentiment - Between 2022 and 2024, the average selling price of Decathlon products rose from 128.81 yuan to 196.32 yuan, marking a 52% increase [9]. - Classic products have seen notable price hikes, such as a 20L backpack increasing from 49.9 yuan to 89.9 yuan and a fleece jacket from 249 yuan to 499 yuan [13]. - Consumers express feelings of betrayal as the perceived value of products has not improved alongside price increases, leading to hesitation in purchasing [11][18]. Group 2: Market Position and Competition - Decathlon's price increases have positioned it as a less favorable option compared to other brands, with consumers questioning why they should choose Decathlon over brands like Lululemon or local alternatives [18][20]. - The outdoor sports market has seen a general price increase, with many brands successfully raising prices while maintaining consumer interest, unlike Decathlon [19]. - The number of new brands in the outdoor sports sector has doubled, indicating increased competition for Decathlon in the mid-range market [20]. Group 3: Brand Strategy and Identity Crisis - Decathlon has attempted to reposition itself as a multi-domain professional sports brand, but this strategy has not resonated well with consumers [26][27]. - The company has faced a significant drop in profit, with a 15.5% decrease year-on-year, indicating that price increases have not translated into brand premium [27]. - The brand's identity has become fragmented, with a mix of low-priced and high-priced items leading to confusion among consumers about its market position [28][29]. Group 4: Consumer Experience and Brand Perception - The shift towards higher prices has alienated Decathlon's original customer base, who valued the brand for its affordability and practicality [37]. - The lack of emotional connection and storytelling in the brand's transition to higher pricing has resulted in a failure to engage both existing and potential customers [35][38]. - Recent marketing efforts, such as the introduction of a free urea bag, have garnered positive attention, suggesting a potential return to the brand's roots of practicality and value [42][47].