当运动消费提出“既要价值又要价格”，迪卡侬找到了解题思路

Core Viewpoint - The article emphasizes that sports are becoming a new retail growth engine driven by the health and emotional consumption trends, with a significant increase in retail sales of sports and entertainment goods [3]. Industry Trends - The retail sales of sports and entertainment goods in the first two months of this year increased by 25% year-on-year, significantly outpacing the overall retail sales growth of 4% [3]. - There is a shift in consumer behavior from "looking at price" to "calculating value," leading to a demand for professional-grade sports equipment at reasonable prices [4]. Company Strategy - Decathlon's "Mass + Professional" strategy aims to provide professional-grade products at prices accessible to the general public, marking a significant shift in the sports equipment market [6][10]. - The company has restructured its brand strategy by establishing four specialized brands and enhancing its store experience to better engage with consumers [8][9]. Product Innovation - Decathlon has successfully launched products that combine professional performance with affordable pricing, such as the CANAVERAL 900 basketball shoes and the collaboration with Antoine Griezmann for football shoes, priced at 599.9 yuan [11][16]. - The introduction of the ANTI-FOG technology in swimming goggles demonstrates Decathlon's commitment to addressing specific consumer needs while maintaining affordability [18]. Operational Excellence - Decathlon's full supply chain management allows it to balance professional quality with cost control, enabling the company to offer products like the KIPRUN running shoes at competitive prices [21][24]. - The company's approach to research and development is driven by market feedback and user experience, ensuring that products meet actual consumer needs without unnecessary technological complexity [21][28]. Market Implications - The "Mass + Professional" strategy not only differentiates Decathlon in the sports retail industry but also sets a precedent for other brands to follow, promoting the idea that professional-grade equipment should be accessible to all [28][29]. - As the demand for sports continues to grow, more brands are likely to adopt similar strategies, with Decathlon leading the way in making sports enjoyable for everyone [30].