"直男天堂"迪卡侬，撑不住了？ 就在前几天，彭博社发布报道称，迪卡侬母公司正在考虑把中国地区30%股权进行出售，预估价格在10亿~15亿欧元之间。 虽然迪卡侬中国并未就此事做出官方回应，但很明显的一个趋势就是：中国市场，越来越不好卷了。 根据迪卡侬的财报显示，2024年迪卡侬虽然业绩有所增长，但是净利润却相较前一年下降了15.5%。 对于任何一个大型集团来说，这都不是什么好势头，而作为迪卡侬全球的大金矿之一，迪卡侬从中国市场需求破局方法，就板上钉钉了。 印象中，前几年的迪卡侬，在中国混得那叫一个春风得意。 赶上了瑜伽、骑行和露营的运动风口，迪卡侬作为入门级专业运动产品，一度受到不少女性用户和新中产们的欢迎。 但不少迪卡侬的老用户发现，从去年开始在迪卡侬的产品变得越来越贵了。 有机构统计显示，2022年迪卡侬的产品均价为128.81元，到了2024年，就已经高达196.32元，过去备受欢迎的登山背包，价格更是直接翻了一倍。 不少网友都在社交媒体上惊呼，曾经的"穷鬼天堂"迪卡侬，终究还是变了脸。 靠着多而全的品类和性价比，迪卡侬成为了"穷鬼天堂"。 但如今的迪卡侬，却悄悄变脸了。 背叛穷鬼，真的是迪卡侬走的一步臭 ...

Core Viewpoint - The sports consumption market is experiencing significant growth driven by increased public enthusiasm for sports events, leading to a notable rise in the production and sales of sports and outdoor equipment [1]. Group 1: Market Demand - There is a continuous influx of consumers purchasing outdoor equipment in stores, particularly in Chengdu, Sichuan [2]. - Consumers are increasingly seeking specialized gear for hiking, such as backpacks and trekking poles, due to the rising difficulty and duration of hiking activities [4]. - Sales of hiking and trekking equipment account for over 40% of outdoor product sales, with hiking backpacks and trekking poles seeing a growth of over 30% [6]. Group 2: Production Response - The surge in market demand is reflected in the production sector, with manufacturers in Ningbo, Zhejiang, reporting a 60% increase in sales compared to the same period last year [10]. - A company in Sanmen, Zhejiang, is experiencing a growing demand for personalized and customized outdoor jackets, with small order sizes (100-200 pieces) making up 30% of their orders [12]. Group 3: Market Projections - During the "May Day" holiday, the national sports consumption market is expected to generate 53.97 billion yuan in consumer spending, indicating robust activity [14]. - The national sports equipment market is projected to reach 602.1 billion yuan by 2025, reflecting a year-on-year growth of 14.2% [14].