Will Decathlon Keep A Low Profile?

In the past two years, the emergence of domestic sports fitness boom has brought the gospel to the sports brand industry, including Nike, Adidas and many local communities.

All of them are increasing the brand marketing of the Chinese market.

However, under this background, there is a special existence.

As you can see, Decathlon has made a change.

Last year, the newly established corporate communications department was responsible for external affairs. The product experience tour first invited the media to participate. They realized that although Decathlon made the product competitive enough from the design stage, it was not necessarily the best choice to compete in a competitive and competitive sports consumption market in China. Decathlon also needed a "bridge" outside the product to reach the market and consumers.

Peng Minjun, director of social media in Decathlon Greater China, told reporters that they also realized that consumers had some confusion about Decathlon brand recognition.

"So we began to rectify or adjust to enhance the brand's internal identification.

On the Internet, our official website has also begun to re layout. Now it seems that people can choose more clearly to choose their favorite sports types, "Peng Minjun said." as for the brand names of these sports types, this is not very meaningful to customers.

Focusing on product development and sports performance is the core requirement of a successful sports brand.

If Decathlon reaches the level of product technology, moderate media's "popular science" brand's ideology and development story will not only help to reduce the appearance of unidentifiable brand relationship, but also increase the popular factors for the product, so as to cultivate users' recognition and loyalty to brand concept.

Moreover, in the sports market where young consumers are the majority, they will prefer to wear "funny" sneakers.

Nevertheless, Decathlon said no increase has yet been made.

But the French brand has been "shaken".

In April 22nd, a group of Decathlon travelled from the flower and flagship store in Shanghai to the Qiandao Lake tourist area in Hangzhou, Zhejiang.

There, they assembled about 100 people, including brand customers, Greater China employees and health and exploration sports R & D staff of France headquarters, and launched a three day product testing activity. You know, this is not only Decathlon's first large-scale product experience event held in China, but also its first invitation to media to participate in interaction.

There is no doubt that this is

One of the few "high-profile" moves.

Night running, aerobics, Sanchi Ho, riding and orienteering are the main contents of the trip to Qiandao Lake.

Decathlon has provided sports equipment such as sports shoes, clothing, sports food, heart rate watch and Sports Sunglasses for the participants in the test. In Decathlon's words, they hope to get close contact with users and get the most realistic feedback from the tester so as to improve the performance of the product.

It is worth noting that only 20% of the 100 hundred test teams are ordinary consumers, and the rest of them are almost all of Decathlon's internal staff.

When asked why not increase the number of consumers to make the test results more close to the market, Decathlon said that the emergence of a product covered the design, research, production, logistics, retail and use of many links, whether for customers or internal staff of different sectors, understand the whole industry chain business mode and increase communication is an important way to promote Decathlon product service optimization.

At the same time, Wang Xiaohui, manager of Decathlon Greater China Health and exploration sports brand, stressed that the activity was not commercial and more like a company's internal activities, so it did not invite too many users to participate in it.

In any case, French brands seem to be more satisfied with the effectiveness of product testing activities.

"This is the first time such a product test has been carried out by the company," Wang Xiaohui told reporters. "For product managers, they have gained a lot. This communication is very good for us."