On September 15, 2024, Decathlon, a sporting goods retail group from France, opened its first bicycle specialty store in Asia — Decathlon Hongfeng Store in Pudong Jinqiao, Shanghai. The opening of this new store marks a new layout for Decathlon in the Asian market, meeting the current market changes and shifting user demands.
Decathlon's Hongfeng Store in Shanghai, as the first bicycle specialty store in Asia, has attracted the attention of many cycling enthusiasts with its professional products and services. On the opening day, many cycling enthusiasts came to check out the new store. A 15-year-old cycling enthusiast told reporters that he had been cycling for three months and previously went to the Decathlon near his home next to B&Q. With the new bicycle store opening, he was the first to come and have a look.
In this Decathlon bicycle specialty store, we saw a full range of models, including Decathlon's top-end Van Rysel road bike series, as well as cycling apparel, helmets, gloves, and other personal gear. There were also bike fitting and maintenance workshop areas.
On the opening day, Decathlon held the first sale and delivery ceremony for the Van Rysel RCR PRO Ultegra Di2 model at the opening ceremony, followed by an on-site visit and live interaction on Douyin by the well-known cycling industry expert and Club100 leader Zou Cheng, sharing the new store and products with online viewers.
Meng Dong, Executive Vice President of Decathlon China, told writer, "This store opening is just an attempt and exploration of Decathlon in the Chinese market." Although the expression was quite low-key and conservative, this move undoubtedly shows Decathlon's attention and confidence in the Chinese market.
In recent years, although the Chinese economy has been relatively sluggish, the pursuit of a healthy and environmentally friendly lifestyle has significantly increased after the pandemic. Cycling, as a healthy and nature-friendly sport, has quickly been accepted by Chinese consumers. More and more people are transitioning from purchasing mountain bikes as entry-level models to choosing road bikes, and the number of children and teenage users is also growing. Weekend family bike trips have become a new fashion.
In this market context, the opening of a bicycle specialty store by Decathlon is a reflection of its quick response to market changes. Facing a market environment where consumption downgrades coexist with sports upgrades, Decathlon has adjusted its store structure, reducing the number of "large" stores while increasing the number of "small" stores, continuously betting on the Chinese cycling market, showcasing the business acumen of this French company in the Chinese market.
It is worth mentioning that in recent years, Decathlon has launched the Van Rysel road bike brand and sponsored the World Tour cycling team AG2R LA MONDIALE. This year, Decathlon has also partnered with the Tour of Guangxi and will launch a series of interactive and marketing activities for cycling enthusiasts in conjunction with the Tour of Guangxi to be held in October. It is evident that Decathlon is trying to break away from the perception that it only sells entry-level bicycles, as Decathlon bicycles are no longer limited to BTWIN. These actions indicate Decathlon's determination to capture the Chinese cycling market. In the Chinese cycling market, just like its new slogan, Decathlon is "Ready to Play!"
Decathlon was founded in Lille, France, in 1976, initially starting with the sale of bicycles. Over the years, Decathlon has become a global leader in sporting goods retail, covering almost all sports and opening numerous stores in various countries and regions worldwide. The opening of Decathlon's first bicycle specialty store in Asia in Shanghai not only reflects its quick response to market demands but also marks a significant step in its deepening presence in the Chinese market. With the growing popularity of cycling in China, it is believed that Decathlon will achieve even greater success in the future.
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