VIDEO INTRODUCTION:
Hi Everybody,
Talking on Rise of Decathlon in India.
Decathlon Sports founded in France in 1976 and active in 72 countries, it is dedicated to delivering game-changing outdoor products.
High-performance hiking, camping, and cycling gear without the premium price – making the outdoors more accessible to people of all levels and abilities. It’s been the heart of our half-century legacy and remains at the core of their mission today.
Founded by Michel Leclercq in 1976, Decathlon started with a store in Lille, France.[10] Its holding company was formerly known as Oxylane.[11]
The company expanded abroad a decade later: to Germany in 1986,[12] Spain in 1992,[12][13] Italy in 1993,[12][citation needed] Belgium in 1997,[14] Portugal, the United Kingdom in 1999, Brazil in 2001, mainland China in 2003, India and Romania in 2009, Turkey[15] and Czech Republic in 2010, Taiwan and Lebanon[16] in 2012, Hong Kong in 2013, Malaysia, Singapore and Mexico[17] in 2016, South Africa, Philippines, Tunisia[18][19] and Indonesia in 2017; in South Korea, and Australia in 2018, and Canada in 2019. The company employs more than 93,710 staff[1] from 100 different nationalities.[20]
In 2015, Michel Aballea was appointed as Chief executive officer of the Decathlon group.[21] In January 2022, Decathlon named Ingka group’s chief digital officer,[22] Barbara Martin Coppola, as its new global chief executive officer,[23][21] the first time the Decathlon group hired externally for this role.[24]
In September 2019, Decathlon reached an agreement with Alltricks, a leading online retailer of high-end accessories for cyclists and runners. This acquisition allows Decathlon to strengthen its presence in the cycling market.[25][26][27][28]
In 2023, Decathlon opened a training center in Lille.[29] By October 2023, Decathlon had nine training centers in partnership with Afpa Entreprises, an association for the professional training of adults, and three centers of its own on its premises.[29]
In November 2023, Decathlon acquired Bergfreunde, an online specialist retailer for mountain sports, climbing, and outdoor equipment.[30][31] Decathlon is increasing its investments to boost production and expand its retail presence in India, from where it presently exports around 65% of its output to international markets, according to Global CEO Barbara Martin Coppola.[32]
Miscellaneous:
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hi everybody if you are someone who wants to build a legendary business in a hyper competitive market this episode is for you if you are someone who wants to find a gap in a crowded Market this episode is for you today I’m going to about a legendary business which has beaten giants like Adidas and rebu in their own game in India when Adidas and rebu highend Brands had start started C ities and ads running but this brand has no ads and no TV ad running but but still it has more Revenue than Nike Adidas and rebu combined you will be stunned to know that in the year 2022 Adidas earned the revenue of 1,551 cres Nik stood at 8114 cres reu stood at 400 17 crores but dick La alone stood at 2,936 crores what were the business lessons we should learn from the iconic the iconic rice of dickon what how did how on Earth did dickon crack the Indian market what were the business strategies in India the the market of India the middle class family had had bought the sports goods from their neighborhood shops who had local produ limited am of bats locally produced footballs cycles and at Best of cricket kit in but for at the same time for a few and people there were Nike Adidas and reuk at the malls but now now comes the four types of people the first type of people are hopeful customers who who have skill but a Time budget the second type of people are beginners beginners who have no skill and a tight budget the fourth type of people are the third type of people are casual enthusiasts who have no skill but have money to buy the products and the finally the all lights they have they have Financial flexibility and they don’t play the game for a hobby but to improve their game this is a broad categorization of the categories the broad categorization of people the Nike Adidas and Sketchers are catered and still C to Alli and Casual enthusiasts there is a huge Market of hopeful and beginners that they who bought the sports goods from the unorganized Market in DEC long in India there are there there are there is 2 billion World sports goods where three in three out of four Indians are buying the sports goods from the neighborhood shop rather than Nike and Adidas in the mall but they de targeted on the without competing with smaller smaller bigger players in the small Market they decided to compete with the smaller players with the big unorganized market then they it long there the first there are three straightforward reasons to for three elements make them which may attracts us for them to their store strategy in during the research 37% of the customers came just do came for walk by purchase did they thought they thought to buy something from dlon because each sector has enough enough space to play and use the product freely here comes that in the retail business it is called Endor effect the Endor effect if you touch or feel a product you feel the sense of ownership and it’s the product seems more valuable to you and increases the probability of sale and in us um research see the participants who touched the mug were willing to pay 60% more for the mug than the participants who could only see the mug so the the results show that people who held the item for 30 seconds were more likely to buy them than the people who touch the item for 10 seconds then here they do you know what de la stores do they make you touch and use the product so so that the endowment effect kicks in and makes us buy the product and the second element is go doing with their wonderful employees the while the training training period the three instructions were given to them never sell to the customers always educate the customers always allow the customers to freely use the product without disturbing them and here take it in if you are a beginner who who is looking for Sho tennis shoes if you have the budget the staff must convince you to buy the 5,000 rupe shoes but even but the Deon staff convinces you to buy the 2,000 rupe but shoes because it is good enough for you and she herself is a sports enthusiast she explains why it is best for you so the second part the third element is with their is their store design their store design is so amazing that according to our study the they keep the the lower prices the low prices in the entrance so it could be affordable and same like Walmart even keeps the mil package way inside the store de also keeps the I products frequently brought bought products way inside the store if if you walk for the if you if we go inside the store we get to see other products and we want to we it more time spent with the products means more purchases means in a research 84% of member customers spend more than 30 minutes at the dec La at decad La the more time spent with the product more purchases next the here come they G give you most for they give they give us the good quality products in such a low price and the qu the price is very low for the for the competition it’s so much low price how able how is Deon able to sell so much with good quality products and at a low price now there the same like de their stores have they spend they don’t spend more on marketing and they don’t keep they don’t focus on making the stores fancy and they have they manufactured the products in the same country they sell in India there are eight part factories and and in within 2026 their aim is to produce 95% of 85% of its products by 2026 how how is Deon with with so much diff Deon differentiates it with other cheap Brands how Here Comes Innovation cordant into play the first category is with small equipments in the unorganized Market the Bas head shot head torch it with is with 24hour battery and 30 L brightness Deon worked on it and they made a rechargeable battery 200 L byess 30 hour battery life and with multiple multiple lighting modes and the second category is the technical innovations corporated in corporated in them means for when you go on a hilly when you take a a normal bike to an hilan you should manually change the gear so Deon made a long distance 920 e connected Bike by between with automatic gearing system of changes the gate according to the teren and the third category with are with user extraordinary extraordinary user experience me in their aim their goal is to reduce 15 to 20% weight of the hiking clots if you 15 to 20% is not a very big big deal but if you go as the SP the Mountaineer or a tricker they tell you that it is a blessing and sometimes it is also LIF saer so once upon a time take it long the shorts weighed 130 G size but Deon worked on it they made the shorts 100 G in means if we carry 10 cloths that means 300 G reduced and the fourth category is breakthrough Innovations these these Innovations are groundbreaking Innovations because 10 years back the time to pitch tent was 20 to 30 minutes but Deon came up with a K qua tent that kept was kept in Just 2 seconds Yes you heard that right just 2 seconds this was ground breaking breaking because it saved the hikers a lot of time and a lot of energy and when the hikers our Mountaineers are in a harsh climatic condition it it is easy to keep up the tent and it has a very good feature with having the tent entirely dark that it doesn’t the sunlight doesn’t penetrate and disturb the trer while she was sleeping and if this is what we learned from from four decades decad La had been after four decades Le had been a legendary in not only India but also worldwide thank you for watching