迪卡侬公司简介
      迪卡侬是一家集运动用品研发、设计、品牌、生产、物流及销售为一体的全产业链集团公司。集团由Michel LECLERCQ先生于1976年在法国创立，截止于2019年底已于全球迪卡侬于6大洲，57个国家和地区开设1647家门店，团队人数近9万名。
      迪卡侬集团拥有法国第二大的产品设计和研发中心，每年推出3000种以上新产品，自有品牌数量超过30个，产品覆盖山地运动, 水上运动, 自行车轮滑滑板运动, 球拍类和高尔夫运动, 健身运动, 自然运动和团队运动等几乎所有大众运动。商场内自有品牌产品占比超过85%。集团生产线遍布全球21个国家或地区，其中超过40%的产品来自于中国。
      作为零售商迪卡侬的概念是将所有的运动产品汇聚一地。提供超过80个运动项目的运动产品，所有产品根据运动类型进行分类.。我们的商场面积由2000至12000平方米，平均每家商场拥有35000件产品。体验式购物，自助式选择让迪卡侬成为新型运动零售业态的引导者。
      迪卡侬于1989年进入中国开始进行采购和生产运动产品的业务往来。至今公司已经在全国建立4个自有工厂，10个工业采购办公室，39个工业驻场办公室。       
      2003年集团确立把在中国发展运动用品零售业务作为集团未来十年的首要战略并将其亚洲区办公室包括生产和零售从香港迁来上海。迪卡侬首家概念商场于2003年11月在上海浦东新区正式开业。截止2019年12月31日，迪卡侬在中国拥有308家商场实体店，遍布全国约116个城市。集团2009年起步的电子商务业务发展迅速，顾客覆盖约400个城市。       
      迪卡侬是中国最好的“全民运动”的响应者及实践人，拥有极具雄伟的在华长期持续拓展计划。迪卡侬的企业文化独具一帜，公司招聘活力、有责任感的体育运动爱好者，人性化管理使得员工的职业生涯可以与公司共同成长这一理念深受广大员工的认同。公司具有国际化的氛围，国际团队共同工作，员工有更多机会在国际间交流。迪卡侬人亦是优秀的企业社会公民，积极为环境保护、可持续发展的探索和发展做贡献，让最广泛的大众同享运动乐趣。
The Brief Introduction of Decathlon
      Decathlon group is a company possesses the whole industrial chains of sport products with develop & design, self-owned brands, retail, logistics and production. Decathlon was founded by Michel LECLERCQ in 1976, in France. By the end of 2019, 1647 stores had been opened in 57 countries and regions. Nowadays, Decathlon has been the biggest mass sport company in Europe.       
      Decathlon develop & design center ranked No.2 in France. Each year it releases more than 3,000 new products of over 20 passion brands. We provide a wide range of sports including Mountain Sports, Water sports, Cycling, Roller sports, Tennis, Table Tennis, Golf, Fitness, Team sports and so on. Globally, 85% of products sold in Decathlon are from self-owned brands. Decathlon production locate in more than 20 countries and regions in the world. China production shares over 40% of global production. 
Decathlon is also a retailer in mass sports market, to make all sports under one roof. For Decathlon offline stores, selling area size from 2000 to 12000 m², which contains more than 80 sports and 35,000 items. Decathlon becomes the leader of neo-pattern sport retailor with its experiential shopping experience and self-helped purchase service.  
      Decathlon started its story with China in 1989, began the business with production and supply chain management. Till now, we have 39 industrial resident office in cities such as Shanghai, Guangzhou, Tianjin, Wuhan etc.
      In 2003, Decathlon group set the key strategy that China is the most important market in the world, and moved the Asian office from Hong Kong to Shanghai. In November 2003, the first decathlon concept store of Asia opened in Pudong district, Shanghai. Till December 2019, there are 308 Decathlon stores in 116 cities in China. With the fast development of Decathlon E-commerce, which started since 2009, sports users in more than 400 cities can enjoy our products and service.
      Decathlon is the best follower and practitioner of national mass sports strategy. We recruit sports lovers with vitality and responsibility as teammates. With unique corporate culture and liberating management, people in Decathlon feel satisfied and confident in both personal and corporate development. As a multinational firm, Decathlon shares an international working environment and offer chances and platform for globally exchange. Meanwhile, as one of excellent citizens, Decathlonians focus on environment protection, sustainable development, and continuously contributes to make more people enjoy the happiness of mass sports. 
迪卡侬全产业链介绍
      迪卡侬来自欧洲，是全球领先的体育用品零售集团，定位大众运动市场，为运动大众提供高性价比的运动产品及服务，倡导让最广泛的大众共享运动欢益。迪卡侬涵盖超过80种运动项目，丰富的产品线，能满足从初学者到专业运动爱好者的运动需求，通过集运动用品设计、研发、生产、物流、品牌、零售于一体，以创新的理念和全产业链经营模式确保亲民的定位、高性价比的产品，受到各地顾客的喜爱和认可。
迪卡侬的全产业链包含以下几点：
研发设计
      迪卡侬拥有欧洲第二大研发中心，研发中心有来自不同国家的50个研究院和530多位工程师，通过研究人体在运动过程中产生的反应以及人体与产品的互动，协助品牌团队开发出能带来更佳运动体验的产品，从产品安全、实用、运动体验等多方面提高用户体验。
      除了不断研发新产品，研发团队还一直保持对已有产品技术的改进优化，只为不断提升运动体验，让更多使用者在运动中得到更好的体验，享受运动带来的欢益。
迪卡侬坚持运动产品研发要贴近运动者，研发中心都设在运动热门地区，比如户外山地运动研发中心设在欧洲勃朗峰山下，这样做有益于运动研发时更好地倾听用户的反馈，及时根据用户体验进行改进，从初期设计到产品测试都更为高效精准。
自有物流
      迪卡侬拥有自有物流渠道，在全球共有58个仓库，6600名员工，每年出口113000个集装箱，运输约1.2亿件产品。迪卡侬在中国共有4个物流中心，分别位于花桥、燕郊、东莞、武汉，物流中心总面积超过350000平方米，团队人数超过1500人 。值得一提的是，迪卡侬的物流中心，也是和商场一样按运动品牌划分部门进行配送，并且配有运动场所供所有物流员工及周围运动爱好者做运动。
      2017年10月，一辆由迪卡侬集团定制的“中欧专列”，从中国武汉出发，沿着中国与“一带一路”国家贸易往来的重要通道，开往法国北部杜尔日港口。相比海运时间的30+天，铁路专列所需运输时间仅为16-18天，节约用时1/2，专列的二氧化碳排放量同比海运降低36%，大幅度降低了总能耗。
生产采购
      迪卡侬在全球30个国家和地区有生产采购中心，超过50%采购份额来自于北亚。中国生产采购占集团40%。在中国销售的产品中，94.2%在中国生产，迪卡侬的目标是将这一数字提升至100%。
品牌
      迪卡侬在1976年创立时，采用的是邀请品牌入驻的方式进行零售，十年后迪卡侬决定发展生产业务。到1997年，迪卡侬创立了第一批自主品牌，即Tribord水上运动品牌和Quechua户外山地运动品牌。85%迪卡侬的产品为自有品牌，提供超过80项运动，产品线能满足从入门者到高级运动爱好者的运动需求。
零售
      迪卡侬从2003年开始在华零售业务，至2019年12月遍布全国116座城市开设超过308家商场，线上业务为超过400个城市的用户提供产品和服务。
迪卡侬专注大众体育市场，将所有运动汇聚于同一屋檐下。商场提供超过80项的运动种类、全面的产品线、创新的产品和高性价比的价格。同时商场设有免费运动场和运动俱乐部，并且每年会组织8到30次运动主题活动，以此鼓励顾客试用产品和尝试新的运动。
      在经营上迪卡侬全部直营，从最初的三种发展模式突破到目前的八种，分别是买地自建、定制物业购买、定制物业租赁、主力店租赁、主力店购买、体育社区、购物中心、和Nano模式。在中国，迪卡侬为了使运动变得触手可及，让最广泛的大众共享运动欢益，结合购物的消费习惯，创造了Click & Collect模式。
      迪卡侬之所以能够在保证品质的同时达到高性价比，其全产业链模式起到了关键作用。当设计师有了创意，研发中心的相关部门会从产品技术、人体运动学与人体工程学等角度出发进行考量，让创意具备可行性之后，通过全球采购的模式进行规模化生产，通过自有物流系统输送产品，最终进入库存储备，投入线上或线下的零售环节。
      迪卡侬是集产品研发、设计、生产、物流、品牌和零售于一体的全产业链集团。中国现在是迪卡侬除总部法国之外，全球唯一一个全产业链各个环节都有布局的国家。
The Introduction of Decathlon’s Whole Industrial Chain
      Decathlon is a sports goods group corporation from Europe, leading mass sports market all over the world. Decathlon directly posit in mass sports market. It provides best-value sports products and service to Chinese sports people, and continuously contributes to make sports accessible to all. In Decathlon, it has more than 80 sports. Its full range choices can meet different demands of sport mass from beginners to experts. Decathlon is a group corporation with research & design, brands, retailing, logistics and production departments which possesses a whole industrial chain in sport products. Through the concept of innovation and the whole industrial chain mode, Decathlon can make sure that customers can enjoy the best-value products, so it is popular among customers.
      The whole industrial chain of Decathlon contains the following points:
Research & Design
      Decathlon owns the second biggest research center in France, which contains 50 research institutions and more than 530 engineers from different countries. Through the study of reaction of human body in the sport movement and the interaction between body and product, they can help the brand team to develop the products that bring better sports experience. They can improve the user experiences in the product safety, practicality, sports experience, and many other aspects. 
      In addition to continuous research and development of new products, R&D team has also been to maintain the improvement and optimization of existing products, so that they can continue to enhance the sports experience, make more users get better sports experience and enjoy sports.
      Decathlon insists that the research and development of sports products should be closed to the sportsmen, so the research centers are located in popular sports areas. For example, outdoor mountain sports R&D center is located in the Mont Blanc in Europe. It is useful for sports research and development to listen to the user’s feedback more effectively. According to users’experience, R&D team can improve in time, and make it efficient and accurate from the initial design to product testing.
Owned Logistics
      Decathlon has its own logistic channels. It has 58 storages and 6,600 staff all over the world. Every year, it exports 113,000 containers and transports about 1.2 billion products. There are 4 Decathlon logistic centers in China, separately in Huaqiao, Yanjiao, Dongguan and Wuhan. The logistics storage area to 350,000㎡. And all of them are used for the Chinese market. It is worth mentioning that the logistics centers of Decathlon delivered goods by department divided in sports brand, just like stores. And there are also some sports area provided for the logistics employees and other sports lovers who want to do sports.
Production
      Decathlon has production centers in 30 countries and regions all over the world. Nearly 50% production comes from North Asia. The production in China account 40% of the whole group company.
Among the products sold in China, 94.2% were produced in China, and Decathlon’s goal was to increase this figure to 100%.
Passion Brand
      When Decathlon was founded in 1976, it adopted the approach of inviting other brands to settle in, but Decathlon decided to develop its own production business after ten years. By 1997, Decathlon had created own brands as Tribord (the brand of water sports) and Quechua (the brand of Outdoor mountain sports). 
      There are more than 20 passion brands in Decathlon. More than 85% of products in Decathlon globally are by passion brands. Decathlon provides more than 80 sports, and Decathlon production can meet different demands of sport mass from beginners to experts. 
Retail
      Decathlon began its retail business in China in 2003. It opened 294 stores in about 112 cities and provided online businesses with products and services for customers in about 400 cities by the end of 2018.
      Decathlon focuses on the mass sports market, gathering all the sports in Decathlon stores. Decathlon store provides more than 80 sports with full range of products choice, innovative products and best prices to make sports accessible to the many. Besides, our stores have free sports clubs and playgrounds. Each store organizes 8 to 30 sports activities every year to encourage customers to try our products and new sports. 
      All the Decathlon stores are all direct-sale stores. The development models increased from original three categories to eight categories, separately are LUR, TAILORMADE(Property), BTS(Leasing), ANCHOR, MIX USE, SPORT PARK, sMall and NANO. 
In China, to make sports accessible to the many and considering Chinese centripetal shopping habits, Decathlon created the Click & Collect pattern, which makes Decathlon become closer to sports users.
      To always ensure the high quality of the products and provide best price, Decathlon’s whole industrial chain plays the key role. When designers have any creative ideas, the relevant departments of R&D will make consideration and discussion from the aspect of technology, kinesiology, and ergonomics. As soon as the idea becomes practicable, Decathlon will make mass-production by global purchasing pattern and transport products through its own logistics system to eventually store the products in repositories so that be ready for online and offline retail. 
      Decathlon group is a company possesses the whole industrial chains of sport products with research & design, production, logistics, owned brands and retailing. Now, China is the only overseas market owing the whole industrial chain except France.
迪卡侬全球发展
1976年，Michel Leclercq开创了一种全新的自助式体育零售概念，第一家迪卡侬商场于法国恩洛斯诞生。
1986年，“迪卡侬工业采购中心”诞生，不仅销售产品，还设计和制造运动产品。
1989年，第一间国际生产办公室也在亚洲建立。
2005年，迪卡侬基金会诞生，基金会项目《给她一辆自行车》正式启动。迪卡侬基金会为摩洛哥山区的女孩提供自行车、骑行教学及用以自行车维修保养的workshop，给了她们上学的机会。
2006年，迪卡侬电子商务团队在法国成立，和顾客的距离仅在指尖。
2014年，迪卡侬拥有注册专利106项，合作开发项目近200项。
      截止至2019年底，作为大众运动全产业链集团，迪卡侬已招聘了来自93个不同国家的9万多名员工，全球1647家商场分布于57个国家与地区，提供超过80项运动类别和35000个产品选择，并且，迪卡侬的年销售额已超124亿欧元。
Decathlon Global Development
      In 1976, Michel Leclercq created the first Decathlon mall with a new concept of self-service sports retail and in Enos, France.
      In 1986, Decathlon Industrial Production Center was born, that means Decathlon does not only sell products, but also design and manufacture sports products.
      In 1988, the first international production office was established in Asia.
      In 2005, Decathlon Foundation was born. A Foundation project –offer her a bike– officially launched. Decathlon Foundation provided girls in Moroccan mountain with bicycles, riding classes and workshop for cycle maintenance in order to offer them opportunities to ride to school.
      In 2006, Decathlon E-commerce team was established in France.
      In 2014, Decathlon has 106 registered patents and nearly 200 joint development projects.
      By the end of 2019, as a generated corporation in mass sports market, Decathlon has recruited more than 90,000 employees from 93 different countries. There are 1647 Decathlon stores in 57 countries and regions, providing more than 80 sports and 35,000 products items. Besides, Decathlon’s annual total has exceeded 12.4 billion Euros.

迪卡侬中国发展
1989年，迪卡侬进入中国香港，发展生产和产品出口。
1994年，迪卡侬进入广州，开设生产办公室。
1998年，迪卡侬在上海莘庄的生产基地开设第一家工厂直销店，为迪卡侬商场在中国开业做好准备。
2003年，迪卡侬取得了商务部成立后的第一个外商独资零售企业批复，开始在华零售业务。 也是在这一年，迪卡侬将大中华区总部由香港迁至上海浦东。并于该年11月，在上海花木开了大中华区第一家迪卡侬概念商场。
2009年，迪卡侬开始开展电子商务业务，发展迅速，线上平台包括官网和迪卡侬天猫旗舰店，至今已为约400个城市的顾客提供了产品和服务。同年，迪卡侬中国开启自营物流的发展，独一无二的物流模式，与时间赛跑，把最好的产品以最快的速度陈列在用户眼前。
2012年，台湾第一家迪卡侬商场开业。
2014年11月15日，迪卡侬中国的门店数量跨越100家。
2017年，迪卡侬在上海浦东开设了第一家体验店，坚持顾客对产品的深度体验。迪卡侬一直坚持线上线下一体化经营，目前，中国是迪卡侬在全球发展最快的国家，并且一直持续增资。
      截止至2019年年底，迪卡侬在中国超过110个城市开设了超过300家门店，员工数量逾18000人。从单纯的零售企业逐步扩大为集设计，生产，物流，零售为一体的全产业链布局，以创新的理念和全产业链经营模式确保为最广泛的大众提供高性价比的产品。在生产方面，大中华区共开设了39个驻场办公室、10个工业采购办公室以及4个自有工厂，生产能够满足94.2%的本土零售量；在物流方面，迪卡侬于花桥（即昆山）、燕郊、东莞和武汉建立了物流中心，总面积超过380000平方米，逾1500名员工。
      未来，迪卡侬在中国的商场会持续增多，并且通过线上线下一体化服务更多顾客；积极进入更多城市，为当地市民带来丰富的大众运动平台和体验，让更多人参与运动。
Decathlon in China
In 1989，Decathlon entered Hong Kong, China, started to developing production and exports.
In 1994, Decathlon entered Guangzhou, set up production office.
In 1998, Decathlon opened its first factory outlet based in Xinzhuang, Shanghai.
In 2003, Decathlon got the first approval as a wholly foreign-owned Enterprise to start the business in China after the establishment of the Ministry of Commerce. In this year, Decathlon China headquarters located to Pudong, Shanghai. In November, Decathlon opened its first concept store in Huamu, Shanghai.
      In 2009, Decathlon began its E-commerce business. The online platform includes the official website of Decathlon and T-mall store. Decathlon’s E-commerce business had provided products and services to customers from 400 cities. In the same year, Decathlon China started to build its self-owned logistic, this unique model delivered the best products to the users with the fastest speed.
In 2012, Decathlon opened its first store in Taiwan.
In 2014, Decathlon China has opened 100th store. 
      In 2017, Decathlon opened the first experience store in Pudong, Shanghai. Decathlon insists to make customers experience the products deeply. Decathlon has always insisted on the integration of online and offline operations. At present, Decathlon grows fastest in China, and has continued to increase capital here.
      By the end of 2018, Decathlon had opened over 294 stores in more than 112 cities, with the number of more than 18,000 employees. Decathlon gradually expanded to the whole industrial chain for design, production, logistics and retail from the simple retail enterprise, with innovative ideas and the whole industrial chain business model to ensure that the mass of the public can get best-value products. In terms of production, Decathlon China region has set up 39 resident offices, 10industrial production offices and 4 own factories, to produce 94.2% of the local retail sales. In terms of logistics, Decathlon has established logistic centers in Huaqiao, Yanjiao, Dongguan and Wuhan, with a total area of more than 380,000 square meters and over 1500 employees. the future, the number of Decathlon shopping malls in China will continue to increase and Decathlon will serve more customers through online and offline. Being active to step into more cities to bring a varied of sports platforms and experiences to the local people, so that more people can be involved in sports.
创新产品
ARPENAZ10背包介绍
      这是一款由迪卡侬QUECHUA团队设计研发的户外运动休闲双肩背包，适合 10 岁及以上年龄的背包客，外观简洁，性价比高，10年质保。迪卡侬设计团队优化生产工艺，采用单缝合技术，同时结合真实的运动场景如爬山，来反复监测和确保产品的使用功能。除此以外，这款背包最大的特点就是耐损耗。测试团队对肩带、拉链、缝合处以及面料均进行了老化测试，其中接缝处抗撕扯测试周期达到了10000个，底部磨损750个周期，拉链20000个周期。严谨的实地加工厂测试，让这款背包的使用寿命得以达到10年。 
      这款性能优质的户外运动背包，在巴西的售价为8欧元，约等于人民币58元，然而在中国的迪卡侬商店，却只需要仅仅人民币14.9元。这是因为中国是迪卡侬除法国外，唯一一个实现全产业链布局的国家。通过集设计、生产、物流、品牌、零售于一体的全产业链发展模式，迪卡侬得以最大程度地控制成本，为顾客提供高性价比的运动产品，实现其“让运动触手可及”的理念。
The Introduction of ARPENAZ10
      This is an outdoor sports backpack designed by the Decathlon QUECHUA team, suitable for the backpackers of 10 years old and above. This backpack has simple appearance, best-value and 10-years quality guarantee. Decathlon design team optimized the manufacturing technique by using the single stitching technique. Besides, the real sports scene test such as climbing is also adopted in order to repeatedly monitor and ensure the high quality of the products. In addition, one of the most important features of this backpack is its quality of resisting wear and tear. The test team did aging tests of the shoulder straps, zippers, stitches and fabrics. Among the tests, the test cycle of tearing the seams reached 10,000, the wear test of the bottom reached 750 cycles and zipper’s reached 20,000 cycles. Precise field test and factory test help the service life of this backpack reach 10 years.
      This high-quality outdoor sports backpack sells 8 Euros in Brazil, equal to about 58 CNY. But in Decathlon China stores, it only sells 14.9 CNY. This is because China is the only country that has achieved the whole industry chain except France. Thanks to the whole industrial chain development mode containing design, production, logistics, brand, and retail, Decathlon succeeds in minimizing the cost and provides customers with best-value products to finally realize the concept that “We make sports accessible for the many”.