From a paradise for straight men to OOTD for girls, how did Decathlon become a hit on Xiaohongshu?

Decathlon, which has been unknown for a long time, has recently become a hot item on Xiaohongshu. How did it do it? The author of this article analyzes this issue from two perspectives: product and brand. Let's take a look!

Ranked first in Xiaohongshu's sports and fitness industry voice ranking in 2021. Ranked first in the preference of "First Financial Daily" gold-lettered sportswear category in 2022.

It is hard to imagine that this name, which ranks above Keep and lululemon, is Decathlon, which has been unknown in the Chinese market for more than ten years.

Sales figures are also growing - in 2022, Decathlon's global net sales reached 15.4 billion euros, a year-on-year increase of 12%, and net profit reached 923 million euros.

Open Xiaohongshu and search for skirts and pants, and you’ll find 3 Decathlon posts among the top 10,000-like notes.

From a paradise for straight men, a paradise for poor people, a cheap supermarket, to the ootd of the girls on Xiaohongshu, things are certainly not as simple as "the wind is coming". Next, we will take skirts and pants as an example to try to restore how Decathlon became a hot-selling machine on Xiaohongshu.

1. Products: Satisfying "both needs" + high cost performance

Everything starts with the product itself.

Although the specific product information may change, the style of this skirt-pants, which has been recommended on Xiaohongshu for several consecutive summers, has continued to this day. It is currently described on Decathlon's official website as a "country hiking skirt" designed by a hiking team and suitable for hiking in plains, forests or coasts.

It is difficult to verify who first recommended this pair of culottes on Xiaohongshu. But after reading more than 100 related notes, we think the general evolution can be summarized as follows:

1. In 2020 and 2021, it was only mentioned sporadically by amateurs and had almost no voice.
2. Entering the spring and summer of 2022, the number of recommendations gradually increased, and it officially became popular in June, with the emergence of "Who invented culottes! I love them so much!!" (17,000 likes and 7,092 favorites), "Decathlon is the god for pear-shaped bodies" (3,961 likes and 1,096 favorites), "Decathlon's culottes are really comfortable to wear" (4,974 likes and 2,354 favorites), and "Go get Decathlon's A-line skirts!!" (24,000 likes and 12,000 favorites), a total of 4 high-profile notes.
3. The popularity continued in 2023, and in March, there was another hit item, "Found the most versatile skirt of the year in Decathlon!" (12,000 likes and 6,895 collections). At the same time, there emerged a number of mid-level popularity notes with 1,000-2,000 likes, and more notes on amateurs wearing it.

Throughout the process, although Decathlon's Xiaohongshu account recommended this short skirt in the notes of summer hiking rules and river tracing strategies in August 2022, the number of likes did not exceed 100. The producers of the above-mentioned hot-selling notes, except for pure amateurs, are all outfit sharing bloggers, who are the real hot-selling makers.

So, why did this pair of culottes, originally used for hiking, gain a place in the fiercely competitive Xiaohongshu fashion section? The answer can be summarized as satisfying "both" and "high cost-effectiveness".

For consumers who prioritize sports, this is a pair of quick-drying shorts. It is light, breathable, and has pockets. On the basis of functionality, the A-version makes the legs look longer, and the skirt design retains the feminine characteristics, which adds points to the aesthetics and satisfies the desire for beauty even when exercising.

For users who prioritize dressing, this is an A-line skirt/short skirt. It can be worn by petite, slightly plump, pear-shaped and other body types. On this basis, there are three additional points. First, there is an inner lining, so you don’t have to worry about exposure and feel safe. Second, the sports quick-drying fabric is uniquely light and comfortable. Third, the hiking skirt has the mountain style and workwear style dressing genes, which is in line with the current trend and can create a "healthy, sunny and positive feeling."

It can be seen that in both the fields of sports and leisure, this pair of sports skirt pants has been improved on the basis of the original product category, satisfying the user's "both and more" needs, and is very versatile in scenes, functions and colors.

In fact, the invasion of the leisure market by sportswear is consistent with the logic of sports shoes replacing leather shoes and high heels. In terms of functional needs, sports shoes are more comfortable and applicable to a wider range of scenarios. In terms of spiritual needs, sports shoes have entered the catwalk and have become a symbol of good taste when paired with suits, occupying more fashion discourse power. Under the double blow, the balance gradually tilted.

Looking at the price-performance ratio , we pulled together 6 sports and leisure brands targeting the mass market and checked their official flagship stores on Taobao. We found that similar styles of skirts and pants currently on sale are priced at Uniqlo (199 yuan), Giordano (119 yuan), Camel (139 yuan), Metersbonwe (249 yuan), 361 Degrees (159 yuan), and Bananain Harry Potter co-branded products (259 yuan). Even with daily discounts, Decathlon's price of 99.9 yuan has a good price advantage among non-white-label brands.

In short, practical and cheap are the secrets to Decathlon's culottes' popularity on Xiaohongshu.

2. Brand: Focus on these 3 points to promote both products and products on Xiaohongshu

Decathlon’s popular items on Xiaohongshu are not just skirts and pants, but also flared yoga pants, white gym bags, swimming slippers, etc.

If a hit product is probably a matter of luck, then the continuous success of products means there are more underlying reasons. And as the first preference of the sportswear category in the "First Financial Daily" in 2022 revealed - not only the single product is popular, but the Decathlon brand is also being liked by more people.

Not only does it bring goods, but it also brings brands. How did Decathlon, once known as a paradise for straight men and a cheap hypermarket, become so popular on Xiaohongshu, which is labeled for women and white-collar workers? This is obviously not explained by the word "cheap". We believe that the following three points have helped Decathlon a lot.

1. More advanced: from supermarket to brand, from cheap to low price

The sports and leisure trend has finally come to Decathlon, which is inseparable from its brand upgrade in recent years. In 2017, when the official public account was opened, Decathlon was positioned as a professional sports supermarket, and when it entered Xiaohongshu in September 2021, it introduced itself as a diversified sports brand.

In order to become more like a modern sports brand, Decathlon has invested in three directions.

First of all, it is professional, using traditional sports marketing methods and signing top events and athletes.

In January 2021, Decathlon announced a multi-year licensing partnership with the NBA, becoming the NBA's official licensee in Asia, Europe, Africa, the Middle East and Latin America. This is the first time that the Decathlon Group has released a co-branded product worldwide. It is worth mentioning that Wang Hedi has worn this series of leggings more than once this year.

In the same year, Kipsta, a football brand under Decathlon, reached a cooperation with the French Football Federation, and then officially became the highest-level partner of the 2024 Paris Olympic Games and Paralympic Games. This year, there was also action. In March, KIPRUN, a running brand under Decathlon, signed a contract with two-time Olympic medalist Paul Chelimo.

A large part of the brand's notes on Xiaohongshu are also professional-related, such as freestyle teaching, how to choose a skateboard, a guide to paddle board yoga, and badminton serve positions. In December 2022, the news that sponsored skater and technical partner Edi won the skateboarding championship was released.

Decathlon is not unprofessional . As a full industry chain group, as of 2021, Decathlon has 850 product engineers, 300 designers, and 1 R&D center specializing in body function and sports performance. However, because it has long been positioned in the mass market and has less marketing investment, users do not have a strong perception of its professionalism.

The second is fashion, covering visual systems such as logos, store layout and product design.

In September 2021, Decathlon China held a brand renewal conference and announced a new brand visual system. The logo and the newly designed Chinese characters were unveiled together, which is simpler and more modern as a whole.

Decathlon has also upgraded its stores nationwide. For example, the main door has been changed to a simple glass door, and interactive large screens and 3D foot scanners have been added to the store. Sports display points have been changed to 3D printed sports models to reflect the sense of technology. The display method has also been changed to emphasize spaciousness and comfort, and more emphasis has been placed on the experience area. In terms of products, taking camping as an example, Liu Shujiong, the brand manager of Decathlon China Camping, once said in the official group information public account that the products have added beige and earth tones, which are more in line with Asian aesthetics. From color, pattern to shape, the aesthetic design of Chinese tent products is the richest in the world for Decathlon.

In fact, they have also made bolder attempts. In September 2020, they launched a limited edition of mandarin duck dad shoes, which can be said to be a new trend in the sports circle. Although the subsequent brands have become more popular in color matching and have launched limited edition products with a small proportion, they have maintained a certain restraint in the direction of fashion.

Finally, there is a clearer brand attitude and positioning. In 2021, along with the visual system, the brand slogan was also updated, upgraded to "Happiness is your choice", and the three strategic groups of young family users, sports enthusiasts, and new-age energetic women were identified. The first CMO was appointed that year.

Strictly speaking, Decathlon is not a sports brand like Nike, but a retail chain, the "IKEA of the sports world". Its previous target users ranged from 6 months old to 80 years old. But now consumers do not lack a large and comprehensive sports goods supermarket, so Decathlon needs to provide more and newer reasons to buy.

To achieve this, a clearer target group and a more specific brand attitude are needed to lead and connect changes in product development, channel upgrades and marketing strategies. After all, in this era, only when you have attitude and expression can people see you, remember you and like you.

For example, Decathlon’s TVC “Thank You for Being on the Same Field with Me” highlights the concept of “being on the same field”, emphasizing that it doesn’t matter whether you win or lose, or the venue, or whether you sprint to the limit or pursue higher, faster, or stronger. What’s more important is to spend a happy sports time with friends or lovers.

2. Happier: Fun shopping and photo taking, creating a "Disney of the fitness world"

As we all know, modern people are tired, anxious and in great need of healing.

Exercise brings a sense of relaxation. It is a common practice for Decathlon stores to set aside 15% of their space for sports venues and sports experience facilities. In recent years, the experiential sports space has been expanded to strengthen the consumer impression of the playground, extend the time consumers spend exercising in the store, and provide more repair and maintenance services.

Decathlon's official Xiaohongshu account published a note titled "How we spent a whole day in a Decathlon store", mentioning that you can try out fitness equipment, choose swimming goggles/try shoes, try out bicycles, experience camping, learn roller skating... Netizens have even more ways to play, it's a free gym for middle-aged men, and a holy place for parents to take their children out for a walk.

It is not only fun, but also easy to buy. Xiaohongshu users describe it as "the second place after Uniqlo that makes me feel full of happiness" and "the second happy hometown after Uniqlo". The reasons are that there are no sales staff following closely, the things are affordable and practical, and there are many categories that can be browsed for a long time, which feels like finding bargains and treasures. This is also the image that the brand intends to create. Decathlon's business notes on Xiaohongshu are dominated by video store visits, and the prominent selling points include one-stop shopping, easy to browse, and good for taking pictures.

Decathlon has also tried another direction. In 2019, it opened a mini store in the inner ring of Shanghai with an area of ​​less than 200 square meters, but chose to close the store soon after. It can be imagined that this move of drastically reducing the area, increasing the store density, connecting online and offline to improve shopping convenience, and creating a stronger presence in the core urban area has sacrificed the experience and richness of categories that have always been insisted on.

Happiness and healing can also be found in unexpected places. On Xiaohongshu, there is a note with 11,000 likes, titled "If you have size anxiety, go shopping at Decathlon." Go and see the normal physiological curvature and leg muscles of the models. There are clothes in both xxs and xxxl sizes, which hits the girls' body anxiety.

3. Be more honest: Being honest and sincere is always the key

Decathlon actually has another image on Xiaohongshu, which is that of an honest person.

For example, they are very honest and write everything. The reason for the discount is clearly written, because there is only one pair left due to sampling, and there is a slight scratch on the upper of the right foot. The product information "exposes the shortcomings" and reminds you that the bicycle lock cannot be used to prevent theft. For example, no matter how long the product has been used after purchase, you can return it to the store for a new product. There is also a user who claims to be a former part-time employee who said in the comment area that a customer bought a pair of shoes and returned them every one or two years when they could not wear them, and Decathlon would still return them.

For example, the marketing cost is low. There are even notes that worry whether Decathlon will go out of business, saying "With such good quality and low prices, but without advertising, will it close down in China one day?" For example, when shopping on Taobao, Decathlon's technical support directly told not to listen to the nonsense of the customer service in front. It presents a frank and interesting image. This note has currently received 10,000 likes.

Being low-key, pragmatic, honest and straightforward, in this age full of consumer traps where you can easily be charged an IQ tax if you are not careful, this kind of human touch can easily arouse favor and build trust.

3. Analyst Comments

It is true that the rise of niche sports and trends such as consumption downgrade are favorable trends for Decathlon, but what is easily overlooked is that the first product sold by Decathlon in its first store in China in 2003 was a saddle, and it started hosting camping festivals in 2015. Its investment in niche sports was unknown before the trend came.

However, these so-called advantages, such as hundreds of offline stores, dozens of sports categories, and high quality and cost-effectiveness, will not keep up with the times and may even become useless if they cannot be conveyed in a way that consumers prefer and new solutions cannot be provided for new groups of people.

The rise of sports in China is a highly certain opportunity, but the whole process is complex and lengthy. The key is how to combine one's own characteristics, hit the rhythm of consumer demand and the changing mood of the times, and decide what to abandon, what to stick to, what to optimize, and what to amplify.

Author: Xiao Mei, WeChat public account: "Knife Skills Research Institute"