Decathlon gears up to take on Rebel, Amart Sports

by:YdbY     2020-08-29
Decathlon is preparing to enter the Australian sports retail market.
Source: The French giant suplieda, known as sports clothing Aldi, will let the rebel movement and the Amart movement pass their pace for $1.
3 billion market for sports equipment.
Decathlon launched its website in Australia last month and is expected to open its first two major websites
By the end of this year, in the outer suburbs of Sydney and Melbourne, it is most likely to open physical stores.
The French company has more than 1000 stores and 70,000 employees in nearly 30 countries.
Turnover in 2015 was $14 billion (9. EUR 1 billion).
Its international stores are dominated by China, followed by Spain and Italy.
Decathlon is very similar to Aldi and specializes in selling private label products, accounting for about 60 of its sales.
Its 20 \"passion brands\" are-
The house of a team of 50 researchers.
According to Roy Morgan, a consumer research firm, 734,000 Australians bought sports equipment.
Sportswear or footwear are not included
In the 12 months ended March 2016, the average four-week expenditure was $1.
33 billion year round.
The rebel movement, the main chain, has a market share of $0. 254 billion.
Customers spend $50 million (4 per cent)
All sporting goods, $48 million (4 per cent)
Sports Power $44 million (3 per cent)
At Kmart and $24 million (2 per cent)at Big W.
Another 0. 583 billion of the market, worth $, is made up of many bricks. and-
Each store has less than 2 cents in physical stores and online stores.
The stores include sporting goods stores and sporting goods stores such as Aldi, Anaconda, Target, eBay and DealsDirect.
The Super Retail Group with Rebel and Amart will lose the most when decathlon enters the local market.
\"The arrival of Decathlon will undoubtedly shake the sporting goods and clothing market,\" said Roy Morgan\'s chief executive, Michelle Levin . \".
\"It\'s called category killer \'.
However, while decathlon may be good
Rebel Sport is also considered to provide excellent customer service.
The local retailer won the Roy Morgan Sports Store Customer Satisfaction Award for 2015 of the year.
Australia spends far more on sports clothing than on sports equipment. $2.
Sports shoes $5 billion, $1.
Sports wear 5 billion
MS Levin said the rebels had a strong position in both categories, but in terms of sports equipment alone, it was not as strong in general.
The French giant will open its first warehouse.
Fashion stores this year.
Source: \"Our fine consumer research on specific products shows that Rebel also has a stronger market position in men than women,\" she said . \".
\"It has men\'s sportswear and men\'s footwear markets, while women\'s sportswear and women\'s sneakers are 6.
Craig Woolford, retail analyst at Citi, warned last month that the super-retail business could lose 4% of its revenue and the previous 7% --
Within a decade of tax revenue, price competition from Decathlon further eroded the industry\'s profit margin.
A price survey comparing Amart with Decathlon found that Amart is usually cheaper in sports equipment, but Decathlon\'s private brand clothing prices are much lower.
Woolford found that Decathlon\'s own brand offer is 50-70 cheaper than the lowest price
Cost branded products pose a greater threat to discount department stores such as Kmart and W than Amart.
\"The price difference between decathlon and Amart is not very obvious in the sports equipment category, especially when comparing private label products,\" he wrote . \".
\"On entry-level private branded sports devices, Decathlon is more expensive than Amart.
In addition, we observed that in Amart, more versatile sports equipment such as golf, dumbbells and leg guards are cheaper than alternative private labels offered by decathlon.
He said: \"In general, the slow launch of stores will mean that any impact on Australian retailers will be gradual, and the lack of branded products may slow growth --up.
Decathlon warehouse
Twice the size of fashion stores in the Rebel and Amart stores can also be a challenge.
Mr. Woolford pointed out that,
Format retailer, available on good website
The population is scarce and the quality is high.
\"Ensuring a good website is the key to the success of any retailer,\" he wrote . \".
\"The company says it focuses on sites located in large areas of the outer suburbs of Sydney and Melbourne.
\"Given that these centers are far from the main shopping malls, he predicts that direct competition with the rebels is limited, but direct competition with Amart is more risky.
\"Rebel has a balanced portfolio of stores that are biased towards new states and Victoria,\" he wrote . \".
\"Amart has its own features on the East Coast, with half of its stores concentrated in the Queensland market.
Due to this concern, we expect that the initial impact of Decathlon\'s entry into Australia may be small for the Amart and Super Retail sports sectors. ”frank. chung@news. com.
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