Decathlon Shenzhen Guanlan Shopping Mall grandly opened, exploring the new path of "sports+" to lead the upgrading of the consumer market

On December 1, 2023, Decathlon, the global diversified sports brand, held the opening ceremony of Decathlon Mission Hills Mall and the Decathlon Mission Hills Sports Carnival of the New Year Shopping Season in Shenzhen in Mission Hills New Town MH Mall, marking the official opening of Decathlon Mission Hills Mall, which is also the second physical mall of Decathlon Shenzhen in Longhua District. Focus on family users and energetic women Explorers of sex and emerging sports, Decathlon Mission Hills Mall covers outdoor, cycling, ice and snow and other fashionable sports, and realizes the effective allocation of regional resources to jointly create a sports, shopping The "sports+" complex integrating entertainment and lifestyle will further stimulate the vitality of healthy sports, release regional consumption potential, and promote the upgrading of sports consumption market in Shenzhen and the Bay Area.

Decathlon Shenzhen Guanlan Shopping Mall Grand Opening

On the day of the opening ceremony, Mr. Xiao Ming, the second level researcher of the Consumption Department of Shenzhen Municipal Bureau of Commerce, was the CPPCC National Committee Member, Mission Hills Group Chairman and Executive President Dr. Zhu Dingjian, Decathlon Chinese Vice President Mr. Sai Wanzhou, President, Vice Commercial Officer of Mission Hills Group Mr. Song Zhaofeng, President, Mr. Nie Xiwen, Chief of Trade and Circulation Section of Longhua District Bureau of Industry and Information Technology, Decathlon Regional development in China Mr. Jian Weiji, Director, Decathlon Shenzhen Mr. Mie Xifang, the general manager, and Mr. Pan Like, the special leader of Guanlan Street Cultural and Sports Center, attended the event to witness the birth of this new consumption landmark. As part of the 2023 Shenzhen Shopping Season and Longhua Shopping Festival As an important part, the event was held with the strong support of Shenzhen Municipal Bureau of Commerce, Longhua District Bureau of Industry and Information Technology, Longhua District Bureau of Culture, Radio, Television, Tourism and Sports, and Guanlan Sub district Office.

Decathlon Shenzhen Mian Xifang, the general manager, said: "Since the opening of Hongling Mall, Decathlon's first store in Luohu District in September this year, Mission Hills Mall is Decathlon's second brand new physical mall opened in Shenzhen this year, highlighting our determination and commitment to continue to deepen the local market. Decathlon Mission Hills Mall aims to provide consumers with sports fashion lifestyle solutions, create a healthy and happy living environment, and promote the high-quality development of sports in Shenzhen through rich product choices and immersive sports experience. "

Decathlon Shenzhen General Manager Miao Xifang delivers a speech

Sports +Business district ， Enrich high-quality consumer supply

Decathlon Shenzhen Guanlan Shopping Mall is located on the ground floor of MH Mall in Guanlan Lake New Town, a popular business district in Longhua District. From outdoor sports to indoor fitness, from water sports to ice and snow sports, it is a good place for the surrounding family, parent-child users and energetic women Explorers of sex and emerging sports create immersive, interactive and experiential consumption scenes. With Mission Hills Mall as the entrance, consumers can explore more than 80 kinds of sports through all channels. At the same time, consumers can not only experience badminton, tennis, archery, riding and other sports in the mall, but also experience cool sports such as equestrian, skateboarding, golf and trampoline through Decathlon resource network.

Decathlon Shenzhen Guanlan Mall

Consumptive An important carrier, the business district is to improve consumption quality, improve consumption experience, and promote consumption upgrading important flat Taiwan is the key to building an international consumption center city Important support. In the "21 articles" of promoting consumption in Shenzhen, it is also emphasized to "actively promote the business circle economy" and expand the supply of high-quality consumer items. Decathlon Mission Hills Mall takes sports as the starting point, and activates the strong experience of sports business by building "sports scene+commercial complex" The ability of "attracting customers" brought by sex forms a good relationship with the business circle Sexual interaction to create a closed consumption ecosystem, improve consumer experience and satisfaction, and enhance customer stickiness in the business district Sex.

To celebrate the opening of Decathlon Mission Hills Mall, Decathlon will hold a sports carnival at the square outside the first floor of MH Mall in Mission Hills New Town from December 1 to 3, bringing consumers nine new, interesting and experiential sports card punching programs, including equestrian, skateboarding, golf, tennis, archery, cycling, etc. In addition, during the period from December 1 to 10, Decathlon Mission Hills Mall also launched consumer welfare activities, including 5 times of fuel points for members' consumption; New members can enjoy membership coupons and fuel value gifts to stimulate the consumption power of Shenzhen citizens with practical actions.

Decathlon Shenzhen Guanlan Shopping Mall Sports Carnival

Sports +Trends ， Activate new consumption engine

The favorable policies and the rise of new sports have greatly promoted people's enthusiasm for participating in sports. Walking, cycling, paddleboarding, frisbee, etc. are integrated with exercise, leisure and social activities Sexual sports have also become the trend vane of Shenzhen citizens' sports. These movements not only have distinct Sex and characteristics also reflect the expression of freedom, passion and exploration of the current young groups. As a new engine of consumption, "sports+trend" is gradually changing people's consumption concept and lifestyle, bringing new growth points to the consumer market.

As one of the fashion landmarks leading the quality of life in the Pearl River Delta, Mission Hills New Town MH Mall has gathered a variety of fashion elements, which complement Decathlon's outdoor, cycling, skiing and other fashion sports experience. Combining fashion sports with consumption, this is not only a shopping center, but also a junction of fashion and lifestyle, opening more new consumption space for consumers to experience.

Decathlon Shenzhen Guanlan Shopping Mall Cycling Experience Zone

"After In the era of Winter Olympics, skiing and other ice and snow sports have successfully broken the circle and become a new trend of mass sports. With the support of favorable policies, southern cities are also vigorously developing ice and snow sports. Shenzhen has a good atmosphere of ice and snow sports, and has shown strong consumption strength in previous years. Decathlon Mission Hills Mall gives full play to the advantages of resource integration, promotes the coordinated development of surrounding industries, and solves the pain points of how to ski, who to ski with, and where to ski from the aspects of products, professional coach teaching, venues, and experience, so as to bring one-stop skiing services to Shenzhen citizens.

Golf is a sport that pays attention to skills and patience. It can not only exercise the body, but also relax the mood and relieve pressure. along with In recent years, the audience circle has been expanding, and golf is showing a popular and young trend, becoming a fashionable social way and gradually integrating into people's daily life. Decathlon Mission Hills Mall, together with Planet G Golf Performance Center, provides a perfect place for people to feel the charm of golf flat Sets. Here, both beginners and experienced golfers can find their own equipment and venues to enjoy the fun and challenges of golf.

In addition to the G Planet Golf Performance Center, Decathlon Mission Hills Mall also cooperates closely with industry partners such as riding equestrian, HALF SKATE and bouncing trampoline park to provide Shenzhen citizens with more diversified sports options and safe and professional sports experience.

Sports +Ecology ， Promote sustainable consumption growth

As an emerging business center in Shenzhen, Mission Hills New Town not only has a unique geographical location and convenient transportation network, but also has accumulated many advantageous resources. From modern business circle to ecological green space, Decathlon relies on the rich business layout of Mission Hills New City, links the surrounding commercial supporting facilities, value-added services, etc., combines different business models, and builds sports and derivative service ecology of "sports+culture", "sports+tourism", etc flat Sets.

With the vigorous development of sports industry, people's demand for sports consumption has gradually shifted from a single leisure fitness to a combination of leisure The transformation of multi-function direction of entertainment, shopping, etc. has promoted the city to build a sports service complex with sports as the theme, and enhanced the integration of sports industry and other industries. Decathlon has been actively integrating industry resources to achieve link connection, build a sports life circle and an industrial ecosystem, bring more possibilities for consumers to derive sports culture, enrich consumption scenarios, tap consumption potential and promote sustainable consumption Sexual growth.

Through Decathlon's multi-channel display, consumers can also join a variety of digital communities and sports clubs, explore diversified sports scenes with like-minded partners, and enjoy the benefits of sports. With the opening of Mission Hills Shopping Mall, Decathlon Shenzhen will use 11 physical shopping malls as the connection points to connect offline activities with digital interest communities such as cycling, running and paddles, and build a "circle of two friends", aiming to create interactive exchanges flat Taiwan, so that a wider range of Shenzhen citizens can participate in sports anytime and anywhere.

As a strategy The emerging sex industry and sports have been standing in the new wind of economic development. New scenes of immersive, experiential, integrated and social sports consumption are constantly emerging, and sports consumption fields are diverse The sexual advantage is also further highlighted. Enter Shenzhen market In the past 30 years, Decathlon has always actively seized the market opportunities, constantly explored and innovated the business model, and injected new momentum into the Shenzhen consumer market. In the future, Decathlon Shenzhen will also continue to explore the new model of "sports+", broaden the new path of "sports+", and help Shenzhen build an international consumption center city and National sports consumption pilot cities promote the quality and expansion of Shenzhen and the Bay Area consumer markets.

About Decathlon Group

Decathlon Group, a world-famous comprehensive sporting goods group, is a whole industry chain company integrating research and development, design, production, brand, logistics and omni channel sales of sporting goods. It was founded by Mr. Michel Leclercq in Lille in 1976. Decathlon focuses on the mass sports market, and is committed to bringing all sports together under the same roof, making sports within reach and sharing sports benefits with the broadest public. By 2022, Decathlon's retail and production businesses have spread to 72 1751 stores were opened in countries and regions, with a team of 105000. The Group has 21 production lines all over the world Countries or regions, more than 50% of which come from China. Decathlon officially entered in 2003 In China, the first physical concept store in Asia was opened, and China realizes the complete layout of the whole industrial chain of the group, and provides the whole country with online and offline channels Hundreds of millions of people in nearly 400 cities provide professional products and one-stop sports experience services.

In 2020, the purpose of the Group will be updated to "benefit people and the earth". Sustainable development has become the global pillar strategy of the Group. Sports are closely related to the environment. It can be said that nature is the playground for athletes. Decathlon insists that products are an important part of the communication between the enterprise and customers Important links. As a whole industry chain enterprise of mass sports, Decathlon has sustainable goals and measures in every link from product design, research and development, production, logistics to final sales. At the same time, sustainable development has been deeply integrated into Decathlon's business model. It has tried to practice and explore in many fields, and has harvested successful cases.

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