Information about the Company & Brand
Decathlon started its business with a store entirely dedicated to “All Sports Under One Roof”, which opened in Englos, France, in July 1976. Its strategy is to focus solely on the sports market segment.
The strength of the Decathlon is its concept, which is "To sustainably make the pleasure and benefits of sport accessible to the many". Decathlon led the way toward high-quality, low-cost products with a model that produces the best value-to-price ratio in the market. This allows customers of all economic backgrounds to purchase its items.
Coming to Vietnam in 1995, currently, Decathlon Vietnam has two activities: the creation of sports products and retailing both online and in stores.
Brand Elements
Unlike its competitors, Decathlon only offers sportswear and does not sell lifestyle products. Firstly, it is often a mega store huge enough for customers to freely move about and try out the products.
Unlike other brands, Decathlon does not spend much money on promotions. Decathlon believes in the community's trust and word-of-mouth strategy. "Satisfied or satisfied" is Decathlon's priority. Products can be returned within thirty days for a refund or exchanged within one hundred eighty days from the date of receipt of purchase. Some of its products are ensured with a ten-year guarantee.
Like other Decathlon countries, to adapt to the VUCA world and fulfill customer demand, Decathlon Vietnam has switched from store centric to Omnichannel and now Marketplace, with a successful delivery rate is 97% and the Omni customer satisfaction year to date is 4.4/5.
Decathlon started its business with a store entirely dedicated to “All Sports Under One Roof”, which opened in Englos, France, in July 1976. Its strategy is to focus solely on the sports market segment.
The strength of the Decathlon is its concept, which is "To sustainably make the pleasure and benefits of sport accessible to the many". Decathlon led the way toward high-quality, low-cost products with a model that produces the best value-to-price ratio in the market. This allows customers of all economic backgrounds to purchase its items.
Coming to Vietnam in 1995, currently, Decathlon Vietnam has two activities: the creation of sports products and retailing both online and in stores.
Brand Elements
Unlike its competitors, Decathlon only offers sportswear and does not sell lifestyle products. Firstly, it is often a mega store huge enough for customers to freely move about and try out the products.
Unlike other brands, Decathlon does not spend much money on promotions. Decathlon believes in the community's trust and word-of-mouth strategy. "Satisfied or satisfied" is Decathlon's priority. Products can be returned within thirty days for a refund or exchanged within one hundred eighty days from the date of receipt of purchase. Some of its products are ensured with a ten-year guarantee.
Like other Decathlon countries, to adapt to the VUCA world and fulfill customer demand, Decathlon Vietnam has switched from store centric to Omnichannel and now Marketplace, with a successful delivery rate is 97% and the Omni customer satisfaction year to date is 4.4/5.
Changing lives through sport in Vietnam and elsewhere
Inspiring Identity
For over the first 20 years, Decathlon was the only brand in the store, which was a limitation to reach customers’ demand. Learning from this mistake, it switched up to a strategy of a portfolio of brands. Decathlon offers over 80 different sports with passion brands which revealed the company’s highest level of dedication to research and development and satisfaction to users.
Decathlon believes that preserving the planet and its population protects its purpose: "to make sports more accessible to everyone". The company holds itself to specific standards when it comes to its ecological footprint, design, production, manufacturing, and business operations.
People are always at the heart of the company. Its teammates are passionate about sports and believe in sharing the value and safety standards of its products. To achieve this, all members joining Decathlon must live four core values "Vitality, Responsibility, Generosity, and Authenticity". While implementing the principles of fairness, transparency, and consistency to motivate its players to achieve their strategic objectives, Decathlon’s network working mode also offers its teammates a high level of freedom, autonomy, and responsibility in their scope.
Achievements & Impact
Decathlon now is present in 70 countries, with 1,747 stores and 105,000 sportive & passionate teammates from 97 different nationalities who achieved sales amounted to nearly €14 billion excluding taxes (in 2021), representing a growth of 21% compared to 2020.
Decathlon now has five sports stores in Hochiminh City and Hanoi. Decathlon Vietnam is also the second biggest production country among Decathlon Global Production for years and is serving seventeen markets globally.
At Decathlon, not only its people are at focus, but also its customers and community. The retailer consciously decreases the profit margins of its products while does not compromise on quality standards. Through the Decathlon foundation program, many of disadvantage children are having happy moments by playing sports together and can go to school with their friends; or through Inclusion & Diversity project, youths from SOS/ Vietseed or other disadvantaged groups are supported for a higher opportunity of employment.
Future Direction
Decathlon Vietnam’s project plan is to deliver the Decathlon Group vision, with five targets. Decathlonians are partners for health, for a better quality of life. It promotes a mindful way of living through sports. Decathlonians enable clean and healthy tranSPORT. Decathlonians are also 100% Local Living orientated, and globally connected. Furthermore, Decathlonians strive for responsible growth that benefits both people and the planet, acting within a regenerative economy. Decathlonians are fully inclusive and open to all. It reflects the society that it wants to be a part of.
It aims to bring a positive impact to 1,000 direct teammates, 100,000 indirect teammates, and 10,000,000 sports users.
For over the first 20 years, Decathlon was the only brand in the store, which was a limitation to reach customers’ demand. Learning from this mistake, it switched up to a strategy of a portfolio of brands. Decathlon offers over 80 different sports with passion brands which revealed the company’s highest level of dedication to research and development and satisfaction to users.
Decathlon believes that preserving the planet and its population protects its purpose: "to make sports more accessible to everyone". The company holds itself to specific standards when it comes to its ecological footprint, design, production, manufacturing, and business operations.
People are always at the heart of the company. Its teammates are passionate about sports and believe in sharing the value and safety standards of its products. To achieve this, all members joining Decathlon must live four core values "Vitality, Responsibility, Generosity, and Authenticity". While implementing the principles of fairness, transparency, and consistency to motivate its players to achieve their strategic objectives, Decathlon’s network working mode also offers its teammates a high level of freedom, autonomy, and responsibility in their scope.
Achievements & Impact
Decathlon now is present in 70 countries, with 1,747 stores and 105,000 sportive & passionate teammates from 97 different nationalities who achieved sales amounted to nearly €14 billion excluding taxes (in 2021), representing a growth of 21% compared to 2020.
Decathlon now has five sports stores in Hochiminh City and Hanoi. Decathlon Vietnam is also the second biggest production country among Decathlon Global Production for years and is serving seventeen markets globally.
At Decathlon, not only its people are at focus, but also its customers and community. The retailer consciously decreases the profit margins of its products while does not compromise on quality standards. Through the Decathlon foundation program, many of disadvantage children are having happy moments by playing sports together and can go to school with their friends; or through Inclusion & Diversity project, youths from SOS/ Vietseed or other disadvantaged groups are supported for a higher opportunity of employment.
Future Direction
Decathlon Vietnam’s project plan is to deliver the Decathlon Group vision, with five targets. Decathlonians are partners for health, for a better quality of life. It promotes a mindful way of living through sports. Decathlonians enable clean and healthy tranSPORT. Decathlonians are also 100% Local Living orientated, and globally connected. Furthermore, Decathlonians strive for responsible growth that benefits both people and the planet, acting within a regenerative economy. Decathlonians are fully inclusive and open to all. It reflects the society that it wants to be a part of.
It aims to bring a positive impact to 1,000 direct teammates, 100,000 indirect teammates, and 10,000,000 sports users.
INSPIRATIONAL BRAND CATEGORY
Decathlon Vietnam
Information about the Company & Brand
Decathlon started its business with a store entirely dedicated to “All Sports Under One Roof”, which opened in Englos, France, in July 1976. Its strategy is to focus solely on the sports market segment.
The strength of the Decathlon is its concept, which is "To sustainably make the pleasure and benefits of sport accessible to the many". Decathlon led the way toward high-quality, low-cost products with a model that produces the best value-to-price ratio in the market. This allows customers of all economic backgrounds to purchase its items.
Coming to Vietnam in 1995, currently, Decathlon Vietnam has two activities: the creation of sports products and retailing both online and in stores.
Brand Elements
Unlike its competitors, Decathlon only offers sportswear and does not sell lifestyle products. Firstly, it is often a mega store huge enough for customers to freely move about and try out the products.
Unlike other brands, Decathlon does not spend much money on promotions. Decathlon believes in the community's trust and word-of-mouth strategy. "Satisfied or satisfied" is Decathlon's priority. Products can be returned within thirty days for a refund or exchanged within one hundred eighty days from the date of receipt of purchase. Some of its products are ensured with a ten-year guarantee.
Like other Decathlon countries, to adapt to the VUCA world and fulfill customer demand, Decathlon Vietnam has switched from store centric to Omnichannel and now Marketplace, with a successful delivery rate is 97% and the Omni customer satisfaction year to date is 4.4/5.
Decathlon started its business with a store entirely dedicated to “All Sports Under One Roof”, which opened in Englos, France, in July 1976. Its strategy is to focus solely on the sports market segment.
The strength of the Decathlon is its concept, which is "To sustainably make the pleasure and benefits of sport accessible to the many". Decathlon led the way toward high-quality, low-cost products with a model that produces the best value-to-price ratio in the market. This allows customers of all economic backgrounds to purchase its items.
Coming to Vietnam in 1995, currently, Decathlon Vietnam has two activities: the creation of sports products and retailing both online and in stores.
Brand Elements
Unlike its competitors, Decathlon only offers sportswear and does not sell lifestyle products. Firstly, it is often a mega store huge enough for customers to freely move about and try out the products.
Unlike other brands, Decathlon does not spend much money on promotions. Decathlon believes in the community's trust and word-of-mouth strategy. "Satisfied or satisfied" is Decathlon's priority. Products can be returned within thirty days for a refund or exchanged within one hundred eighty days from the date of receipt of purchase. Some of its products are ensured with a ten-year guarantee.
Like other Decathlon countries, to adapt to the VUCA world and fulfill customer demand, Decathlon Vietnam has switched from store centric to Omnichannel and now Marketplace, with a successful delivery rate is 97% and the Omni customer satisfaction year to date is 4.4/5.
Changing lives through sport in Vietnam and elsewhere
Inspiring Identity
For over the first 20 years, Decathlon was the only brand in the store, which was a limitation to reach customers’ demand. Learning from this mistake, it switched up to a strategy of a portfolio of brands. Decathlon offers over 80 different sports with passion brands which revealed the company’s highest level of dedication to research and development and satisfaction to users.
Decathlon believes that preserving the planet and its population protects its purpose: "to make sports more accessible to everyone". The company holds itself to specific standards when it comes to its ecological footprint, design, production, manufacturing, and business operations.
People are always at the heart of the company. Its teammates are passionate about sports and believe in sharing the value and safety standards of its products. To achieve this, all members joining Decathlon must live four core values "Vitality, Responsibility, Generosity, and Authenticity". While implementing the principles of fairness, transparency, and consistency to motivate its players to achieve their strategic objectives, Decathlon’s network working mode also offers its teammates a high level of freedom, autonomy, and responsibility in their scope.
Achievements & Impact
Decathlon now is present in 70 countries, with 1,747 stores and 105,000 sportive & passionate teammates from 97 different nationalities who achieved sales amounted to nearly €14 billion excluding taxes (in 2021), representing a growth of 21% compared to 2020.
Decathlon now has five sports stores in Hochiminh City and Hanoi. Decathlon Vietnam is also the second biggest production country among Decathlon Global Production for years and is serving seventeen markets globally.
At Decathlon, not only its people are at focus, but also its customers and community. The retailer consciously decreases the profit margins of its products while does not compromise on quality standards. Through the Decathlon foundation program, many of disadvantage children are having happy moments by playing sports together and can go to school with their friends; or through Inclusion & Diversity project, youths from SOS/ Vietseed or other disadvantaged groups are supported for a higher opportunity of employment.
Future Direction
Decathlon Vietnam’s project plan is to deliver the Decathlon Group vision, with five targets. Decathlonians are partners for health, for a better quality of life. It promotes a mindful way of living through sports. Decathlonians enable clean and healthy tranSPORT. Decathlonians are also 100% Local Living orientated, and globally connected. Furthermore, Decathlonians strive for responsible growth that benefits both people and the planet, acting within a regenerative economy. Decathlonians are fully inclusive and open to all. It reflects the society that it wants to be a part of.
It aims to bring a positive impact to 1,000 direct teammates, 100,000 indirect teammates, and 10,000,000 sports users.
For over the first 20 years, Decathlon was the only brand in the store, which was a limitation to reach customers’ demand. Learning from this mistake, it switched up to a strategy of a portfolio of brands. Decathlon offers over 80 different sports with passion brands which revealed the company’s highest level of dedication to research and development and satisfaction to users.
Decathlon believes that preserving the planet and its population protects its purpose: "to make sports more accessible to everyone". The company holds itself to specific standards when it comes to its ecological footprint, design, production, manufacturing, and business operations.
People are always at the heart of the company. Its teammates are passionate about sports and believe in sharing the value and safety standards of its products. To achieve this, all members joining Decathlon must live four core values "Vitality, Responsibility, Generosity, and Authenticity". While implementing the principles of fairness, transparency, and consistency to motivate its players to achieve their strategic objectives, Decathlon’s network working mode also offers its teammates a high level of freedom, autonomy, and responsibility in their scope.
Achievements & Impact
Decathlon now is present in 70 countries, with 1,747 stores and 105,000 sportive & passionate teammates from 97 different nationalities who achieved sales amounted to nearly €14 billion excluding taxes (in 2021), representing a growth of 21% compared to 2020.
Decathlon now has five sports stores in Hochiminh City and Hanoi. Decathlon Vietnam is also the second biggest production country among Decathlon Global Production for years and is serving seventeen markets globally.
At Decathlon, not only its people are at focus, but also its customers and community. The retailer consciously decreases the profit margins of its products while does not compromise on quality standards. Through the Decathlon foundation program, many of disadvantage children are having happy moments by playing sports together and can go to school with their friends; or through Inclusion & Diversity project, youths from SOS/ Vietseed or other disadvantaged groups are supported for a higher opportunity of employment.
Future Direction
Decathlon Vietnam’s project plan is to deliver the Decathlon Group vision, with five targets. Decathlonians are partners for health, for a better quality of life. It promotes a mindful way of living through sports. Decathlonians enable clean and healthy tranSPORT. Decathlonians are also 100% Local Living orientated, and globally connected. Furthermore, Decathlonians strive for responsible growth that benefits both people and the planet, acting within a regenerative economy. Decathlonians are fully inclusive and open to all. It reflects the society that it wants to be a part of.
It aims to bring a positive impact to 1,000 direct teammates, 100,000 indirect teammates, and 10,000,000 sports users.