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as one of the world's largest sports brand manufacturers, decathlon has a complete product matrix and has advantages in hypermarkets and specialty stores. however, competition in the high-end market is fierce, and decathlon faces challenges. the lack of influence and appeal makes it relatively vulnerable among its competitors. local brands such as xidesheng and phoenix, a veteran bicycle company, have also actively laid out in the cycling market, and international brands such as specialized, merida, and giant are also stepping up their layout.

"it's one thing to have a big cake, but it's another to be able to eat it." ma gang said that decathlon's brand awareness and resource advantages provide it with unique opportunities in the cycling field. however, the lack of influence and appeal makes it difficult for decathlon to directly reach the high-end market.

zhao yuewu believes that the cycling market has huge potential, and it is expected that there will be 100 million cycling enthusiasts by 2029, among which the proportion of road bicycles will be very high. this provides an "opportunity" for decathlon.

however, in actual operation, decathlon needs to overcome some challenges. at present, all brands of mid-to-high-end cycling bicycles are out of stock, including popular models such as decathlon's rcr series, and consumers have to wait for a long time.

"we conservatively estimate that there will be 100 million cycling enthusiasts in china by 2029, among which the proportion of road bicycles will be very high. this is a huge market opportunity," said zhao yuewu.

can decathlon seize the opportunity in the cycling market?

from competitor analysis:

this is not the first time that decathlon has entered the high-end market, but the layout of competitors has already formed a clear pattern. local brands such as xidesheng and phoenix, a veteran bicycle company, are actively making layouts, and international brands such as specialized, merida, and giant are also stepping up their layouts. their actions indicate that the cycling market will become more and more lively.

challenges facing decathlon:

• lack of influence and appeal: in contrast, decathlon has a weaker influence in the high-end market and it is difficult to directly reach its target user groups.
• competitors' advantages: competitors have accumulated experience and resources. for example, brands such as xidesheng and phoenix have a solid user base in china, while specialized, merida and giant have international brand influence and channel advantages.

advantages of decathlon:

• brand awareness: as one of the world's largest sports brand manufacturers, decathlon has extensive brand recognition, which gives it an advantage in its competitiveness in the market.
• resource advantages: decathlon has a complete product matrix, hypermarkets and specialty store channels, which will provide strong support for its expansion in the market.

future outlook:

whether decathlon can seize the opportunities in the cycling market depends on its efforts in the following aspects:

• further enhance brand influence: by increasing the promotion of high-end products and cooperating with professional media, we can improve brand awareness and market recognition.
• optimize product strategy: in response to high-end market demand, we launch products that are more in line with user habits and meet the needs of different consumers.
• expand sales channels: actively explore online and offline sales channels to increase product reach.

ultimately, whether decathlon can seize the cycling market opportunity will depend on its strategies and capabilities in market competition.