Interview with Decathlon China Senior Vice President Basuekai: Circular Economic Model is a feasible road

China Commercial Daily (Reporter Ji Yuxing) In 2003, Decathlon entered the Chinese market and opened the first physical store in Asia in Shanghai. In the past two decades, Decathlon has become a household "sports supermarket" in the Chinese market. How can Decathlon build a more complete sports ecosystem in the Chinese market in the future? In an exclusive interview with the China Business Daily reporter, Basaka, a senior vice president of Decathlon, said that the circular economic model is a feasible road.

Dai Xuekai, senior vice president of Decathlon China (Corporate Photo Conferring)

China Business Daily: Why create a circular economic model?

Barn Kai: From the perspective of global perspective, the concepts of low -carbon and sustainable development have gradually integrated into the transformation process of various industries. As a global diversified sports brand, we have always believed that sports are closely related to the environment. It can be said that nature is the sports field of athletes. Therefore, protecting the environment and developing circular economy is the pillar strategy of Decathlon. We hope to affect more people, so that the public can better protect mountains and lakes while enjoying sports. Let consumers enjoy exercise in a more environmentally friendly way, we blame to loan.

From the perspective of the Chinese market, China attaches great importance to environmental protection, and climate change has also enhanced consumers' awareness of environmental protection. This trend makes us pay more attention to the cycle economy. We have created an environmental and economic value chain in China. Its design, production, and sales have covered the entire life cycle of the product, effectively improving the recycling model of resources and reducing energy consumption. Overall, the sustainable development and circular economy have been deeply integrated into Decathlon's business model.

China Business Daily: In the Chinese market, what specific work did Decathlon do to promote the development of circular economy?

Barixikai: First of all, we calculate carbon emissions from the product design session, with the purpose of providing environmentally friendly and green products. At the same time, we will try to explore the way that meets the principles of circular economy and strive to reduce the carbon dioxide emissions generated by our entire value chain (from product production to transportation and final use).

Secondly, we will invest a lot of energy to provide various services, such as maintenance, recycling, and leasing services. This is a very unique and representative service of Decathlon. In terms of maintenance services, our store is equipped with a maintenance studio, and many experienced technicians are gathered, which can provide maintenance of products such as bicycles and fitness facilities. We continue to expand the scope of maintenance services, such as some outdoor sports products with high technical requirements to extend the use cycle of the product.

We will also provide recycling services, such as children's cars. When children grow up, they need to change cars or no longer use them. Decathlon can recover and repair it so that it can meet the quality requirements and standards for re -sale. At present, we have launched this business in 70 stores in 23 provinces in China.

In terms of leasing services, sports equipment such as skiing, paddle boards, and tents can be rented in the sports field.

In the end, for Decathlon, in addition to selling products, the purpose of promoting sports has to understand consumer needs, guide them to pay attention to environmental protection products, and sustainly use sports products and enjoy sports fun.

In general, Decathlon's circular economy model in the Chinese market is manifested in three aspects. The first aspect is our product. We need to reduce the carbon emissions of the product and provide more environmentally friendly products. The second aspect is our business model We have explored more environmentally friendly business models, including maintenance, recycling and leasing; the third aspect is that we are trying to enhance consumers' environmental awareness and guide consumers to buy more environmentally friendly products.

China Business Daily: How does Decathlon create a more complete sports ecosystem through the circular economy?

Barixikai: We do not do the maintenance of maintenance services, recycling services, and leasing services that we do. Essence

In the past few decades, we are actually an internal cycle. We have our own production, research and development, and logistics, which is a complete closed loop. But recently, Decathlon has changed a lot. From a relatively closed group company, we have become a more open platform enterprise, and we have more opportunities for cooperation with the outside world. In many segmented areas, we will be more refined, but there are many fields, and we will work with partners to improve the sports ecology.

In the Chinese market, we hope that Decathlon is not just a retailer, but also a platform for sports collection to connect many partners. For example, our VITALSPORT sports exchange project held in Guangzhou, Guangdong Province this year, is based on the theme of "sports, joy, vitality, innovation, and green" to create multiple immersive sports experience areas such as water, outdoor, and advocate green consumption concepts. , Promote green transformation of sports consumption. We hope to gather high -quality partners in all the sports industry in a city in this way and build a sports ecosystem with us.

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