Guangdong’s vast consumer market attracts Decathlon to open new store

On December 21, Decathlon, a global multi-disciplinary sports brand, opened its first new logo store in Guangzhou, marking another important milestone in its continuous deepening of the Guangdong market.

Located in the core business district of Guangzhou East Railway Station, where Metro Lines 1 and 3 intersect, the new store covers a total area of 2,340 square meters. To celebrate its opening, it is launching a series of sports-themed activities and a variety of promotional benefits.

Zhu Xiaojun, Deputy Director-General of the Guangdong Provincial Department of Commerce, said at the opening ceremony, "From January to November this year, Guangdong actually utilized foreign investment amounting to 96.37 billion yuan. Among them, the number of newly established foreign-invested enterprises grew rapidly. Nearly 23,000 new foreign-invested enterprises were set up in the province, up 16.4% year-on-year, accounting for more than 40% of the national total."Zhu further stated that Guangdong's achievements in foreign investment work could not be separated from the contributions of numerous foreign-invested enterprises represented by the Decathlon Group that have been deeply rooted in Guangdong for many years.

"This not only affirmed Guangdong's business environment but also greatly encouraged investment attraction in Guangdong. In the future, it is hoped that with the cooperation and support of the Decathlon Group and local high-quality foreign-invested enterprises, Guangdong will further enhance investment capacity, expand foreign investment, and promote high-quality economic development," said Zhu.

According to Penny Pan, General Manager of Decathlon Guangzhou, Guangzhou was the first city where Decathlon entered China, with production and procurement operations established in 1994 and the first Decathlon store in Guangzhou opening in 2004.

"The new store marks the 13th Decathlon store in Guangzhou. Decathlon Guangzhou looks forward to deep cooperation with the government and local industry leaders to continue to deepen its presence in Guangzhou's sports consumption market and contribute to Guangzhou's acceleration in building an international consumption center city."

Penny believes that the surge of enthusiasm brought about by the 15th National Games will drive rapid growth in sports products, services, and related industries, presenting more opportunities for the sporting goods retail sector.

"We will also rely on our stores and communities to regularly organize a series of sports activities such as night runs, cycling, youth swimming, and rope skipping. These efforts will extend sports from the competition venues of the 15th National Games to the daily lives of the general public, promoting the prosperous development of the sports industry in Guangzhou."

The store fully adopts the new brand image and visual identity after Decathlon's global brand renewal. It cleverly integrates modern metallic elements with blue movement lines, achieving a comprehensive upgrade and optimization in terms of visual design and brand image.

Additionally, the store creates a strong immersive dynamic atmosphere through interactive large screens and dynamic display windows. In terms of spatial layout, the store breaks through the traditional single shopping mode by integrating product areas, experience zones, and sports zones, allowing customers to fully enjoy the dual pleasure of shopping and sports in real-life scenarios.

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