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In the past year, in the closing of the store, Decathlon has opened 164 stores worldwide with a speed of opening a store every 2 days, and handed over a brilliant global financial report. Last year, the French sportswear retail giant Decathlon Group's global revenue exceeded 10 billion euros, an increase of 12%. Among them, the overseas market accounts for 67% of the group's business. In terms of the number of shopping malls, China is the largest market except for France, with 214 stores (including 9 in Taiwan).
In the past two years, the domestic sports brands have lost ground, and they have fallen into the tide of closing stores and declining performance. The Decathlon, which was originally unknown in the Chinese market, has become more and more brave, especially last year, the Chinese flagship store Shanghai Huamu Shopping Mall and all new stores. They have achieved 100% self-owned brands and made important progress in self-management.
According to the original plan of Decathlon, it is estimated that by 2020, the company will deploy 500 stores in China. This means that in less than five days in the next three years, we will see a Decathlon store open, so high frequency!
Payless, the largest shoe manufacturer in the United States, is a big customer of the footwear industry on both sides of the Taiwan Straits. Once it closes down, the losses of the victims can be imagined. Many people may not know that the biggest chain store in the United States, which claims bankruptcy protection, is known for selling low-priced shoes. The word "Payless" refers to low prices and low pay.
Will the low price strategy die? Into the Decathlon shopping mall, your biggest feeling must be: cheap! It’s amazingly cheap! ! ! The same explosive bag, less than 30 yuan, summer wear quick-drying T-Shirt, more than 29 to 49 yuan, a pair of running shoes, it is more than one hundred yuan ... adhere to the ubiquitous low price, and is "Shameless low prices."
The birth of retail giants such as Wal-Mart and PaylessShoes all appear as "price destroyers". The preferential low price is the eternal theme, but why the biggest shoemaker in the US is going bankrupt, Wal-Mart wants to close the store, and the physical retail industry is mourning. In the sound, Decathlon is expanding a family store, you must be curious, how is it so strong?
Looking at the relevant analysis of Decathlon Group's 2016 global financial report, there is one of the most attractive words: “2016 is the year in which Decathlon has stabilized the entire industrial chain.†If "exploiting money with low prices" is the "heart" way for the sports goods retailer from France to capture consumers, then the whole industry chain layout may be the way to accelerate its rise.
Today's retail market has experienced the baptism of e-commerce, and many homogenized traditional retail entities are struggling and sluggish under the impact of low e-commerce prices. The macroeconomic downturn! Consumers have changed! E-commerce grab customers! It has become a "common word" on the mouths of many retail companies.
To achieve "shameless low prices", the first requirement is the lowest cost, and the cost performance is higher. The low price is the core competitiveness of Decathlon. How do you do that? A product can be sold on the shelf, from research and development, design, production, to brand, logistics, retail and other industrial chain links. If every link becomes a place where costs can be reduced, why not?
Low prices stem from the “control†of the entire industry chain. Taking the supply chain as an example, the fabrics of Decathlon's own sports brands are processed by the OEMs after they have purchased them.
For the whole industry chain layout, the cost of each link is reduced as much as possible, especially the cost of many middlemen is saved, and the cost saved will eventually be reflected on the price tag of the shelf. Many sports brands have been madly asking for celebrity endorsements. In advertising, Decathlon is a "ghost". In order to save money, it almost does not advertise. The strict control of marketing expenses is also the success of Decathlon. Into the Decathlon shopping mall, in addition to the spacious, it is unusually simple, the decoration of the money can save the province.
Walking in the neat and elegant blue tone venue, you will find that Decathlon's product packaging can be simple and simple, a pair of shoes hanging, even the shoe box is not, in order to save space, many sportswear is rolled into a cylindrical shape. . Low price does not mean low quality, why is Decathlon a less than 20 yuan sports sweat-absorbent thin T-shirt, can sell crazy around the world every few laps? From the selection of design, fabrics, color and other aspects, there are unique and fine details.
It can be said that Decathlon's entire industrial chain layout is not a pursuit of "big and complete", but a process of creating a dynamic business layout of value. The entire industry chain is actually a value chain. Among them, there are support activities such as infrastructure, human resource management, technology research and development, procurement, as well as basic activities from marketing, logistics, production operations and services. They turn all aspects of the industrial chain into real value creation. Strategic link.
For more than 100 years, this family DNA exists in 700 entrepreneurial cells.
Decathlon was from France and was founded in 1976 by Michelle Releck; in fact, another international retail giant, the Auchan Group, is also its "twin brother."
In addition, there are famous retail giants Felda, building materials supermarket Huamel, car chain repair shop Norauto, clothing supermarket Kaijiayi, cheap chain restaurant Flunch, etc. They all have a common "dad" - the ultimate controller Mulliez family.
Turning the industrial chain into a value chain is the success of Decathlon. For the Muriyez family behind Decathlon, the values ​​of the family are the souls of wealth passed down from generation to generation.
The famous French Muriyaz family has been passed down to the fifth generation for more than 100 years, and the family has reached more than 1,200. Among them, 250 family members are located in several independent subsidiaries of this large family group, with 500,000 employees. For more than 100 years, there have been 700 members of the Muriyez family, becoming entrepreneurs in various branches of the family business. At present, more than 400 family members of the sixth generation of the family are also inherited in order.
Founded in 1976, the sports goods retailer Decathlon, the French supermarket chain Auchan founded in 1961, is one of the best among family businesses. It is no accident that a family business can be passed down for a hundred years, especially the Muriyaz family. With so many family members participating in and inheriting the family business, there must be secrets to persuade and impress them.
The Muriyez family has a famous family motto: “Everyone (Fousands of French)†emphasizes family unity and people-centeredness. According to the words of its family member Andrei Muriyez, "We have a consensus. Simply put, we insist on transparency, courage, eagerness to develop, people-oriented, company first, customer first, and improve people's quality of life. The concept is very important, it is the glue that connects us to each other.†This belief is consistent with the family's core values, which is the key to the success of the Muriyez family. It also makes Decathlon and Auchan go to glory.
The strange situation of two hundred-year-old giants: one defeats a prosperous
In the West, there are actually a lot of giants in the century, but not all of them are in a good position. Give an example! It is also a century-old family, but it is in a different situation: one defeat, one prosperity.
On February 17 this year, an explosive financial news broke out. Kraft Heinz, the world's fifth-largest food company, proposed to acquire Unilever, the world's second-largest consumer goods company, for $143 billion. Later, the offer was withdrawn, and the only reason for refusing Kraft Heinz’s acquisition was that the British turned the “old account†and they accused Kraft of acquiring another century-old company, Cadbury, in 2009, which was not a terrible hostile takeover.
Speaking of Cadbury, you may immediately think of the savory chocolate. Yes, that's right! Cadbury, a veteran candy manufacturer based in Birmingham, England, was founded in 1824 and has been in business for a century and a half. The Cadbury family has completely lost control of their family business because of a hostile takeover by Kraft Heinz. It is also a century-old giant, and the industries under the French Muriyaz family are still thriving, and the stronger they are.
Many people will hang a "?" here why.
The Cadbury family also has its own corporate values, such as the early Puritanism that required the Quaker tradition, prohibiting drinking, and requiring family members to work hard, be kind to employees, and serve the community.
The Muriyaz family follows the Catholic doctrine and regards “everyone per person†as a family motto, emphasizing family unity, respecting elders, being responsible for future generations, and demanding that family interests are higher than personal interests. In addition, the Muriyaz family hates the capital market and promotes corporate growth only through investment.
In contrast, the difference can be seen. As far as family internal governance is concerned, it is difficult for us to interpret the value of the moral level of the two parties; from the perspective of corporate governance, the family view of the Muriyez family is more effectively integrated with the development of its own enterprise. Many family businesses are “cracked†in their inheritance, and it is difficult to make reasonable choices between family and business.
Member of the Muriyaz family, born in 1931, the founder of the Auchan Group, Mullier
"Everyone has everything", in a sense, the matching of the inheritance culture of the family business with the governance concept of modern enterprises is higher. The failure of the Cadbury family lies in the disunity of internal members. After the expansion of the family members, it is “open branches and leaves†and the equity is more dispersed. Once a member can't be twisted into a rope, it's no surprise that the "barbarians" invade.
Take a Chinese company "appearance", when the old Hong Kong stocks "Chinese home buyers", can become the madness of the merger madman Liu Yuxiong, mainly the two major domestic giants Feng Pingshan, Li Guanchun two generations of internal disputes, and finally led to the same, Let the "barbarians" Liu Yuxiong fishermen profit.
The Muriyez family has a system and a governance system to guarantee ownership control. For example, in family entrepreneurship, they have a strict set of rules: every family member must invest in the family advisory committee. After the adoption, the family will give start-up funds. The result can be imagined, "the fertilizer does not flow outside the field" Well!
It is also concluded that the Muriyaz family is playing a "balance" of family and career. On the one hand, they have set up a complete set of governance mechanisms, such as the establishment of the four core institutions of the family union, family advisory committee, family holding company and family foundation. On the other hand, in order for all family members to have growth opportunities, the family pays to support the members' lives and receive a good education.
When members want to enter a family-owned company or invest, they must pass the assessment of the family committee. Because of this, the Muriyez family not only passes the wealth from generation to generation, but also the family business is the stage for each member to show their talents. Come more and more! With the deep-rooted, long-lived Muriyez family as the background, DNA with family beliefs and values ​​persists in the family members' cells, and Decathlon can't continue to operate, is it getting stronger?
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