【上海英语活动】出海商业深潜：迪卡侬——外资零售凭什么在中国活下来还火了

Business Deep Dive: Decathlon-How A Foreign Retailer Succeeded Where Others Failed

出海商业深潜：迪卡侬——外资零售凭什么在中国活下来还火了

Hosted by Nico (Award-Winning Entrepreneur)

Decathlon is almost unique in its ability to thrive and massively expand as a foreign chain in China. Why? Let's dive in deep!

How has one foreign retailer managed to thrive in China while so many others have struggled, shrunk or disappeared altogether? What did Decathlon understand about Chinese consumers that its competitors didn't? In this guided business deep-dive, we'll unpack one of the most remarkable long-term foreign success stories in China's retail landscape. For more than two decades, Decathlon has continued to expand, build customer loyalty and remain relevant in one of the world's most competitive markets, but how did they pull it off?

Together, we'll explore the business decisions, branding, pricing strategy, customer experience and long-term thinking that transformed Decathlon into a household name. Rather than simply celebrating a successful company, we'll dissect the choices behind its success, ask what other businesses can learn from its approach and discuss whether its formula could still work in today's China. Whether you're an entrepreneur, marketer, business enthusiast or simply curious about why some companies flourish while others fail, you'll leave with a deeper understanding of strategy, adaptation and what it really takes to build a brand that lasts.

在中国的外资连锁品牌里，迪卡侬几乎是独一份的存在，不仅活得滋润还疯狂扩张。它到底做对了啥？咱们来扒一扒！

那么多外资零售商在中国水土不服、收缩甚至退场，为啥偏偏迪卡侬能逆势起飞？它到底读懂了中国消费者的哪些心思，是对手没get到的？这场出海商业深潜会带大家拆解中国零售市场上一个超经典的外资长期成功案例。二十多年来，迪卡侬在这个卷到飞起的市场里持续扩张、攒下大批忠实用户，还始终保持着存在感，他们到底是怎么做到的？

我们会一起复盘它的商业决策、品牌打法、定价策略、用户体验和长期主义思维，看它如何变成国民级品牌。我们不光是夸一家成功公司，更要拆解它背后的选择逻辑，聊聊其他企业能从中学到什么，以及这套打法放在当下的中国市场还管不管用。不管你是创业者、营销人、商业爱好者，还是单纯好奇为啥有的公司能火有的却凉了，都能对战略、本土化适配以及打造长红品牌的底层逻辑有更通透的理解。

感受一下我们往期活动的氛围