Decathlon is a French sporting goods retailer that has found success not only in its home country but also internationally, including in China. It entered Korea’s athleisure market by opening its first 7,800-square-meter store in September 2018. It opened its store in Seongdo, a sports city west of Seoul known for its numerous parks and families. Its decision to open it was driven by the country’s lucrative sporting goods market, which tripled in size from KRW 500 billion to KRW 1.5 trillion in seven years. Since then, Decathlon in Korea has opened a few more stores. It has received favorable reviews for its wide range of sporting goods, strategic store locations, and outdoor equipment options.
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A closer look at Decathlon’s history in Korea
Establishing their first store in 1976 in France, Decathlon’s sporting goods brand has aimed to be a “company that helps customers and sports users enjoy sports with the most excitement”. It first entered the Korean market in September 2018, opening a direct store in Songdo due to its sports reputation, high number of parks, and family-centric neighborhoods.
Since then, it has also opened two direct stores in Hanam Starfield and Goyang Starfield, which have been well-received overall. Its direct stores have garnered a rating of over four and continue to receive visitors. However, its Songdo store is permanently closed. Decathlon has also collaborated with Lotte Mart, opening a Zetaplex branch in Songpa-gu.
Drawing consumers through variety and affordability
Korean consumers have given positive reviews to Decathlon Korea for its wide range of affordable sporting goods. Naver reviews of the Goyang store indicate a variety of fairly priced products. For instance, a user with the username kdbn1004 mentioned, “The merchandise is diverse,” while another user, Ratajkowski, remarked, “The prices are low, and the products are varied.” Moreover, consumers have highlighted the inexpensiveness of their outdoor items, such as camping chairs, water shoes, and swimming goggles. However, that doesn’t necessarily imply low quality. For example, one customer said that the exercise equipment was “just as good as Adidas”.
Google reviews of the stores echoed similar positive sentiments. Customers were particularly satisfied with the great outdoor equipment and reasonable prices. The stores also provide a great place for children to enjoy as well. There are children-oriented playgrounds and kids’ gear that can be tried at the stores.
Store locations catered to family and outdoor enthusiasts
Decathlon Korea has store locations in areas frequented by families and outdoor enthusiasts. The presence of recreational spots align with the offerings of outdoor equipment found in various retail stores including Decathlon. The availability of such sporting goods outlets contributes to Decathlon’s appeal among enthusiasts seeking adventure and outdoor experiences.
Its store in Hanam is located within a grand shopping mall frequented by families and young people, making it an ideal destination for both shopping and family outings. The mall is easily accessible and convenient, with amenities such as free parking—an uncommon feature in Seoul, a densely populated city where many places charge for parking.
Its other direct store is in Goyang-si, a city bordering Seoul. It features one of the largest man-made Asian parks, Ilsan Lake Park, which is popular for activities like running, walking, biking, and children’s play in the playgrounds. Additionally, Goyang boasts several attractions such as Haengju Fortress, Wondang Horse Ranch, and Ilsan Culture Park, offering outdoor activities like hiking and horse riding.
The Zetaplex branch in Songpa-gu is no exception, with the Lotte World Tower & Mall being the tallest Korean building and a popular tourist attraction. Placing it in a frequently visited location provides the store with increased consumer visibility and contributes to brand awareness in an engaging social environment.
Small social media presence
Decathlon manages several social media accounts in Korea, including Instagram, KakaoTalk, and Naver Blog. However, overall, their level of activity on these platforms is low to moderate.
Specifically, Decathlon is more active and has a larger following on Instagram compared to their other platforms. It uploads posts more often than its other platforms, boasting around 1,100 posts and 12.6 thousand followers as of March 2024.
It also has an Inpock link on Instagram, allowing customers to access their official Korean websites and social media channels such as Kakao Talk and YouTube at the same time. However, it is pointless considering that it can only be accessed through Instagram.
On Naver Blog, however, Decathlon’s presence is not very prominent. It only has 415 followers and has posted 146 times, with 12 liked posts. The most recent article posted in October 2023 discusses Decathlon’s participation in the “Olympic Day Run” at Seoul Olympic Park, but it has only received around 350 reads.
Decathlon in Korea’s sporting goods market
- Decathlon is a French sporting goods retailer that entered the lucrative Korean market in 2018 with its first store in Songdo. It has a reputation for good outdoor gear and family-friendly products.
- Decathlon Korea strategically places stores in locations that are family-oriented and are good environments for outdoor enthusiasts. It has stores in places like Goyang and Hanam Starfield.
- Consumer reviews of Decathlon in Korea are overall positive. Customers particularly appreciate the diverse product range, reasonable prices, and high-quality products.
- Decathlon Korea has low popularity and presence on its social media platforms, such as Instagram and Naver Blog.
