BEIJING: China will remain a pivotal market for Decathlon through 2030 and beyond, with the French multi-sports brand set to deepen collaboration with more than 300 suppliers in the country, an executive says.

Speaking ahead of the fourth China International Supply Chain Expo, which will be held in Beijing next week, Elodie Latour, Decathlon’s vice-president for China, said innovation is a key factor behind China’s growing role in Decathlon’s global supply chain – not only in finished products, but especially in components and processes, where China has more to offer.

“I don’t think there is any other place in the world where you have the full value chain available like you do in China.

“And when you have the full value chain available, your time to market becomes almost irreplaceable,” Latour said.

From the initial concept to the product being installed and purchased by customers, the cycle in China is one of the shortest in the world, she said.

Product personalisation and fast response to market needs are other areas where China can really stand out and offer a unique customer experience, she added.

Decathlon has built an extensive presence in China to date, comprising four wholly-owned manufacturing plants, 11 industrial sourcing offices, three logistics parks, a brand centre and a network of 200 stores across more than 100 cities.

With 94.2% of the products it sells in China already produced locally, the Lille, France-headquartered group is working to increase local production further.

The company is also using digitalisation and partnerships with local suppliers, such as Zhejiang Arcana Power Sports Tech Co, a fitness equipment manufacturer in Ningbo, Zhejiang province, to strengthen the speed, sustainability and resilience of its global supply chain. — China Daily/ANN