Just a few days ago, Bloomberg reported that Decathlon’s parent company is considering selling 30% of its equity in China, with an estimated price ranging from 1 billion to 1.5 billion euros.

Although Decathlon China has not made an official response to this matter, an obvious trend is that the Chinese market is getting worse and worse.

According to Decathlon’s financial report, although Decathlon’s performance increased in 2024, its net profit fell by 15.5% compared with the previous year.

For any large group, this is not a good momentum. As one of the world’s major gold mines, Decathlon’s method of breaking the deadlock from the demand in China is a foregone conclusion.

In my impression, Decathlon, a few years ago, was very proud in China.

With the sporting trend of yoga, cycling and camping, Decathlon, as an entry-level professional sports product, was once popular with many female users and new middle-class people.

But many old Decathlon users have found that since last year, the products in Decathlon have become more and more expensive.

According to statistics from some institutions, the average price of Decathlon’s products in 2022 was 128.81 yuan, and by 2024, it was as high as 196.32 yuan. The price of the popular mountaineering backpack in the past has doubled.

Many netizens exclaimed on social media that Decathlon, the former “poor paradise”, had changed his face after all.