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Intersport, a sporting goods retailer, is almost stagnant
Intersport, a global sporting goods retailer, has experienced a slow pace of growth in recent years. While Decathlon continues to expand rapidly within China, Intersport faces challenges in achieving its goal of becoming the world's largest integrated sports retailer with 100 stores across the country over five years. According to the company's latest financial report for fiscal year 2014, global sales rose by 2% year-on-year, and first-quarter sales this year increased by 8.4%, marking some of the strongest performance in recent years. However, the expansion in China has been slower than expected, raising concerns that the 100-store target may not be met on time.
According to a report from Beijing Commercial Daily, Intersport opened its first three stores in China in 2013, but as of now, only nine stores are operational in the domestic market. This is far below the planned 100 stores over five years. In March 2012, the company signed a strategic cooperation agreement with Fujian Xinhuadu Shopping Plaza Co., Ltd., aiming to open 80–100 stores in ten southern provinces within five years. Despite this, progress has been sluggish.
In August 2013, after opening three stores in China, the fourth store was delayed by nearly a year. Then, in June 2014, Intersport finally expanded beyond Fujian by opening a new store at Wuxi Yijia Huiju Shopping Center. As of now, the official Intersport website lists only nine stores in China. To meet the 100-store target, the company would need to open approximately 35 new stores annually over the next two years.
In addition to physical retail locations, Intersport also operates flagship online stores on JD.com and Suning. However, sales from these e-commerce platforms remain low, with most products performing poorly, often registering single or double-digit sales figures. This indicates that both offline and online strategies need significant improvement if Intersport is to successfully compete in the Chinese market.