Decathlon est&aacute; lista para el sprint. La empresa francesa de productos deportivos abri&oacute; su primera tienda en M&eacute;xico hace poco m&aacute;s de tres a&ntilde;os. Desde entonces, ha inaugurado nueve m&aacute;s, pero 2019 ser&aacute; uno de sus a&ntilde;os m&aacute;s din&aacute;micos para atravesar en 2020 la meta de las 15 tiendas. Su desembarco vino de la mano del inter&eacute;s de los mexicanos por los deportes, algo que la firma quiso aprovechar con sus marcas propias, explica Eric Fortune, quien dirige la compa&ntilde;&iacute;a en M&eacute;xico. &ldquo;Es un pa&iacute;s en que la parte deportiva es importante y se sigue desarrollando, y Decathlon es una empresa que trata de democratizar el deporte. Por eso llegamos aqu&iacute;&rdquo;, explica.El primer Decathlon del pa&iacute;s se ubic&oacute; en uer&eacute;taro, en la zona de Juriquilla. Es el m&aacute;s imilar a lo que Decathlon tiene en Europa, onde cuenta con unidades de alrededor e 12,000 metros cuadrados en la periferia e las ciudades. &ldquo;A m&iacute; me gusta llamarnos l IKEA o el Costco del deporte&rdquo;, cuenta el irectivo. La empresa ha tenido que adaptar us tiendas, que se ubican en M&eacute;rida, Monerrey, Torre&oacute;n, Aguascalientes, Zapopan la Ciudad de M&eacute;xico, a espacios de entre ,000 y 4,000 metros cuadrados, con una ferta de 5,000 productos dentro de centros omerciales en el pa&iacute;s, pues hay poca tierra isponible para grandes establecimientos.La primera apertura de 2019 fue en Tore&oacute;n y a ella seguir&aacute;n una en Mundo E, en a zona metropolitana de la capital, una &aacute;s en Monterrey y, luego, en Saltillo. En 020, ser&aacute; Puebla la que se sume al listado.Decathlon comercializa m&aacute;s de 4,000 art&iacute;culos de 60 marcas propias especializadas en diferentes deportes. Dise&ntilde;a los productos, que son manufacturados por fabricantes locales en los pa&iacute;ses donde tiene presencia. Esta estrategia le brinda la posibilidad de conocer y manejar los costos de producci&oacute;n y ampliar sus ganancias frente a otras marcas de prestigio, al ofrecer precios por debajo de la competencia. &ldquo;Algunas empresas han hecho un negocio alrededor de mantener marcas propias. Tienen un surtido acotado en cierta categor&iacute;a frente a alguno de sus competidores y logran una rotaci&oacute;n de inventarios mucho m&aacute;s elevada y m&aacute;rgenes muy por encima de ellos&rdquo;, explica Rodrigo Mayo, socio para M&eacute;xico de la consultora Bain &amp; Company.VALOR PROPIOEste tipo de minoristas, &ldquo;campeones de valor&rdquo;, como los llama Mayo, son los modelos de negocio que tienen m&aacute;s posibilidades de sobrevivir en el sector en el futuro. En el caso de Decathlon, Fortune aclara que no es necesario hacer ofertas, pues su estrategia de precios es siempre tener el m&aacute;s bajo del mercado.<img src="https://magarticles.magzter.com/articles/4945/362102/5d40fceb3b2de/1564540010055.jpg"" owidth=522 oheight=817" style="height:817px; width:522px" />&ldquo;La gran diferencia es construir una experiencia para el usuario en la tienda que vaya m&aacute;s all&aacute; del acto de compra&rdquo;, explica Fortune. La empresa contrata deportistas especializados en cada disciplina que ayudan a los clientes a probar el equipo y les dan recomendaciones. En M&eacute;xico est&aacute; disponible un tercio de la oferta total de la firma. El siguiente paso es traer marcas de futbol americano, b&eacute;isbol y deportes acu&aacute;ticos para tiendas como la de M&eacute;rida.La manufactura est&aacute; distribuida de acuerdo con la demanda y la especializaci&oacute;n. En Francia y Portugal se producen bicicletas porque en estos pa&iacute;ses se venden mucho, pero el calzado proviene de Vietnam, donde hay buenos fabricantes, refiere Fortune.&ldquo;La producci&oacute;n en M&eacute;xico la iniciamos porque hay un know-how importante, y pensamos que desde aqu&iacute; podremos abastecer a otros pa&iacute;ses&rdquo;, menciona. Sus proveedores se encuentran en Jalisco y la Ciudad de M&eacute;xico, que se encargan de art&iacute;culos textiles, como calcetines, camisetas, balones de basquetbol y otros. El objetivo en el futuro es tener centros de producci&oacute;n por regi&oacute;n y es posible que aqu&iacute; se produzca para Norteam&eacute;rica.

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