The development of sports practices has been increasing in France for around twenty years and is accompanied by a growth in the consumption of sports articles. In response, the production and distribution sector of sports articles is innovating to adapt to demand. This forum was a special moment for exchanges between current sports news in France, the strategy of sports article production and distribution, and the human resources mobilized by this movement.
Mr. Pierre CAMBREAL, Deputy Chairman of the Regional Olympic and Sports Committee of Côte d’Azur (CROS), opened the forum with a comparison between the values of sports and those of work. Since the 1960s-1970s, the reduction in working hours, the increase in leisure time, and mobility have all contributed to the rise in sports participation.
The 16 million members of various sports federations illustrate this trend. The values held by sports have widely spread in society. Sports culture has permeated our daily lives. Now known by everyone and practiced by more than 60% of us, sport is omnipresent in our society, where it often enjoys a positive image. Sport is perceived as a factor of personal balance, relaxation, well-being, and health. It is regarded as a school of life, a source of emotions and pleasures, a vehicle for social integration, and a universal and unifying spectacle. Although money and doping, inherent factors of competition, can tarnish this perception.
The sporty image is extensively used in media and advertising because athletes and the values they convey are presented as role models. It seems natural to recognize the professional values embodied by athletes. Whether it is a high-level practice or regular leisure practice, athletes are traditionally recognized for their abilities, skills, and personal wealth transferable to the professional environment: commitment, tenacity, self-surpassing, pursuit of performance, sense of teamwork. These same values and qualities are emphasized by sports goods distribution employers during their recruitment processes.
Mr. Christophe LEFEVRE, Regional Director of Décathlon establishments in Côte d’Azur, and Mrs. Catherine LUCAS-BOUILLON, Regional Human Resources Director of the Oxylane Group, presented the group’s strategic news.
The social developments in our country lead to consumption needs for sports articles that urge companies in the sports article distribution sector to evolve towards operating modes complementary to production trades. Previously mono-structural (small retail spaces), the market today is polymorphic (large wholesale stores, specialized big-box stores, mail-order sales). In this market, Décathlon holds a dominant position, contributing decisively not only to the rise of mass sports consumption but also to a certain democratization, allowing customers direct access to an ever-increasing quantity of products at low prices.
Historically, in 1976, Michel Leclercq founded Décathlon. The first self-service sports article hypermarket opened in Englos, near Lille. The concept is to equip all athletes, from beginners to enthusiasts, at the best price. In 1996, Décathlon created its first private labels: Quechua for mountain sports and Tribord for water sports. The 2000s were marked by the qualitative development of architectural concepts, merchandising, and effective communication programs. More than thirty years after its creation, the Décathlon group (Oxylane Group since 2008) has become the European leader in the distribution and design-production of sports articles and one of the world leaders in sports equipment: more than 41,000 employees and 5.4 billion euros in turnover by the end of 2009. Today, renewal purchases are less frequent, the second-hand market has organized itself, purchases are made based on “need,” seasons are shorter, a product’s lifespan in a store is 2 to 3 times shorter than 20 years ago, and the trend of being a distributor-producer is asserting itself.” Thus, the Oxylane Group has chosen to manufacture its products to control all stages of the supply chain, from manufacturing to distribution.
Therefore, the central mission of the group’s distribution establishments is to ensure that the goods produced reach the desired quantity, at the necessary time, with the required service, where consumer demand is expressed. In other words, Décathlon-Oxylane Group establishments aim to provide consumers with the goods manufactured by the production sector. Distribution takes place through several distinct operations: the physical distribution of products (transport, handling, storage), meeting market needs (demand analysis and forecasting, assortment formation, service level determination), product commercialization (product presentation, sale, customer service before, during, and after the sale), and financing (payment terms and conditions).
The Human Resources of this group, generating over 2.5 billion euros ex-VAT in revenue, amount to over 40,000 employees worldwide (5,000 in 1994), including 17,000 in France across 230 stores with an average age under 30. Annual recruitments reach 6,000 jobs worldwide, including 3,000 in France with 1,000 executives hired. The group offers 350 professions within the group: sales advisor, department manager, store manager, regional director, legal advisor, accountant, marketer, designer, R&D engineer (specializing in textiles, chemistry, mechanics, Arts and Crafts engineer, etc.), tester, etc. The required academic levels for a salesperson are two years post-high school (bac + 2) and three years post-high school (bac + 3) to become a section chief.
Mr. Bernard MASSIERA, Senior Lecturer and head of the sports tourism and leisure Master’s program at the Faculty of Sports Sciences, provided a summary of the forum’s discussions, incorporating the reactions of the student audience. The production and distribution sector of sports articles has profoundly changed over the past two decades. New modes of organization and management are emerging.
Strategically, Décathlon stores continue to focus on leisure practice and a family clientele seeking the best price. The technical brands of the Oxylane group use sales channels different from mass distribution with the opening of more specific stores like Chullanka.
Concerning the management of these various sports article production and distribution units, certain human and social characteristics of their actors emerge. The Oxylane – Décathlon group seeks primarily candidates whose values are compatible with its corporate culture. Of course, there are many analogies between Décathlon’s corporate culture and sports values. Indeed, it is the main reason an affinity with sports is essential for anyone looking to start a career in this type of establishment. If the profiles sought require a commitment to sports, it is because having active employees helps enhance the company’s efficiency.
Engaging in sports encourages employee involvement by further engaging them in their jobs, allowing better identification with the company, and energizing them both mentally and physically.
