拼多多品牌生态升级，迪卡侬官方旗舰店入驻，掘金增量市场

南方都市报03-20

3月20日，全球多领域专业运动品牌迪卡侬宣布正式官方入驻拼多多，迪卡侬拼多多官方旗舰店启幕运营。迪卡侬方面表示，此次官方入驻是迪卡侬在本土化发展进程中的关键落子，双方将致力于让高品质的运动装备惠及更广泛消费群体，共同践行运动普惠事业。拼多多方面则表示，迪卡侬官方入驻拼多多是平台品牌好货生态的又一次升级，双方将共同加码消费者多元化的质价比运动装备体验。　　拼多多品牌化业务进程加速，助力迪卡侬全域增长...

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Market","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PDD":1.95,"PDDL":0.6,"KPDD":0.6},"content_text":"3月20日，全球多领域专业运动品牌迪卡侬宣布正式官方入驻拼多多，迪卡侬拼多多官方旗舰店启幕运营。迪卡侬方面表示，此次官方入驻是迪卡侬在本土化发展进程中的关键落子，双方将致力于让高品质的运动装备惠及更广泛消费群体，共同践行运动普惠事业。拼多多方面则表示，迪卡侬官方入驻拼多多是平台品牌好货生态的又一次升级，双方将共同加码消费者多元化的质价比运动装备体验。　　拼多多品牌化业务进程加速，助力迪卡侬全域增长　　据统计，2025年全国经常参加体育锻炼的人数比例达到38.5%，19-59岁居民人均体育消费近2500元，较2020年增长38%，目前，消费者对于运动消费的需求正逐步进阶，县域市场、学生等年轻一代群体更在运动消费领域呈现出专业化、精细化、个性化等新趋势，体育消费市场的活力还将持续迸发。　　近几年来，伴随着越来越多的品牌入驻拼多多，一些新的消费现象正在蓬勃升起，年轻态、个性化、强复购、高黏性的消费特征成为拉动品牌增长的新力量。据悉拼多多运动户外用户人群规模已经突破4亿，Z世代、小镇中产、县域中高消费家庭三类核心群体占比不断提升，运动的潮流文化正在往年轻、县域城市迁移和渗透，这些新消费者可支配收入高、消费理性不将就，热衷潮流穿搭、专业装备、户外生活方式，愿意为舒适、体面、颜值、专业功能付费，既要正品大牌，也要实在价格，拼多多百亿补贴的“大牌、好货、好价”成为他们首选平台。作为全球知名的运动零售品牌，迪卡侬至今已深耕中国市场二十余年，国内全民健身热潮的持续升温和拼多多运动户外品牌用户的高潜力高增长，为迪卡侬带来了新的机遇。　　拼多多品牌负责人表示，经过十余年的土壤耕耘，平台品牌化业务进程正在加速，拼多多已成为品牌全域经营的必选阵地，品牌运营的专属场域已趋于成熟。迪卡侬此次选择在拼多多入驻官方旗舰店，是对平台品牌化升级的高度认可。　　迪卡侬官方旗舰店已入驻拼多多。　　拼多多活跃用户群体与迪卡侬现有的线上和门店人群形成有效互补，平台不仅将助力迪卡侬进一步提升产品销售覆盖区域和服务触达能力，连接更广泛的消费群体，更将推动迪卡侬品牌“大众+专业”双轨策略的深度落地，深化中国本土化战略。　　“我们欣喜地看到，运动健康的理念正席卷全国，成为跨越地域的普遍生活方式。此次入驻拼多多，使我们能借助平台强大的连接力与广泛的用户触达能力，突破传统线下网络的地理限制，将官方正品、专业装备与安心服务，提供给更广阔市场的消费者。这是迪卡侬积极拥抱中国数字商业生态，满足全国消费者对高品质运动生活向往的关键举措。”迪卡侬中国拼多多业务负责人汪中云表示。　　迪卡侬联手拼多多，共同加码多元化、高质价比的消费体验。　　平台与品牌共同开拓增量市场　　据悉，拼多多迪卡侬官方旗舰店将覆盖迪卡侬80多种运动的全品类专业装备，双方将结合各自优势，为消费者提供高质量供应和服务。为保障消费者都能获得稳定、高效、一致的服务体验，迪卡侬将充分发挥本土化运营已有的4个自有工厂、3个物流园区、11个工业采购办公室及遍布全国百余城市的200余家实体门店，与拼多多线上优势资源紧密结合，搭建起成熟的供应链与全渠道服务网络体系。　　2025年4月开始，拼多多推出重磅惠商政策“千亿扶持”计划，三年投入千亿资源包重点扶持全球品牌、国货品牌及新质品牌。在平台大力扶持下，海内外诸多头部品牌在拼多多开拓了市场增量，年轻人群和三到五线县域人群的品牌消费升级潜力被进一步挖掘。　　拼多多品牌负责人表示，未来平台将进一步连接拼多多消费者需求与迪卡侬全球研发体系、本土化全产业链布局的优势，共同为更广泛消费群体提供多元化的兼具优异性能、可靠品质与合理价格的高质价比运动解决方案，让普惠的国际运动装备更好融入大众日常生活，全面提升消费体验。（文章来源：南方都市报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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