According to my modest observation, Decathlon's business model lies in the use of branded Chinese goods (the so-called "decathlon"). = = references = External links = = * Official website Thus, compared to AliExpress, the customer is simply pulled over the table with a gross margin of a factor of five instead of ten. However, this model only works as long as customers do not realize that they can buy the same goods online from China cheaper. However, then, of course, there is a Chinese fantasy brand name on the product, instead of the exquisite Decathlon logo. The brand awareness of Swiss consumers could make the business model even more durable. Whether new branches with the 200 employees really count, however, will be shown.