DECATHLON, the world’s largest sporting goods retailer, opened its 15th Shenzhen outlet in Luohu District on Saturday, marking a significant milestone in the French giant’s long-term expansion strategy in China.

“Driven by Shenzhen’s continuously improving business environment and robust industrial ecosystem, Decathlon has established a comprehensive industry chain — spanning intelligent production to retail networks — over its 20-year history in the city,” said Decathlon’s Shenzhen regional retail director. The company signaled further commitments to the city, with plans to invest in physical stores, immersive consumer scenarios, and innovative product lines.

The opening is the latest testament to Shenzhen’s growing status as a premier global investment hub. According to the Shenzhen Investment Promotion Bureau, the city’s foreign investment landscape saw “robust growth” across three core indicators in the first quarter (Q1) of 2026.

The city’s actual utilized foreign investment reached approximately 17 billion yuan (US$2.35 billion) in Q1, a year-on-year surge of over 47%. During the same period, more than 2,700 new foreign-invested enterprises were established — a 15% increase — while newly contracted foreign investment soared by 53% to exceed 25 billion yuan.

High-end manufacturing remains a primary magnet for global capital. In January, Sweden-based Hexagon broke ground on its high-end measurement equipment and sensor intelligent manufacturing park in Longhua District. Other landmark projects include Finland’s Salcomp expanding its production lines and R&D facilities, Finland’s Kone establishing a South China headquarters, and Switzerland’s Brusa scaling up its investment in electric vehicle (EV) wireless charging technology.

The liberalization of Shenzhen’s services sector is also unlocking fresh opportunities. In early April, U.S. law firm Perkins Coie launched a representative office in Shenzhen — its first in China.

“Shenzhen companies are highly innovative and internationalized,” said Ai Bing, a partner at the firm. “As a core engine of the Greater Bay Area, Shenzhen offers a powerful radiating effect. We aim to leverage this base to expand our global practice.”

Investment enthusiasm from APEC member economies has been particularly pronounced as the city prepares to host the 33rd APEC Economic Leaders’ Meeting in November. In Q1, actual investment from APEC economies exceeded 16 billion yuan, accounting for a staggering 94.5% of the city’s total. Notable projects include a smart device R&D center by U.S.-based Wup, a software center by South Korea’s Mirae Group, and the China headquarters of Japan’s Round One Group.

Experts attribute this surge to Shenzhen’s commitment to a market-oriented, law-based, and internationalized business environment.

(SD News)