Explore The New Development Path Of Outdoor Leisure Industry

Recently, National Development

"The encouragement policy of the state has made the enterprises more confident in the investment in the tourism equipment industry, and is more conducive to the cultivation of the big market for outdoor leisure, thus bringing more business opportunities."

Sheng Faqiang said.

"The adjustment of holiday structure system and the continuous increase of national income provide a guarantee for the leisure needs of our residents."

Wei Xiaoan, director of the academic committee of the China Tourism Research Institute, believes that the leisure industry system includes leisure oriented industries mainly based on tourism, leisure extension industries represented by leisure agriculture, and leisure supporting industries, including leisure products, equipment and other leisure industries.

According to the 2010 annual survey report of China outdoor products market released by China Textile Business Association outdoor products branch, from 2000 to 2010, the scale of China's outdoor products industry was developing rapidly, and the total retail sales grew by an average annual rate of 47.33%. In 2010, the whole industry realized 7 billion 130 million yuan sales.

In 2010, "Pathfinder" achieved operating income of 434 million yuan and net profit of 54 million yuan, representing an increase of 47.86% and 22.39% over the same period last year, and accounted for 8% of the total sales volume of the same market in the national market.

Grasp market pulse

In 1999, Sheng Fa Qiang registered the Beijing Pathfinder Travel Products Co., Ltd. (the predecessor of the Beijing Toread Outdoor Products Co) in Beijing, specializing in camping tents.

At the beginning of registration, it was a great effort to explain the concept of "Outdoors" to people.

"Outdoor industry is a niche market.

At the beginning, the market capacity was relatively small. "

In the view of Sheng Qiang, outdoor is a concept between sports and leisure tourism, not only refers to familiar mountaineering and hiking, but also includes many forms such as yachting, fishing, outdoor photography and so on.

In the concept of "Outdoors", people go out of their homes and go outside.

With the improvement of people's income and the popularity of private cars, leisure tourism is being advocated more and more.

Under the environment of rapid development of domestic tourism, outdoor leisure market has been gradually cultivated, and outdoor sporting goods market has also developed rapidly.

The "Pathfinder" who started from the tent keenly captured the business opportunities beyond the tent. In 2002, the Pathfinder began to develop and sell functional outdoor clothing, from a tent to pluralism.

"China's outdoor products market has truly become an independent and whole industry chain around the year 2000, and began to enter the rapid development period in 2006.

According to our analysis and understanding of the market, this rapid development mode will remain in the next 5 years or so.

Han Yungang, vice president of the outdoor products branch of China Textile Business Association, told reporters that there are more than 500 active brands in China's outdoor market. Among them, there are about 30 strong competitors in the market. There are many brands such as Pathfinder, OZARK, The North Face, Columbia, Jack Wolfskin, Northland, Kolumb and so on.

The Explorer adopted the "light assets" chain franchise system, developed a number of agents, and quickly realized the layout in the whole country.

In October 30, 2009, the first batch of 28 GEM companies were listed on the market. The Pathfinder is the only company that deals in tourism equipment and outdoor products.

In the online roadshow, Sheng Fa strongly admits that the company's current assets are small, and there is still a big gap between the scale of operation and capital strength of the company compared with the international outdoor operation giant. The number and quality inspection of terminal stores need to be further improved; the information management system can not keep up with the needs of business development, which is not conducive to capturing customer demand information and quick replenishment, and has a certain gap with foreign competitors.

Listing provides more opportunities and broader development space for "Pathfinder".

Sheng Faqiang said that listing provides strong financial support for the development of Pathfinder, which not only promotes the construction of marketing network and information system, but also strengthens product research and development and brand promotion, which is more conducive to bringing in talents and realizing management professionalization and professionalization.

"Listing, let's change from the pursuers of this industry to the leader."

Sheng Faqiang said so.

As of the end of 2010, the "Pathfinder" marketing network has spread all over the country, with more than 700 terminal stores, and agents, direct selling and group buying account for 75%, 15% and 10% of total sales respectively.

In 2011, the company planned to open more than 300 new outlets.

Give full play to brand advantage

R & D and product design are the source of the vitality of "Pathfinder" products, which is a sentence in the 2010 annual report of Pathfinder.

A better understanding of domestic consumer demand, product size and design is more suitable for the domestic market. This is the most prominent advantage of the local outdoor brand represented by Pathfinder.

A knapsack product named "the four generation 60 litre backpack" has been awarded the knapsack product award recommended by the annual selection committee of the 2010 outdoor industry. The versatile price is the reason why this expensive backpack is awarded. The reason is that the side zipper can be directly accessible to the body for convenience, and the height of the hat can be increased by adding the knapsack volume. The pocket can be placed with small items. The side pocket can be placed with kettle and other items. It has a walking stick, an ice pick tie position, a quick pickup belt and a rainproof cover, which can meet the needs of hiking and mountaineering, and is suitable for hiking and expedition.

Pathfinder is located in the category of high-end products. In order to meet the requirements of middle and high-end target customers, it is necessary to enhance the technical content of products, narrow the distance from advanced products abroad, and enhance the R & D strength of enterprises.

In 2010, the 2000 square meter "Pathfinder" R & D center was completed. It is also the largest R & D center in the domestic outdoor industry. It can detect more than 50 items of surface moisture resistance, moisture permeability and abrasion resistance. Nearly 30 tests are carried out in a constant temperature and humidity environment.

R & D expenses increased by 60% last year, accounting for 3.34% of business revenue.

Chen Baishun, the technical director of the Pathfinder, picked up a sample pocket and used the zipper to demonstrate to reporters. During the course of outdoor sports, climbing and other vigorous sports are likely to make the waist zipper scraping. This zipper locking device can closely fasten the two locks of double zippers and play the role of "double insurance".

Another kind of "T-tone toe protection patent" has made sufficient adjustment to toe cap to protect toe.

"We have 18 patents, 9 patents for appearance and practical patents."

Chen Baishun said that not only that, "Pathfinder" also participated in the formulation of the two national standards of "knitted polar fleece" and "camp tent".

In 2010, the "Pathfinder" feather sleeping bag won the gold prize in the Red Star Award of the domestic professional design award.

In the main consumer outdoor products, the Pathfinder will list more high-end professional limit products.

"Our products are walking on two legs, professional limit series and outdoor functional recreation in the city, but no matter which one, they can not get away from the professional attributes of outdoor sports."

Sheng Faqiang said that innovation technology, professional protection, saving environmental protection and beautiful fashion together constitute the main content of the product's professional attributes.

Developing deep marketing

"Provide outdoor products and promote outdoor lifestyle."

This is the location of the Pathfinder.

Every year, companies invest more than 10% of their sales in brand marketing.

In 2008, "Pathfinder" outsourced all the production links in the middle. The company focused its attention on product design, R & D, brand marketing and channel management, and the image of branding became more prominent.

"We have strategic cooperation with manufacturers and agents."

Zhang Cheng, deputy general manager of "Pathfinder", said that the company strictly controlled the procurement of raw materials at the source of production, and unified the construction standard of terminal retail stores, so as to maximize the effectiveness of the brand.

According to the survey of outdoor products branch of China Textile Commerce Association, the outdoor products market in China was further refined in 2010, and the mode of large chain outdoor shops showed diversified development trend, and channel competition intensified.

A "market Explorer" deep marketing campaign that segments the market and is close to the service target customers has been gradually launched: "Pathfinder" pioneered the store in Xiangshan scenic area of Beijing, so that customers could buy waterproof articles and mountaineering appliances. After the success of the store, the Pathfinder saw the market of self driving tour and opened the store to the 4S store.

Since the implementation of deep marketing, the "Pathfinder" has opened a total of 17 stores nationwide, covering the automotive industry, scenic spots, outdoor cycling, star rated hotels and other fields.

"The number of stores is not what we pursue. We aim to develop and tap the potential of channels through such deep marketing."

Sheng Faqiang said.

The Pathfinder tries to enhance the brand image of exploring innovation, active health, public welfare and environmental protection by propagating outdoor sports lifestyle and actively participating in public welfare undertakings.

In February 2011, at the seventh Asian sporting goods and fashion show, the "Pathfinder" showroom featured the north and south polar elements, displaying the twenty-seventh costumes of the China Antarctic expedition.

Since October 2009, "Pathfinder" has become the exclusive exclusive product of China Southern (North) polar expedition, and has established its own professional and high-quality brand image.

"Outdoor is an industry with strong pull and broad prospects."

Sheng Faqiang said that outdoor leisure will bring considerable benefits to the related industries such as accommodation, pportation and so on. Developed countries often build campsites based on different themes such as skiing, beaches, fishing, forests, hiking and so on. There are more than 20 thousand camping sites in the United States, but only 40 in the country.

"Leisure is the inevitable development of China's tourism pformation and upgrading.

Taking tourism market as a platform to promote the development of related industries, construct a new industrial system, and construct leisure industry clusters around people's leisure needs.

Wei Xiaoan said.

As a brand, the next "Pathfinder" will also strive to improve the efficiency of the entire supply chain and shorten the product supply cycle.