The Brand Of The Pathfinder Is Doubled, And The Potential Of The E-Commerce Brand Is Huge.

Yesterday, the Pathfinder disclosed for the first time that the related budget for brand promotion will increase by more than 200% in 2012. Meanwhile, the brand ACAUN of its electricity supplier is bidding for its business license. Once the company is established, it will increase its publicity.

As the first listed companies on GEM, Pathfinder is much more solid than "the same period". Is it possible to maintain a 100% increase in net profit after investing heavily in brand building?

Brand promotion budget increased by 200%

"In 2012, the company will substantially increase the brand publicity related budget, which is expected to grow by more than 200% over the same period in 2011." in yesterday's Pathfinder's 2011 online performance briefing, the financial controller and Deputy Secretary Zhang Cheng said that the Pathfinder in 2012 will increase brand building and promotion efforts.

In this regard, a textile and garment industry researcher said that the company did not mention 200% of the growth rate data, mainly for the reality TV program with tourism satellite TV, as well as the company's newly launched discovery brand and e-commerce brand budget.

Pathfinder 2012 quarterly report shows that net profit and total operating income are 40 million 650 thousand yuan and 200 million yuan respectively, up 105.89% and 73.27% compared with the same period last year. The net profit and total operating income of 2011 are 110 million yuan and 750 million yuan respectively, up 98.81% or 73.64% over the same period.

In addition, the prime minister Wen Jiabao, who was recently concerned by investors, appeared in Iceland's foreign affairs activities, and the chairman of the Pathfinder, Sheng Faqiang, responded that it was related to the company's identity as an exclusive outdoor equipment supplier in the north and South China, and the company prepared well for this event ahead of schedule.

The premier is a senior geological expert who is very suitable for outdoor wear in the field.

Choosing the Pathfinder is the affirmation of the brand of the Pathfinder, and also reflects the social credibility of the Pathfinder brand.

Start of e-commerce brand

Huachang Securities said that the outdoor industry has a feature that other industries do not have, that is, the market is growing fast and the share of the leading market is high.

In the context of insufficient driving force this year, the outdoor industry is still capable of increasing volume.

The "ambition" of Pathfinder is obviously not only in traditional channels.

"We see the huge potential of the electricity supplier brand", "ACANU is in the process of bidding for the business license, and the relevant publicity will be intensified after the company is formally established." yesterday, the chairman of the Pathfinder and the director of Dongfang repeatedly voicing the electricity supplier.

Sheng Faqiang said that ACANU is a completely independent brand, which is a good complement to the main brand of Pathfinder.

Announcements show that in March 12, 2012, Pathfinder decided to establish joint venture companies with 29 core employees, 13 important franchisees and Zhong Jiafu, an external strategic investor, to create a new brand ACANU for e-commerce.

Its Chinese name is arkeno, focusing on 22 year old ~28 year old online shopping main consumer group.

However, the daily economic news reporter noted that the home page of ACANU shows a month's preferential activities from April 20th to May 20th, but almost all commodities have so far been closed to zero.

Sheng Faqiang, the chairman of the Pathfinder, responded that the ACANU brand has been in operation in April 20, 2012 after nearly three months of team building, brand planning, product planning and platform construction. The first phase of ACANU has been launched on-line.

He admitted at the same time that "there are limited categories and quantities of products on the first stage", but marketing activities are under intense planning and operational management is being perfected.