Pathfinder Integrate Green Field Network And Other Resources To Build An Outdoor Ecosystem.

The pathfinder was originally a traditional outdoor brand operator. After the strategic investment in the green field network and the acquisition of "extreme beauty", the online outdoor tourism platform has landed on line, and has become another attempt of the traditional clothing industry to catch electricity. Pathfinder built a professional outdoor ecosystem based on the green field network and moved the business to the core of the industry.

Pathfinder now provides related services through professional online outdoor platforms to increase user stickiness. Reporters noted that this platform not only sells goods, but also provides one-stop route planning, travel organization, communication and sharing, guarantee payment, transaction evaluation and other services, so as to attract more outdoor enthusiasts and enhance the professionalism and affinity of Pathfinder brands.

　　 M & A has little contribution to short-term performance.

As of the end of 2013, the Pathfinder owned 195 Direct stores, 1419 franchises, and traditional businesses maintained steady growth. But in recent years, the rapid development of Internet has made chairman Sheng Faqiang smell tremendous business opportunities.

In the first half of 2013, the Pathfinder established the strategic objective of the outdoor service provider to the outdoor industry integrated service platform. Sheng Faqiang said that before the channel was king, the commodity level of outdoor products was waiting for users to choose. But under the Internet thinking, we should focus on the strategies, lines, service agencies, and who to go with, including insurance, rescue and so on.

Pathfinder's current thinking is to establish a close relationship with users in all dimensions, and form a strong correlation with users, and the accompanying services will emerge as the times require.

　　 Pathfinder After the transformation to the "outdoor travel integrated service platform", Singapore Online Travel Corporation Asiatravel and the domestic green field network were held respectively. In September, the Pathfinder increased its capital by 39 million yuan with its own capital. Beijing travel agency, a travel agent, gained 56.5% of its ownership and enjoyed the right to operate the natural theme travel business under the travel agency's brand.

These ones here Buy It has little contribution to the short-term performance of the company, but it can cut into the vast market of natural travel market, and introduce high-quality north and South Pole outdoor travel activities suppliers for the "outdoor travel integrated service platform", so as to improve the service level of the platform and make the explorer, the green field and the beauty better play the synergy between online and offline.

At present, there are 3 million members in the green field community. The Pathfinder set up customer relationship with them through publishing activities. These users buy products and scan through two-dimensional code, enabling online and offline to get through, and goods and services get through. On the other hand, the green field network can be released through activities, and timely push and update according to users' hobbies, needs and even outdoor products customization.

　　 Construct " Outdoor ecosystem "

In the first half of this year, 380 thousand people have gone through "green field" trips, and the green brand architecture includes green field travel, green field community and six feet. The Pathfinder's vision of the green field is to make a complete trading platform, a fair evaluation system, and complete the safety system, rescue insurance, outward bound training and activity undertaking. The introduction of outdoor feature adventure travel agents or clubs will have a bearing relationship with the green field.

For outdoor integrated goods + service providers, the most important thing for Pathfinder is "outdoor ecosystem". Around the various dimensions of users, through the green field platform to start. Pathfinder strengthens brand marketing activities through online communities, mobile clients (WeChat, micro-blog, APP), endorser promotion, offline club activities and offline store O2O upgrading, and expands the scope of franchised online channels for franchisees. There are now 30 online franchisees joining the online business distribution platform.

The integration and synergy effect of green field network, Asiatravel and extreme beauty business is gradually emerging. The proportion of electricity supplier income continues to improve. The Pathfinder's interim results show that the proportion of e-commerce revenue will reach 30% this year, accounting for 50% in the long run. Sheng Faqiang said that the final plan of the green field was built into a platform similar to that of Tmall, and the outdoor service providers who were positioned in line with the Pathfinder and had special characteristics were gathered on the platform, just like choosing the brand on Tmall, and also related "purchasing" on the green field to achieve an ecological integration.