Pathfinder: Implementing The O2O Mode Of Large Outdoor Industry Chain

The Internet has brought a channel change to Pathfinder.

The company organically combines offline store experience with online sales, and implements the O2O mode of "goods + services".

The company adopts differentiated product strategy on line and line, and pays more attention to customized products on line, so as to avoid conflicts with traditional channels.

In addition, the company is also open to franchisees. Now 29 offline franchisees have joined the online business.

A garment industry analyst who does not want to be named thinks online plus offline.

More suitable for such a chain of chain stores such as Pathfinder enterprises, Pathfinder has thousands of offline stores, brand influence is large, online network construction allows consumers to facilitate shopping, and offline provides consumers with experience sites, the two promote each other, brand penetration is expected to further improve.

The annual report shows that as of the end of 2014, the company's online e-commerce business income was 443 million yuan, an increase of 62.69% over the same period last year, accounting for 19% from 26% to 26%.

The Pathfinder's thinking is not limited to its own product operation, but rather around the user group for industrial chain mergers and acquisitions, pforming into an outdoor travel integrated service platform operator.

To this end, the company has completed the purchase of Singapore Asiatravel company and the outdoor tourism platform such as extreme beauty, map road and green field network.

The above analysts believe that the Pathfinder's future is mainly to build a large outdoor ecosystem, to increase customer viscosity with community, services, products and other measures.

To what extent can they do this?

The annual report shows that in 2014, a total of 1 million 251 thousand and 600 people signed up for outdoor activities through the green field network platform, an increase of about 161% over the same period.

However, this part of the business now has less contribution to the company's revenue.

Moreover, in April 2015,

It also plans to use its own funds of 50 million to 100 million yuan to jointly launch a 100 million to 200 million yuan black horse Pathfinder travel fund with investment in innovation, focusing on investment in the angel stage and early stage of tourism, and promoting the "Internet +" investment strategy.

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In May 14th, a month after the suspension, the stock price resumed two consecutive words.

The announcement indicates that the company intends to issue 46 million 370 thousand shares of 6 specific objects to Shen Yuan Hua and Ma Jinzhen, with a total amount of not more than 1 billion 500 million yuan, which is used for the introduction and operation of Korean fashion brands, repayment of bank loans and supplementary working capital by 32.35 yuan / share.

Among the subscribers, Shen Yuan has subscribed for 700 million yuan, almost half of the proceeds, and is one of the actual controllers of the company, and is also the current director and general manager of the company.

According to the announcement, the company will rely on the Internet brand operation experience and the mature offline channels to integrate Korean apparel, mother and baby, cosmetics and other fashion industries to enrich the strategic layout of the company's "Pan fashion ecosystem".

This is not the first time that the "crossover" has been carried out by the group. Originally, it focused on the high-end women's dress in China. It began to introduce the Korean women's clothing brand as early as 2005. In 2012, it launched the "star Wardrobe" APP. In the second half of 2014, the company participated in the "goddess's new clothes" program, and tried the new mode of "TV + electricity supplier".

At the end of 2014, the group bought a Korean children's wear listed company and entered the field of children's wear.

By the 2015, the stock of the group has quickened its pace towards the Internet.

In April 13, 2015, the company increased its "star Wardrobe" through Hongkong subsidiary.

In the same period, the company also announced that it would buy 28.90% of the second largest online chess game operators in China, becoming the second largest shareholder.

More than ten days later, in April 27, 2015, the company announced its own capital of 110 million yuan to increase capital, the domestic e-commerce marketing and operation service providers, if Yu Chen (its focus on the mother and baby, cosmetics industry), after the completion of the capital increase, holding 20% of the shares.

Similarly, this increase has not forgotten "Internet +".

The company announced that after the introduction of the Korean brand, it will invest 300 million yuan to carry out the layout of the online marketing platform and offline flagship experience store, and establish a marketing network system based on online channels, supplemented by offline channels, and online and offline, so as to fully enrich the brand extension and connotation of the company.

Wang Jianyou, chief executive of Rand, told reporters that the company is now in a comprehensive pformation period. In addition to doing well in its main business, it is also making efforts to turn to the general direction of the Internet.

Because of this, the company has been making frequent moves in recent years, but this is just trying to build up the framework of the "eco circle", and will gradually add more content in the future.

He also said that the recent acquisitions will not affect the company's performance, "if the acquisition of Lianzhong can be settled, the second half of the year will be reflected in the company's statements."