Outdoor Industry Reshuffle Exacerbate Traditional Channels Shrinking

In addition to the macro-economic environment, a large part of the survival difficulties of the domestic outdoor products industry is the atrophy of traditional channels.

This year, by the impact of the electricity supplier, Wanda, Yintai and other traditional business 100 giants are losing ground, and there are rumors about shops in some cities.

Outdoor products, which rely heavily on hundreds of channels, are also in deep trouble in this wave of impact.

In this wave of shock, the first to seize the high point of the electricity supplier business, then successfully on the top of Pyramid.

Camel outdoors has not yet been listed, but it is already one of the undisputed leading enterprises in the industry.

Since 2010, camels have increased investment in online sales channels.

According to the different consumer groups corresponding to online and offline, a large number of new products have been developed; through WeChat, micro-blog and consumers interaction, the influence of brands has been expanded; the "double 11" has won consecutive titles, increasing the exposure rate of camels, allowing more people to understand and recognize.

Now, camel outdoor electricity supplier sales accounted for 20%~30%, will reach 35%~38% in the future, is an important brand sales channel.

When the market is weak, the Pathfinder can give full play to his own.

And carried out a series of reforms.

This year, the Pathfinder has initially completed the establishment of the group structure of three major business groups, outdoor products, travel service and sports industry.

stay

In terms of business group,

The multi brand businesses based on the three brands of Discovery Expedition and ACANU were orderly developed during the reporting period, of which Discovery Expedition reported sales revenue of 34 million 780 thousand yuan during the reporting period, up 762% from the same period last year; ACANU achieved sales income of 6 million 520 thousand yuan, representing an increase of 194% over the same period last year.

In the aspect of travel service group, Pathfinder completes the strategic investment of travel O2O integrated service eBay International Travel Service (Beijing) Limited, and promotes the development of the company's travel service sector business.

The leading brands took the lead in the complete pformation and growth, and further occupied the living space of the two or three line small and medium-sized brands.

If we do not find the characteristic development space, we will be completely eliminated in the future. Taking the outdoor products industry in Quanzhou as an example, there are nearly 100 industrial chain related enterprises in the rush hour, and now most of them have disappeared.

"There are many restrictions on traditional business super channels, such as cost investment, shopping mall and so on, which decide that prices can not be done too low."

Xu Rongsheng said that the trend of electricity consumption in the future is obvious, but it is not easy for enterprises to do it now. "From our experience, the cost of doing electricity business is not low at all."

Tian Lun Tian launched the product APP. Consumers can fully understand the design concept and functional characteristics of the purchased products by sweeping the product tag APP two-dimensional code. At the same time, consumers can interact with APP, feedback the real product experience to the product designer for the first time, and the "Cara QA" community launched by St. Frey will try to operate it as a home base for outdoor enthusiasts and promote its sales channels.