Brand Image Is Even Higher - Pathfinder Is Stunning 2016CHIC

2016CHIC spring exhibition was held at Shanghai National Convention and Exhibition Center on March 16th -18. The exhibition will show you a panorama of condensed brand and channel ecosystem.

(Pathfinder) brand stunning appearance, the world clothing shoes and hats net to its brand founder Xu Jing Nuo (hereinafter referred to as Xu Dong) conducted an exclusive interview.

Xu Dong: the design concept of PathFinder brand can be condensed into five points: American style, classic, fashionable, firm and cost-effective.

Our shoemaking technology has adopted the highest level of Goodyear technology in the world. The facial leather and outsole materials are similar or close to those of other high-end brands abroad. The products are particularly heroic and atmospheric, the quality level is higher than the national standard, and of course the cost is relatively higher. Meanwhile, we also maintain our own characteristics and differentiation.

We focus on the footwear of American style tooling, and have 7 patent technologies independently developed by us. Our brand also has clothing and apparel, which is designed to increase customer's sense of brand experience.

World clothing shoes and hats: what is the marketing mode of the PathFinder brand? How does the product run in the first tier and second tier cities? How to occupy the market with the large high-end brands?

Xu Dong: the products of our brand have already been radiated to more than 30 countries and places, including Korea, Taiwan, Hongkong, Singapore and Russia.

In China, there are outlets in all municipalities directly under the central government and in every province. Sales are mainly based on the mode of brand outlets and dealers.

Our stores are trying to choose a strategy that is similar to foreign high-end brands. As the saying goes, we are not afraid of ignorance, but we are afraid that goods will be sold. Through this strategy, we will gradually make our products occupy a place in the market of similar high-end brands, and the word of mouth of the brand will also gradually spread out.

Even if the economic situation was not very good last year, we have opened 9 new stores in Beijing and Chengdu. At present, PF has hundreds of stores across the country, most of which are opened by dealers.

We still have plans to expand our market and expand our market this year.

World clothing shoes and hats: what is the strategy of the PathFinder brand regarding the layout of online and offline platforms? Does it affect distributors?

Xu Dong: the company has opened online platforms since 2008, mainly in platforms like Taobao, Tmall, Jingdong and Le Tao.

In terms of pricing, online prices will be slightly cheaper than offline. We have mechanisms to coordinate and control the price of online and offline, thus ensuring the common interests of brands and distributors.

We all know that if we only consider ourselves and not consider the interests of all distributors on line and offline, dealers will not cooperate with us for long.

Xu Dong: the rising cost of labor will lead to the increase of all raw material costs. Of course, it will have a certain impact on the whole shoe industry chain. I think Brand Company has no mistake in pferring to low cost countries and regions.

In addition to the footwear industry, other industries will also be affected. I hope the country can face up to the problem.

Our share is small, and the number of Southeast Asian countries is large. This is not a good thing.

The shoe industry is not only a labor-intensive industry, but also a sustainable industry. It can solve many people's employment problems and bring a lot of taxes. A good pair of shoes will probably bring more tax revenue to the country than a household appliance.

World clothing shoes and hats net: what is the PathFinder brand development plan? Is there any specific practice?

Xu Dong: our plan is based on the year when we registered the brand in 1998. It takes about 70 years (3 round of business cycles) to create a world brand in China.

At the stage of brand development, we should make rational use of limited resources, steadily and steadily, and gradually expand brand awareness, reputation and influence.

Intellectual property includes trademark, patent and copyright, and the foundation of intellectual property is a necessary condition to create a brand.

Chinese brands should not only develop at home, but also dare to go abroad and create international brands.

The international development strategy of our brand is to start with some foreign markets which are easy to start. For example, the neighboring countries such as Korea, Taiwan, Hongkong and other countries and regions, Chairman Mao's strategy of "encircling the cities by the countryside" is worth learning.

If we can use dozens of years to start our brand in countries and regions other than those in Europe and America, who can say that PathFinder is not an international brand?

World clothing shoes and hats: what did you gain from joining 2016CHIC?

Xu Dong: to be able to learn, discuss and communicate with colleagues in this exhibition is a good harvest.

With higher promotion, this is also a great achievement.

Next, we are going to learn from the intermediation of the electricity supplier, gather one hundred or more shoe brand brands, and work together to create a multi brand integrated direct marketing business mode, so that we can not only achieve better brand growth, but also meet the needs of consumers' diversity and multi-dimensional.

Xu Dong: in the past, CHIC focused more on clothing, and the shoe packaging sector is still in its growth stage. On this national exhibition platform, I expect the brand's stunning appearance to attract the attention of peers, designers, purchasers and purchasers in the apparel and apparel industry at home and abroad, and disseminate our brand image more and more widely.

Excellent brands, excellent quality and fashionable taste have always been favored by consumers.

If you are looking for a reliable brand cooperation, PathFinder brand is worth your trust.