Pathfinder Will Expand To Two Or Three Tier Cities And Expand Market Share.

Talking about outdoor Sports brand What brands do you first think of? According to the 2016-2021 year China outdoor products industry development analysis and investment potential research report, the market share of The North Face and Columbia ranked the top two in China, followed by domestic brand Pathfinder, and the current market share is 15%.

Pathfinder was founded in 1999, and began to make tents. Sheng Faqiang, the chairman of the Pathfinder, said that when most people did not know the tent in 1999, the Pathfinder made a tent. From 2002 to 2004, Pathfinder gradually enriched its product line, extending from its tents and sleeping bags to the outdoors. clothing And shoes. The next 2008 to 2013 years Pathfinder For the six consecutive year, the sales volume of similar products in the national market is the first. But its core competitiveness lies on outdoor sporting goods.

In recent years, the outdoor industry is ushering in a relatively good momentum of development. In 2014, there were more than 3 outdoor clubs registered in the country, and the number of people who took part in outdoor sports exceeded 2. In 2015, the total number of domestic outdoor brands reached 955 (507 domestic brands and 448 foreign brands), and the total shipment volume of the whole industry reached more than 170 billion.

Just like sports brand is keen on doing fitness app, outdoor brand also wants to maintain user loyalty through online way. For example, The North Face launched App to go wild bar, in addition to the brand Tmall mall with Html 5 page embedded application, users can complete spanactions in App. Users can also initiate outdoor activities on this platform; Colombia is constantly updating its outdoor GPS software, and users can record their own travel path and real-time GPS data on mobile phones, and Colombia wants to recommend products based on these data.

Pathfinder certainly does not want to be "a tent making money" company. Last year, 7 months later, the Pathfinder formally set up three major business groups, outdoor products, travel service and sports industry. According to the 2015 earnings report recently released by Pathfinder, total revenue was 3 billion 808 million yuan last year, an increase of 121.99% compared with the same period last year, with net profit of 263 million yuan, down 10.5% from the same period last year.

But since its listing in 2009, the net profit of Pathfinder has declined for the first time.

Good performance is still outdoor sporting goods, its revenue is 1 billion 807 million yuan, net profit of 287 million yuan, has maintained the original development. At the same time, the income from e-commerce channels has reached 4.53 billion yuan, an increase of 20% over the same period last year, accounting for 28% of the total revenue.

The new travel service was lost in the last year, affecting the overall business. In March last year, the Pathfinder announced that it would invest 230 million yuan in the world travel service, holding the latter 74.56% stake. It also shares the Singapore online travel platform Asiatravel, and wholly owns the outdoor forum green field as well as the polar tourist booking platform.

The revenue of these travel businesses was 2 billion 4 million yuan, but the loss reached 2285.57 yuan. Pathfinder reported that the new business is still in the rapid development period, and the cost of sales, operation and management costs has increased by more than 20%, resulting in serious losses.

In fact, from 2012-2015 years, the growth of net profit of the Pathfinder has been slowing down in recent years, and the inventory is also facing greater pressure. By the end of last year, the number of inventories was about 118 million, and the inventory of products in the over season has also increased.

Pathfinder says it will expand to two or three tier cities and expand its market share. In terms of spokesmen, it has also been changing from former Wang Shi to Wang Feng and Gao Yuanyuan. Pathfinder may need to convey a clearer brand image to consumers rather than an outdoor label.