Sanfo Outdoor: A Drop Of 617.53% In The First Quarter, Let Investors Sigh Bets Ecosystem Continue To Tap The Market

According to the world clothing and shoe net, Sanfo outdoor 2016 annual performance recorded a slight increase of 7.84% compared with the same period last year, of which the total revenue was 353 million yuan.

Public earnings showed a total profit of 43 million 530 thousand and 200 yuan, an increase of 5.24% over the same period last year.

Further pushing forward, the group achieved operating income of 328 million yuan in 2015, an increase of 12.37% over the same period last year.

Apparently nearly two years.

The overall profit level is under pressure, and its performance is rather inferior.

So we can not help thinking, whether the outdoor retail industry is showing a declining trend?

According to the data, the leading enterprises in domestic outdoor products industry are hard to find a downturn.

The first quarter earnings report released last month showed that the operating income was about 621 million 500 thousand yuan, and the net profit attributable to shareholders of listed companies was about 51 million yuan, representing a decrease of 29% over the same period last year.

More helpless is, the group's 2016 annual performance financial report showed that as of December 31st, the Explorer realized 2 billion 878 million yuan, and 24.42% compared with 3 billion 808 million yuan in the same period of the previous year. The net profit attributable to the shareholders of listed companies was 165 million yuan, 37.13% of the same period last year, of which the business of outdoor goods plate was reduced by 5.23%.

It is worth mentioning that Pathfinder's 2015 annual earnings report showed a revenue of 3 billion 808 million yuan and a net profit of 263 million yuan, down 10.05% compared with the same period last year, which is the first time that the group has dropped its net profit since its listing in 2009.

"Whether Sanfo is an outdoor activity club or a Pathfinder is doing the ecosphere, I think that if they do not do a deep job in the main industry, they will do their own business which is not good enough for themselves. This is a key factor in the decline of performance."

Mr. Cheng Weixiong, the founder of good habitat brand, said in an interview with China Fashion net reporter. "At present, the domestic outdoor market is still in the vigorous climbing stage, and has not reached the so called peak. As a sport outdoor" veteran class "brand, it is a pity that we haven't kept digging the market.

In recent years, the outdoor products industry has maintained a good momentum, and the ups and downs of Columbia.

The third quarter earnings showed a net profit of $83 million 585 thousand, down 8.2% from the same period last year. The sales of the Columbus report decreased by 51.42% compared to the same period last year. With the loss of the Pathfinder and the unsatisfactory outdoor performance of Sanfo, the outdoor goods retail industry seems to have entered a bottleneck.

Although the national policy strongly supports the sports outdoor market, the overall environment is still not clear.

Outdoor brands should break through in the shuffling period, close to consumers and expand the category.

When asked about the shuffling stage of outdoor products industry, Mr. Cheng Weixiong said: "with the development of consumption and the disparity of domestic market, there are many market segments for outdoor brands.

Sanfo outdoor has not grasped the brand extension, instead, it has given foreign brands opportunities to expand the market, let foreign brands develop in the past two years, and the local outdoor brands are losing their main business. The core is that brand positioning leads to strategic channel deployment, product development and management mode.

20 years ago, Sanfo was only a 30 square meter shop outside the east gate of Peking University. For many years, it adhered to the business philosophy of "integrity management, guarantee after sale", and the purpose of "sports, happiness, dreams", which continued healthy and rapid development.

At present, in Beijing, Shanghai, Nanjing, Hangzhou, Chengdu, Shenzhen, Shenyang, Changchun, Qingdao, Shijiazhuang and other core cities, there are 34 world-class franchised stores with a business area of over 10000 square meters. The agent manages more than 200 outdoor sports brand products at home and abroad, and fully meets outdoor shoppers' one-stop shopping needs for camping, mountaineering, rock climbing, self driving, skiing, leisure travel and other activities.

More information, please pay attention to the world.

Shoes and hat nets.