Pathfinder: How To Break Through The Red Sea Competition In The Self Flagship Store?

According to the world clothing shoes and hats net, in January 3rd,

Announced in official WeChat public number, Pathfinder

The online Tmall flagship store opened in December 29, 2018.

Pathfinder children's clothing Tmall flagship store is the original of the Pathfinder group.

Children's clothing brand.

Previously, the Pathfinder authorized the children's brand to Parker lane, but failed to achieve the expected goal. At the end of 2017, the Pathfinder reclaimed the authorization of children's clothing business.

Pathfinder said in the WeChat public, the Pathfinder's children's wear flagship store also confirmed the importance and confidence of the Pathfinder group for this business. The Pathfinder Tmall flagship store is now fully responsible by the Pathfinder group.

In the industry, the Pathfinder group has regressed to authorize its own children's clothing and released a signal that will further return to the main garment industry.

But in the fierce competition of children's clothing market, it is a big challenge for the Pathfinder children's clothing business to catch up.

At present, one of the important subjects of Pathfinder is how to make up for the lost development time in children's clothing trial and error.

Self flagship store opens

In January 3rd, the Pathfinder announced on the official WeChat public number that the flagship store of Tmall on December 29, 2018 was opened in December 29, 2018.

Pathfinder children's wear Tmall flagship store is the original design children's brand of Pathfinder group.

At the same time, in order to celebrate the opening of the shop, the flagship shop of children's clothing has also opened a variety of activities to attract consumers.

The flagship store of children's clothes on the landing Pathfinder can see that as of 17 January 3rd, the flagship store of children's clothing had 177 products, with a number of 1726 fans.

It is noteworthy that although the on-line time is not long, some consumers have paid for the children's clothes for Pathfinder.

Among them, the highest sales of products were Pathfinder 18 autumn and winter outdoor boys and girls soft shell jacket, the original price of 399 yuan, the current price of 239 yuan, 137 people have already paid.

But there are only two products sold in more than 100 people, and third of the products are paid by 36 people.

Reporters found that, as of press release, there are still nearly 60 products in the flagship store of the Pathfinder children, which are shown to be paid by 0 people, accounting for about 1/3 of the total products.

The reporter also noted that the children's clothes for the Pathfinder are not only sold in the newly opened children's wear flagship store, but also sold in the original Pathfinder shop.

"Although this can help the Pathfinder broaden the sales channels, it also weakens the label of the children's clothing business to a certain extent."

In this regard, an insider, who declined to be named, said.

Cheng Weixiong, general manager of textile and clothing management expert and Shanghai Liang Qi Brand Management Co., Ltd., said that the Pathfinder set up flagship store for children's clothing at this time, because the Pathfinder has reclaimed the management right of children's clothing business, and needs to upgrade and upgrade the original system of children's clothing shop. This includes rectification from two aspects, online and offline, but online shop not only requires funds and manpower support, but also can't get good results in the short term.

Therefore, it is a relatively good choice to reorganize children's clothing business from online testing.

Authorized operation period lost opportunity

As the first domestic outdoor brand listing, in 2014, Pathfinder launched the children's clothing brand TOREAD kids.

The product of the Pathfinder children's clothing is similar to that of the big suit product, and the product series is divided according to the three categories of professional outdoor, public outdoor and outdoor leisure, mainly located in children aged 5-13.

However, at first, the Pathfinder did not operate the children's clothing, but authorized the Tong Chuang Tong Xin, who had more than twenty years of experience in children's clothing brand operation, to operate.

Tong Chuangtong Xin is funded by the famous children's clothing brand Parker blue.

In the 2010-2014 year, Parker Lane got the three brand authorization of Lining children, Kappa children and Pathfinder children. This also meant that Tong Chuang Tong Xin could also use the brand of Lining children, Kappa children and Pathfinder children.

At the beginning of the operation, at that time, CEO, as a member of the park, said that he would set up an independent store for the children's clothing business of the Pathfinder, and promised to open 100 stores for children in 2014. In 2015, 300-400 stores were expected to be opened for children.

However, by the end of 2017, there were only 79 shops under the route of children's wear.

By 2018, the number of shops has shrunk further. According to Pathfinder in 2018, as of the end of the reporting period, the total number of shops under the TOREAD Kids line of Pathfinder children's clothing store was 15.

"Blueprints for Parker's children's clothing for the Pathfinder are far from being realized."

Song Qinghui said in an interview with reporters that there are many reasons for the downturn of the children's clothing business, such as the lack of outstanding features and the lack of innovative sales models.

It is improper for the Pathfinder to outsource children's clothing business to the third party operation. It may cause trouble to the consumers' cognition, and is not conducive to the overall brand image management of the company, but it is also a choice for those who did not have children's wear experience at that time.

In this regard, the Pathfinder in the official WeChat public number also admitted that the former Pathfinder is to authorize the children's brand to paramount, and the production, promotion, and channel specific brand operation businesses are all responsible for the work of Parker lane.

But after the independent operation of the children's clothing business, the Pathfinder children's clothing business did not reach the expected target of the former paramount.

At the end of 2017, Pathfinder reclaimed children's clothing business authorization.

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In fact, 2014 -2017 is also a few years of rapid development of children's wear market in China.

Industry data show that in 2014, the size of children's clothing market in China was 127 billion 100 million yuan, the growth rate reached 9.2%; in 2015, it was 140 billion yuan, the growth rate reached 10.2%; in 2016, it was 157 billion 100 million yuan, the growth rate reached 12.2%; 2017 was 179 billion 600 million yuan, and the growth rate reached 14.3%.

Throughout the Nike, Adidas, Anta, 31st degree and XTEP and other brands, are more efforts to force children's clothing business, and Anta's children's clothing business has become a new growth point of group performance.

Reporters at Anta children's wear flagship store saw that the shop had 2 million 50 thousand fans, the highest sales of products were 3639 people, more than 1000 people paid for the products, there were 13 items, and the number of fans in the flagship store of 316 children's clothing also reached 809 thousand, and three of the products sold before sale were 1801, 1241 and 850.

"Pathfinder children's clothing development has missed a period of development opportunities, and most other brands have been rewarded."

Cheng Weixiong analysis said that the Pathfinder's recovery of children's clothing business is a good thing for the Pathfinder.

But in the future, how to break through in the red sea of children's market, there is a need for Pathfinder to make detailed plans for children's clothing business, and to seek for differentiated development in the popular children's wear market.

How to break through in the Red Sea competition

According to the data of China children's wear net, at present, there are more than 300 million children under 16 years old, among whom 171 million are under 6 years old, 170 million are 7-16 years old, accounting for 1/4 of the whole population.

The only child accounts for 34% of the total number of children, and there are about 10000000 newborns per year.

The average annual consumption demand for children's clothing is about 800 million.

According to Guo Bin, Secretary General of the national sports industry research base of Peking University, with the rise of outdoor sports, many families in China have entered the weekend outdoor recreation mode, outdoor sports clothing has become an important symbol in this scene, thus the family's consumption demand for outdoor professional sportswear is surging, especially in China, for the children with family core and center of gravity in one, it is also the major market for outdoor sports apparel brands to focus on in the future.

The industry generally believes that although huge market has huge market opportunities, it is also facing increasingly fierce competition.

First of all, Pathfinder should rearrange and layout children's business, and establish relevant supply chain system. In the future, Pathfinder can set up shop for children's clothing and children's clothing through their own operation, which is conducive to the establishment and promotion of Pathfinder brand.

Cheng Weixiong bluntly said.

"Now children's clothing market competition has entered the white hot, almost all sports brands have entered the children's wear market, and most of them have expressed the need to work hard in the children's wear market.

But in fact, there are not many brands that can really be based on this market. On the one hand, children's clothing is a market with a rich variety. On the other hand, there are too many brands entering the children's wear market, and many brands are facing the danger of being eliminated. "

Yang Dayun, President of the famous fashion industry and President of Yi Yi International, told reporters.

In Cheng Weixiong's view, the Pathfinder enters the children's clothing market at this time, which has challenges to management ability and design. Compared with other outdoor sports brands, Pathfinder does not have obvious advantages, but "self operation is more authorized than others."

"Children's clothing business has unique channels and operation mode. How to combine outdoor sports content with children's clothing to create professional outdoor equipment suitable for Chinese children needs further research and development by manufacturers such as Pathfinder. It is suggested that efforts should be made in the safety, comfort and versatile aspects of children's outdoor equipment, while paying attention to building a new business mode of outdoor activities + outdoor consumption scenarios + new media business."

Guo Bin also gave advice.

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