Sanfo'S Outdoor Performance Has Entered The Bottleneck Stage. Where Is The New Growth Point?

In order to boost its performance, Sanfo outdoor, known as "outdoor equipment expert", began to exert its strength further.

Recently, Sanfo outdoor not only started selling outdoor top brands of limited edition products of ebirds, but also changed the starting investment projects to accelerate the layout of parent-child outdoor parks.

In addition, Sanfo outdoor wants to find another slice of the event.

In fact, Sanfo's outdoor layout and extension business is also stranded in weak performance.

However, outdoor brands and business chains are not only the outdoors of Sanfo, but also the Pathfinder have made similar attempts before.

However, these projects not only failed to pull the growth of performance, but became a chicken ribs and had to face the fact that they had been gradually divestiture.

According to the insiders, there are similarities and differences between Sanfo outdoor and Pathfinder. Whether a series of initiatives taken by Sanfo outdoor nowadays can become a new growth point of the company will still be tested by time.

It is understood that in January 15th, the 30th Anniversary Limited Edition of the original bird's flagship product will be on sale at Sanfo outdoor store.

According to official sources, the limited edition is a very elaborate and collectible gift box set, including AlphaSV30 annual limited products (LOGO is custom-made gold standard, the inside is printed with 30th anniversary commemorative words), gift boxes, AlphaSV product storytelling manuals and GORE-TEXco-branding customized version U disk.

For the meaning of the sale of the product, Sanfo outdoor responsible person replied to the reporter, the limited edition product of the limited edition is an important market activity in 2019, a total of 500, of which 100 are dedicated to Sanfo outdoor channels. The company acts as the largest dealer and brand in the domestic promotion activities, which has a positive effect on the company's sales promotion.

In the view of Guo Bin, Secretary General of the national sports industry research base of Peking University, Sanfo outdoor began to sell the limited edition of the flagship product of the original bird. This is not only because the target group of the ancestors is matched with the key customers of Sanfo outdoor, it can further enrich the Sanfo outdoor product system, and also set up a platform for the cooperation between the two sides.

In January 14th, at the investor interaction conference, Sanfo outdoor chairman Zhang Heng introduced the outdoor sporting goods section. "At present, the company sells more than 400 well-known outdoor brands, has nearly 80 thousand SKU, including 10 exclusive agency brands, these brands have strong competitiveness in the professional field and internationally.

In 2018, the company also launched content marketing, and integrated marketing of products, events and activities around outdoor scenes to promote product sales.

Zhang Heng listed above is only one of Sanfo outdoor three major business segments: outdoor sporting goods.

As a matter of fact, Sanfo outdoor also has some moves in the two other business sectors, such as the event group building and the parent-child outdoor paradise.

A few days ago, in December 26, 2018, Sanfo announced that it was planning to change the "marketing network construction" of the first investment and sale project into a cash acquisition of Shanghai stock Music Development Co., Ltd. (hereinafter referred to as "Shanghai know music") and part of its equity holdings.

It is reported that Shanghai is a family outdoor outdoor park operation management, planning and design, brand output as the main industry, based on parent-child group outdoor travel needs to extend outdoor products sales, outdoor education services and other businesses to support the outdoor operation management company.

Regarding the plan, Sanfo outdoor pointed out at the recent investor interaction conference that the current plan is to set up two in one year, and if the future effect is good, it will speed up the development speed.

Apart from increasing the number of parent-child outdoor parks, Sanfo outdoor has also organized many events organized activities.

In 2018, Sanfo outdoor department, R & D department and major customer department and other departments together, the product culture, education culture, travel culture integration, for the large and medium-sized enterprises such as tooling, team building, outdoor travel and other related services, in 2018, launched nearly 70 events throughout the year, and is expected to have a breakthrough in 2019.

But what concerns the future, Sanfo outdoor said, "outdoor sports products are still the core business segments of the company.

The parent-child outdoor park will extend to the outdoor experience and education for young people, and is expected to be the fastest growing segment of Future Ltd.

Event group building and parent-child outdoor park will promote the development of outdoor sporting goods.

It is noteworthy that Sanfo's outdoor frequently added outside the main outdoor sports products sector, but also because the performance growth has reached a "bottleneck period": only three years after listing, there is a deficit.

According to the earnings report, Sanfo outdoor revenue in 2017 was 351 million 400 thousand yuan, down 0.53% compared to the same period last year. Net profit attributable to shareholders of listed companies was 12 million 910 thousand yuan, down 136.49% compared to the same period last year.

This is also the first loss since Sanfo's outdoor listing.

At that time, Sanfo outdoor said that the main reason for the decline in the 2017 fiscal year was the year-on-year decline in operating income, resulting in a year-on-year increase in wages, rent and inventory losses.

In a report on Sanfo outdoor: the annual report on the storage and utilization of funds raised, data from Sanfo outdoors for marketing network construction lost 3 million 390 thousand yuan in 2017.

Recalling the action of Sanfo outdoor in 2017, it first announced that it invested 400 million yuan and spent three years to build 7 camps. After that, Sanfo outdoor signed a contract with Beijing merchants Real Estate Development Co., Ltd., Beijing, to buy and sell commercial housing in Beijing, and bought four sets of real estate located in Beijing Changping District to purchase headquarters.

"Although the cost of Sanfo outdoors in 2017 is higher, the return cycle of these projects is longer and it is difficult to boost performance in the short term."

An insider who asked not to be named said.

Therefore, in order to reverse the loss situation, in the first half of 2018, Sanfo outdoor formulated the strategic goal pformation of "outdoor events organizing operation and launching outdoor experience education for young people".

In March 2018, we invested the "squirrel tribe" parent-child outdoor paradise, and continued to invest and hold it in January 2019.

However, in the first three quarters of the 2018 earnings report, Sanfo outdoor has a 100 million yuan revenue per quarter, but its net profit is embarrassed to linger around 1 million yuan.

In October 16, 2018, when Sanfo returned to the Shenzhen stock exchange for enquiries, it pointed out that Sanfo's outdoor marketing network construction efforts were weakened due to the cold sales of Sanfo households and the construction and operation costs of professional retailers.

In response, Yang Dayun, President of the famous fashion industry investor and Yi Yi International, said: "Sanfo outdoor, as the largest outdoor dealer in China, is a professional distributor with international brand and private brand as its subsidiary. It has been greatly influenced by the Internet in recent years.

With the increase of rentals and the rising labor costs, profits have been eroded. "

In fact, Sanfo outdoor is facing not only the problem of low profit.

"Because Sanfo outdoor relies on offline stores, there are still problems such as inventory pressure, price competition and so on."

Yang said further.

Statistics show that as of the end of 2018, Sanfo outdoor has nearly 40 outdoor multi brand comprehensive stores in the country. Its products cover many topics such as mountaineering, skiing and tourism, with nearly 80 thousand SKU and more than 400 well-known outdoor brands.

Sanfo outdoor, which has many brand agents, was once regarded as a channel and brand player, but Sanfo outdoor believes that "the advantage of offline channels is that it can touch products and provide better shopping experience."

The company is becoming more and more fashionable on the basis of the protection function. At present, the company has more than 10 exclusive agents, and these brands have strong competitiveness in both professional and international fields.

It is noteworthy that although it is also an outdoor agent brand of Sanfo, Anta has already declared that it will earn its income. Therefore, there is still some uncertainty about whether the future can be continued by Sanfo outdoor.

"Sanfo outdoor has advantages in channel, but because of its small proportion of its own brand, it has poor controllability of Maori."

Cheng Weixiong, general manager of textile and clothing management experts and Shanghai Liang Qi Brand Management Co., Ltd., from the current view, Sanfo outdoor wants to make the whole industry deep and thorough. This is also because many outdoor lifestyles do need education, training and promotion. This process can not only produce value, but also enable users to produce stickiness for Sanfo outdoor experience shop, thus further seeking new growth points for performance.

In fact, Sanfo outdoor is not the "first household" epitaxy from the sporting goods industry.

The Pathfinder who also made outdoor products with Sanfo outdoor has diversified development before, extending many "sideline" related to the main business.

However, the pathfinder was dragged down by the "sideline industry" and had to start stripping off the "sideline" which had nothing to do with the main business or less related, and determined to return to the clothing industry.

Cheng Weixiong said, Sanfo outdoor and Pathfinder are not the same, Sanfo outdoor has a wider range of brands and products. In the future, if Sanfo outdoor can effectively operate the parent-child outdoor park, it can add new vitality to Sanfo outdoor.