Pathfinder Hand Over The Brilliant Report Card Of 2021, And The Pace Of Core Competitiveness Construction Is Steady

When climbing the summit of Mount Everest, can the height measuring team be vigorous in Pathfinder's one-piece down jacket?

How can Pathfinder's winter suit be designed to effectively resist the extreme cold and protect the Antarctic scientists working outdoors?

How many pieces of Pathfinder's "tooling" will be carried by female astronauts when they go to the space station on business?

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These seemingly overwhelming problems, China's outdoor products listed companies Pathfinder Hard core power has given practical answers. In 2021, Pathfinder has created many popular high-tech products. From manned spaceflight to polar scientific research, Pathfinder equipment can be seen.

Looking back on the past 2021, Pathfinder turned the tide and handed over a brilliant report card under the new management. From the impact of the epidemic in 2020 to the post epidemic era, 2021 is a big test of the company's ability to seek development in the "changing situation". What growth code does Pathfinder have?

　　 Leader of domestic outdoor equipment enterprises

Throughout 2021, Pathfinder's market moves frequently, resulting in many "hot money" in the circle of friends.

In the Shenzhou 12 manned spaceship launched on June 17 and the Shenzhou 13 manned spacecraft launched on October 16, Pathfinder developed more than ten kinds of equipment, including cabin connected work clothes, split work clothes, cabin leisure clothes, cabin vest, sleeping bags, waist bags, gloves, eye masks, sleeping bag bags, etc., accompanying Chinese astronauts to travel in space.

After going to heaven, the Pathfinder and the Antarctic expedition went deep into the polar regions. In November, two groups of members of China's 38th Antarctic expedition set out on the "Xuelong" and "Xuelong 2" polar scientific expedition icebreakers. They were all dressed in custom-made uniforms for the explorers. At the same time, Pathfinder has officially signed a brand cooperation agreement with China Polar Research Center, which will continue to be selected products for China's north south polar investigation in the next three years.

Behind these brand actions closely combined with hot events, a large number of Pathfinder products are also listed. In July, "space Pathfinder" series products were launched. In October, a limited number of replica polar winter suits were launched, and in December, Beidou version was launched.

In order to achieve "zero error" of aerospace equipment, the difficulty of research and development lies in the development of composite fabrics. Through research and development, Pathfinder has realized 100% independent and controllable working clothes in the astronaut cabin from the material end to the production end.

The work clothes of the north and south poles need to be able to resist extreme wind, dry and cold environment. Finally, all kinds of materials developed by Pathfinder independent Tief technology platform meet the needs of scientific research team members.

These R & D cooperation in the field of "hard core" technology, to a large extent, has tempered the R & D capability of the brand. At the same time, Pathfinder also embodies the technical achievements in the development of mass products, and integrates the fabric into the cutting-edge research and development achievements, so as to benefit the public consumers.

along Pathfinder From the perspective of the major R & D tasks involved, it is not difficult to find the Survival Logic of enterprises. In fact, at the beginning of the beginning of a row of small bungalows at the foot of Xiangshan, pathfinders took "quality, innovation, and service" as the three core competitiveness. 2021 is also a year for Pathfinder to gain a lot. Products with high scientific and technological content emerge one after another, showing "muscle" in the market.

As we all know, it is a hard road to build a breakthrough through independent R & D innovation, but it is also easy to form an unbreakable barrier. Industry insiders believe that in the domestic outdoor market environment, technology-leading enterprises are easier to create brands and further improve profitability.

On the other hand, there are many market segments in the field of outdoor products, and technical barriers are easy to maintain, and the manufacturers with advanced technology can achieve long-term benefits. Therefore, it is a high quality development path to pay attention to accumulate technical advantages and establish strong barriers.

For Pathfinder, the continuous improvement of industry reputation is the real benefits brought by R & D innovation.

In December, the National Standardization Management Committee issued the notice on Issuing the second batch of consumer goods standardization pilot projects, officially announcing the list of the second batch of consumer goods standardization pilot projects. Pathfinder has become the only outdoor products enterprise selected in this batch, marking its leading position in standardization construction.

What can better reflect the company's R & D strength and leading position is that under the upsurge of "300 million people on ice and snow", Pathfinder has led the development of domestic ice and snow sports clothing. Recently, the GB / T drafted by pathfinder was mainly drafted by Pathfinder The national standard 41176-2021 "professional sportswear and ski wear" was officially released.

In the 2021 new consumption and new economy selection of caijing.com, Pathfinder won the annual science and technology innovation brand award, and Pathfinder's Beidou cold proof clothing won the annual science and technology outdoor clothing design award. At the year-end ceremony of "sports big business", Tief technology platform independently built by Pathfinder won the annual best sports technology award.

It can be seen that the Pathfinder of "hard core R & D" for a long time is a well deserved domestic outdoor equipment leader.

　　 Breaking the "boundary" of outdoor products

At the year-end ceremony of "sports big business", Pathfinder won another award for the best sports marketing case of the year won by the "polar Pathfinder" project.

If the content of science and technology is the "hard power" in the field of outdoor products, then brand building is an indispensable soft power. The brand problem has plagued local enterprises for a long time. There are many categories of outdoor products industry, and accurate and powerful brand building is particularly critical.

In 2021, in order to present consumers with a more vivid and more memorable brand image, Pathfinder re sorted out the brand structure and its core content, and put forward the marketing strategy of creating three IP: Aerospace Pathfinder, polar Pathfinder and mountaineering Pathfinder.

According to the axis of hot events in 2021, Pathfinder has planned activities in the space Pathfinder project, such as product release, astronaut cabin clothing and equipment communication planning, and tianzhou-3 launch site ceremony. In the polar Pathfinder project, Pathfinder adopts the strategy of high-tech products + professional institutions and expert endorsement + full platform communication, and transmits the core concept of "extreme protection" to consumers.

Reflected to the sales side, the data shows that Pathfinder has achieved remarkable results in product strength building and brand building. In the first half of 2021, the main business income of Pathfinder's outdoor products was 409 million yuan, with a year-on-year increase of 37.7%. At the same time, the company's inventory turnover accelerated, the inventory turnover days decreased by about 75 days, and the net cash flow inflow from operating activities increased by 102% year-on-year. The enhancement of product strength also brings about a significant increase in profitability, with the gross profit rate of Pathfinder rising to 47.9% in the first half of 2021.

On the basis of building the "three major IP", Pathfinder In the past year, there have been two highlights in brand building.

The first is to combine product design with accurate development of the future market.

Under the background of digital technology and artificial intelligence changing with each passing day, Pathfinder foresees that the outdoor scene will change in the future, and outdoor clothing will inevitably move towards intelligent. In late December, Pathfinder released the polar Pathfinder's Beidou winter suit. The product is equipped with mobile communication module, which can synchronize position information through Beidou satellite navigation system. In 2022, Pathfinder It will continue to combine chip hard technology and information soft technology to create a new generation of intelligent outdoor applications and realize re innovation.

The second is to try the "crossover" of outdoor culture.

In 2021, Pathfinder and cat League, a public welfare and environmental protection organization, jointly created several wildlife themed products. At the same time, it also cooperated with the clothing brand teenie Weenie cooperates to launch camping series co branded products.

Outdoor exploration and sports scenes are "minority" for most urban people, but the "outdoor culture" that yearns for nature, loves nature and dares to explore is public. Pathfinder also launched co branded products with China Youth Daily and Star Research Institute to seek cultural identity of outdoor sports in a wider range. As a result, the cultural "boundary" of outdoor products has been widened, the use scenarios have been broadened, and the scope of target groups has also been expanded, and enterprises have been able to find more potential users.

The change of the "playing method" of the back end is based on the market direction of the front end.

"China mountain tourism development trend report (2021)" shows that since the epidemic, the national mountain outdoor tourism data has increased by 163%, reflecting the transformation of people's travel mode from sightseeing tourism to experiential tourism. In 2021, camping has become one of the most popular lifestyles in the little red book. On the online shopping platform, the search volume of camping related articles, such as retro camping lights, outdoor meal cloth, outdoor single chair, has increased significantly.

Among them, generation Z has become the "new force" of outdoor consumption. According to Taobao live broadcast data in 2021, people aged 20-40 account for nearly 30% of the consumption of mountaineering, ice climbing, skiing and diving equipment, with a growth rate of more than 400%. "Empathy", "identity" and "black technology" are the key words of generation Z consumption. At the same time, they are willing to pay for excellent local brands.

From this point of view, the excellent market performance of Pathfinder has a track to follow.

　　 The Pathfinder of "brave to explore"

In addition to the precise development of product power and marketing, pathfinders should pay attention to the courage to explore the future.

In terms of organizational structure, Pathfinder will greatly optimize and adjust in 2021, and the company's cost control effect is obvious.

From the product level, the company focuses on the sales of outdoor products. In the first half of 2021, the revenue of outdoor clothing, outdoor shoes and outdoor equipment accounted for 75.23%, 15.87% and 6.41% respectively, and the engine positioning was further clarified.

A series of actions show that Pathfinder is re anchoring its own coordinate system. Not long ago, Pathfinder upgraded the brand slogan to "brave to explore", which means that the brand development has officially entered a new stage.

Pathfinders also focus on the long-term and actively build the company's future development curve.

Under the background of the state's policy of supporting the semiconductor chip industry, Pathfinder purchased 60% equity of Beijing core energy with its own funds of 260 million yuan in September this year, and entered into mini / micro led Display driver chip field, quickly cut into and seize the technical high point. As mini led ushers in its first commercial year, it cultivates and develops new business of the company, develops two wheel drive development, and improves overall competitiveness and sustainable profitability.

Looking back over the past year, Pathfinder has repeatedly made contributions to the accumulation of core technical achievements, further improved product strength and more accurate focus on marketing. At the same time, enterprises also plant the seeds of future development, clarify the target group portrait and product direction, and look for potential customers. In the domestic outdoor products industry, Pathfinder has been in the forefront in terms of market performance and tactics.

"In the process of exploring the unknown, human beings have always been full of hardships and tribulations. What is exploring the way? It is that in a place where there is no road, we have to step on a road." Wei Wenliang, winner of "China Navigation lifetime contribution award", expressed the connection between polar spirit and Pathfinder brand with such a sentence at the launch of polar Pathfinder Beidou version cold proof clothing. This also reflects the core of the enterprise spirit of Pathfinder, and the Pathfinder who "bravely explores" will have better performance in 2022.