The Pathfinder Strategy Put Forward "Multi Brand And Outdoor Sports Service Enterprises" For The First Time.

< p > recently, the Pathfinder strategy was first proposed to become a "multi brand and outdoor sports service enterprise".

The implementation path of "multi brand strategy" will be based on VF group.

Since 2000, VF has acquired many leisure brands, including NorthFace, NautiCATimberland and Vans.

At present, Pathfinder based on its three major brands, timely acquisition of new brands, enter the market segments.

The "outdoor service enterprise" is to become an integrator of the online outdoor platform, making full use of the electricity supplier to explode the market, and outdoors the services and brand sales to the company.

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< p > a reporter made a sketch to illustrate the current understanding of China's outdoor industrial structure.

Under the current situation, the high-end professional outdoor market in the yellow circle is in a slow growth state, and the competition between the high-end brands is fierce, which is not enough to form the trend of infiltration and expansion of the middle end market.

The low end mass market in the black circle has great potential, and the outdoor brands are in the period of rapid expansion. The positioning is clear and definite, and will not enter the mid end outdoor market in a short time.

And only the middle end outdoor market is the most competitive one, which has gathered the main brand competition at home and abroad.

In 2012, Pathfinder sold more than 1 billion of its sales, far ahead of other brands, and had won in the mid market outdoor market.

From the perspective of the overall industrial structure, Pathfinder has been firmly in the leading brand position of China's outdoor industry, and has launched the concept of "China's outdoor leading brand" in marketing.

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There are two prospects for long-term planning: first, the acquisition of new brands in multi brand strategy and entering the market segments are the integration of high-end outdoor market brand resources and expansion of market share; two, in the positioning of outdoor service enterprises, the use of electricity providers to boost the market, the inclusion of outdoor services and brand sales should be a strategic attempt for the low-end outdoor market.

If this step is to be realized step by step, the pattern of China's outdoor industry will be completely integrated and different, and the outdoor brand Pathfinder will change its connotation in this change.

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