Pathfinder: Fast Fashion Social Networking, Lack Of Internet Thinking.

"P >" when getting the news about the acquisition of foreign online travel platform, there are many worries that this intervention is somewhat abrupt.

Expanding online business is a good thing, but at present, the electricity supplier has just improved and needs to be stable.

In my understanding, even if mergers and acquisitions, we should first consider the domestic green field, mill outdoor website. "

As a buyer of Pathfinder shares, Jeky (alias) told the new financial reporter.

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There is some truth in the idea of < p > Jeky.

CYTS (quotes), reorganized the CYTS online and renamed the roaming network is a warning.

As the core of airline and hotel business, the roaming network has tried to challenge Ctrip and elong's leadership in the OTA market, but up to now, it can only be ranked in the two place.

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< p > after the completion of the merger and acquisition, until the beginning of September, the Pathfinder shares were rather dim.

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< p > for a href= "http://sjfzxm.com/news/index_c.asp" > Pathfinder < /a >, this step is to prepare the company to build an integrated service platform for outdoor industry.

In the China Daily, the Pathfinder mentioned that the new strategic concept was to build a global travel service platform, and the future acquisitions would focus on achieving this strategic goal.

Only by completing the pformation from a single outdoor product provider to a comprehensive outdoor independent travel service provider can new profit margins be opened up.

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"P," Zhang Cheng, a road explorer, said: "such a pformation is not an open shop. It requires backstage technical support and staffing, including the Internet structure of the entire company structure.

This Asiatravel is to enhance the depth of cooperation between the two sides, enhance the learning speed of Pathfinder on online travel business and backstage support system, and then speed up the implementation of the above platform strategy.

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< p > the industry has classified this action as learning from the GSI mode of the third party e-commerce outsourcing enterprise in the US, making the offline business electronic and becoming the operator and provider of multi brand outdoor products and services.

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< p > GSI Commerce is a well-known e-commerce solution and service company in the United States. It is the originator of all e-commerce generation operations. It enables traditional brand operators to concentrate on their own product design and production, and hand over their front-end marketing, back-end IT information processing, customer relationship management and supply chain management to themselves.

Similar companies also have IBM.

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< p > obviously, when this mode was explained by people, the situation of Pathfinder share price was also dim, and it was rushed to 17 yuan from the end of August and early September at around 10 yuan.

Jeky breathed a sigh of relief.

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< p > the future Pathfinder online business will be positioned in the interactive platform for goods and services.

Sales system will be: B2C platform sales (official flagship + online distribution) + authorized stores (offline sales channel electronization) + vertical e-commerce + self-service travel platform interaction.

At the same time, the differentiation of online business can be differentiated through product subdivision and product service customization.

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< p > at present, Pathfinder has completed the construction of its own vertical platform "e-toread", as the traffic entry.

Meanwhile, the Pathfinder also launched official micro-blog, WeChat public accounts, App and so on to do community operation. At present, it is working with traffic outlets such as road cattle and green fields to try to pform traffic into value, and try to promote the mode of distributor separation.

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< p > there is still a long way to go for the Pathfinder to build an outdoor platform.

Its platform is limited, and its products are dominated by its own brand, so it is not likely to be open to all outdoor brands.

And the flow problem also needs to be solved. If there is no way to catch up with the flow of the existing outdoor websites, it will be very difficult to build a platform.

Dan Ren, founder of information technology, analyzed the new financial reporter.

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< p > after making a series of preparations for the online part which was not very good at the beginning, the Pathfinder also made many social adjustments on the lower part of the line.

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< p > next, it will divide the stores according to the outdoor sports categories such as mountaineering, hiking, self driving and so on. It is expected that 3-5 stores will be split next year.

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< p > in addition, in terms of stores, Pathfinder should increase flagship stores and experiential shops, and make offline stores a place to enhance consumer shopping experience and provide interactive services, mainly including electronic fitting and outdoor clubs.

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< p > the number of terminal stores in the first three quarters of the company increased by 201 compared with the beginning of the year. It is estimated that the total number of stores will increase by 300 in 2014, and 200-300 stores will be added in 2014.

At present, franchisee's terminal discount 6.5-7 discount, the company's wholesale discount 3.5-4 fold, the average profit level of terminal joining 8%-12%.

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Less than P, the percentage of the target sales target for the Pathfinder is 30% online, 40% offline, and group buying 30%.

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In order to cope with the pformation, Pathfinder has made corresponding adjustments to product development, brand promotion, channels, supply chain and so on. < p >

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< p > especially noteworthy is that in 2014, the spring and summer orders of the Pathfinder increased by 20%, which showed a downward trend compared with the previous years.

The slowdown in the industry has been recognized as a cause. Besides, improving the speed of supply chain reaction is also one of the important reasons.

This is a good experience learned from these fast fashion brands such as Zara and UNIQLO.

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< p > as the Pathfinder manager Zhang Cheng said, "with the continuous improvement of the supply chain management capability of the company, the company has planned to continuously improve the proportion of spare parts and realize the fast response supply chain advantage, so consciously reduce the proportion of the futures orders directly purchased products in the whole year's product sales, and encourage franchisees to plan the quick replenishment mechanism for the seasonal goods according to the actual demand of the market, thus further enhancing the merchantability and the selling rate of the goods in the season and reducing the inventory risk."

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< p > ordering growth is slowing down, and then increasing the intensity of late replenishment is the next step for Pathfinder.

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< p > inventory. Currently, 280 million yuan is stocked for new products in autumn and winter, and 60 million yuan in the first half of 2013, accounting for 200 million yuan in the over quarter inventory.

Pathfinder said that the stock at the end of the first three quarters of 2013 increased considerably compared with the beginning of the year, mainly due to the new products in autumn and winter.

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< p > for the Pathfinder, the pition to O2O should be adjusted at many levels, and the first point of choice is the electricity supplier.

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< p > according to the data provided by Xingye securities (Quotations), in the construction of e-commerce channels, the Pathfinder has developed more than 300 distributors on the Internet. Only online franchisees on the offline franchisee have 20 on Tmall, and 2 on Jingdong.

At present, the online platform has been settled, including Taobao, Jingdong, Dangdang, Amazon, pat, shop 1, excellent purchase, etc.

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< p > 2013, so far, the sales of Pathfinder brand has been over 100 million yuan.

The sales of the flagship store in 2013 was 77 million 490 thousand yuan, up 236% from 23 million yuan in 2012.

The flagship shop of the Explorer ranks first in Tmall's core store, and is the only non - Naughty brand with a growth rate of more than 200% over 50 million yuan.

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< p > online revenue accounted for 14.3% in the first three quarters. The company expects that the proportion of e-commerce revenue in 2013 will reach 16%-18%.

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< p > observe the official website of the Pathfinder, it can be found that the sales volume of the single product can reach 9600, which has exceeded the highest sales volume of the single product of general public < a target= "_blank" href= "http://www.91se91.com/" > dress < /a >.

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< p > alone, online sales show that the Pathfinder has produced a good pcript.

"But at present, Pathfinder is not fully using the Internet thinking to do online, which needs improvement."

Dan Ren expresses.

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< p > single Ren said: "the discount rate of the Pathfinder line is obviously greater than that of the offline. In fact, it can be concluded that a large number of goods online are cleaning up stocks, which is the traditional thinking.

In my opinion, the real Internet thinking is like suning.com, first of all, the two lines of the same price, and then use the attributes and characteristics of the Internet to operate online shops.

Otherwise, it will easily become Lining.

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< p > after experiencing the imbalance of brand positioning and radical expansion, Lining has already focused on the electricity supplier, but from the point of view of distribution channels such as customers, it has obviously become a pipeline to clean up inventory.

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Pathfinder is currently using differentiated product portfolios on line and offline to achieve online product customization for different consumer groups of different electronic business platforms, while increasing the proportion of customized and special contributions to avoid direct conflicts between online and offline P stores.

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< p > but for many consumers, it is not known whether the online special offerings are stock or unsalable goods.

What's more, outdoors < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > emphasis on functionality and appearance similarity, which provides convenience for cleaning up inventory.

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< p > "in the community construction, user experience, accurate marketing based on big data, this is very professional.

As the Internet and e-commerce are entirely another set of tactics, it is very difficult for traditional manufacturers to pform their brand and marketing system without the aid of the external brain.

This is also the place I worry about whether the Pathfinder pformation will succeed.

A professional is an analysis.

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In recent years, Pathfinder has constantly adjusted the online channel structure, and the online e-toread platform has a relatively large difference compared to the network platform that it has entered. P

The world is flat, and so is company operation.

For the Pathfinder, the so-called pformation is more inherent in form than the pformation from traditional clothing manufacturing concept to Internet thinking.

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< p > according to Pathfinder, its future will continue to enhance the professionalism of products and strengthen its own professional a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > clothing and intelligent equipment.

It is reported that the Pathfinder will cooperate with the high altitude professional expedition team to launch the HIMEX mountaineering series and enrich the products above 5000 meters above sea level. In addition, it will expand the smart wearable products of different sports categories in the future.

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< p > "improving product professionalism is a good trend. But from the perspective of the current sales of the Pathfinder, especially the electricity supplier, most buyers are not professional outdoor people, but just ordinary consumers who are just interested in outdoor activities or are interested in outdoor clothing functions."

Internet commentator Wang Penghui told the new financial reporter.

"Most outdoor professionals will choose overseas professional outdoor brands, such as Kailas and wolf claw."

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< p > for experienced outdoor players, Pathfinder is rarely included in the list of clothes that will be selected.

But this is also consistent with the judgment made by Sheng Faqiang, the Pathfinder chairman, who made a great deal of judgement on the market although the Pathfinder focuses on R & D, but after all, the demand for professionals is limited, and the outdoor market still needs to face the public.

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< p > 2013, Pathfinder chose to strengthen design and technology differentiation, established the goal of quick reaction supply chain, highlighted product differentiation in product category, color, element structure, technology selling point and so on.

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Less than p professionals prefer outdoor outdoor clothes to non outdoor professionals.

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Outdoors refers to the outdoor sports in a broad sense. Any movement out of the house can be called outdoor sports, which is different from the outdoor adventure sports with dangerous nature that professionals engage in. P

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< p > first is the price factor.

For mass consumers, the domestic outdoor brand with high cost performance is more acceptable and more suitable for everyday wear than the professional outdoor outdoor brand with high price.

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< p > quality factor.

Outdoor clothing is mainly functional, and the realization of functionality depends mainly on the material of clothing.

The clothing materials used in international outdoor brand names are GORE-TEX (waterproof, breathable and windproof), COOLMAX (breathable and moisture repellent) and DuPont (quick drying function).

Whether it's a real outdoors or a "Outdoors", the basic materials are fixed.

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"P >" outdoor products have gradually changed from small to public, and we can see that domestic brands such as Pathfinder are pforming into fashion and leisure, but professional outdoor will be more professional, and the two will be distinguished.

This is also the gradual development and maturity of the outdoor market.

A professional riding player told the new financial reporter.

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< p > in the market, according to China Outdoor Association (COA) statistics, the outdoor core market in 2012 was 13 billion 200 million yuan RMB, an increase of 20% over the same period last year, which is much slower than the 54% compound growth rate over the past 10 years.

But at present, only 150 million -1.7 billion people buy outdoor products, the core outdoor sports personnel only 50 million -6000 million, accounting for very small, outdoor industry is still in the growth period, in the next 10 years, the industry will still maintain an annual growth rate of two digit.

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< p > for experienced outdoor players, Pathfinder is rarely included in the list of clothes that will be selected.

But this is also consistent with the judgment made by Sheng Faqiang, the Pathfinder chairman, who made a great deal of judgement on the market although the Pathfinder focuses on R & D, but after all, the demand for professionals is limited, and the outdoor market still needs to face the public.

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