In The First Half, Pathfinder Sales Continued To Grow Rapidly.

< p > the outdoor product manufacturer Pathfinder has announced that the sales revenue from the e-commerce channel will account for about 50% of the total business revenue of the company, and the direct contribution and influence of the futures orders produced by the order on the company's performance will continue to weaken.

< /p >

Pathfinder continued to grow rapidly in the first half of this year. The net profit of operating income and attributable to shareholders of listed companies was 622 million yuan and 123 million yuan respectively, representing an increase of 21% and 27% respectively over the same period last year.

In the background of many garment companies' performance decline or even loss, the performance of the Pathfinder is quite different.

< /p >

< p > the proportion of e-commerce business in the total revenue of the Pathfinder has increased year by year. In 2013, the company's e-commerce business revenue has reached 279 million, representing an increase of 148.74% over the 2012 year, accounting for 19.30% of the total business revenue of the 2013 year. It is estimated that e-commerce revenue will account for 30% of the total business income in 2014.

< /p >

< p > the rapid development of the electricity supplier provides the conditions for the Pathfinder to reduce the dependence on the entity order.

Prior to this, the dealers will take part in the ordering meeting, and determine the quantity of the order according to the display of new products at the order meeting.

The biggest drawback of ordering mode is that it is easy to generate inventory. Dealers tend to have deviation on the trend of clothing, and the weather and other factors are not controlled by manpower. When the actual sales volume of clothing is quite different from that of previous orders, it may lead to inventory problems.

< /p >

< p > an industry insider told reporters that in 2011~2012, sales of clothing were good. According to the performance of the previous year, many dealers increased the number of orders in 2012~2013, resulting in a surge in stocks, and men's clothing enterprises such as Busen (002569.SZ) had already suffered losses.

< /p >

< p > > a href= "http:// www.91se91.com/news/index_c.asp" > Pathfinder < /a > said that through the online and offline data sharing linkage and other measures, the rapid reaction supply chain has been built, and accordingly, the proportion of direct purchase orders under the futures orders will be gradually reduced in the annual sales of products, and franchisees, direct battalions, group customers, e-commerce and other business units will be established to carry out the quick replenishment mechanism for seasonal goods according to market demand, and then effectively control and reduce the stock risk caused by the unexecuted futures orders.

< /p >

"P >" but in the "a href=" "http://? www.91se91.com/news/index_c.asp" > clothing industry < /a > it seems that the explorers reduce the proportion of futures orders "eat crab action", other clothing enterprises may not be able to follow.

These people said that clothing is a highly experienced product. The fabric, shape and style of garments often need realistic experience. This is also the time when the electronic commerce platform promotes the sales of "double eleven" and so on. The proportion of clothing sales is also increasing. If there is 50 million electricity supplier sales, the actual income may only be 40 million yuan after deducting the return.

The outdoor sports products of Pathfinder are not as high as those of ordinary clothing in terms of experience, and are not so dependent on orders.

< /p >

< p > implementation of < a href= "http:// www.91se91.com/news/index_c.asp" > online ordering < /a >, the ability of garment enterprises to make up the bill is very strong.

A clothing company official told this reporter that the ability to fill the bill and the size of the company's products have a larger relationship.

His company's clothing SKU (inventory unit) tens of thousands of, across a large number of products, relying entirely on online feedback orders to arrange production, it is not realistic, this is also the company has the idea of exploring online ordering, but has not really implemented the reason; Pathfinder focuses on outdoor products, the number of categories is much less, quick fill the bill has certain advantages.

In addition, there are some clothing enterprises at the ordering meeting, will also set up a model store of terminal stores, to show the best display and matching form of clothing, arrange the show, these functions can not be replaced by online ordering.

< /p >

< p > questions about its replenishment capacity. The Pathfinder responded to the reporter that if there is inventory allocation or replenishment in the system, it will soon complete the replenishment operation in the system when the replenishment requirement is put forward at the retail terminal; if the replenishment production is on the spot, the relative time will be longer. The whole process supply chain for quick replenishment will be controlled within 45 days.

The 45 day supplement cycle is not much different from other garment enterprises.

< /p >

< p > in the industry view, the mainstream clothing enterprises to abandon the order mode, relying entirely on the electronic business platform, is not realistic.

Pathfinder also made similar responses. The company said that the rapid development of the company's e-commerce business, offline channels in the company's future channel structure will also play a very important role, especially in product experience, product display, user interaction, interactive services, etc., the company will continue to improve the online and offline channels combined with the OTO business model.

< /p >