What Has Been Done For Children Who Have Been Dragged Down By Operators?

The first outdoor brand in China has been running down continuously in recent years, and the Pathfinder has entered a trough. Recently, the Pathfinder disclosed the performance bulletin. In the 2018 fiscal year, the company's revenue fell 33.91% to 2 billion 5 million yuan, and the loss expanded to 182 million yuan.

Company profile:

Pathfinder was founded in 2008, is a company specializing in outdoor products, as the first domestic outdoor products listed, the main products are: Men's wear, women's wear, shoes, backpacks, equipment, accessories and so on.

Pathfinder children's clothing is mainly located in high-end outdoor products for children, providing safe, comfortable and professional outdoor sports equipment for children aged 2-16.

At the beginning of the development of outdoor products, Pathfinder seized market opportunities, and the company's business profits increased year by year. But the directors of the group were not satisfied with the status quo and began the road of pformation.

There are disadvantages in implementing the operation mode.

In 2014, the Pathfinder children's wear and Parker's collaboration were carried out. The explorer's children's wear was put into operation mode. They signed a ten year contract, and the Pathfinder handed over the business of children's clothing to the operation of paramount.

But after the independent operation of paramount, the business indicators of Pathfinder children's clothing did not reach their expected goals, and the Pathfinder had to withdraw the authorized operation of children's clothing.

In 2017, the Pathfinder reclaimed the authorization of paramount and carried out the independent operation of the brand to further improve the layout of children's clothing market and set up shop owners for children's wear.

The sales channel of the pathfinder was also blocked. As of the first half of 2018, there were 1253 shops under the Pathfinder line, and only 15 shops under the children's wear line, 64 fewer than those at the end of 2017.

Except for offline shops, the online Taobao cat flagship store was closed.

According to the relevant personage, what the generation operation company pays attention to is that the brand operation can achieve benefits in the short term, and there is still insufficient investment in brand incubation, product development, channel pformation, consumer experience and so on.

In addition, the multi brand operation mode of the operation company is difficult to truly achieve a single focus on Pathfinder children's clothing, which is also one of the reasons for the unsuccessful development of the children's clothing business.

Diversified businesses drag on Performance:

The Explorer has planned three major business sectors: outdoor products, travel services and sports. Among them, the outdoor business group is based on the R & D, operation and sales of multi brand outdoor products; the travel group mainly provides experiential travel; the sports group is dominated by skiing camp and investment business.

In 2013, Pathfinder started the road of mergers and acquisitions, and made strategic investments to the companies such as green field network, map Road, easy to travel world, and knowledge discovery company.

In the end, the performance of these businesses did not improve, but there was a loss. In the evening of April 24, 2018, Pathfinder released the 2017 performance report.

Announcements show that the company achieved revenue of 3 billion 33 million yuan in 2017, an increase of 5.41% over the same period last year.

The net profit attributable to shareholders of listed companies is -8485.39 yuan, and the net loss of non net profit is 185 million yuan.

Because of the pformation of the Pathfinder and the exposure to many aspects of business, Pathfinder children's clothing has not been well developed. Their development has become more and more complicated. The business of the explorer's clothing business is not particularly good, and the focus of the business is not on the children's wear. This is also one of the reasons for the poor development of the children's clothing.

It's hard to get back to the main business.

According to the relevant data, in 2016, the outdoor product segment business of the Pathfinder realized a net profit of 276 million yuan, and the net profit loss of the travel service sector was 34 million 100 thousand yuan, and the net profit loss of the sports sector was 9 million 900 thousand yuan. In 2017, the net loss of the travel service sector was 27 million 580 thousand yuan.

As a result of a series of losses in pition, group chairman Sheng Faqiang decided to focus on the outdoor products industry. In the face of market competitiveness, it is a long road for the Pathfinder to return to the main business.

According to relevant personages, the market of China's outdoor products is very large.

It is not easy for the Pathfinder to make up for the holes brought about by the lack of proper business since listing. This problem is illustrated by continuous poor performance. The Pathfinder returning to the main business needs to rearrange the pattern in the outdoor goods market, find out what kind of competitive environment it is facing, make good analysis of the internal and external strengths and weaknesses and opportunity points, and relocate the brand of the Pathfinder.

Nowadays, many clothing brands carry out the business of children's wear. There are good development and bad development. It is not too late for the Pathfinder to enter the children's clothing area. The explorer's children's clothing is a teenager's outdoor sports equipment. The market is quite impressive. But because of their diversified pformation business, the children's wear of the Pathfinder has not been developed very successfully.

They still have a long way to go when they want to play a big role.