Pathfinder Layout Wants To Open Up New Market

In the industry, the current layout of the Pathfinder has a positive effect on retrieving performance, but when it will show the real effect is not yet known.

Although the net profit of the outdoor brand Pathfinder is still increasing year by year, the net profit growth is narrowing year by year.

The annual report released recently showed that the net profit growth of the Pathfinder in 2014 was less than half of that in 2013, and the growth rate has declined for three consecutive years.

According to industry analysts, the overall downturn in the apparel industry and the slowdown in the total retail sales in outdoor markets have brought a great impact on the Pathfinder.

In addition, its attempt to expand investment and acquisitions and business expansion has not brought significant growth to the company in the short term. Whether the upstream and downstream industry layout strategy can really work will become the next focus.

Last week, Chen Sheng, general manager of the Pathfinder travel group strategy and investment, once again strengthened the concept of Pathfinder travel planners for consumers at the 2015 zero Friendship Conference held at Yi you world. He said that such a travel experience, which can provide personalized travel plans, booking services and tracking the whole journey based on professional knowledge, will become a part of the Pathfinder ecosystem.

And in March 23rd of this year, the Pathfinder bought 74.56% stake in Yi you world with 230 million yuan, increased O2O and expanded its travel service.

At the same time, the Pathfinder also handed over the pcript of 2014, and its earnings data further illustrated the intention of the Pathfinder to layout the upstream and downstream industry chain besides the main garment industry.

Pathfinder 2014 earnings showed that in 2014, the company realized its main business income of 1 billion 715 million yuan, an increase of 18.67% over the same period last year, and realized a net profit of 294 million yuan attributable to shareholders of listed companies, an increase of 18.28% over the same period last year.

However, it is noteworthy that although its net profit has maintained growth momentum, its growth rate has slowed down significantly.

Beijing Business Daily reporters in the statistics of their financial data, found that its net profit growth began to decline in 2011, the lowest value in nearly three years in 2014.

In 2014, the growth rate of 18.28% was less than half of that in 2013. It was only about 1/3 of net profit growth in 2012, which is far from the growth rate of 97.52% in 2011.

As one of the top domestic outdoor products

Pathfinder may not have had a good time recently.

In the shopping malls, the shops of the Pathfinder stores can often see different discounts. Last month, a new skin windbreaker Gao Yuanyuan endorsed was also making 12% off promotions.

At the same time, similar brands abroad sell well in the mall, while JACK WOLFSKIN, TNF and other stores have few discounts, but consumers still prefer it.

In a shopping mall in Beijing, such as JACK WOLFSKIN, TNF and other exclusive stores, customers always have more customers than Pathfinder.

On the one hand, there is a big discount in the market. On the other hand, the net profit growth rate of the new Yearbook has declined. What is the problem of the leading outdoors market in the world?

However, insiders said, from its annual report, we can see that the net profit growth of the Pathfinder has been declining for three consecutive years, which is closely related to the overall downturn of the garment industry.

According to the 2014 annual survey report of China outdoor products market provided by COCA, the total retail sales of domestic outdoor markets in 2014 amounted to 20 billion 80 million yuan, with a growth rate of about 13 percentage points lower than that of the same period last year.

In addition to industry factors, the growth rate also has its own reasons.

In the industry's view,

It has been accelerating the investment and acquisition business. In 2014, it increased the number of Asiatravel companies in Singapore, and expanded the investment projects such as beauty and road map.

The industry believes that multi brand business at the same time also forces the Pathfinder in the short term.

Cause constraints.

Pathfinder also said in his annual report that the trend of domestic economic environment and consumption warming is still uncertain, and the growth trend of this "deepening consolidation" industry is expected to continue for some time.

In the ecosystem of outdoor products, travel services and big sports plates, the layout line area has become an important weight for future development of the Pathfinder, and the integration of resources on line and offline is still the key. The industry insiders further point out that how to use online platform resources to enable offline users to deeply participate in more links of the whole industry chain will become a problem for Pathfinder to continue thinking.

Talking about the future of the Pathfinder, according to the market development law, the current outdoor products market has gone through ten years of rapid growth period, and the channel expansion has been weakened, and the diversity of users' purchase has increased, which has really entered the critical point of brand development.

The expansion of the Pathfinder and the establishment of the whole industrial chain can be regarded as a more sensible development option.