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Online Brand Development Is Weak, Pathfinder Seeks Pformation Strategy

2014/1/2 15:17:00 111

recently, the Toread Outdoor Products Co of Beijing was called "Pathfinder".

According to the announcement, it will provide 10 million borrowings to Beijing subsidiary of arkanno outdoor products Co., Ltd. (hereinafter referred to as "arkanno") with its own funds, with a term of two years. The purpose of the loan is to use "a href=" //www.sjfzxm.com/news/ list.aspx "Classid=101112108" > Liquidity Fund < /a > to carry out business.

Pathfinder is currently pursuing a multi brand strategy. Besides the Toread, the brand Discovery Expedition, which faces the domestic high-end outdoor leisure products market, and arkeno, is also facing the online e-business outdoor products market. P

public information shows that arkano is an online brand launched by the Pathfinder in 2012 for 22~28 year old online shopping main consumer groups.

At that time, Sheng Faqiang, founder and chairman of the Pathfinder, once said that arkeno is a completely independent brand, which is a good complement to the main brand of Pathfinder.

but after a year, arkeno's performance is not satisfactory, and the way of finding out the brand is becoming a weak "Achilles heel".

in recent years, the performance of Pathfinder has soared.

From 2009, the annual growth of the total revenue of the Pathfinder is 38.46%, 47.86%, 73.64% and 46.68% respectively, and the annual growth of net profit is 72.92%, 22.39%, 98.81% and 57.44% respectively.

In the financial year of 2012, arkeno lost a net loss of 1 million 591 thousand yuan due to the "initial investment", and its sales remained only 718 thousand yuan in the first half of 2013, and continued to lose 1 million 36 thousand yuan.

in the three quarterly report of 2013, Pathfinder listed the risk of the development of multi brand business in the "major risk hint". It pointed out that arkano and Discovery Expedition brand "can effectively open the sales market according to the company's early stage plan and win the trust of consumers."

it is noteworthy that multi brand strategy and coordinated development between online and offline are important components of Pathfinder pformation.

From the beginning of this year, the Pathfinder has clearly put forward the strategic objective of becoming an integrated service provider of outdoor industry. "P will change from a single product provider to a diversified and three-dimensional direction". Its senior executives also openly expressed that the company will change from traditional retailers to network enterprises, and then become Taobao, a sub category.

For this reason, in August this year, the Pathfinder subscribed 40 million new shares of ASIatravel, a Singapore online travel service company, for $38 million 666 thousand to become the single largest shareholder of P.

A person close to a href= "//www.sjfzxm.com/news/list.aspx Classid=101112107" > Pathfinder < /a > analyzed this newspaper, which can provide some backstage and technical support for the Pathfinder, and pave the way for its pformation into a variety of businesses including tourism and sportswear.

Besides, P also disclosed that in the 2013 semi annual report, the Pathfinder disclosed that it would invest 100 million yuan to set up a wholly owned investment subsidiary and carry out related investment and merger activities in the related fields such as upstream and downstream industries, services and applications.

Recently, the Pathfinder began to actively test the O2O mode of linkup and offline linkage, and use APP to provide customers with outdoor advisory services, product orders and other functions.

but those people told reporters that the opportunity of "a href=" //www.sjfzxm.com/news/list.aspx Classid=101112105 "> traditional retailer" /a "is not as big as the previous two years." the Pathfinder himself did not really want to know how to do it, and everything is still in the exploratory stage ".